When did advertising become commonplace in American culture? How did advertisements influence the way people thought about technology? What was the role of advertisements in promoting technological determinism? Click here to begin!

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Recall the paintings we examined in the previous lesson. Currier and Ives created over 200 images, many which reflected a technologically deterministic perspective. We also looked at the famous painting by John Gast, “American Progress.” These popular images were ways in which several key ideas were spread throughout American society: the notion that progress came in the form of technology, that technology was the best way to achieve prosperity and happiness, and that technology inevitably brings change in effect guiding the course of history.

In this lesson you will examine another key form in which ideas of technological determinism were spread throughout society: Advertisements Similar to the previous lesson, you will examine several illustrative advertisements from the early-20 th century and answer a series of questions regarding the images. By the end of this lesson you will be asked to form your own opinion about the power of advertisements to spread ideas throughout society.

Through the use of powerful images and associations on advertisements, advertisers could encourage people to believe that technology shaped society rather than the other way around. They could also sell their products and, in effect, their brand of “the good life.” As the twentieth century progressed, more and more advertisements began to appear through print, radio, and eventually television. Through these advertisements technology became idolized as the force that could fix the economy and ensure the American way of life. Advertisements allowed technological determinism to become deeply embedded in popular culture.

For this lesson you will be asked to examine advertisements from the early- 20 th century. Please record your responses to the questions in your notebook.

These advertisements have certain features in common. Each advertisement assures the reader that the products of the new technology will help them save time, be modern, and ensure a happy, healthy, and cheerful life. Through the use of powerful images and associations on advertisements, advertisers could encourage people to believe that technology shaped society rather than the other way around. They could also sell their products and, in effect, their brand of “the good life.”

Write a paragraph describing your opinion about the power of advertisements to spread ideas throughout society. How are advertisements related to technological determinism?

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Which statement best describes the role of advertising? B.Advertising did not have much of an impact on early- 20 th century Americans. C.Advertising in America was void of cultural values. D.Advertising usually targeted only a small segment of the population. A.Advertising companies not only sold products but also prompted a way of thinking about industrial technology.Advertising companies not only sold products but also prompted a way of thinking about industrial technology.

Advertising became the instrument by which big business, in need of ever-expanding markets for its mass-produced products, imprinted instrumental values on the populace.

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How did advertising progress throughout the 20 th century? D.more and more advertisements began to appear through print, radio, and eventually television C.although advertisements were popular in 1900, as the century progressed they decreased in popularity B.advertising picked up throughout the century because people could not afford other kids of entertainment A.advertising was not common until 1990advertising was not common until 1990

Through the use of powerful images and associations on advertisements, advertisers could encourage people to believe that technology shaped society rather than the other way around. They could also sell their products and, in effect, their brand of “the good life.” As the twentieth century progressed, more and more advertisements began to appear through print, radio, and eventually television.

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What features did the advertisements you examined have in common? D.All of the above C.The product was portrayed as bringing happiness to the consumer B.The product was portrayed as ‘modern’ A.The product was portrayed as time-savingThe product was portrayed as time-saving

The advertisements you examined have certain features in common. Each advertisement assures the reader that the products of the new technology will help them save time, be modern, and ensure a happy, healthy, and cheerful life. Through the use of powerful images and associations on advertisements, advertisers could encourage people to believe that technology shaped society rather than the other way around. They could also sell their products and, in effect, their brand of “the good life.”

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