J&M Advertisement 

This advertisement by Johnston & Malone – a privately owned bookstore in Auburn, AL – marks both the evolution of technology and the store itself. The computer seen in the ad is from around 1980, considering the model of the computer. The bold type “loss” paired with the image of the computer suggests to the audience that the rise of technology is not trustworthy. The body copy goes on to discuss how students can save money and stress by shopping with J&M. This establishment of trust between the consumer and the company demonstrates marketing technique. Therefore, it is relevant to Graphic Design history because it shows how local stores had to maintain their customers by challenging the relevancy of technology.