Changing Perspectives of Consumerism and Consumer Responsibility

“Tires that Fly: General Tire $ Rubber Co.” Atlantic Monthly, August 1942, pp11.

This is part of a two page spread from Atlantic Monthly, August 1942, pp11. It is an ad for the General Tire & Rubber Co, but instead of encouraging people to buy their tires, it says that “victory will come with the rubber you save.” Though it is advertising a product (General tires) it is doing so by creating an image of itself as hardworking and dependable, and emphasizing the company’s role in the war effort. The image it creates of the consumer is one of thrifty patriotism, and urges them to conserve and take good care of the things they buy rather than buy them in excess. Its message is that individuals can make a difference in the war effort by making wise decisions which save rubber.

“Relaxing, Fun-Filled Cruise: Moore-McCormack” Atlantic Monthly. September, 1952. Back Cover.

This advertisement for a cruise vacation, from Atlantic Monthly, September 1952, (back cover) depicts “the relaxing, fun-filled cruise-way to the fascinating lands of South America.” The caption reads that it offers “the most glamorous holidays for those who travel for pleasure” as well as “regular schedules essential to business travel.” Americans here are depicted as fun-loving folks who are ready to explore the world—from the safety and comfort of a cruise ship. Though the add does not assume that all Americans can afford to and want to travel for pleasure, it offers the enticing possibility, and certainly does assume that spending money for pleasure is the norm.

The most striking difference in these two ads is their depiction of the consumer. Their juxtaposition highlights the nation-wide shift in attitudes about spending money and time. Because there were so much pent up consumer funds and energy after the war, an extravagant fun-filled cruise of parties and swimming and games was a normal, “American” thing to do. During the war, the best way to be patriotic was to conserve and put all one’s energies toward the war. These ads highlight the nation’s shift from focusing on a national goal to focusing on the self and personal gratification. It is also interesting that the General Tires Ad, as opposed to the Moore-McCormack Ad, is not telling people to buy their product. It is telling people about the product, and allowing them to make the association of “patriotic war effort” and “General tires” themselves. Together, these ads emphasize the shifting role of consumerism and waste in American society.