Advertising
Frigidaire’s 1972 advertisement, for instance, showcased a 1918 refrigerator being admired, emphasizing its longevity and reliability. This visual representation of a decades-old appliance still in use reassured consumers that purchasing a Frigidaire product was a long-term investment. In a period of economic uncertainty, this marketing strategy directly appealed to consumers’ desire for dependable household items that would not require frequent replacement.
Similarly, General Electric’s 1978-79 campaign, featured in prominent publications like LIFE, Better Homes and Gardens, House Beautiful, National Geographic, and EBONY, used images of two generations of women standing alongside an older GE refrigerator still in use in 1973. This not only highlighted the longevity of GE appliances but also reinforced the idea that GE products were part of family traditions, passed down from one generation to the next. By connecting the durability of their refrigerators to family heritage, GE fostered emotional connections with consumers, further enhancing brand loyalty (Dini, 2021).
Household heating was one of the most affected areas during the energy crisis, leading to a surge in advertising for electric fans and heating devices. These products were promoted as portable, durable, and efficient solutions for home heating. Unlike traditional heating systems that caused heat loss, electric heaters were marketed as convenient alternatives that could be moved from room to room, ensuring targeted warmth and energy savings.
