Advertising

3 Pages 770 Words

All of this led to the rise of advertising and the use of advertising to sell these goods in a way which had never been seen prior.
All of these new goods flooding the market left advertisers with a demanding job. They needed to find a way to market these goods and in many instances to bring the news of these new items to the public eye. Advertisers used the parable of what was called the Democracy of Goods. “According to this parable, the wonders of modern mass production and distribution enabled every person to enjoy the society’s most significant pleasure, convenience, or benefit” (Churella, RTAP, 129). Advertisers tried to create the image that what used to be unattainable is now attainable, and that even the poor could now live like the rich. In these advertisements they promised that with the purchase of this new item it would give you happiness and excitement. No advertising campaign shows these deceitful tactics more than in a brand new product brought to the market in 1912, which we know as Crisco.
Procter and Gamble in the early 1900’s invented a product which they named Crisco. Crisco was an all vegetable solid fat which they wanted to market as a replacement for lard, which before Crisco was used for frying and other recipes. Unknown to the consumer, Procter and Gamble created this product for there own selfish purposes. Procter and Gamble wanted as stated by Susan Strasser to “assure P & G its supply of cottonseed oil, which it was already using to make soap….By creating and marketing new products that used large quantities of cottonseed oil, Procter and Gamble could achieve not only financial growth but a more powerful position in purchasing its raw materials” (Strasser, RTAP, 120).
As you can easily see Procter and Gamble created a product that the consumer had done without and did not have an enormous need for. Advertisers marketed this product as an amazing scientific invention that would...