Amuse Productions

The year is 1943 and the world is in a state of panic, at the end of 1941, The Japanese would bomb Pearl Harbor and for the US to enter the World War, and start to essentially convert any form of economic resource into war-oriented advertisement. One of the ads that caught my eye was this ad in 1943 having to do about WW2 and showing why you need to get a radio for yourself, but what really makes this ad a good ad?

Well in historical context, we obviously know this was taking place in the very beginning of WW2 for the US at least, a time where the economy was recovering, but it was enough for the US to shift their focus towards providing everything for the war and the troops. RCA takes full advantage of this by stating a small short story that paints the picture in the mind of the reader. An accompanying depiction of how this short story went, and that sense of American pride and victory that tells you the RCA radio is so good, it offers split-second communication with the troops and RCA will be there for the historic moment of victory. A very prideful tale, and a tale that would convince anyone to buy an RCA radio, it hits very close to home for the American people that at the time were being railed up to face their enemy and prepare even at home.

By the end of 1942, most men aged 18 to 64 were registered to be drafted, and by the end of registering almost 36 million men were now registered to be potentially drafted for the war. By the end of 1944, America was the leading arms producer for the world. (NationalWW2Museum.com).

Around 1919, the Radio Corporation of America is founded, and is known for providing radio assistance around the US for communications, which then turned leisurely after they started to make home products for the public. It wouldn’t be until 1942 where they closely worked with the Defense Department to provide assistance for the war, as many brands were doing in the time, but the US considered the RCA as a huge help around this time. (Encyclopedia.com).

What Makes This Ad Good? –

Now that we have a background, lets analyze the ad:

The most notable aspect of this ad would be the big illustration of the story being told throughout, taking up half of the page along with the RCA logo stamped underneath, and of course the most prideful feeling that is supposed to be conveyed for the American people to enjoy. RCA takes advantage of the situation by incorporating a realistic aspect of real-world events transpiring, with the sense of showing off their product off performing at the highest degree at the time. Plastering their logo in such an important historical event has even more pull giving consumers the knowledge that they are aiding the war directly for the allies.

Giving this ad the tone of war adds the sense patriotism that was seething at the moment, the whole country was involved in the war one way or another and this ad simply adds more fuel to the prideful fire the US was delved in.

The 2nd most standout part of this ad is the logo itself connecting to this illustration of a couple listening to a vinyl, and with the quote “Stay on YOUR job!”, essentially stating that men should do their jobs to provide for the war while simultaneously convincing them that buying a radio will directly contribute to the war as well. The advertisement itself is a whole look into how the individual can contribute to the war without getting directly involved on the front line.

What About RCA Now? –

RCA now is a defunct brand after being purchased back by its parent company, General Electronics back in 1985, an unsuccessful relaunch would push the brand to then be sold in 1991 to Sony pictures along with Columbia, which would then merge to become Sony Home Pictures later on. RCA however has had a comeback being purchased by VOXX International and marketed by Audiovox Accessories, they provide still home entertainment products under the RCA banner, but that name is now no longer under copyright because of public domain laws, so there a few RCA’s out there, but none like the original.

Photo Courtesy: (1st Picture) Hamilton Exhibits, (2nd Picture) Facebook

Looking at the advertisements they do now, they adopted Nipper now who has been on advertisements since 1899 as their full time spokesdog for the brand. The company visits many conventions still and provides lots of products to many broadcasting companies across America. As we can see, they’ve taken a much calmer approach especially taking into account the history the company has of involvement with not only war but also communications.

RCA as we can tell has gone with a much more family friendly look, seeing that Nipper is now interconnected with all sorts of advertisements and brandishing for RCA. With that being said, even plastered all over their website you will find lots of reliance on their history and the pride they have as a brand and their beginnings, although they mention their involvement in the war, it is not their only personality trait, and clearly, we can tell it’s going to be catered to families more than anything. Other broadcasting brands as well since they have ventures involving all types of communication including cameras, radios, televisions, and more technical needs such as cables, lenses, and parts in general for all needs.

Conclusion –

Although a small example, a big impact has been made by RCA which is why even if they technically are a “defunct” brand, they still hold strong with a more tenured and technological approach now instead of an industrial and war-based outreach. As for when it comes to advertisements the audience has really changed for when it comes to the way they convey themselves, as well as the message that is being drawn to the viewer or reader. From an approach of trying to be relatable and incorporate more real-world events, lots of brands have taken the route of creating their own world and essentially offering an escape from real events and making a brand that is catered towards everyone instead of just some in the audience. The idea is to get as many eyes on your product as possible and if it means advertising yourself to all ages, it makes their reach with this new age a lot trendy for any established brand. All in all, ever since the extensive history of the war and RCA, these brands are essential and have been around for over 100 years for a reason, due to their ability to adapt, be capable, and integral.

Works Cited –

1. Brand history. RCA. (n.d.). https://www.rcaaccessories.com/history/#:~:text=The%20RCA%20brand%20is%20one,existence%20from%201919%20to%201986 

2. Encyclopedia.com. (n.d.). .” International Directory of Company Histories. . encyclopedia.com. 18 Mar. 2024 .Encyclopedia.com. https://www.encyclopedia.com/books/politics-and-business-magazines/rca-corporation 

3. Radio Corporation of America. (1943). “Chalk up another dead duck, Jim!” / ad*access / duke digital repository. Duke Digital Collections. https://repository.duke.edu/dc/adaccess/R0764 

4. Take a closer look: America goes to war: The National WWII Museum: New Orleans. The National WWII Museum | New Orleans. (n.d.). https://www.nationalww2museum.org/students-teachers/student-resources/research-starters/america-goes-war-take-closer-look