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Ads that I like #38


Now, I do appreciate the sentiment expressed in today's ad, and (as ever) context is vital. When you're in the middle of a war a certain liberty may be taken with expression, so the jarring notion of a blonde, curly-haired scamp - let's call him 'Chip' - talking about "Jap kids" (in a strange and foreign font, no less) can be overcome.

Yet what really concerns me about this ad is the odd lens through which the Sparton company have chosen (in 1943) to define what it means to be a "free American boy". Free speech and action, yep, no problemo. "Free American boys" should experience those delights.

"Warm comfortable homes". Well, homes are a good start, and I guess you wouldn't want it cold. Comfortable? That surely is in the eye of the beholder? But yeah, comfortable is good, I guess.

"Automobiles and radios by the million"? Yeah, you're starting to lose me here Sparton.

"Electrical machines to keep and cook our food; to wash and clean for us"? See, now pick the right voice to read this one out loud, add an evil laugh at the end, and I'm conjuring up images of a downtrodden race of slave robots forced to do the bidding of cruel and unforgiving masters.

Moreover, it appears that the Sparton company believes that World War II might be being fought not so much to rid the world of brutal and ruthless aggressors in Tokyo or Berlin, rather the bloodiest and costly war in human history is being fought to establish a world of "comfort", "convenience" and "enjoyment".

Hmmmmmm.

This world will be delivered through a "money-saving plan of distribution".

Hmmmmmm.

Through "exclusive Sparton dealer - only one in each community". It seems that "that is the Sparton way".

It sounds to me like the Sparton company might have been better off to pack up and move to Soviet Russia with that sort of attitude.

You'd almost rather be a JAP kid!
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Comments

Gerald (Ackworth born) said…
and alas such attitudes still prevail - we seem to have learnt little in the last 60 years.
16 April 2008 at 17:34
Kris McCracken said…
I think like most eras we tend to learn a lot, but forget the lessons a lot of the time!
16 April 2008 at 20:07
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