It's
Snappy, It's Catchy and It's for Sale
By Jeff Little
In 1896, The New York Times advertised its
contents as "All the news that's fit to print." But that
was not the beginning and end of advertising slogans. Long
before and long after 1896, advertising pitchmen (and
women) tried their best to concoct phrases, jingles and
catchphrases just as memorable to sell products and
services. And the 1950's were no exception. The rock 'n'
roll era gave us (whether we liked it or not) advertising
that couldn't be forgotten (whether we liked it or not).
As is the nature of advertising, absolute truth is
often a secondary consideration. The 1950's proved this
time and again with pitches for most every product
imaginable.
Pepsi-Cola promised "More Bounce to the Ounce" from
1950-1953 then declared itself "The Light Refreshment" in
1954. And by 1958, the popular soda was ordering consumers
to "Be Sociable, Have a Pepsi."
Needless to say, soft drinks were being consumed in
record numbers in the 1950's. And why not? Guzzlers of
such sugar-laden beverages could easily protect their
pearly whites after the fact with a myriad of products
guaranteed to leave a person satisfied but somewhat
confused. Case in point: "You'll wonder where the yellow
went when you brush your teeth with Pepsodent."
Not exactly Shakespeare, the catchy little rhyme
for toothpaste was first used in 1956 and proved to be a
successful advertising ploy. But purveyors of such
schmaltz often grew tired of verse alone.
"Brylcreem, a little dab'll do ya,
Brylcreem, you'll look so debonair!
Brylcreem, the gals'll all pursue ya!
They'll love to run their fingers through your hair"
was just one example of the hundreds of jingles
heard on television and radio throughout the 50's. And if
the lyrics sound ridiculous by today's standards, just
remember that they did serve their purpose. Millions of
Americans could not get annoyingly banal tunes such as
this out of their heads, or Brylcreem out of their hair.
The product sold millions of units throughout the decade.
While the cold war, nuclear arms proliferation,
race relations and a general crisis in education were key
issues in the 50's, there were other important things to
consider as well. Americans in the decade of the 50's had
to remember:
"Coca-Cola Makes Good Things Taste Better."
"The Esso Sign Means Happy Motoring."
"RC Makes You Feel Like New."
"Nothing Does It Like Seven-Up."
"M&Ms Melt In Your Mouth, Not In Your Hand."
"Winston Tastes Good Like A Cigarette Should."
"Timex Takes A Licking, But Keeps On Ticking."
"Only You Can Prevent Forest Fires."
And if all else fails, "You can trust your car to the man
who wears the star."
Trustworthy?
Advertising wasn't born in the 50's, and
unfortunately it didn't die there. Today we are inundated
with more commercials than ever before. Between TV, radio,
magazines, newspapers, billboards and even movie theaters,
there seems to be no escaping advertising's relentless
onslaught. And with no end in sight, the best we can do
for now is grin (with our "Colgate Smile") and bare it.
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