Food Advertisement Paper

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  • Topic: Advertising, 1920s, Nutrition
  • Pages : 5 (2017 words )
  • Download(s) : 105
  • Published : April 6, 2011
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Why Were Advertisements Developed
and How Have they Changed?

An important topic in the late 1920’s was food. Since it was around the time of the Great Depression money was scarce and food was important for survival. In order to make money and beat competitors, companies had to get their products well known and keep their prices low. One way businesses did this was by either sponsoring a radio show or putting their product on paper, which was the beginning of advertising. This was significant since the radio was a new technology that allowed messages to be delivered simultaneously through transmitters with very little delay to everyone who owned one. It was the main source of entertainment, like the television is today. There are many important aspects taken into consideration regarding how well a particular product did, including how healthy it was for you and how well it was marketed. In the post World War II era, a company that used such methods was Welch’s, who used them to promote their Grape Juice. In 1934, Welch’s started their eleven-year sponsorship with Irene Rich, a famous actress, who had her own radio show, The Irene Rich Show.[1] This was an excellent way to get the word across about Welch’s because according to Levenstein, “Radio supplemented the printed word.”[2] She appeared on several advertisements, as well as spoke about Welch’s Grape Juice on her radio show throughout that time. Since she was a female, the advertisements were generally directed towards the female gender but could also be for men too.[3] Irene’s messages attracted mostly women by promoting that Welch's Grape Juice helped her lose weight. The first advertisement headline said, "To Lose Ugly Fat"[4], which was what was so attractive. Advertising is the most important way to persuade the audience to buy that company's products. There are several ways to catch the attention of consumers so that they would want to buy that product. Being skinny and eating healthy was a new trend in the 1920’s. As stated by Levenstein, “Ideals of feminine beauty changed markedly, as the heavily corseted matronly ideal of the late nineteenth century gave way first to the more lithe and athletic prewar Gibson Girl and then, in the early 1920s, to the positively “skinny flapper”.”[5] Welch’s was selling their product to adult women because they were responding to this message and fashion designers clothes called for skinny women in that time period. Also, in the late 1920’s early 1930’s vitamins were new and added to the incline of this health kick. Everyone wanted to eat and drink those products that had these very important vitamins in them, which additionally became a big seller for advertisements as well. Companies who sell products, like food or toys, would not attempt to introduce their good without promoting it first. The main goal of a business is to sell their goods and services; they do that by marketing the product through advertising. They use catchy phrases or famous actors/actresses/singers to get the consumers attention. Welch’s used famous actress, Irene Rich, to promote their Grape Juice. By using that sales tactic women or those overweight want to buy Welch’s Grape Juice because someone famous used it. As a result it becomes a desirable item to have, even though the consumer wants the Grape Juice but does not need it. In addition, another way is by talking about how it can do something for you. For instance, Welch's Grape Juice sold their product by explaining how it helps you lose weight. On their first advertisement in 1934 with Irene Rich, she said, "Here's the most amazing way to lose weight you've ever read about… No Strict Diet Lists; No Strenuous Exercises; No Distasteful Drugs”.[6] If you were reading this advertisement in the newspaper or in a magazine, you would want to drink this particular juice, especially if you wanted to lose weight by not doing anything. Taking care of one’s self was important then...
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