Media Research Project: Harper's Magazine - Bell Telephone Systems

For my first media research project I decided to use two images printed in Harper's Magazine from January, 1945 and November, 1957.

The first image (Harper’s Magazine, Vol. 190, No. 1136, p. 96 – January, 1945) displays a volunteer member of the "Signal Battalion" from Bell Telephone as he strings new telephone cable aside a recently bombed bridge in Europe. The written piece of the advertisement notes that 59,000 Bell employees (men and women) volunteered to go overseas to assist with the United States war effort. During World War II many men and women in the United States made tremendous sacrifices for their country. Bell Telephone is using this advertisement to represent their mission and sacrifice in helping the United States achieve victory. At the same time, Bell wants it's customers at home to realize they are not forgotten and service will be available promptly. The advertisement concludes with an apology from Bell for the lack of service at home as a result of the enormous demand abroad.



The second image (Harper's Magazine, Vol. 215, No. 1290, p.2 - November, 1957) displays the "Seven Ages of the Telephone" and promotes Bell Telephone Systems as a vital part of life beginning in early childhood. At this time, in 1957, several years after World War II, Bell Telephone is back on the map domestically and appears to be commanding a strong audience. The advertisement begins as a child is born, progresses through adolescence and teen years, and finishes with marriage, family life, and becoming a great-grandparent. Whew! I believe there are several ways this ad could be used to promote Bell's services: 1) To demonstrate Bell Telephone's critical importance to Americans of all ages and sexes, 2) As a way of predicting Bell Telephone's role in the lives of Americans for years to come, and 3) To show that Bell Telephone has successfully made the transition from a war-time communications provider to an easily accessible everyday mode of communication for Americans.



The images from Bell Telephone advertisements are different as they promote Bell's services in two distinct environments. One, behind enemy lines - essential for survival and victory in war. The other, in the household - essential to holding the family unit together. These images depict how companies in the United States decided to represent themselves during and after World War II. During the war as a patriotic fighter and afterwards as a consumer friendly provider of services.

- EAP