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									  American Television
Commercials of the 1950’s
 Conformity, Consumerism and Values
       through Advertisements

            BEGIN SHOW
During the Cold War era, television commercials
became a new way to reflect the cultural themes of
consumerism, conformity, and family values

Examples of this can be seen in selected
 advertisements for Cigarettes, Breakfast Cereal, and
 Home Appliances

                                      Next Slide
          Cigarette Advertising
• Phillip Morris advertisement
• Repetition of the words “America,” “Comfort,” and
• Presentation of the typical American man
• Many other cigarette advertisements presented a
  happy husband and wife, sharing the cigarette as a
  common joy.

                                       Next Slide
               Breakfast Cereal
• Quaker Oats Cereal
• With many insecurities about what was going on
  abroad the focus was placed on a stable home life
• Strong emphasis placed on the family
• In order promote and build upon the American
  tradition starting the day right with Quaker Oats will
  make you grow up strong

                                         Next Slide
            Home Appliances
• Overriding theme of necessity; as if to imply that
  “your American kitchen is not complete without a
• Reinforces the socially constructed role of the
  woman as a housewife
• Conformity element: product is advertised as being a
  good fit for any budget, any taste, etc.
• Aesthetic uniformity of the product is emphasized, as
  in color options to match any kitchen
                                             Next Slide

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