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APPARTS Primary Source Analysis
Name: Mary Leigh Fitzmorris
Source: Dr. West’s toothbrush ad, 1929
Author: Who created the source? What’s his/her point of view?
The source was created by Dr. West’s brand. They are making the ad in order to not only sell toothbrushes, but
to have consumers convert to their brand and ultimately sell more of all of their products.
Place and Time: When and where was the source originally created?
This ad ran in the Saturday Evening Post on October 19, 1929.
Prior Knowledge: What do you already know that would further your understanding of this source.
This ad ran at a time when people had been going through change quickly, and new products were coming out
faster than the people could buy the old version. With the public concerned more about appearances and
having more disposable income, there was room for people to discern between toothbrush brands.
Audience: For whom was the source created?
This ad was created for almost all of the general public. Even people who maybe can’t afford to keep up with the
trends (according to the ads) like nice cars or appliances, everyone can afford to feel modern with this
toothbrush! The most likely audience would be a woman, who likes to be up on all the new things, and who
thinks the pretty colors might get her children excited about brushing their teeth. Since it did run in the post, it is
also geared towards men who are drawn in by the idea of modernization, and who will feel empowered by using
the “Professional” brush.
Reason: Why was the source created at the time it was produced?
The purpose of this ad is to convince the consumer that their brand is better than any other, and to
ultimately sell their product. This ad was put out at a time when there were many other competing
brands who were also advertising, so it was important that they convince people to start using their
product.
The Main Idea: What is the source conveying?
The ad shows a new toothbrush put out by Dr. West’s brand. It tries to illustrate that the consumer needs it
because it is the newest, most modern version of something that they can buy. During a time when all things are
changing and getting better, like the ad says, “Like everything else, toothbrushes have been modernized”, it
makes you feel that you need to be on top of the trends as they come out. By buying this toothbrush, you will
have a head start and be more modern than your neighbor. And who wouldn’t want that?
Significance: Why is this source important?
This ad is important because it shows what a 1920’s consumer was like. It proves that the times were easy, and
people were able to consider simple things like what brand of toothbrush is better. It was a time when
modernization was common, and “Keeping up with the Jones’” was brought into small things like buying
toothbrushes. It shows us that people now had room in their life for things to be easier. They had more time and
money, and even working class people could feel good by buying something that ads said made them attractive.
However, even though consumerism was rampant and gave all the signs of a good economy, people were
beginning to buy many things on credit. With the people debt’s rising as they bought more and more, it became
harder to hide the fact the economy was slipping, and advertising had a large role in why.
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