In the world of advertising, trends have always evolved, reflecting the changing tastes, norms, and values of society. Looking back at food advertisements from the 1940s to the 1960s, it’s hard not to laugh or cringe at how different—and sometimes bizarre—the campaigns were. These ads, often targeted at women and families, were designed to sell everything from canned goods to processed foods, using psychological techniques and emotional appeals that seem downright strange by today’s standards. Let’s take a look at some of the most shocking and odd food ads that would probably never see the light of day today.

The 1950s and 1960s: A Decade of Change in Food Advertising

The 1950s and 1960s marked a pivotal time in food advertising. These decades were shaped by the rise of consumerism in post-WWII America. With more disposable income and a growing middle class, advertisers targeted women, the primary buyers of food in households, with marketing campaigns that promised convenience, modernity, and luxury.

The food industry began to capitalize on the increased demand for ready-made meals, processed foods, and the idea of a perfect, idealized family life. In a time when women were typically expected to manage the household, advertisements made these roles seem glamorous, often focusing on the ease and convenience that new food products could bring. However, what made these ads truly fascinating was their ability to capitalize on a variety of emotional triggers, from fear to desire, as they targeted both adults and children.

Video

Watch the video of the banned KFC commercial.

Targeting Women: The Main Consumers of Household Goods

In the 1950s and 1960s, women were the main consumers of food products, and food advertisements were largely directed at them. They were depicted as the ideal housewife—elegant, capable, and always looking to make life easier for their families. Advertisements for kitchen appliances, ready-to-eat meals, and processed foods emphasized the modern convenience that these products would bring to women’s lives.

A woman’s role was often portrayed as that of a perfect homemaker, and food ads contributed to reinforcing this ideal. These campaigns pushed the narrative that women could balance the demands of homemaking with a sense of ease and joy, all while serving up picture-perfect meals for their families. The idea of having a “magical” solution to cooking and meal preparation became a key selling point for many food brands.

The Role of Children in Food Advertising

While advertisements often targeted women, the role of children in food marketing became more prominent during this time. Advertisers recognized that children could be powerful influencers in the purchasing process, as they accompanied their mothers to the store or influenced the household’s food choices. Food advertisements began to feature children enjoying the products, with messages designed to appeal to both their desires for fun and their parents’ desire to satisfy those needs.

Breakfast cereals, in particular, played a huge role in targeting children, with cartoon characters, catchy jingles, and promises of fun and excitement at the breakfast table. These ads became some of the most memorable and beloved, with characters like Tony the Tiger for Kellogg’s Frosted Flakes or Snap, Crackle, and Pop for Rice Krispies.

Psychological Influences in Advertising: The Impact of Scott and Watson

The 1950s and 1960s also saw the introduction of psychological tactics in advertising. Psychologists Walter D. Scott and John B. Watson significantly influenced advertising during this period by applying psychological principles to marketing. Scott emphasized the power of suggestion in advertising, stating that consumers were often more suggestible than they were rational.

Advertisers began using direct commands and emotional appeals to make consumers feel a sense of urgency or desire to buy the product. Watson’s work in behaviorism also played a key role, with advertisers learning to target basic human emotions such as love, fear, and happiness to persuade consumers. These emotional triggers became the backbone of many food advertisements during this time.

The Rise of Television and Mass Consumerism Post-WWII

The 1950s marked the rise of television, which became one of the most important vehicles for advertising. With most families now having access to a television set, the scope of advertising expanded dramatically. TV ads reached a wider audience, and food advertisements took advantage of this new platform.

These ads were often quick, catchy, and visually appealing, designed to grab the viewer’s attention in just 30 seconds. Advertisers embraced TV commercials as the ideal way to market everything from snacks to household brands, and these ads began to shape how the average consumer perceived food. Food brands like Coca-Cola and Campbell’s Soup were able to reach millions of households through TV spots, and their influence became ubiquitous.

Public Service Campaigns and Cold War Propaganda

While food advertisements were everywhere, the 1950s and 1960s also saw public service campaigns designed to promote Americanism and national unity during the Cold War. The Ad Council, for instance, aggressively promoted campaigns such as “Religion in American Life” and “Adams for Peace” as part of a broader effort to encourage patriotism and national pride. These public service ads became an important counterpoint to the consumer-driven messages in food advertising.

However, the psychological tactics used in both commercial and public service ads were not always clear to the audience, leading to the emergence of concerns about manipulation and the ethics of advertising. The use of emotional appeals and subliminal messaging in both consumer and public service campaigns became an area of focus in the media.

Subliminal Advertising and Hidden Persuaders

In the 1950s and 1960s, subliminal messaging in advertisements became a topic of public fascination and controversy. Books like Vance Packard’s The Hidden Persuaders (1957) exposed the ways in which advertisers used psychological techniques to influence consumers’ subconscious minds.

Packard’s book revealed that advertisers were using tactics like subliminal cues and motivational research to tap into consumers’ deepest desires, fears, and motivations. While subliminal advertising was mostly banned in the U.S. in the 1970s, its influence can still be seen today in how ads are crafted to make us feel a sense of need for a product.

Gallery of Vintage Food Ads

The charm of vintage food ads lies in their ability to capture the spirit of an era. Here, we take a look back at some of the most bizarre and memorable food advertisements from the 1940s to the 1960s. From the use of comical characters and over-the-top promises to shocking imagery, these ads provide a window into the societal values and marketing strategies of the time. View the gallery to witness how far we’ve come in terms of food marketing and how the portrayal of women, children, and family life has evolved in advertising.

Video

Watch the video to see what we ate 60 years ago, featuring rare commercials from the 50s and 60s.

Conclusion: The Lasting Impact of Mid-Century Advertising

The food advertisements of the 1950s and 1960s have left an indelible mark on advertising history. While many of these ads would be considered inappropriate or distasteful today, they reflect a time of significant social and cultural change. They reveal how advertising was used to influence consumer behavior, shape gender roles, and establish the norms of the postwar era.

Today, we can look back on these campaigns with a sense of nostalgia, but also with a critical eye that considers the ethical implications of marketing. The lessons learned from this period of advertising history continue to inform the way companies craft their messages, making it clear that the past can often shed light on the future.