Kairos: ScotTissue Ad



This ScotTissue ad first appeared in the late 1920’s to early 1930’s, when Great War memories were still fresh, communism had taken over Russia and was spreading through Europe, and the Great Depression was sinking its teeth into the United States. Given the monetary troubles of the time, as well as the prevalence of socialism in European politics, many were worried that American people would turn to communism ideas as a way to improve their situation. Of course, no red-blooded, kraut-killin’ Yankee wanted the European tide of communism washing over the US, and this ad plays on that desire. This was the start of the Cold War, the dawn of the Red Scare, and you were better dead than red. Everyone was supposed to do their part to stop the tide of communism from sweeping over the United States. According to ScotTissue, a business’s part was to provide comfortable facilities to its employees; after all, inconvenience leads to discontent, and discontent can lead to revolt. The way to stop this potential socialist rebellion, the only way a business could help stem this unstoppable tide, was to buy ScotTissue, and quench the thirst of the proletariat for easy hand drying! Obviously, this poster would have no effect in a society that didn’t have an arguably irrational, deep-rooted fear of commies; however, this perfectly describes the situation in the US for much of the 20th century. Thus, the ad was well suited for the American market, and likely convinced many a business owner to convert to a better quality paper towel.

Comments

  1. UnknownOctober 4, 2017 at 8:59 PM

    I like how you discussed the exigence of the poster, and how it would have no effect in a time, or to a people, that had no deep-rooted fear of communism. However, because this was the political and social climate of the U.S. at this time, the poster was successful in reaching and persuading its audience.

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  2. UnknownOctober 4, 2017 at 9:17 PM

    I agree that the exigence of the poster was appropriate for this time of revolt. You did well in explaining how the comfort of the tissue advertisement can connect to the whole problem of rebellion and successful in how you commented on the marketing aspect of the advertisement which persuaded the audience of consumers to buy the tissue.

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