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Marketing of Hearing Devices
The 1950s was the golden era in the marketing of hearing devices. Marketing for hearing aids was focused on dispelling the perception of bulky hearing aids for the estimated six million hearing impaired individuals in the United States. With the technological advancement of the transistor in the late 1940s and the subsequent miniaturization of batteries, hearing aids became smaller and more powerful – enabling many hearing impaired individuals to potentially benefit from the newer hearing aids.
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This advertisement from Sonotone shows the evolution of hearing styles from the 1850s to the 1950s. |
Courtesy of Sonotone |
Size was heavily emphasized in marketing of hearing devices to show the ease of use and portability of the new hearing aids. Manufacturers used everyday items such as watches, keys, matches, rulers and cigarettes for size comparison.
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| The Maico “Top-Secret” featured a top-placed, recessed microphone that would not come in contact with clothing. Introduced in 1951, the “Top-Secret” was “so tiny that it lies in your palm – scarcely larger than a watch – so easy to tuck away that you can forget all about it.” |
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Courtesy Beltone Electronics Corporation |
| Beltone introduced the Harmony Mono-Pac in 1946. The advertising copy stated “Everything in one tiny unit, about 1/3 size and weight of old-style hearing aids – scarcely larger than a pack of cards.” |
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Courtesy of Zenith Electronics Corporation |
| The Zenith “Royal” was introduced in 1951 and retailed for just $75.00. The aid was “tiny, light weight, in beautiful golden finish.” |
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| The Micronic Model 202 was advertised as the “smallest and lightest hearing aid on the market today” when it was introduced in 1948. This ad compared the aid to a pack of cigarettes. The Micronic Model 202 was only two inches wide, four inches long, and three-quarter inch “slim.” |
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| The Paravox ’Xtra-Thin debuted in 1946 as “the thinnest one-case (metal), one-cord, vacuum-tube hearing aid, using the most economical batteries, the ‘Eveready’ ‘Mini-Max,’ and the only internal-type plastic chassis.” |
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Courtesy of Sonotone |
| The Sonotone miniature “All-in-One” Model 900 debuted in late 1947. The promotional copy stated that the 900 was “so small and feather-light it’s no more trouble to wear than your wristwatch.” |
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| The “Whisperwate” from Otarion came on the market in 1950 with the “revolutionary new Tone-O-matic control.” The Whisperwate was Otarion’s smallest aid to date, not much larger than a book of matches and weighing less than three and one-half ounces with the batteries. |
| View an Object VR movie of the Whisperwate |
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Courtesy of Radioear (in business since 1924) |
| Radioear’s Model 82 “Zephyr” debuted in 1952 with its “ultra-tiny case.” Advertisements emphasized that the aid was “much smaller than a man’s pocket-ware” and “even tinier than a lady’s handbag accessories.” |
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“Smaller than your fondest expectations . . .”
— Otarion “Whisperwate” promotional copy, 1950
The human hand was a great means of demonstrating size comparison.
And if using everyday objects did not help with size comparison, these advertising inserts based on actual sizes of hearing aids did the trick.
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Promotional brochures courtesy of Sonotone and Zenith Electronics Corporation |
Names of hearing aid models reflected the size theme with names such as “Hidette,” “Secrette,” “Invisible Ear,” “Phantom,” “Midget,” “Hidden Ear,” “Unseen Ear,” “Thumbelina,” “Veri-Small,” and “Hide-A-Way.”
“It has not been many years since deafness and impairment of hearing occasioned ridicule and derisive laughter. The use of the old-fashioned trumpet provoked amusement, and some regarded the condition as a prelude to imbecility or senility. Therefore, it is little wonder that manufacturers of hearing aids today, bent on marketing their wares, make use of advertising with claims, sometimes implicit, often explicit, that ‘nothing shows,’ ‘that “one’s hearing is hidden,” ’ and that nothing is carried around that will reveal a handicapping hearing loss.”
— Council on Physical Medicine and Rehabilitation, 1951
Continued
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