Christmas advertisements in the 1940s used bold colors and direct claims to reach holiday shoppers. During the early part of the decade, companies like Chesterfield (1940) used Santa Claus to sell tobacco products. Their ads often showed Santa holding a bag filled with cartons of cigarettes. In 1942, Calvert ran ads that focused on the social aspects of the holidays by showing their beverages at the center of family gatherings. By the end of the war, Studebaker (1945) and Nash (1945) ads featured snowy scenes to sell the reliability of their vehicles in winter weather.
The late 1940s saw a massive increase in consumer technology ads. In 1949, General Electric (GE) Daylight TV and Motorola advertised large television sets as the ultimate family gift. Capeheart Television (1949) sold their sets as elegant pieces of furniture that would fit into any living room. For the kitchen, the Toastmaster (1949) ad featured an automatic toaster that was marketed as a time-saving tool for the home. Companies like Bell & Howell (1949) sold home movie cameras so families could record their own holiday celebrations.
Personal care and fashion were also major themes in 1949. Toni (1949) advertised home hair kits that promised professional results for a low price. Wilson Wear and Manhattan (1949) ran ads for men’s shirts and ties, focusing on high-quality fabrics and modern styles. The Jewelry Industry Council (1949) encouraged shoppers to visit local jewelers for lasting gifts. Even DuPont Cellophane (1949) used the holiday season to sell clear plastic wrap. Their ads featured a large image of Santa’s face looking through a layer of cellophane to show how it kept food fresh and gifts visible.
