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date: 27 November 2020

Abstract and Keywords

This chapter focuses on various ways in which the rhetoric and visual iconography of the space age and the world of science fiction was explored in the styling and promotion of consumer products from the 1920s to the 1960s, with particular focus on the United States. Such advertising, whether three-dimensional displays, films, posters, or other printed ephemera, was embraced in the futuristic displays of major corporations at hugely popular exhibitions such as the Chicago Century of Progress Exhibition of 1933–34 and the New York World’s Fair (“Building the World of Tomorrow”) of 1939–1940. Also considered are projections of automobiles and appliances of the future, as seen in the dynamic displays of General Motors’ Motoramas and “Kitchens of Tomorrow” exhibitions, the science fiction–inflected language of advertising copy, and the allure of the future for the general public.

Keywords: advertising, space age, science fiction, consumer products, design, styling, 1933 Chicago Century of Progress Exhibition, 1939 New York World’s Fair, Motoramas, Kitchens of Tomorrow

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