When did advertising become commonplace in American culture? How did advertisements influence the...

AP US History

When did advertising become commonplace in American culture?

How did advertisements influence the way people thought about technology?

What was the role of advertisements in promoting technological determinism?

“The Distinctive Institution”:Advertising in 20th-Century America

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Recall the paintings we examined in the previous lesson. Currier and Ives created over 200 images, many which reflected a technologically deterministic perspective. We also looked at the famous painting by John Gast, “American Progress.”

These popular images were ways in which several key ideas were spread throughout American society: the notion that progress came in the form of technology, that technology was the best way to achieve prosperity and happiness, and that technology inevitably brings change in effect guiding the course of history.

Quick Review:

In this lesson you will examine another key form in which ideas of technological determinism were spread throughout society: Advertisements

Similar to the previous lesson, you will examine several illustrative advertisements from the early-20th century and answer a series of questions regarding the images.

By the end of this lesson you will be asked to form your own opinion about the power of advertisements to spread ideas throughout society.

Road Map

The Power of Advertising: The idea that technology drives society forward, that it has the power to inform lives, took a new form in the twentieth century with the field of professional advertising.

Advertising became the instrument by which big business, in need of ever-expanding markets for its mass-produced products, imprinted instrumental values on the populace.

In other words, advertising companies not only sold products but also prompted a way of thinking about industrial technology.

Through the use of powerful images and associations on advertisements, advertisers could encourage people to believe that technology shaped society rather than the other way around. They could also sell their products and, in effect, their brand of “the good life.”

As the twentieth century progressed, more and more advertisements began to appear through print, radio, and eventually television.

Through these advertisements technology became idolized as the force that could fix the economy and ensure the American way of life.

Advertisements allowed technological determinism to become deeply embedded in popular culture.

cont…

For this lesson you will be asked to examine advertisements from the early-20th century.

Please record your responses to the questions in your notebook.

Let’s Practice!

1. What is the difference between the two women in the photographs? Who’s working harder? Who looks happier?

2. What do the details in the background of the photographs suggest?

3. What does the advertisement say? Does it make any promises about the product? What are they?

4. What connections are being made between the technology and overall well being?

5. How does this advertisement operate to advance the idea of technological determinism?

Advertisement for Simplex Ironer, Ladies Home Journal, April 1920

1. What is this advertisement selling?

2. Who is getting into the car? How is she portrayed?

3. What is the last line of text urging the potential customers to do?

4. How many instances can you find where this advertisement links modernity to technology?

5. How does the advertisement describe “fluid drive”?

Advertisement for Chrysler automobile, Ladies Home Journal, April 1940

6. In your opinion, how does this advertisement advance ideas of technological determinism?

1. What do you see in this advertisement?

2. Does this family look happy?

3. In what ways does this advertisement illustrate an idealized version of family life?

4. What does the phrase at the top of the advertisement promise?

5. Are there other ways for families to “share happiness” that this advertisement does not show?

Advertisement for Motorola TV, Time Magazine, 1951

6. If you were a consumer in the 1950s, would you want to purchase this television? Why or why not?

7. Is this advertisement an example of technological determinism? Why or why not?

These advertisements have certain features in common. Each advertisement assures the reader that the products of the new technology will help them save time, be modern, and ensure a happy, healthy, and cheerful life.

Through the use of powerful images and associations on advertisements, advertisers could encourage people to believe that technology shaped society rather than the other way around. They could also sell their products and, in effect, their brand of “the good life.”

To Summarize:

Write a paragraph describing your opinion about the power of advertisements to spread ideas throughout society. How are advertisements related to technological determinism?

Quick Write:

Now let’s see what you’ve learned!

Go to the quiz!

Which statement best describes the role of advertising?

B. Advertising did not have much of an impact on early-20th century Americans.

C. Advertising in America was void of cultural values.

D. Advertising usually targeted only a small segment of the population.

A. Advertising companies not only sold products but also prompted a way of thinking about industrial technology.

Advertising became the instrument by which big business, in need of ever-expanding markets for its mass-produced products, imprinted instrumental values on the populace.

Yes! You got it!

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How did advertising progress throughout the 20th century?

D. more and more advertisements began to appear through print, radio, and eventually television

C. although advertisements were popular in 1900, as the century progressed they decreased in popularity

B. advertising picked up throughout the century because people could not afford other kids of entertainment

A. advertising was not common until 1990

Through the use of powerful images and associations on advertisements, advertisers could encourage people to believe that technology shaped society rather than the other way around. They could also sell their products and, in effect, their brand of “the good life.” As the twentieth century progressed, more and more advertisements began to appear through print, radio, and eventually television.

That’s Correct!

Back to the question

Not quite! Try again.

What features did the advertisements you examined have in common?

D. All of the above

C. The product was portrayed as bringing happiness to the consumer

B. The product was portrayed as ‘modern’

A. The product was portrayed as time-saving

The advertisements you examined have certain features in common. Each advertisement assures the reader that the products of the new technology will help them save time, be modern, and ensure a happy, healthy, and cheerful life. Through the use of powerful images and associations on advertisements, advertisers could encourage people to believe that technology shaped society rather than the other way around. They could also sell their products and, in effect, their brand of “the good life.”

Right!

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Oops! Missed it!

Congratulations on completing the quiz!

End Tutorial