Is your home clean and stylish? Your husband happy and adoring? Are you thin, white, and good-smelling with helpful and obedient children? Then you must own [inset name of glassware product here]. Ads selling glassware from the early 1900s reflect the hairstyles and clothing of their times but the messages, though often more blatantly expressed than today’s ads, hit a familiar note. Take a contemporary ad for Riedel wine glasses with the tagline: Perfect Partner, Perfect Love, Perfect Glass. What’s the connection between a wine glass and a perfect romantic relationship? Beats me! But since ads began to make psychology a part of their process, this idea of purchasing a product to enhance your life has existed.
To make that work, you need a shared vision of what is ideal. For ads targeting women, the images and ad copy reflected these ideals. According to this trade journal article on how to sell cut glass:
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“All women respond to the beautiful…and it is the ambition of every woman to have a pretty dining room. Men admire cut glass too…for the reasons that their wives tell them it is so easily kept clean and pretty; they also like it because as gifts to the wife…it is always certain to please.”(Jewelers’ Circular, March 15, 1922, p 125)