In the 1950's, it was common for television shows to have just one sponsor; in fact, some popular shows were actually produced by the sponsors themselves. This led to the plain, inoffensive programming that is often associated with the 1950's. The huge power that sponsors wielded meant that nothing that would anger or offend audiences would make it onto television screens. One of the more popular performers of the 1950's was Dinah Shore, whose popularity with middle America and the South ensured her a spot on NBC in her own variety show.
However, even Ms. Shore required a big money sponsor to stay on the air and that sponsor was Chevrolet. The car maker even put its name in the title of the show.
Regular contests were held offering Chevrolets as prizes, using Dinah's show to drum up publicity.
As a result, Dinah Shore became indelibly linked with Chevy in the public's mind and her signature song was the Chevrolet jingle- See the U.S.A. in Your Chevrolet. The song was so popular she would often be asked to sing it years later, long after her official relationship with the car maker had ended.
