Advertising the United States:
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“Star Spangled Crossing,” Commissioned by United States Lines, October 1955, Publication placement unknown.
In the collection of the SS United States Conservancy.
The 1955 Star Spangled Crossing advertisement situates the SS United States as a reflection of her namesake; poised as the best and most accomplished ship the world, she provides for her passengers a uniquely American way of travel that values comfort, style, and the happiness of travelers, without sacrificing innovation or speed of transport. The ad asks “Why settle for less than a Star Spangled Crossing to Europe?” suggesting that to travel on the SS United States, was to choose the American Dream. But who did this “Dream” apply to? The image of a well-dressed nuclear family dashing to board the ship not only reflects visions of the “American Dream,” but also informs its definition among viewers. Looking closely, what can we decipher about who embodied the “American Dream?”