Media Research Project: The Role of Oil in American Society

https://wesfiles.wesleyan.edu/home/dburke/web/images/Ethyl.jpg?uniq=y5jnx8
"Ethyl Corporation," Life Magazine, October 23, 1944, Pg. 9




"Havoline motor Oil," Life Magazine, August 13 1951, Pg. 89
https://wesfiles.wesleyan.edu/home/dburke/web/images/Havoline.jpg?uniq=y5jnxe

After browsing through some thousands of images from Ebony to Life Magazine, it became easy to identify much of the values in American society. These ranged from electronics, cars, alcohol and even oil. In the first image taken from Life Magazine, we see that there was a gradual need for more and more Ethyl in 1944 during the Second World War. However, in 1951, we see that there was a demand for Havoline.
The main differences in the images were their appeals and broader representations. For instance, in the Ethyl advertisement they made note to the fact that because so much was needed abroad, it became scarce among people who were at home. When you look at the image, its not one that’s comes off to be exciting but instead it gives off this feeling of anguish. As if to say “look you’ve taken what we’re supposed to be using.” The Havoline advertisement on the other had gave off a different tone. It was appealing, it was exciting, it was used attract people who had cars or boats etc and needed it for such purposes. The transformation and what it meant in a broader spectrum became obvious. The first image represented the fact that in time of war, sometimes the everyday American has to make some sacrifices so that we can be fully equipped for the war in every arena. The second, represents the idea that when we are not at war, then we can use our resources to our enjoyment.