In the 1950s, electricity generation resumed as normal and there was an expansion of the national grid. Seven more peat-burning stations were planned around the country bringing not only more electricity to more homes and businesses but more employment. To raise the funds necessary for this expansion , ESB issued ‘guaranteed stock at 6%’. Our advertising reflected this development and focussed on the benefits of rural electrification.

‘Look out for this Van’ was a message that preceded the arrival of the rural canvassers and demonstrators. The main advertising messages centred around what electricity could do on the farm and appealed on two fronts – ‘Electricity in the Home’ and ‘Electricity in the Farmyard’. Advertising messages were directed to the rural housewives focusing on labour-saving qualities and to the male population relating the moneysaving properties  – the ready availability of hot water being the big selling point.  Following war time restrictions, colourful illustrations were once again returned to advertise the benefits of electrical equipment.  Advances in technology ensured that advertisements began to feature colour and photographs instead of hand drawn illustrations.