I realize that class is over, but in case any of you are reading the blog, you might want to check this article out.  On the NYT website, one of the lead articles reads "In a speech to the Israeli Parliament, President Bush said that talking to 'terrorists and radicals' was no different than appeasing the Nazis."  This has so many parallels to what we've discussed throughout the semester.  Given that we concluded our class with a discussion of Reagan's presidency who said the same thing about people who doubted his plans to build $5 billion worth of weapons, I think this article is particularly appropriate.  

Changes in Amtrak Advertisment- 1971-1981

Life Magazine- November 1981, Pg36-7

https://wesfiles.wesleyan.edu/home/jcohencole/web/Cold-War-Media/Life%20Magazine_November8%201981_Pg36.jpg

Life Magazine- November 1971, Pg.2

https://wesfiles.wesleyan.edu/home/jcohencole/web/Cold-War-Media/Life%20Magazine_November5_1971_Pg2_pt1.jpg

https://wesfiles.wesleyan.edu/home/jcohencole/web/Cold-War-Media/Life%20Magazine_November5_1971_Pg2_pt2.jpg

What I originally found interesting about these two ads for Amtrak is there wildly different approaches to marketing. In the ad in 1971, the ad is primarily based in text and is trying to explain what exactly the purpose of Amtrak is. Similar to the older 50s era ads, this ad attempts to explain why Amtrak is a necessary industry, and why it will improve the American way of life. With airline travel becoming more profitable, ground transportation attempted to compete with it. Boasting improved food service, fare schedules, and customer service, Amtrak is truly trying to prove that they’re “making the trains worth traveling again.”

In the 1981 ad, the tactics have changed dramatically. Instead of a text based ad, the advertisement encompasses two full color pages and is only one giant picture. Their slogan has changed as well, now reading “This time why not see America at see level?” The tactic has shifted from competition with the airline industry to a differentiation from it. Rather than boasting itself as an efficient method of transportation, Amtrak emphasizes the leisure involved in its travels. Air travel has won out in terms of efficiency, thus Amtrak has tried to reinvent itself as a unique travel opportunity. This keeps in step with public opinion in the 80s that shifted to a strong need for leisure and vacation in daily life. Amtrak tried to follow this trend by reinventing its marketing campaign to appeal to these leisure seekers.