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Western Air Lines Advertising Essay

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The preceding advertisement for personal airplanes was published by Western Air Lines in the early 1940’s when many soldiers from the United States were still fighting in World War II. In the advertisement, the company attempts to connect with those soldiers and their relatives with several calls to personal relevance. Despite the challenges many people on the home front faced during the period, including rationing and food shortages, the vast majority of Americans grew increasingly patriotic as a result of the shared experience of supporting the war effort. Purchasing war bonds, growing victory gardens, writing songs supporting soldiers, and saving and collecting raw materials like rubber were common practices (Winkler, 2012). However, the marketing team behind the Western Air Lines advertisement tries a different approach, appealing to the disillusioned home-front American, stating that with the time they’ll save flying to their destinations, the consumer will have time to “hoe.. a garden, not for Victory, but for recreation.”. Yet with phrases such as “the tomorrow you’re fighting for” and the emphasis that the war will make “us” a “nation on wings” patriotism is highlighted. If the described product or issue is highly likely to directly impact an individual’s life, that person will probably be motivated to listen to the …show more content…

95-100). Even in modern times, personal airplanes are not a reality for the everyday consumer, so it is unlikely Americans in the United States would have, at least initially, believed in the possibility Western Air Lines was trying to sell. The company has something to gain, and the bold and whimsical word choice promises immediate change, so the communicator is not credible, and intense attitude change is not likely (Aronson, 1999, p.

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