Ford’s ad promotion and style changed from the early 1900s until 1924. Technological advancement, consumer tastes, and societal perspectives, notably on gender roles and economic power, influenced these transformations. This study compares and contrasts 1908–1911 and 1924 ads to demonstrate how advertising strategies, demographics, and history evolved. By studying these commercials historically and sociologically, we may learn about Ford’s marketing strategy and how it changed customer tastes and societal norms.
Historical Context and Gender Roles
Understanding the differences between the 1908–1911 and 1924 Ford advertising requires understanding the historical context and gender norms of each era. Males dominated economic and consumer decisions in early 20th-century society. Social values emphasized male independence and dominance, and automobile ownership was a show of manhood. Ford Model T commercials stressed technical features and performance indicators to entice male purchasers. The car’s engine, chassis, and other mechanical aspects were detailed in 1908 ads to demonstrate its durability and usefulness (Frens-String et al.,56). These ads appealed to men’s rational desires for efficiency and practicality, echoing the idea that vehicles were mostly for movement and utility. However, the women’s suffrage fight and the rise in working women changed gender standards by the 1920s. Women gained autonomy and buying power, challenging femininity and domesticity. Ford focused its marketing on women as household decision-makers in reaction to these changes.
Differences in Advertising Approach
The evolution in advertising style from 1908–1911 to 1924 demonstrates how Ford’s marketing approach and society changed at the turn of the century. Ford’s early Model T ads focused on technical features and performance for men. The ads targeted men’s realistic and rational demands, reflecting that vehicles were essentially transportation (Frens-String et al.,66). Word-heavy ads and detailed graphics highlighted the car’s technical attributes, durability, and performance for males, who are frequently household decision-makers.
However, the women’s suffrage struggle and more women in the workforce changed society’s attitudes on gender roles and buying power by 1924. Ford modified their advertising approach to focus on women since they affect household purchases. In 1924, Model T’s “Closed Car” commercials focused on customers, including ladies. The ads showed ladies at work and play and highlighted the car’s economy and comfort characteristics (Frens-String et al.,71). Women are discerning buyers with varying tastes and hectic schedules. Therefore, the car was promoted to them as affordable, reliable, and comfortable. This transition from male-centric advertising reflected changing social dynamics and cultural norms and helped Ford reach more people.
Messaging and Illustrations
The words and pictures in Ford’s ads from 1908 to 1924 show how their marketing approach and target audience changed. Because men were realistic and liked to get things done quickly, ads for the Model T in 1908 focused on its technical features and performance benefits (Aspray et al., 26). The ads showed how reliable and well-designed the car’s internal parts and design were by using detailed and technically sound images of them. Ford first went after practical buyers, especially those who were thought to be in charge when buying a car.
As the market changed and women took on more responsibility for making family purchases in 1924, ads became more focused on the customer. In Ford car ads, real women working or playing were shown to show how efficient and comfortable the cars were. To draw women, who are picky buyers with lots of different interests and tastes, the 1924 ad focused on the car’s low price, dependability, and comfort (Aspray et al., 35). Ford changed its words and graphics to appeal to both men and women who live different lives and buy things for different reasons to get a bigger market.
Changes in Advertising Style
Between 1908 and 1924, several factors affected marketing; therefore, Ford’s advertising approach varied. A key influence is the rapid development of new technology, especially in visual design. Modern printing processes in the early 20th century allowed for more intricate and attractive adverts. Ford used technology to create visually appealing, informative commercials in a competitive advertising market (Aspray et al., 15). Social changes in gender roles and customer tastes also influenced Ford’s product promotion. Ads targeting women grew more essential as societal norms changed and women gained agency and purchasing power. Due to changing demographics and tastes, advertising has to become more inclusive and consumer-focused. Ford could stay competitive and adapt to changing market conditions by radically changing its advertising.
Other Considerations in Advertising Changes:
Besides social changes, other factors likely impacted Ford’s advertising efforts between 1908 and 1924. One factor is the growing competition in the automotive industry. Ford had to change its advertising to keep ahead of the competition and maintain its market share while other companies offered alternative cars. Because of this, Ford likely rethought its branding and strategy to differentiate itself and highlight the virtues of its automobiles (Aspray et al., 25). New advertising channels like cinema and radio gave Ford more customer interaction options. Ford experimented with new marketing concepts on these platforms since they could run more engaging and interactive commercials. Ford’s advertising budget and priority may have been influenced by economic instability. Ford might have used recession-friendly ads to emphasize the cost and value of their vehicles.
In conclusion, Ford commercials from 1908 to 1924 reflect consumer trends, societal norms, and technology. Ford’s transition from technical advertisements to consumer-focused tactics shows its adaptability. By respecting gender conventions and evolving customer behaviours, Ford maintained its automotive dominance and conveyed its products’ worth. These advertisements show how Ford has adapted its marketing to different consumers in a culturally and socially diverse market. Top of Form
Work Cited
Aspray, William. “America in 1920: An Information Microhistory.” Understanding Information History: The Case of America in 1920. Cham: Springer Nature Switzerland, 2023. 1–44.
Frens-String, Joshua. “Natural Partners: Chilean Nitrates and the Rise of Intensive Agriculture in the US South, 1900–1945.” Agricultural History 97.1 (2023): 48–83.
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