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== Book Excerpt ==

<nowiki>The thirteen-minute televised segments that made up the Industry on Parade series, which appeared
between scheduled programs in the 1950s (as discussed in chapter 7), frequently included subjects that
focused on the new garden-care products that emerged to satisfy the growing demand for labor-saving
devices in the garden and also served the boom in these residential landscape-related industries. In addition
to features on drywall/gypsum board, new uses for plywood, prefabricated houses, plastics for home use,
and electronic garage door openers, the series included segments on lawn sprinklers, lawn furniture, and
lawn mowers. For example, “Lawnmowing Made Easy!,” sponsored by Remote Control Lawnmower of
Portland, Oregon, demonstrated the convenience and modernity of a robotic mower controlled by a radio
receiver. The moderator for the segment called the robot “the householder’s dream” and noted that owners
of the device could look forward to mowing their lawns from distances as much as a quarter of a mile
away from their houses. In another segment titled “More Power to the Householder!” and sponsored by
the Jacobsen Manufacturing Company of Racine, Wisconsin, snow shovels and power lawn mowers for
small yards were featured along with a gasolinepowered rotary snow plow. As the moderator stated, these
devices were designed “for people used to labor saving machines at home—not just for parks, cemeteries
and estates anymore.” Whether or not these machines actually saved labor, they projected an image of
auence for those who owned them, as well as at least the appearance of work made less strenuous.

By 1958, as the demand for new power tools for yard and garden maintenance continued to grow, the
industry had become highly competitive. That year, Industry on Parade produced a feature that devoted its
entire thirteen minutes to the theme of “Power in the Yard.” Jointly sponsored by Rowco Manufacturing,
Porter Cable Company, Hiller Engineering, Toro, Choremaster, and the Asplundh Tree Expert Company, the
segment asked viewers to consider how power tools were changing their pattern of living and then
answered that question for them by displaying the sponsors’ newest products. A snow blower made the
work of snow removal into a “pleasant diversion.” “Ingenious sprinklers” freed homeowners from the
tedium and time-consuming work of standing with a hose and moving about to water the garden. Each
featured product demonstrated a move toward increased comfort and ease for homeowners by eliminating
the tedious work of outdoor chores. As viewers watched a homeowner at work in his yard, the segment’s
moderator exclaimed, “Not a bead of perspiration as he achieves in half an hour more than he used to do in
half a day.” Even wives and children, viewers were told, could operate the new power tools and lawn
mowers. And since new homes were built with electrical outlets outdoors, power tools could easily be
plugged in anywhere they were needed. In essence, the segment advertised the increased amounts of leisure
time for homeowners made possible by improvements in industrial and manufacturing productivity. The
segment closed with the moderator’s observation that the featured products made for a new home life that
was richer, easier, and happier. The concluding scene of a family enjoying a backyard barbecue cemented
the notion that outdoor leisure was desirable and that it could be purchased by savvy consumers who
understood and could aord the latest, most up-to-date products produced by the home-gardening
industries. Consuming these products thus appeared to make the buyer into a patriotic citizen who
supported the domestic economy, just as the purchases simultaneously conferred upon the owner the
appearance of a leisured lifestyle and pockets deep enough to aord these new machines.</nowiki>

https://academic-oup-com.wikipedialibrary.idm.oclc.org/minnesota-scholarship-online/book/19809/chapter/178666146?searchresult=1

== More Details ==

Industry on Parade was a short television program that aired in the U.S. from 1950-1960. It was produced by the National Association of Manufacturers. The series demonstrated complicated industrial processes that transformed raw materials into finished products.

== See Also ==
* [[Series:Industry_on_Parade]]
* https://sova.si.edu/record/nmah.ac.0507/ref746

Moving Image:IOP Ep 405 - Revision history

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