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Advertisement Essay

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The Ad That Sucks You Up
Jamie Andres

The Ad That Sucks You Up
For women in the 1940’s the thought of working outside the house was absurd. Cooking, cleaning, and babies seemed to be all the public thought they were capable of. With men being the working type, using women on ads of household appliances seemed to work wonders for the producers. It is believed this advertisement was effective because the producers knew that using women as a cover to a product intended for housewives would make the targeted audience want the product more. Hoover had more going for it than the female targets though; they had bonuses, never seen technology, and great logos to draw people in. They used everything from amazing wording to the way they drew the advertisement for their targeted audience. There is no doubt the Hoover Company made a wise decision with their advertisement techniques in the late 40’s, which benefited their company, due to their targeted consumers.
There are different reasons why this advertisement was such a success. On the political side of it, unfortunately you have sexism. Women were expected to stay home, clean house, take care of their children, prepare dinner, and tend to their husband. There were views on women compared to men on an everyday basis in the late 1940's early 1950's. It was not meant in a negative way, it was just the way things were back in that time period. No matter the time frame, in most cases, women were looked at as a lesser importance in the work field than men. Women were, "not as strong", or, "not as smart" as men, so it was said that is. Women are portrayed to the media as only doing the house work; and for the most part that is how it was. Therefore, there is no better way to sell household items than to make a hardworking woman's job easier. Making a woman’s job easier would definitely benefit a man, Hoover realized this. They used this to their advantage, they knew if they could appeal to a woman, a man would have to soon buy the product or suffer the consequences. Besides, this benefited the husband, his wife was able to get more home duties completed in more efficient time and have a nice supper waiting for him. This ad was shown in 1949 for a Hoover vacuum cleaner and the images were drawn, where as in these modern days we either use photography or digital imaging. This black and white ad uses a plain font that wouldn't be appealing to the public now, due to the bright colors and new fonts they have invented. To us it has an antique look to it, however, compared to the time in the mid-nineteen hundreds it was considered the latest styles and trends of ink and lettering format. Back in this time this ad was seen as a very modern, top-notch ad, compare it to one our modern advertisements as used today, and it would not even catch a glance from consumers.
"No other cleaner does this-no, not one!” exclaimed by the Hoover advertisement in 1949. This was the perfect logo chosen at this time considering what the Hoover Model 50 had to offer. According to the ad, the Dirt Ejector "simply clicks the dirt out." By the Dirt Ejector clicking the dirt out it was less of a mess for the cleaner to have to deal with. They wouldn’t necessarily have to “get their hands dirty”, so the saying goes. One of the benefits of this particular advertisement was the fact that at the time Hoover was able to use the Dirt Ejector to prove their logo factual. However, this is only one of the advantages of this Model. For only $79.50, the consumer would get the Model 50 as well as cleaning tools in a handy kit, including mothimizer, and a sprayer. The image shows a woman standing in heels, bending over easily, and working the machine with no trouble what so ever. It is intended to have her look flawless, beautiful, at ease, rested, but most of all; that she does not have to touch dirt. This was intended for the goal of the Hoover Company's main idea they wanted to plant: "You'll be happier with a Hoover". This was the company’s promise that you would be happy with your product, which is comforting to anyone considering buying a product.
Using women as targets for ads such as this seemed to work very well for producers in this time frame. Although, now we have so much technology, we have more of a variety. The women from this time period were only allowed to be housewives, nothing more, nothing less. Which is exactly why using them in the ads was a success. I believe this advertisement was effective because the producers knew that using women as a cover of a product intended for housewives would make the targeted audience want the product more. The way they portray a beautiful female relaxed cleaning up makes vacuuming seem like a breeze. In addition to Hoover using the female stereotype they had the technology to back it up. It is believed their Dirt Ejector technological advance gave them an advantage among competitors. Hoover was wise enough to add in bonuses; which as anyone knows always attracts buyers. Promises of happiness is another way Hoover succeeded in sales, it would have been wise for competitors to take notes. Overall, when it came to their advertisement and sales pitch they did an exceptional job in targeting their intended audience which benefited the company’s profit.

URL: http://www.vintageadbrowser.com/household-ads-1940s/49 (bottom of page)

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