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 solution
Dante Alighieri played a critical role in the literature world through his poem Divine Comedy that was written in the 14th century. The poem contains Inferno, Purgatorio, and Paradiso. The Inferno is a description of the nine circles of torment that are found on the earth. It depicts the realms of the people that have gone against the spiritual values and who, instead, have chosen bestial appetite, violence, or fraud and malice. The nine circles of hell are limbo, lust, gluttony, greed and wrath. Others are heresy, violence, fraud, and treachery. The purpose of this paper is to examine the Dante’s Inferno in the perspective of its portrayal of God’s image and the justification of hell.
In this epic poem, God is portrayed as a super being guilty of multiple weaknesses including being egotistic, unjust, and hypocritical. Dante, in this poem, depicts God as being more human than divine by challenging God’s omnipotence. Additionally, the manner in which Dante describes Hell is in full contradiction to the morals of God as written in the Bible. When god arranges Hell to flatter Himself, He commits egotism, a sin that is common among human beings (Cheney, 2016). The weakness is depicted in Limbo and on the Gate of Hell where, for instance, God sends those who do not worship Him to Hell. This implies that failure to worship Him is a sin.
God is also depicted as lacking justice in His actions thus removing the godly image. The injustice is portrayed by the manner in which the sodomites and opportunists are treated. The opportunists are subjected to banner chasing in their lives after death followed by being stung by insects and maggots. They are known to having done neither good nor bad during their lifetimes and, therefore, justice could have demanded that they be granted a neutral punishment having lived a neutral life. The sodomites are also punished unfairly by God when Brunetto Lattini is condemned to hell despite being a good leader (Babor, T. F., McGovern, T., & Robaina, K. (2017). While he commited sodomy, God chooses to ignore all the other good deeds that Brunetto did.
Finally, God is also portrayed as being hypocritical in His actions, a sin that further diminishes His godliness and makes Him more human. A case in point is when God condemns the sin of egotism and goes ahead to commit it repeatedly. Proverbs 29:23 states that “arrogance will bring your downfall, but if you are humble, you will be respected.” When Slattery condemns Dante’s human state as being weak, doubtful, and limited, he is proving God’s hypocrisy because He is also human (Verdicchio, 2015). The actions of God in Hell as portrayed by Dante are inconsistent with the Biblical literature. Both Dante and God are prone to making mistakes, something common among human beings thus making God more human.
To wrap it up, Dante portrays God is more human since He commits the same sins that humans commit: egotism, hypocrisy, and injustice. Hell is justified as being a destination for victims of the mistakes committed by God. The Hell is presented as being a totally different place as compared to what is written about it in the Bible. As a result, reading through the text gives an image of God who is prone to the very mistakes common to humans thus ripping Him off His lofty status of divine and, instead, making Him a mere human. Whether or not Dante did it intentionally is subject to debate but one thing is clear in the poem: the misconstrued notion of God is revealed to future generations.
References
Babor, T. F., McGovern, T., & Robaina, K. (2017). Dante’s inferno: Seven deadly sins in scientific publishing and how to avoid them. Addiction Science: A Guide for the Perplexed, 267.
Cheney, L. D. G. (2016). Illustrations for Dante’s Inferno: A Comparative Study of Sandro Botticelli, Giovanni Stradano, and Federico Zuccaro. Cultural and Religious Studies, 4(8), 487.
Verdicchio, M. (2015). Irony and Desire in Dante’s” Inferno” 27. Italica, 285-297.
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
