For This Assignment, You Will Select Either A Print Or TV

For This Assignment You Will Select Either A Print Or Television Adve

For this assignment, you will select either a print or television advertisement from the 1960s and compose a short analytical (800 to 1000 words) in which you consider how the visual culture constructed in the advertisement you chose reflected broader trends in American life at the time. You may search the bound periodicals in the Anderson Library (suggested publications include Life, Look, or The Saturday Evening Post) for a print advertisement or utilize one of several online archives. In the crafting of your analysis, be sure to draw from materials and concepts presented in class. Please include an image of your print ad or a screenshot of your television ad.

Paper For Above instruction

The 1960s was a transformative decade in American history, characterized by significant social, political, and cultural shifts. Advertising during this period not only reflected these changes but also played an active role in shaping public perceptions and consumer behavior. Analyzing a print advertisement from this era reveals insights into the broader trends influencing American life, including the rise of consumerism, the shifting roles of gender, the influence of popular culture, and the political unrest that marked the decade.

For this analysis, I selected a vintage print advertisement for Coca-Cola, published in Life magazine in 1965. The advertisement features a young, smiling boy holding a bottle of Coke, with a background depicting a family picnic scene. The visual elements of this ad exemplify the dominant themes of American consumer culture and the idealized family life that was prevalent during the 1960s. The ad’s portrayal of a happy, carefree family enjoying a beverage in a rural setting aligns with the decade’s emphasis on traditional family values, suburban expansion, and post-war prosperity.

One of the most prominent broader trends reflected in this advertisement is the consumerist economy that experienced unprecedented growth in the 1960s. Post-World War II prosperity led to increased disposable income, encouraging Americans to indulge in leisure activities and consumer goods. Advertisements like this Coca-Cola ad aimed to associate the product with happiness, family unity, and the American Dream. The cheerful depiction of the family outdoors suggests that Coca-Cola was positioned as an integral part of American leisure and social bonding during a time of economic optimism.

The visual culture of the 1960s also reflected evolving gender roles and social expectations. The ad predominantly features a male figure, an adult man, and a young boy, which underscores the traditional gender roles that were still dominant in mainstream American society. While women are not explicitly depicted, the emphasis on family togetherness implicitly references the idealized homemaker’s environment. This subtly reinforces the notion of the nuclear family as the core social unit, a concept that was highly promoted in media and advertising of the era. However, emerging social movements also began challenging these stereotypes, setting the stage for future changes in gender representations in media.

Additionally, the visual style and messaging of the advertisement reflect the influence of American popular culture and the optimism of the era. Bright colors, a natural setting, and the casual, candid pose of the family members evoke a sense of authenticity and relatability. The ad’s emphasis on the outdoors and the wholesome activity of family picnicking resonated with American cultural values emphasizing simplicity, family bonding, and a connection to nature. These themes were often exploited in advertising to foster emotional connections with consumers, reinforcing the idea that consumption of products like Coca-Cola contributed to happiness and social cohesion.

This advertisement also subtly reflects the political and social undercurrents of the 1960s. While at first glance it appears apolitical and focused solely on family life, it embodies the American ideals of prosperity and stability amidst the ongoing civil rights struggles, Vietnam War protests, and social upheaval. The emphasis on traditional values can be interpreted as an attempt to evoke a sense of normalcy and continuity in a rapidly changing society. Advertisers, consciously or subconsciously, tapped into the collective desire for familiarity and safety during turbulent times.

In conclusion, the selected Coca-Cola advertisement from the 1960s encapsulates several broader trends in American life during that decade. It reflects the surge in consumerism, the reinforcement of traditional gender roles and family ideals, the influence of popular culture, and the socio-political desire for stability amid upheaval. Analyzing such visuals provides rich insights into how advertising functioned not just as a commercial tool but as a mirror and shaper of societal values and aspirations during a pivotal era in American history.

References

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