I have a couple of old Good Housekeeping magazines up on the top shelf of the closet in my office.
Both are from 1923—one from April of that year, one from October—and I spent some time this morning leafing through the back sections, looking at advertisements.
I was amazed...so many of the products advertised in 1923 are the same products I have in my kitchen cupboards today: Jell-O, Sun-Maid Raisins (not the seedless variety, though), SOS scouring pads, Pyrex ware, Pillsbury flour, Bell’s Seasoning, Lipton’s tea, Campbell’s Soup, Gulden’s mustard; all manner and kind of toothpaste, including Ipana.
Most of the ads are in simple black & white; they’ve got solid block lettering and a simple collegiate border—quite boring, actually.
But the others?
What marvels they are!
The artwork is gorgeous—lush, full color paintings or line drawings, various typefaces (mostly serif faces, but a few sans as well); splashy, full-page blasts of color and copy!
And the copy is incredible...Will you have good teeth in 1933? Have Hair that Thrills...Teachers and Mothers are Allies in Fighting Dirt...She never really knew why...(the ad implies she had halitosis and hadn’t yet discovered Listerine)!
I love the bride, rouged and vague, sipping her Maxwell House!
“It may not actually surprise him,” the copy reads, “to find the rich Maxwell House aroma tempting his masculine appetite—but it will please him so much...”
“Every cell in the human body is made up of elements derived from food...you should always be careful that the food you eat is really nourishing—not merely filling,” screams the Grape-Nuts ad copy. “Where you don’t find Grape-Nuts, you won’t find people.”
...my old logic professor from college would have an absolute field day with this one!
I can hear him now, questioning: Valid or True?