Some of our daily rituals seem as if they’ve been with us forever. Yet a lot of them have interesting backstories. They started with a witty commercial, a memorable slogan, or a magazine layout. And that one ad changed the way millions of Americans eat, dress, or even clean their houses.
You’ll be amazed how persuasive advertising can be in your life. Here are 10 daily rituals that the average American has adopted, and that you wouldn’t at first think would be a result of marketing.
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Brushing teeth daily with flavored toothpaste
At the beginning of the 20th century, daily toothbrushing was not yet the norm, nor was toothpaste particularly exciting. That all changed when Claude Hopkins started advertising Pepsodent with a message that a “film” could form on one’s teeth. The foaming action and minty flavor served as evidence of a fresh mouth. Before long, brushing daily with a flavored paste became the norm in American households.
Applying deodorant or antiperspirant underarms
Deodorant had not been a part of everyday American life for much of the 19th century. This was not the case after the start of the 20th century, as companies began to market their products such as Mum (one of the first commercial deodorants, first sold in the late 19th century) and later Odorono. Advertisements began to promote the embarrassment and shame of sweating and body odor, especially among women, suggesting that poor underarm hygiene could lead to loss of social status or romance.
By the 1920s and 1930s, this type of advertising had become common, and the use of deodorant was no longer a luxury but a hygiene “necessity”. Throughout the later 20th century, men and women alike came to believe that they needed to apply deodorant on a daily basis.
Choosing bottled water over tap water
Tap water was the norm for most of the 20th century. It was cheap, plentiful and, generally, safe. Starting in the 1970s and 1980s, brands like Perrier and later Evian aggressively marketed bottled water as a healthier, more upscale alternative. Advertising highlighted purity, mineral springs, and a certain cachet. Gradually, the campaign changed habits, and bottled water became part of daily American life.
Eating fortified, sugary breakfast cereals
Breakfasts in early 20th-century America were a no-frills affair: eggs, toast, perhaps some cold leftovers. Then Kellogg’s and Post began advertising fortified cereals as fast, convenient, healthy and modern. Ads featured happy families clustered at the breakfast table. Before long, sweetened cereal became the morning meal of choice for millions.
Buying diamonds for engagements
It’s common for couples to anticipate a diamond ring today when they get engaged. But that wasn’t always the case. De Beers’ advertisements created the idea that diamonds and romance go together. Their ads framed the stones as representing love and endurance. Because of advertising campaigns, society transformed the diamond ring from a luxury item into an expected standard for engagements.
Drinking orange juice every morning
In the 1940s and 1950s, orange juice became common as a breakfast beverage in the United States. The Florida Citrus Commission convinced many people it was a means to more energy, stronger bones, and better immunity. Magazine and radio ads touted the vitamin C content of orange juice. Families poured it over cereal, with toast, and alongside eggs in the morning.
Using mouthwash daily
One of the largest ad campaigns in the 1920s was for Listerine. Listerine not only popularized the word halitosis, but the condition as well. Before this campaign, bad breath was not regarded as being a serious problem. However, Listerine took this problem and showed that it was something to be fixed with Listerine. The ads they ran implied people were rejected and ridiculed for their bad breath and had to use Listerine to prevent it. The campaign was very successful and made Listerine one of the best-selling products in history.
Wearing sunscreen regularly
In the 1950s and 1960s, a sunny day wasn’t just a day for play; it was an opportunity to wear Coppertone sunscreen. Ads featured people having a good time at the beach or in a pool with the assurance of Coppertone. The concept that sunscreen usage contributed to an active and healthy lifestyle spread widely. Sunscreen use has since become routine in day-to-day life.
Using disposable paper towels
In the 1940s and 1950s, kitchens were covered in multi-use cloth towels that required constant laundering. Ads for Scott and Bounty demonstrated the cleanliness and time-saving of paper towels, making housework easier for the modern family with more errands outside the home. Now disposable towels are nearly universal in kitchens.
Drinking milk daily
It is ironic that milk has gone from farmyard staple to household necessity. In the 1920s–1940s, advertisements showed milk as needed for children’s development and strong bones. Later, the “Got Milk?” campaign reinforced its health aspects for all ages. Images of children, athletes, and families from those ads pushed for a daily glass. Milk is now standard on many breakfast tables.
Sources: Please see here for a complete listing of all sources that were consulted in the preparation of this article.
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