Television Commercials
With over 90% of Canadian households owning a television set by the 1960s, television commercials became an increasingly popular advertising medium of the decade (Fremeth 2010). Like many companies, GE capitalised on this by airing commercials of their hair dryers, including one from 1966 for their “Professional Portable Hair Dryer” which framed the product as a tool of convenience and luxury for women at home. With taglines including, “That feeling of luxury you get when you realize your hair is beautiful can be yours at home [...] Let the GE Professional Portable Hair Dryer help you be more beautiful,” (General Electric 1966, 00:03), the company evidently used ideas of luxury and beautification as its main selling points to its predominantly-woman audience, rather than focusing on its power or technological specifications.