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History's Best and Worst Advertising Slogans

Remember when Verizon's slogan demanded very directly that you "Join In"? It wasn't that long ago, before that annoying guy started asking everyone under the sun if they could hear him now. How 'bout when McDonald's proclaimed, "We Love to See You Smile"? That was before some disembodied voice admitted, "I'm Lovin' it." "It," we were left to assume, referred to every product McDonald's offers the consuming public. The trick to coming up with a good slogan is, well—it's still kind of a mystery.

An article over at The Atlantic provides a list of some of history's best and worst slogans, along with the "science" behind why some of them last in perpetuity. Classics include—"Good to the last drop," which Maxwell House (probably apocryphally) attributes to an off-hand comment made by Theodore Roosevelt while sucking down some Joe at Andrew Jackson's house. "Breakfast of Champions" has been the driving force behind Wheaties since 1927, when Lou Gehrig's image graced its box covers. They also have some historically hysterical offerings ("Great national temperance beverage"—Coca Cola, 1906), and some preposterously forgettable ones from the recent past ("The way the world works"—FedEx, 1996-1998).

I think my favorite is "America's most misunderstood soft drink," which Dr. Pepper used in the 1960s. What are some of your favorite slogans? Do they stick in your head because they're persistently irritating or memorably amusing?

[Check out The Atlantic's Slogans Through History gallery.]

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Maynard L. Parker/Courtesy of The Huntington Library in San Marino, California
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The Concept of the American 'Backyard' is Newer Than You Think
A home in Long Beach, California, in the 1950s.
A home in Long Beach, California, in the 1950s.
Maynard L. Parker/Courtesy of The Huntington Library in San Marino, California

Backyards are as American as apple pie and baseball. If you live in a suburban or rural area, chances are good that you have a lawn, and maybe a pool, some patio furniture, and a grill to boot.

This wasn’t always the case, though. As Smithsonian Insider reports, it wasn’t until the 1950s that Americans began to consider the backyard an extension of the home, as well as a space for recreation and relaxation. After World War II, Americans started leaving the big cities and moving to suburban homes that came equipped with private backyards. Then, after the 40-hour work week was implemented and wages started to increase, families started spending more money on patios, pools, and well-kept lawns, which became a “symbol of prosperity” in the 1950s, according to a new Smithsonian Institution exhibit.

A man mows his lawn in the 1950s
In this photo from the Smithsonian Institution's exhibit, a man mows his lawn in Long Beach, California, in the 1950s.
Maynard L. Parker/Courtesy of The Huntington
Library in San Marino, California

Entitled "Patios, Pools, & the Invention of the American Back Yard," the exhibition includes photographs, advertisements, and articles about backyards from the 1950s and 1960s. The traveling display is currently on view at the Temple Railroad & Heritage Museum in Temple, Texas, and from there it will head to Hartford, Connecticut, in December.

Prior to the 1950s, outdoor yards were primarily workspaces, MLive.com reports. Some families may have had a vegetable garden, but most yards were used to store tools, livestock, and other basic necessities.

The rise of the backyard was largely fueled by materials that were already on hand, but hadn’t been accessible to the average American during World War II. As Smithsonian Insider notes, companies that had manufactured aluminum and concrete for wartime efforts later switched to swimming pools, patio furniture, and even grilling utensils.

A family eats at a picnic table in the 1960s
A family in Mendham, New Jersey, in the 1960s
Molly Adams/Courtesy of the Smithsonian Institution, Archives of American Gardens, Maida Babson Adams American Garden Collection

At the same time, DIY projects started to come into fashion. According to an exhibit caption of a Popular Mechanics article from the 1950s, “‘Doing-it-yourself’ was advertised as an enjoyable and affordable way for families to individualize their suburban homes.” The magazine wrote at the time that “patios, eating areas, places for play and relaxation are transforming back yards throughout the nation.”

The American backyard continues to grow to this day. As Bloomberg notes, data shows that the average backyard grew three years in a row, from 2015 to 2017. The average home last year had 7048 square feet of outdoor space—plenty of room for a sizable Memorial Day cookout.

[h/t Smithsonian Insider]

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