60's Advertising

60's advertising was wonderful. Colors exploded and artwork often replaced photography. And how could we have lived without some of the best catch-slogans of the decade? I'd almost forgotten about things like Contac and the 600 tiny time capsules. The media in those days was so instrumental to my growing up that the ads and commericals are like old friends to me now. 50's and 60's media had a strong focus on what was to be believed as the American dream, complete with nuclear family and the perfect "Ozzie and Harriet-esque" lifestyle.

"Good Things Happen When You Give" was the header for this 1961 message for the American Red Cross. These earlier ads were so expressive that they just drove the point home in such a way that all us either could, or wanted to identify with the imagery.

S&H Green Stamps. I grew up with these guys. They were a staple in our household. I can recall my parents getting them almost everywhere they shopped. Years later, it was Raleigh coupons from Raleigh cigarette packs that my parents saved. We actually got quite a few good things from these great stamps. I can recall going to the S&H Store off of 82nd and SE Holgate with my mom to pick out her prizes.

In our household, Spam was a good thing. I can still recall the overly salty taste and how much I liked it with breakfast in the morning.

And speaking of breakfast, the paintings and depictions of kitchenware complete with eggs and sausage frying made everything look so good.

Though we can't see her that well, the lady behind the wheel of the '66 Dodge Polara is very happy to be there. As would I be right now. I hate the looks of cars these days. They have absolutely no personality.

Style was the word. 60's advertising art was a world in its own. Images were friendlier, more enticing, and said so much more than the mere photography and sex that sell our products today. 60's styles in art were so convincing, so inviting, and so impacting that they became ingrained in our heads. It's funny how moms were often dressed in cocktail-type dresses, and dads with white shirt and tie and pipe in mouth.

Men and women's roles in 50's and 60's advertising was predominantly male-oriented. Men were portrayed as being the perfect American male. They were virile, smiling, and dressed to the nines, and quite able to do anything with a crescent wrench. Women were pedestalized, made to appear soft and helpless, yet able to conquer the western world with the right kind of washer and dryer. Women's portrayals appeared to need the man to come to the rescue.

Although these comparisons to nowadays were rather extreme, there was again, a certain friendliness, and almost safety in the advertising. People could imagine themselves as happy as the couples in the pictures. All they needed was the new Chrysler, living room set, electric skillet, or television set being presented to them.

Movies took on some strange and bold territories in the 60's. One example of such was "The Sandpiper" a film about a married priest who has a dangerous affair with a local woman artist and free soul living on the beach. It was about time that Hollywood showed humans to be flawed and with frailties.

For those of us who can recall the days before using zip codes. 1963 was the year for the introduction of zip codes. This was a really strange idea to me as a kid, for now my fan letters to Art Linkletter had to have more info on the envelope. Not only that, but we needed to know these zip codes.

The one thing that never got old was Cracker Jacks. Each time I ate my way to the bottom, I always thought I'd get this magnificent prize. Often I was disappointed. But, there were times when something great would be there.

Post Magazine described this cover as a "decline" of the American school system. The classroom painting was done purposely to illustrate how lackadaisical the teaching methods were becoming. The key notations of this are:

the teacher doing something in a book, not paying attention to class.
Her shoes slightly kicked off.
One girl staring out the window.
Girl in front row left looking very bored.
The too-relaxed kid in the back.

Were they serious? This is exactly how I remember school. We were all staring out the window, and though the teacher is relaxed, she's definitely on the job.
(Click image for large view).

Remember "Snappy Gum"? These never lasted long in class . I always tried to figure out how to make the snapper really come down hard, but all I ever succeeding in was breaking it.

Who didn't buy these Aurora Monster Dragsters? They were fun, and they were related to the original monsters only in a more comical sense. Ed "Big Daddy" Roth had really turned a corner when he designed his "Weird-ohs" series. Soon, America had "Dragster Fever" and guys like me were buying model dragsters as well as tanks, planes, ships and other great kits. I remember buying the Boothill Express dragster which was an old 1800's hearse on a drag chassis.

The Aurora Monster "Customizing" kits were a short rave too. Unfortunately, they never held my attention for very long.