Tandy/Radio Shack Advert - December 1986
From Practical Computing
The New Tandy 102: Technology ni yoru shinpo
It's three years since Tandy launched its TRS-80/100 portable computer, and it's back with an updated model, which is smaller and now comes with a built-in modem.
It's also completely lost the TRS-80 moniker of Tandy's previous machines, as the company was keen to shed its older "hobbyist and CB-radio enthusiast" market image.
The TRS bit stood for Tandy Radio Shack, and was the name given to the company's first microcomputer, the TRS-80, launched in 1977.
The advert also cheekily re-purposes Audi's Vorsprung durch Technik - progress through technology - whilst trying to make it not sound like the original. Technology ni yoru shinpo is Advancement Through Technology, so it's totally different.
Audi had first used its famous slogan in 1971, but had stopped using it some years later. It was re-invigorated in 1982 by John Heggarty of the British ad agency BBH, in what is now considered Germany's most ubiquitous post-war slogan and an advertising legend.
The 24K Tandy 102 retailed for £199 + VAT, or around £770 in 2024.
Text and otherwise-uncredited photos © nosher.net 2024. Dollar/GBP conversions, where used, assume $1.50 to £1. "Now" prices are calculated dynamically using average RPI per year.