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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IBM System/360
1964
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International Computers and Tabulators LTD.
1964
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Introducing a New Concept in Computer Speed, Efficiency and Flexibility: Philco 212
1962
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KDF9: Very High Speed Data Processing System for Commerce, Industry, Science
1963
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Kearfott Aerospace Digital Computers
1967
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Litton LC-728 Digital Computer: A computer meeting military requirements and offering high performance at low cost
1968
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Mathematics for the Space Age
1964
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Model 3300 Educational Analog Computer
1968
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NCR 315 Random- Sequential Computer System
1960
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NCR 395 Electronic Data Processing System
1968 - 1969
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1950s
1960s
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