What Is Scotch Tape's Advertisement?

During the Great Depression, twelve million people were unemployed and underneath the poverty line (Alchin). Scotch Tape was the go to fixer for many different household items that the people described above could not afford to replace or repair so they would use the scotch tape to fix any issues that they ran into; such as a broken toy, ripped paper, or even broken light bulbs (Alchin). Scotch tape has been a very useful invention that has been used over the many years that has changed the uses over and over again (“About Scotch® Brand.”). Scotch Tapes advertisements have used people in almost all of their advertisements. Over time Scotch Tape has started to gradually move away from the use of people in their advertisements and shifted more towards focusing on the product and its uses. The 1950s advertisement uses a rhyme, “The tape with the plaid is the best to be had!”, to keep this in the viewers and buyers heads all day so that they will buy the name brand Scotch Tape instead of the store brand (figure 1). The rhyme …show more content…
Televisions were becoming more prominent in the common man's household (Batchelor). With the start of television came commercials and cartoon drawings and new characters that became trademarks for the different products (Batchelor). For Scotch Tape they made their own character, similar to the many other companies (“Scotty McTape.”). They named their character Scotty McTape (“Scotty McTape.”). Pictured in the 1952 advertisement, he is a small boy dressed in all plaid quilt which is most commonly connected to Scotland, even though Scotch Tapes does not have any relationship to scotland the name Scotch does however (figure 1). This little boy, Scotty McTape, is a small character that stays in your mind with you all day. Scotty McTape was the new mascot and face of Scotch tape in the 1950s (Goetz). He appeared in television commercials and in the print advertisements