Advertising the United States:
Discovering America’s flagship through prints, posters, and advertisements
“The ‘Pillow’ that Nestles a Queen.” Commissioned by Goodyear, 1952 Publication placement unknown
Image courtesy of The Archives of Advertising, SS United States: A History in Advertising 1951-1968.
By calling the SS United States a “Queen,” this ad taught viewers to think of machines, such as ships and cars, as feminine. A conscientious owner was supposed to treasure the “Queen” and buy Goodyear rubber products to protect her. The message also worked in reverse: perhaps without even being aware of it, viewers learned that, like ships and cars, women needed owners who would cherish them and provide financial and physical protection.