"Lead Kindly Light"
Advertisement
By: Ray-O-Vac
Date: c. 1941
Source: Ray-O-Vac. "Lead Kindly Light." Ray-O-Vac batteries advertisement, c. 1941. Reproduced in Cayton, Andrew, Elizabeth Israels Perry, and Allan M. Winkler. America: Pathways to the Present. Englewood Cliffs, N.J.: Prentice-Hall, 1995, 699.
About the Organization: The Ray-O-Vac company manufactured a major brand of batteries during and after the 1940s. The company, like many others, understood the demand of a growing consumer culture and created advertisements to increase sales.
Introduction
One of the basic principles of advertising is that the seller must show the consumer why he or she needs a given product. Telling consumers that an item is necessary for some unusual event or practice does not inspire demand; however, showing them that an item is necessary for some everyday, commonplace event or practice is...
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1940's Lifestyles and Social Trends Primary Sources
The 1940's: Primary Sources
