Boob rubes

Greenfield, Jeff
September 1975
Columbia Journalism Review;Sep/Oct1975, Vol. 14 Issue 3, p16
This article describes the U.S. advertising community as of September 1975. In 1960, much of the advertising message attempted to cash in on the new political sensibility. A feminine napkin advertisement promised Freedom Now, an echo of the civil-rights movement. A Jergens lotion commercial flashed the peace sign. And the sensual explosion of rock music, bright lights, quick cuts and cross-dissolves crowded into the world of television commercials. Meanwhile, the evocation of regional, isolated, slow-paced country on primetime commercial television is awesome in its levels of irony. It probably goes without saying that any product with enough resources to use prime time network television is an unambiguous product of homogenized country. Country Morning may come with old-fashioned-looking graphics, but the product is made in a plant, not in a shed out behind the mill. What is more ironic is that mass packaging and promotion itself helped to uproot so much of the stable, tranquil country. It was the power first of nationally circulated magazines, then of network radio, that made nationally distributed products feasible, and which, among other pressures, wiped out small, regional producers of everything from cigarettes to beer.


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