ADvertising

In today’s fast evolving media empire, advertising plays a powerful role in shaping consumer behavior and cultural values. Using the readings from the module, it becomes clear that modern advertising is not just about selling products. It's all about constructing narratives, building trust, and influencing public perception. With the rise of digital platforms and data driven strategies, companies are finding new ways to reach and resonate with audiences. A prime example of this is the marketing of the GE Ultra Vision, a product positioned at the intersection of innovation and lifestyle. I’ll explore how the advertising industry’s evolving goals and tactics are reflected in campaigns like GE Ultra Vision’s, and what this means for society at large.

The original GE Ultra Vision ad, which was released during the 1950’s, reflected a post war American society that showed progress with technology, cleanliness, and domestic convenience. The ad featured a smiling housewife with her husband, the product and script like leading fonts. Emphasizing the efficiency, precision, and innovation. This imagery wasn’t accidental. It aligned with advertising’s post war goal of reinforcing idealized gender roles and promoting consumerism. As discussed in How the Ad Industry is Changing, traditional advertising leaned heavily on emotional appeal and cultural norms to sway purchasing behavior. The appeal here is both functional and aspirational, the Ultra Vision isn't just a product, it's a symbol of modernism and functionality in a rapidly changing world. The ad operates within a framework of middle class values, white collar ideals, and gender expectations deeply embedded in the social fabric of the time.

Fast forward to a modern day, GE’s Ultra Vision ad… well it doesn't exist. GE only makes more household items such as laundry machines, stoves and microwaves. These products are often shown in a minimalist, sleek home, operated by single adults, couples of various backgrounds, or families. Emphasising the contemporary values around individuality, sustainability, and shared responsibility. As PRLab explains, today’s advertising overlaps heavily with brand storytelling and trust building, often blurring the lines between marketing and public relations.

The contrast between the vintage GE Ultra Vision ad and the modern GE appliance advertising reveals significant shifts in both advertising techniques and the values we prioritize now as a society. While the older ad emphasized conformity, domestic gender roles, and the idealized post war American household, today’s GE campaigns focus on personalization, technological integration, and environmental responsibility. This change is not just aesthetic, it reflects a broader cultural shift from the roles and ideas that were present in the 50’s to now the individual empowerment. Advertising as an industry has evolved from pushing static messages through print and broadcast to engaging audiences dynamically across digital platforms. As discussed in How the Ad Industry is Changing technology has redefined both how ads are made and how they’re consumed. Enabling data driven targeting, interactive formats, and real time feedback. At the same time, the purpose of advertising has expanded beyond product promotion, it now serves as a mirror of social values, aspirations, and identities. The ads don’t just sell appliances, they sell lifestyles, ideologies, and visions of what a “better” life looks like. The significance of this evolution lies in how advertising both shapes and is shaped by cultural norms. While the product has changed and GE no longer makes TVs, they now market smart refrigerators and energy efficient ovens. The fundamental goal remains, which is to make the consumer see themselves in the product (we see this alot with health ads). What’s different is the narrative, from conformity and control to flexibility and purpose, and that reflects how society has evolved, especially in its relationship to technology, identity, and home life.

Sources:Duke University, Business.com, Pr Lab, ABC Warehouse