THANK YOU, MR. EDISON   Lesson Three: Merchandising and Advertising Advertisement Gallery Analysis Guide

For each advertisement in the Advertisement Gallery, consider the following information and questions as you develop your analysis:

1. What is the year of the advertisement?
2. What is the featured product?
3. Is the product still made?
4. Identify the manufacturer.
5. Does the manufacturer still exist?
6. Identify and analyze any visual images, icons, and symbols used.
7. What direct messages are used to persuade the consumer?
8. What subtle or indirect messages are used?
9. What social and cultural values are promoted?
10. What individual or groups of consumers are targeted in the ad?

For individual ads, answer the following:

Victrola

This is an illustration for the Victrola, a specific brand. Name the product mentioned by Mrs. Lathrop.

Kohler

1. What is "Kohler Electricity"?
2. What does "really living" mean?
3. Why would farmers be likely consumers for this product in 1926?
4. Kohler also manufactures bathroom fixtures--tubs, toilets, and sinks. What if anything does this have to do with the room chosen for the ad's setting?

General Electric

1. What does the electric motor in particular, and electricity in general, do for the farm?
2. Explain how a man keeps horsepower profitably employed.

Servel

1. How does the ad's illustration use notions of social class as a factor in identifying possible consumers?
2. How might such a depiction influence other classes?
3. How does Servel help consumers afford their products?

Kelvinator

1. How was food preserved prior to electricity?
2. What is the meaning of the illustration showing a woman with a sign in the window?

Hoover

1. Compare and contrast the old and new technologies.
2. What does the Hoover Company offer to promote sales in addition to the advantages of the product?

Star-Rite

What is the significance of the slogan "Electrical Necessities?"

Everhot

How do these products demonstrate how manufacturers were trying to capitalize on the availability of electricity?

Nesco

This ad appears in Household Magazine. How is that a reason for this particular product to be advertised?