Advertising the United States:

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“Our 4 ½ Day Beauty Plan.” Commissioned by United States Lines, Harper’s Bazaar, 1968. 

Image Courtesy of the Collection of Marc Shenfield

In the race against the jet, every minute counted. While this ad touted the SS United States’ relaxed pace as a path to beauty and rejuvenation, it also quietly reduced the crossing time by half a day. Of course, nothing had actually changed: the ship still arrived partway through the fifth day, just as she always had. Calling it a four-and-a-half day crossing was technically correct--it just sounded faster.

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