- How did Ford try to generate demand for its product? Does this ad appear to be directed to a wide segment of the market in 1924?
Demand for Ford cars was much more dominant by the males. Cars were generally used as utility other than for luxury. Ford generated demand for its product by focusing on selling their cars to middle income independent women in 1924. Obviously, demand for the cars in the upper market segment was already established. So they basically increased demand by publishing an attractive advertisement that targets the female middle income market segment. This ad does not focus on the wider market segment but tries to increase market growth in untapped markets.
- The Ford ad creates a positive, aspirational image, while the Listerine ad is based on the consumer avoiding a negative perception. Both strategies rely on a shared understanding of social norms. What can these ads tell you about the idealized role of women in interwar America?
The ads focused on highlighting the traditional role of a woman in the society and how women have transitioned to become more independent because of industrialization. The 1938 Listerine campaign tires to show how unhygienic women had problems finding male suitors for marriage due to social awkwardness brought about by bad breath. Edna’s case is an example, by age of 30 she was not married because of a supposed disorder called ‘halitosis’. So the idealized role of women was to be clean all the time, be served by a personal driver for the rich women and their purchasing power was minimized despite their wealth.
- What can you infer about the presumed class of the target audiences for these ads?
The target audience is the middle income young population. This audience is actively involved in social interaction like job interviews and looking for marriage partners through casual dating. This is evident from the 1936 Listerine campaign. One can also infer that the middle class women were involved less labor intensive work roles which I turn offered them sufficient time to tour the lovely woods using their personal cars.
- How does Valery express post WWI anxiety?
Valery expresses this anxiety has one that is unbearable. She basically says that the experience of the world war is going to change her love life. She deeply fears that her lover’s personality has changed after world war. Apart from the constant anxiety that he might be dead in the battle field, she also comprehends from his letters that he might be half- gay. Without a doubt, she shows endurance and hopes he will come home alive and still be same man she knew.
