{"id":88670,"date":"2022-11-14T04:55:15","date_gmt":"2022-11-13T17:55:15","guid":{"rendered":"https:\/\/timesnewsgroup.com.au\/ballarat\/?p=88670"},"modified":"2022-11-13T18:37:37","modified_gmt":"2022-11-13T07:37:37","slug":"the-great-australian-myth","status":"publish","type":"post","link":"https:\/\/timesnewsgroup.com.au\/ballarat\/news\/the-great-australian-myth\/","title":{"rendered":"The great Australian myth\u2026"},"content":{"rendered":"

THE 1950s were a phantasmagoria of opportunity under an endless, azure sky.<\/p>\n

Awash in the victory of the Second World War, Australians were looking to a bright and prosperous future.<\/p>\n

The years of rationing were soon forgotten. The Nation was marching into the future – and nothing would be allowed to impede their consumer progress.<\/p>\n

Sensing an opportunity for creative advertising, artistic heads assiduously applied themselves and created a great Australian myth.<\/p>\n

It was an advertiser\u2019s dream decade. On radio, and in the print media, advertisers relentlessly urged consumers to \u2018buy, buy, buy!\u2019<\/p>\n

Not only were they selling soap powder and breakfast cereals, they were selling an ideology: consumerism!<\/p>\n

\"\"
Jantzen bathers were the height of fashion. This was the idealised woman…<\/figcaption><\/figure>\n

The path to happiness was to buy products of mass production. It was benign propaganda at its most efficient.<\/p>\n

With dollars to be earned for jam, celebrities and film stars appeared in newspaper and magazine spreads selling face soap, cosmetics, and cigarettes.<\/p>\n

Anything and everything which held consumer appeal was ripe for the picking.<\/p>\n

The American advertising executive, Rosser Reeve, originated the unique selling point, or USP – a psychological advertising methodology which gave a product an erroneous advantage over its competitors.<\/p>\n

Heineken\u2019s famous UK slogan is an exemplar of the theory: \u2018Refreshes the parts other beers cannot reach.\u2019<\/p>\n

\"\"
And this – the idealised man…<\/figcaption><\/figure>\n

It is a blatantly preposterous claim which most people accept is a joke; however, and importantly, it struck a chord and helped sell the brand.<\/p>\n

Who could forget Cadbury\u2019s, \u2018glass and a half of milk\u2019\u2026<\/p>\n

Fashion advertising in the print media was a figment of the artist\u2019s creativity.<\/p>\n

The stylised black-and-white, and coloured, line drawings of long-legged, wasp-waisted women, and chiselled featured, idealistically brawny men, had nothing to do with reality.<\/p>\n

Advertisers were selling a romantic notion; an advertising myth. It was how we wanted to see ourselves.<\/p>\n

Curiously, it captured the nation\u2019s imagination. Consumerism ran rampant, while advertisers laughed all the way to the bank!<\/p>\n

Then came television\u2026<\/p>\n","protected":false},"excerpt":{"rendered":"

THE 1950s were a phantasmagoria of opportunity under an endless, azure sky. Awash in the victory of the Second World War, Australians were looking to a bright and prosperous future. The years of rationing were soon forgotten. The Nation was marching into the future – and nothing would be allowed to impede their consumer progress. […]<\/p>\n

Read More…<\/a><\/p>\n","protected":false},"author":148,"featured_media":88671,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[7],"tags":[],"post_folder":[],"class_list":["post-88670","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news"],"acf":[],"yoast_head":"\nThe great Australian myth\u2026 - Ballarat Times<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/timesnewsgroup.com.au\/ballarat\/news\/the-great-australian-myth\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The great Australian myth\u2026 - Ballarat Times\" \/>\n<meta property=\"og:description\" content=\"THE 1950s were a phantasmagoria of opportunity under an endless, azure sky. Awash in the victory of the Second World War, Australians were looking to a bright and prosperous future. The years of rationing were soon forgotten. The Nation was marching into the future – and nothing would be allowed to impede their consumer progress. 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