1956 Chevrolet TV Ad: Sleeping Beauty

This next 1956 Chevrolet commercial uses classical Western mythology to sell its product. The ad draws upon Sleeping Beauty, a Cowboy, and the traditional Western homestead to convey that safety is assured when driving a Chevrolet. But when we scratch beneath the surface contradictions emerge. In 1956, cars simply weren’t as safe as they made themselves out to be. Added to this, drinking and driving was legal and common. The threat of a crash was constant. Leo Strauss once said that myths mask contradiction and in this 1956 ad, myths are used to mask the contradictions inherent in ’safety.’

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