Astronomy and Astrophysics – Astronomy
Scientific paper
Jan 2010
adsabs.harvard.edu/cgi-bin/nph-data_query?bibcode=2010aas...21540003r&link_type=abstract
American Astronomical Society, AAS Meeting #215, #400.03; Bulletin of the American Astronomical Society, Vol. 42, p.216
Astronomy and Astrophysics
Astronomy
Scientific paper
The pages of popular magazines such as Sky and Telescope and Astronomy are filled with advertisements for telescopes and other equipment. However, during the past century astronomical imagery has been widely used to promote distinctly non-astronomical products and services. One of the earliest and most famous examples is the 1893 Chicago newspaper advertisement for Kirk's Soap, which was inspired by the opening of the Yerkes Observatory. A survey of popular magazines published in America during the first half of the twentieth century suggests that these advertisements fall into four categories:
1) Astronomy is universally regarded as an exact and precise science. Manufacturers of mechanical devices may employ images of telescopes or astronomers at work to suggest that their products meet these same standards of quality. This was primarily the case with makers of automobiles and automotive products, although the Longines Watch Company ran an extensive series of ads featuring observatories.
2) The heavens induce a sense of wonder in most people, and advertisers may locate their products in an a celestial setting to give them an otherworldly flavor.
3) Astronomical observatories themselves are viewed as exotic settings, and have provided backgrounds for automotive and travel ads. They may also appear in advertisements for products used in their construction.
4) Finally, newsworthy astronomical events will inspire advertisers to associate their products with that event, in order to capitalize upon the publicity. This was particularly true in the case of the 1910 passage of Halley's Comet and the 1948 opening of the 200-inch Hale telescope at Mt. Palomar.
Examples of magazine advertisements from each category are presented for comparison.
This work was supported by a faculty development grant from Valdosta State University.
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