Back when I was in the classroom, I laid a foundation for the formal study of media messages by including this Dairy Queen ad from 1960, a period of sufficient distance that its products can be looked at dispassionately while maintaining social, political and historical significance.
I talk about why the ad was created (to maintain / increase share of the fairly new but lucrative fast-food market) and where it appeared (print publications), noting in most instances that there was accompanying text ("ad copy") to make the pitch to consumers.
I talk about the bright colors tying the elements together and the kinds of feelings psychologists tell us yellows, blues, greens and reds prompt in most of us.
I talk about the "story" or "narrative" in this ad -- a gathering of a dozen or so folks on a sunny day, probably a weekend, outside of the city, to get ice cream, as that is mainly what DQ was known for at the time, denoted by the soft-serve cone in the sign.
I also point out -- though many students are well ahead of me on this point -- that all of the human subjects in the ad appear to be white, dressed in what would have been conventional middle-class, color-coordinated apparel -- collared shirts and skirts -- and driving vehicles because that's how you got to DQ in the burgeoning suburbs in the Eisenhower years. They are neat, well-groomed, with bright smiles that suggest they are in good health.
I talk about how the choices of color, subjects and location were deliberate and intended to connect with a target audience, whom advertisers hoped would see themselves either actually or ideally in that space, in that story.
I talk about how media messages became more diversified to reflect greater social and economic equality, but the "stories" and "spaces" remained essentially separate with ads targeting blacks set in cities ("urban markets") and ads directed at whites set in locales outside of the city.
I point out that today, or until quite recently, media messages that were NOT inclusive were not reflective of real-world spaces and stories that have been created in the 70s years since the DQ ad. I tell the students that inclusion and diversification of media messages has not only been sound and realistic but they've been profitable for these multi-billion dollar businesses.
I still believe all of this, but I've been wondering lately if this message would be stifled in academies of higher education in 2026?


















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