August 17th, 2020

For our parents, Saturday mornings are always reserved for yard sales, and this past Saturday was no different. I decided to join them last minute and, after a few "busts", we ended up at a small garage sale. While my mom didn't end up with much, I walked away with a $5 box full of Life Magazines - and we know how much I love my old magazines!

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26 in total, mostly from the 40s (and some from the '50s) - what immediately struck me was that there were several from 1941, then nothing until 1945. Did the original owners immediately cut costs when war was declared? Or maybe someone wised up and realized war-time Life magazines have a bit more worth? Who knows. Regardless, we all know I'm here for the ads and, even with the missing years, these magazines came through!

In my last post about vintage ads (see July 27th) I focused on the ones marketing products that we still have around today. Perusing this latest batch of magazines, however, I noticed my favorite ads were a different kind of category. So, for this post, we're going to take a look at advertisements that would never see the light of day today - the sexist, the unhealthy... the outdated, basically. Enjoy!

found in Life Magazine November 11th 1940 edition - Budweiser Advertisement

​This may be the most common type of outdated advertisement I come across - one where the product is something a wife should buy for her husband. This one (above) mildly makes sense - we can imagine, once-upon-a-time, that beer was almost exclusively advertised as a "man's" drink - but take a look at the next one!
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found in Life Magazine June 16th 1941 edition - Kellogg's Rice Krispies Advertisement

Who knew Rice Krispies was something a woman could use to make her fella happy!? Seeing Snap, Crackle, and Pop used to sell their product to a newlywed rather than a mother (which is, I think, how most cereals are traditionally advertised) made me laugh a bit.

Think only wives, newlyweds, and mothers are the ones being targeted? Don't worry, there's also a plethora of spreads meant to remind parents to educate their daughters in how to snatch a man and become a good wife, too.
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found in Life Magazine November 11th 1940 edition - Pan American Coffee Bureau advertisement

And what ads are geared towards products for women to buy for themselves, you may ask?
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found in Life Magazine January 27th 1941 edition - Spencer Corset advertisement

Answer: anything that'll make them more appealing... to men. This one I found quite humorous, actually. Not only does it illustrate the point I'm trying to make (it's all about the men), but it shows a change in our culture's view of beauty, as well. While flattening was the name of the game back then, the big thing now is smoothing while retaining those curves!

Speaking of curves: this next ad is a much more rare find. In fact, aside from spreads advertising diet miracles, I don't think I've ever come across a 1940s advertisement that overtly fat-shames... until now.
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found in Life Magazine February 3rd 1941 edition - Texaco / Marfak Advertisement

The killer here is that the cartoon and caption have NOTHING to do with the product. Worried about an overweight person breaking your chair? Don't worry about your car lubrication, at least! Noted, Texaco. Noted.

While ads like this one plays off your fears, others attempt to assuage them. None do this better than the next couple of ads: ads so outdated, they're actually extinct. That's right: cigarette ads.
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found in Life Magazine January 27th 1941 edition - Phillip Morris advertisement

found in Life Magazine January 27th 1941 edition - Camel advertisement

What on earth are "eminent medical authorities"!? Who knows. Either way, both give pseudo-medical jargon in hopes their brands come across as "healthier". Eighty years later, it's ads for products like these that are the most surprising to me.

I explained in my previous vintage ad blog post how old magazines are glimpses into the past and, let me tell you, these were no different. Maybe next time you're driving by a yard sale or flea, take a stop and see if you can find one for yourself! I guarantee you'll find something in there you weren't expecting.