Perspective: Snoring in Your Seat

Boeing's marketing, from Stratocruiser to Dreamliner

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It’s not often that an airframe manufacturer needs to trouble with direct-to-consumer advertising. After all, few shoppers flipping through a magazine have $332.9 million to drop on a new 747. But there are exceptions (Boeing, in this case) when an aviation giant has turned out a plane so influential it can’t resist buzzing the rooftops. Two such cases appear on these pages, as does a salient lesson in marketing: Stylish young models and sharp digital photography might be nice to look at, but it doesn’t always make for a more effective ad.

In 1947, Boeing was returning to the civilian market after nearly 10 years of building only military planes.

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