Aspirational Advertisments

Stores and marketers used advertising to convince customers that they could improve their lives and social standing by purchasing products.  Through persuasive text and images, advertisements appealed to Elmirans’ insecurities and aspirations. Iszard’s department store frequently ran large advertisements in local newspapers.  These advertisements told consumers that new products such as wallpaper, furniture, hats, and dresses, were superior to the old versions and would improve their personal appearance and that of their homes.