Select either a print or television advertisement from the 1960s and compose a short analytical (800 to 1000 words) in which you consider how the visual culture constructed in the advertisement you chose reflected broader trends in American life at the time. You may search the bound periodicals in the Anderson Library (suggested publications include Life, Look, or The Saturday Evening Post) for a print advertisement or utilize one of several online archives. In the crafting of your analysis, be sure to draw from materials and concepts presented in class. Please include an image of your print ad or a screenshot of your television ad to your assignment.
Sample Answer
Sample Answer
An Analysis of the 1960s Advertisement for Volkswagen Beetle: “Think Small”
In the 1960s, American culture was undergoing significant transformations, marked by shifts in social attitudes, economic prosperity, and technological advancements. The Volkswagen Beetle advertisement titled “Think Small,” created by the advertising agency Doyle Dane Bernbach (DDB) in 1960, serves as a compelling artifact that reflects and engages with these broader trends in American life. This analysis will explore how the advertisement captures the zeitgeist of the era, emphasizing themes of simplicity, counterculture, and consumerism, while also leveraging innovative design and messaging to resonate with its target audience.
The Context of the 1960s
The 1960s were characterized by a post-World War II economic boom, resulting in an increase in disposable income and a burgeoning consumer culture. Cars became symbols of freedom and mobility, with the American Dream often represented through automobile ownership. However, this era also witnessed significant social upheaval, including the Civil Rights Movement, anti-war protests, and the rise of countercultural movements that questioned traditional values and norms. Against this backdrop, advertising began to shift from purely aspirational messaging to more relatable and authentic narratives.
Description of the Advertisement
The “Think Small” advertisement features a simple layout with a clean design. It prominently displays a small image of the Volkswagen Beetle against a stark white background, emphasizing its compact size. The text is minimalistic: the headline “Think Small” serves as a provocative call to action placed directly above the image. In smaller type below, the ad offers factual statements about the vehicle’s benefits, such as its affordability and efficiency.
The ad’s visual culture relies heavily on contrast; it challenges the prevailing notion of larger vehicles as symbols of status and success. Instead, it presents the Beetle as an accessible and practical choice for everyday Americans. The use of humor and irony further underlines the ad’s appeal, suggesting that embracing simplicity can be both practical and liberating.
Reflecting Broader Trends
1. Emphasis on Simplicity
“Think Small” reflects a broader cultural trend toward simplicity in a time characterized by excess. The minimalist design of the advertisement aligns with a growing discontent among consumers who sought authenticity over ostentation. As Americans began to question consumerism and materialism, largely influenced by countercultural movements, this ad embraced a philosophy that celebrated practicality rather than luxury.
This theme resonates with the sentiments expressed by influential figures like Ralph Nader, whose book Unsafe at Any Speed criticized the automotive industry for prioritizing style over safety. The Volkswagen Beetle was marketed not just as a car but as an antidote to the growing complexity of modern life—an appealing proposition for a society grappling with both technological advancements and social change.
2. Counterculture Influence
The 1960s also saw the rise of counterculture movements that championed alternative lifestyles and values. The simplicity embodied in the “Think Small” campaign aligns with the ideals of this era, particularly among younger consumers who were increasingly disillusioned with mainstream culture. The advertisement’s focus on the Beetle’s affordability and efficiency appealed directly to a generation that valued environmental consciousness and sustainability long before these concepts became mainstream.
Moreover, Volkswagen embraced this countercultural ethos in subsequent marketing campaigns. By positioning itself as a brand for those who reject conformity—those who “think small”—Volkswagen effectively aligned itself with the values of a generation that sought to challenge societal norms. This connection between the brand and counterculture expanded its appeal beyond traditional consumers, tapping into a larger movement advocating for change in American society.
3. Redefining Consumerism
In contrast to traditional advertisements that glorified wealth and success, “Think Small” reframed consumerism as an opportunity for empowerment rather than a pursuit of status. By focusing on the practical benefits of owning a Beetle—such as fuel efficiency and affordability—the advertisement presented a new narrative: one where consumers could make informed choices based on their needs rather than societal pressures.
This approach mirrored broader shifts in marketing strategies during the 1960s. Advertisers began to recognize that consumers desired authenticity and relatability in advertising messages. The “Think Small” campaign successfully leveraged this understanding, creating a dialogue with consumers rather than simply promoting a product.
Conclusion
The Volkswagen Beetle advertisement “Think Small” serves as an insightful reflection of the broader trends in American life during the 1960s. Through its emphasis on simplicity, alignment with countercultural values, and redefinition of consumerism, the ad captured the shifting attitudes and aspirations of a generation navigating a complex social landscape. Its innovative design and messaging not only transformed perceptions of what an automobile could represent but also laid the groundwork for future advertising strategies that prioritize authenticity over mere aspiration.
The significance of “Think Small” extends far beyond its time; it illustrates how advertising can engage with cultural movements and influence consumer behavior in ways that resonate deeply within society. As such, this advertisement stands as a testament to how visual culture can reflect and shape the zeitgeist of an era.
Volkswagen Beetle Think Small Advertisement
