Advertisement: Jim Crow
The three primary sources chosen are the “History of Jim Crow”, Living Room Candidates” and “Coca-Cola Television Advertising”. One notable common feature about the three primary sources is the use of photographs to represent the title or concept that they are attempting to bring forth. On the History of Jim Crow, there is a photograph of a man and raised hands. The Living Room Candidates has a black and white photograph of a man known as Eisenhower and the title depicted is “Eisenhower answers America”. The Coco-Cola Television Advertisement has a photograph consisting of several people from diverse races drinking the Coca-Cola drink.
From the nature of the photographs and the colors used to present the photographs of the three primary sources, it can be presumed that the sources were written between the 1950s and the 1960s. During this era, communication technology was not greatly advanced; hence, there was less use of diverse colors for printing and picture presentation. Most of the pictures were either black and white or just entailed a single shade of color. The photograph presented in the History of Jim Crow seemed to symbolize an era of racial segregation. This is an era when Blacks were discriminated against and viewer as inferior to the whites. Moreover, they were considered salves and unequal to whites, who were their masters.
The History of Jim Crow examines the rise and fall of Jim Crow. The racial caste system that functioned mainly, but not exclusively in the southern and border sates between 1877 and the mid-1960s was given the name Jim Crow. Hence, Jim Crow entailed much more than a number of stringent laws against the Blacks. Black Americans were relegated second class citizens’ status under Jim Crow. Therefore Jim Crow was a perfect representation of anti-Black racism legitimization. It is thus clear that Jim Crow rules were oppressive and many blacks were against those laws. This is perfectly represented in the picture that has raised black hands, perhaps to show the extent to which they were against the oppressive Jim Crow system.
The Living Room Candidate entails a total number of commercials exceeding three hundred. These commercials are coined from all United States presidential elections held since the year 1952. The source illustrated the essence and effectiveness of short advertisements. Dwight Eisenhower was convinced by Rosser Reeves, the Madison Avenue Advertising executive that short advertisements had the ability to get t more voters compared to any other form of advertisement. This presents a new innovation that emerged in the 1950s and totally transformed the operation of presidential campaigns in the United States.
Similarly to Living Room Candidates, Coca-Cola Television Advertisement also presents a wide number of advertisements. The source illustrated the historical progress of television advertising for a primary product such as Coca-cola. There has been a tremendous transformation in advertising from the 1950s to the 1990s. This may be partly attributed to technological advancement.
In conclusion, it is clear that the three primary sources pass a significant message. While the first source attempts to give a history of Jim Crow system that discriminated against the Blacks the other two sourced give the essence and significance of advertising.
Sources
http://www.pbs.org/wnet/jimcrow/- History of Jim Crow
http://www.livingroomcandidate.org/- Living Room Candidates
http://memory.loc.gov/ammem/ccmphtml/colahome.html- Coca-Cola Television Advertising
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