SP’s public advertising

In the 1950s, Southern Pacific, like a number of major U.S. corporations, undertook to publish what is called “institutional advertising.” This means advertising on behalf of the company, not to prospective customers or purchasers so much as to increase reputation with the general public. Accordingly, such ads appeared in general circulation magazines such as Time Magazine or the Saturday Evening Post.

One example, likely intended to publicize the American West and California in particular, using SP’s new “Golden Empire” graphic,emphasized the major categories of crops and products produced there. The SP’s ad agency at this time was Foote, Cone & Belding, an agency well known in the 1950s for creative advertising. Note the inclusion of the diesel locomotive, indicating modernity.

Similarly using recognizable railroad components, a message like the one shown above was rendered using track elements and, again, bright colors.

Another example, this one using the popular “flipper” toy of the time, emphasized the railroad’s capability and modernization, again with the white background and uncluttered look:

Note here that the new streamlined passenger trains were mentioned. Another ad with this aspect included is this one: 

Another ad which trumpeted modern thinking at SP, again in colorful graphics:

Finally, some ads did focus on freight transportation, and note the major role stated for SP’s relatively new piggyback service, as well as its Pacific Motor Trucking subsidiary:

All these ads may well have appealed to freight shippers or passenger train travelers, and perhaps more importantly to those looking for new plant locations, But clearly they are largely aimed at the visibility and reputation of the advertiser. 

To me, this is an interesting sidelight to SP in the 1950s, revealing the way it wanted to be viewed by the public, and of course emphasizing what it saw as its strengths. Institutional as it may be, it is still an insight into the how the railroad viewed itself.

Tony Thompson