Decade: 1960s
EAI 640 Digital Computing System

1966
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By the mid 1960’s the computer was seen as an information processor, being part of a management information system. Advertisers stressed the “flexibility, versatility, expandability, and …the capacity of the computer to make logical decisions.”

IBM in particular was very successful during this decade. Its System/360, controlled almost 70% of the computer market and there was a long wait for their mainframes. IBM's advertising strategies soothed consumers who were concerned about and unfamiliar with computer technology. This was particularly effective in 1960, when IBM machines were used to tally election votes. Afterwards, IBM began a print campaign asking “Who won the computer battle last night? You did.”

Women's labor force participation was expanding along with the use of computers. Women were increasingly portrayed as keypunch operators, card loaders or assistants taking orders from a male supervisor. Office automation marketing strategy used accepted stereotypes and reinforced conventional occupation roles to present the unfamiliar (office computers) in the context to the known and familiar especially in terms of occupational and sexual roles. (Aspray p.137) During the 1970s ads slowly began to change and by the 1980s as computers become more commonplace, women start appearing in nontraditional roles.

IBM, targeted their ads to secretaries as way of influencing their bosses by promising the electric typewriter would drastically improve efficiency.
Brochure List: 1960s Sort:
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The New PDP-12
1963
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The Raytheon Computer Armchair Shopper
1965
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The Raytheon Computer Armchair Shopper
1960 ca.
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The Sigma Family
1967
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The UNIVAC 494 real-time system operation big time in real-time
1966
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TR-24, TR-48 Desk Top Analog Computers...for the Ultimate in High-Speed, Low-Cost Problem Solving Capabilities
1964
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u-COMP DDP-516 General Purpose I/C Digital Computer
1966
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Univac 1004 II and Univac 1004 III
1964
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UNIVAC 1108-II The Big System With the Big Reputation
1965
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UNIVAC 9000 Series. UNIVAC 9200 and 9300 Systems Facts and Figures
1967
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RESULTS: 104 Items     prev 1 2 3 4 5 6 7 8 9 10 11 next
1950s
1960s
1970s-early 1980s

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