“Is It Smart to Be Thrifty?”: How Advertisers Navigated Message Strategies During the Great Depression

Abstract

ABSTRACTDespite the major historical significance of the Great Depression, little scholarly research exists that analyzes the state of newspaper advertising during the 1930s, particularly in the hard-hit Dust Bowl states. Using Taylor’s six-segment message strategy wheel, this research examined display advertising during one of the most difficult years in the most difficult places: 1934 in the Dust Bowl region of Nebraska, Colorado, Kansas, Oklahoma, New Mexico, and Texas. Results show that essential services, such as banks, utilities, and transportation, primarily used the informational/rational strategy to provide reassurance and empathy to consumers. However, nonessential industries, such as cosmetics, expensive home goods, and tobacco, often used the transformational/sensory approach to encourage high-quality experiences through spending. This historical analysis offers a unique opportunity for contemporary advertisers to understand how past advertising strategies during a crisis influence the present.