I find stories of how new products and technology get adopted quite fascinating. While propaganda is much more associated with politics than brands, there’s a long history of companies using some of the same tactics to sway public opinion in favor of their product. The two examples that come to mind for me are stories like the diamond myth and Listerine’s introduction of halitosis.
Anyway, a podcast I’ve been listening to recently, 99% Invisible, recently covered one of these public relations campaigns that ultimately lead to the acceptance of cars (and invention of “jaywalking”). At the time, in the early 20s, cars were killing lots of people who weren’t used to sharing the streets with them. The car industry had to do something so they pushed a campaign that has now become familiar to us by way of the NRA: Cars don’t kill people, bad drivers kill people. But more interesting, to me at least, was where jaywalking came from:
In the early 20th Century, “jay” was a derogatory term for someone from the countryside. Therefore, a “jaywalker” is someone who walks around the city like a jay, gawking at all the big buildings, and who is oblivious to traffic around him. The term was originally used to disparage those who got in the way of other pedestrians, but Motordom rebranded it as a legal term to mean someone who crossed the street at the wrong place or time.