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Advertising
in the 1940s
Brian
Trumbore
President/Editor, StocksandNews.com
I have this rather expensive book in
the library here, "40s All- American Ads" edited by
Jim Heimann and I just thought I'd pass a few on where
the accompanying illustrations weren't important in
conveying the sense of the overall advertisement.
As
you read these, recognize most of them are during
the war years, but what really strikes you is how
fraudulent some were. Any surveys noted, for example,
certainly weren't footnoted at the bottom, and of
course it wasn't all PC, politically correct.
So
following is the exact text of the ads promoting what
we were buying back then.
---
[1943?Schenley
whiskey]
Spirit
of 43
America
Makes the Best of Everything!
This
holiday season finds us giving up much - ready to
give up everything needed to bring victory and lasting
peace.
Our
gift to free peoples everywhere is this high spirit
of sacrifice, the winning morale, that will achieve
victory. Many a Schenley man has left us to do his
share in the war effort; Schenley's distilleries are
now on a war footing - turning out vast quantities
of war alcohol, needed by the nation.
The
Schenley Royal Reserve you enjoy today is drawn from
our reserves - the largest in the U.S.A. - made and
laid down in years gone by, and blended with finest
grain neutral spirits for perfect mildness.
As
in every crisis, America makes the best of everything.
That is the "Spirit of '43" - and America's spirit
until victory is achieved.
---
[1948?Brewer
Association of America]
Beer
belongs?enjoy it
In
this home-loving land of ours?in this America of kindliness,
of friendship, of good-humored tolerance?perhaps no
beverages are more "at home" on more occasions than
good American beer and ale.
For
beer is the kind of beverage Americans like. It belongs
- to pleasant living, to good fellowship, to sensible
moderation. And our right to enjoy it, this too belongs
- to our own American heritage of personal freedom.
---
Dorothy
Lamour is "My Favorite Brunette"?
CHESTERFIELD
my favorite cigarette
--Bob Hope
Why
I smoke Chesterfield
(From
a Series of Statements by Prominent Tobacco Farmers)
"I
like to sell my tobacco to Liggett & Myers because
they've been buying my best tobacco for Chesterfield
and paying top price to get it ever since I started
raising tobacco.
"I've
been smoking Chesterfields ever since I started raising
tobacco. I know they're made of mild ripe tobacco
because that's the kind they buy from me." --
J.
Hogan Ballard
Tobacco Farmer
Bryantsville, KY
---
[1941?Pall
Mall Cigarettes]
"Streamlined
smoking!...a basic new design, Colonel!"
Here's
the most important cigarette improvement in 25 years
- streamlined smoking.
It's
Pall Mall - a cigarette deliberately designed for
better smoking! Pall Mall is over 20 per cent longer
than the old-style cigarette. And this additional
length is important.
Because
it travels the smoke further - the smoke reaches you
cooler. Because it filters the smoke through more
tobacco - the smoke is definitely milder.
---
[1946?Camel
Cigarettes]
According
to a recent Nationwide survey:
More
Doctors smoke Camels
than any other cigarette!
Not
one but three outstanding independent research organizations
conducted this survey. And they asked not just a few
thousand, but 113,597 doctors from coast to coast
to name the cigarette they themselves preferred to
smoke.
The
answers came in by the thousands?from general physicians,
diagnosticians, surgeons - yes, and nose and throat
specialists too. The most-named brand was Camel.
If
you are not now smoking Camels, try them. Compare
them critically. See how the full, rich flavor of
Camel's costlier tobaccos suits your taste. See how
the cool mildness of a Camel suits your throat. Let
your "T-Zone" tell you.
*The
"T-Zone" - T for taste and T for throat - is your
own proving ground for any cigarette. Only your taste
and throat can decide which cigarette tastes best
to you?how it affects your throat.
---
[1940?Studebaker]
[Ed.
Note: I thought the following was interesting because
it addressed gas mileage. No way you can believe the
figures given.]
Remarkable
gas economy
These
safe, sure-footed, easy-handling new Studebakers for
1941 are engineered to equal or excel the sensational
records of the Studebakers of 1940 in gas economy.
And
the 1940 Studebakers defeated all other cars in the
Gilmore- Yosemite Sweepstakes - the Champion averaging
29.19 miles per gallon, the Commander 24.72 miles
per gallon, the President 23.40 miles per gallon with
low extra-cost-overdrive.
---
[1946?Ford]
Ford's
out front with Mrs. America!
I'm
bustin' with pride!
Our
new Ford is the best-looking thing in town. And that
"Lifeguard" body gives me a feeling of safety I've
never had with any other car - and that's important
to a mother!
---
[Ed.
Note: Just liked this statement in a Kendall Motor
Oil ad.]
In
the case of Kendall, the 2000 Mile Oil, that extra
margin of safety has a natural background. This longer
lasting oil is refined by special Kendall processes
from Bradford, Pennsylvania crude - the richest and
costliest in the world.
[Who
knew?!]
---
Registered
Rest Room
Nothing
is more welcome to experienced motorists than a Texaco
Registered Rest Room Sign; for, they have learned
to trust it?learned that it means a spic-and-span
rest room, a pleasant place in which to freshen-up!
We
Texaco Dealers are proud of the trust placed in us.
That is why - in all 48 states - we keep our Registered
Rest Rooms not only clean but completely equipped
with running water, soap, towels and mirror for your
convenience.
---
[1945?Oneida]
You
feel his hand closing tight over yours?you hear his
voice speaking straight to your heart?you know this
is not just for an hour, not just for a day. This
is for keeps.
For
keeps, too, you'll choose your Community. See it at
your jeweler's?it will soon be there!
Community
is the silverware craftsmen created for a lifetime
of loving wear. Each fork, each spoon, has an overlay
of solid silver at the points of greatest wear, each
is balanced in the finest silverware tradition?.
---
[1944?Lane
Hope Chest]
Give
Her the Love Gift
that Whispers
"Forever"
A
Million Maidens Yearn for This Romantic Love Gift
For
that wisp of a girl - your bride-to-be - there is
no more romantic or more practical gift than a Lane
Cedar Hope Chest? the gift that starts the home.
Give
her this symbol of love. Give her this tangible promise
of a future dream home. It is a sanctuary for fond
hopes and treasured possessions?the perfect love gift
from a man to the only girl?the gift that whispers
"forever."
---
[1946?Lumbermens
Mutual Casualty Company]
KAMIKAZE
AMERICAN
STYLE
In
Japan it was suicide pilots.
In
America it is reckless drivers.
The
suicide pilot tried hard to kill and be killed.
The
reckless driver doesn't try but is killing 95 Americans
daily.
Kamikaze
driving must be stopped; it can be stopped, if all
of us will -
Keep
speed down - Never Over 50.
Keep
the car in good condition. Don't delay.
Minor repairs may save a life.
Obey
the law. Follow common-sense road rules.
Observe common courtesy.
"If
you drink, don't drive,
If you drive, don't drink."
---
[1947?Tartan
Suntan Lotion]
Tartan
lets you Tan never burn!
When
Tartan Suntan lotion is used as directed - you can
have fun in the sun with safety. Tartan, the new suntan
lotion, gives you complete protection - never a blister
- yet a beautiful tan. Tartan's proved and tested
protection means:
1.
No Painful Burn! Tartan screens out 90% of the sun's
burning rays (the rays below 3130 angstrom units).
2.
A Glorious Tan! Tartan admits 90% of the healthful
tanning rays of the sun (the rays above 3130 angstrom
units).
3.
It's Stainless! Tartan contains no iodine or tannic
acid - keeps towels, linen, and bathing attire cleaner.
4.
It's Greaseless! Helps you look your best when you're
on the beach. Tartan's invisible protective film is
non-greasy, non-oily. No sand or dirt can cling to
your skin.
---
[1941?Coffee]
Just
what the Doctor ordered
It's
common knowledge that doctors are among the heartiest
of coffee drinkers.
They
know, on scientific grounds, as well as by experience,
that there's nothing like a good cup of coffee to
rest you when tired, relieve fatigue, sharpen your
faculties, and make your mind more alert.
They'll
tell you, too, that if you're like 97 people out of
100, the gentle "lift" you get from coffee lasts only
about two hours.
And
that means, of course, you can enjoy the fragrance
and cheer of coffee, morning, noon and night without
worry over sleeping.
So
why deprive yourself of this delicious drink? Enjoy
your coffee whenever you want it!
Coffee
perks you up!
---
[1945?Chesapeake
& Ohio Lines]
Listen
in the night, America
It's
at night,
In the still moments of the night,
That you hear the pulse-beat of America.
Listen?
From far across the sleeping countryside
Comes the steady, rhythmic rumble of the trains,
The great, husky trains of America.
They've
talked to you since childhood.
They've told you, in the lonely silence of the night,
Of far-off places; of romance and adventure.
But
their rhythm's faster now,
And their whirring wheels speak different words.
Their cargo now is fighting tools for men of Freedom
And through the night their rumble says -
We'll
get 'em there?we'll get 'em there?
We'll get 'em there!
Listen
in the night, listen to the rumble of the trains at
night
And you'll hear the strong, surging pulse-beat of
America!
Chesapeake
and Ohio Lines
Geared to the war of America!
---
Wall
Street History returns next week. Some statistics
on energy.
Brian
Trumbore
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