Magic Carpet Ride

Broadcast advertising originally portrayed radio as fantastic,

magical. Broadcast

Advertising magazine featured articles entitled "Radio's Magic Carpet:

Extensive

Printed Advertising Re-enforces Broadcast Campaign";

and "Putting Aladdin

Lamps on the Air Puts Them into Farmers' Homes."

 

Promoters talked about radio's "invisible" audience;

how radio magically

allowed the advertiser to become a "guest" in a consumer's home. 

As Shaun Moores

argues in his study of the entry of early radio into the home,

such discourse, in

addition to the family friendly form of the radio technology itself

(for example, as an

attractive piece of furniture)

as well as its programming , allowed radio to

"capture" the time and space of the domestic household.

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