Ivory Soap Then and Now: From Duty to Keeping It Real

Introduction

Think about how many ads you see in a day. They’re everywhere on our phones, on billboards, even sneaking into our conversations. But have you ever thought about how much advertising has changed over the years? Today, I’m taking a look at two very different Ivory Soap ads: one from the 1940s and one from today. By comparing these, we can get a feel for how advertising has shifted over time, moving from ideas of duty and tradition to a focus on authenticity and simplicity. It's like a mini history lesson, told through soap.

Flashback to the 1940s: Ivory Soap and Duty

First Impressions

The first thing that hit me when I looked at the 1940s Ivory Soap ad was just how much was going on. It’s got this whole story vibe, almost like you’re reading a little magazine article instead of just seeing a product pitch. And that story? It’s packed with patriotic undertones and images of women who look like they could be on a wartime duty roster.

Techniques and Appeals

Back then, it seems like Ivory Soap was selling more than just soap, it was selling a lifestyle, a sense of responsibility. The ad really leaned into storytelling, connecting the product to this idea of civic duty and family care. With WWII going on, ads often tapped into that sense of national pride, and this one’s no exception. Using Ivory wasn’t just about staying clean; it was almost like an act of patriotism, like keeping a tidy home was part of supporting the country.

Values and Ideologies

In this era, “cleanliness” wasn’t just about being physically clean; it had a moral element to it. Ivory was marketed as the soap that helped uphold family values and duty. It’s like they were saying, “If you care about your family and country, you’ll use Ivory.” And for women, this meant that buying Ivory was a way to fulfill their roles as the keepers of family health and morality.

Target Market

No surprises here, the ad is aimed straight at women, especially those running households. The underlying message is that being a good mother and wife means choosing the best soap for your family. It’s all about reinforcing that traditional role of women as homemakers.

Social Relationships

The ad is pretty clear about what it sees as “proper” roles for everyone. Women keep things clean, take care of the family, and in some way, even contribute to the country’s strength by doing so. This ad reflects a time when gender roles were rigid, and Ivory Soap wasn’t shy about leaning into those social expectations.

Ivory Soap Today: Keeping It Pure and Simple

First Impressions

Now, fast forward to the present, and the difference is like night and day. The current Ivory Soap ad is super minimal, just a stack of soap bars on a bright yellow background with the words, “Meticulously scented to smell exactly like soap.” It’s clean, straightforward, and definitely a lot less complicated.

Techniques and Appeals

This modern ad doesn’t mess around with long stories or detailed narratives. It’s all about simplicity and transparency. There’s something refreshing about a product that’s just like, “Hey, we smell like soap. That’s it.” It’s appealing to the part of us that’s tired of all the marketing fluff. Ivory knows that today’s consumers value authenticity, and they’re not afraid to show it.

Values and Ideologies

The focus here is on purity and honesty, no extra fragrances, no gimmicks, just soap that does what soap is supposed to do. In today’s world, people are looking for transparency, especially in personal care products, and Ivory leans right into that. There’s a simplicity to it that’s very in line with modern wellness trends and the demand for clean, honest products.

Target Market

This ad doesn’t feel like it’s aimed at any specific gender or role; it’s just soap, and it’s for anyone who values a straightforward, pure product. Ivory isn’t pushing a narrative about family or duty here, it’s more about personal choice and quality, making it accessible to a much broader audience.

Social Relationships

Unlike the old ad, this one doesn’t assume any particular roles for its users. It’s neutral, inclusive, and free from the “homemaker” messaging of the past. It doesn’t matter who you are or what your daily life looks like, if you want soap that just smells like soap, Ivory is for you.

Then vs. Now: What These Ads Say About Us

Comparing these two ads side by side is like getting a snapshot of how much our world has changed. Back in the 1940s, Ivory Soap was all about family duty, patriotism, and traditional values. Cleanliness wasn’t just a personal choice; it was tied up with moral and social expectations, especially for women.

Today’s Ivory Soap ad, on the other hand, speaks to a different kind of “good.” It’s not about fulfilling a duty or maintaining a specific role. Now, “good” is about purity, transparency, and quality. We’re drawn to products that are upfront about what they do, without the need for elaborate backstories or guilt trips about duty. It’s soap, it’s clean, it’s simple, and it’s for everyone.

Conclusion: Advertising as a Mirror of Society

Looking at these two ads, it’s clear that advertising doesn’t just sell products; it sells ideas about who we are and what we value. The old Ivory Soap ad reflects a time when society expected certain things from women and tied their self-worth to their roles as caretakers. Today’s ad, by contrast, respects individuality and choice. It’s more about personal wellness and less about social expectations.

Advertising changes because we change, and it’s fascinating to see how something as simple as soap can tell us so much about ourselves. Ivory Soap’s journey from a symbol of domestic duty to a symbol of pure, straightforward quality shows just how far we’ve come and maybe how much further we still must go.

References

Duke University Digital Collections: Historical Ivory Soap Ad

https://repository.duke.edu/dc/adaccess/BH0858

Ivory Soap Page (for the contemporary ad) https://www.nytimes.com/2011/11/08/business/media/ivory-soap-refreshes-its-ads-and-its-look.html