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This Southwest advertisement from 2002 shows that the narrative low-cost carriers created, depicting their services as direct responses to the legacy carriers, has continued into the twentieth century. When this advertisement aired, most legacy…

Mix Business With Pleasure.jpg
Although Southwest Airlines first flew in 1971, it did not come into its own until after deregulation in 1978. Southwest felt that the legacy carriers had stuffy images and framed themselves as a more spirited alternative. The first flight…
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