Due to the Great Depression, advertising changed into a more practical "hard sell" strategy in the 1930s, consolidating its influence on mass modern culture through its widespread use in print and radio media. The "hard sell," which was more direct and frequently used consumers' fears, such as the fear of social disgrace or health concerns, to promote items, replaced the upbeat, lifestyle-focused advertisements of the 1920s. In order to reassure consumers that items were "needed" and offered workable solutions to common issues, advertising rhetoric changed to highlight themes of economy, thrift, and pragmatism. During the Depression, brands who kept up their advertising frequently prospered, while those that reduced their spending either vanished or suffered from consumer mistrust.
