Advertising in the 20th Century

Maggie Bara Final Project

Barzun says that advertisements are extremely dishonest because they claim that the product can do things that it really cannot do and convince people that they need things the they really do not need.

I will explore this claim by investigating advertisements through out the first half of the 20th century and look for common trends as well as differences in the ad’s. I will do this by looking at ads for beauty products and I will particularly focus on whether or not Barzun’s claim is accurate.

The first ad is a magazine ad from 1925. It is advertising Susanna Cocroft’s Beauty Treatment.

There are many important things to notice about this advertisement. Perhaps the most obvious is that a majority of the ad consists of text and the picture are only a small part of the advertisement. The pictures that are present are small and hand drawn. Also note that the advertisement claims that there will be an overnight change in the skin of women who use the product. They claim that it is easy to use and largely effective. Another claim that the ad makes is that Cocroft’s Beauty has the “secret” that other companies do not have that is the key to flawless skin and perfect beauty. The ad also features a promotion that says that if you buy the product, you get a free gift along with it. It has a celebrity expert who “knows about cosmetics” and is a good person for other women to look to in order to determine which beauty products they are going to purchase.

Ad 1

Promises youthful skin

Claims that there will be an overnight change.

Talks about celebrities who “know what they are talking about”

Promises something free with purchase

Talks about a beauty “secret” that is unique to their product

Ad 1

Ad 2

This advertisement is from 1925. It is advertising Boncilla Cosmetics for Boncilla Laboratories, Inc. It was in a magazine.

The advertisement starts off trying to appeal to various ages of women by talking about the different stages of womanhood. The advertisement paints an image of ideal beauty both by the illustration, and through the words. It states that lines and wrinkles detract from a woman’s beauty. It says that the product works like “magic” and “removes all imperfections.” It also states that women who use the product will be more appealing to men. It claims that their product far exceeds other products and is much more effective.

Ad reads:Whether you are a maiden just crossing the threshold of budding womanhood-a young mother crooning a lullaby and cradling in her loving arms a dainty babe- a matron in the full of bloom of woman hood, surrounded by all the responsibilities of a home and family- you have one duty to owe yourself and our friends- to look your best.Work-age-worry-those are the silent thieves of womanly beauty. Lines and wrinkles are their tell-tale hall marks.…This clasmic pack of blue-gray magic stands out from the mass of cosmetics like a beautiful woman in a room full of men…from deep down in the pores it removes all imperfections…Boncilla lifts out line and wrinkles. It dispels pimples and blackheads. It makes skin soft and glowing. It brings out the best that is with in you. It takes years off your face.

Ad 2

This was an advertisement in a Magazine called The Saturday Evening Post. It is advertising hair clippers made by a company called “Brown and Sharpe Manufacturing Company.” The advertisement was published in 1926.

The advertisement talks about how “the bob” is a popular hair style in France. This would attract the attention of people who are interested in travel. It also mentions that many people in the United States use clippers to maintain their hair styles. The advertisement appeals to mothers and families by claiming that it will make cutting children’s hair easier and will make the process of cutting hair at home less stressful. It also states that their clippers are easier to use than the clippers that other countries make.

Ad 3

Mentions that “the bob” is a common style in France.

Says that many people in America are now using clippers.

Says that mothers should use their clippers to cut their children’s hair so that it is not painful for the child and it is an easier task for the mother.

States that it is easy to use at home and they will send you a free booklet if you request one.

Ad 3

This ad was from Vogue Magazine. It was form an issue in 1928 and it is advertising Marie Barlow Cosmetics for the Marie Barlow Company.

This advertisement focuses on a young woman’s desire to be noticed by men. It says that men desire women with young looking skin, and that their product will make women have this type of skin that young men like. The ad claims that the product is “simple and effective.” It also says that product is fitting for modern women. This would attract women who consider themselves to be modern.

Ad 4

Ad Reads: Every time a woman looks in her mirror she remembers man’s confessed admiration for youthful feminine faces.

Desiring an unblemished, clear skin that is independent of the flattering mask of cosmetics, she wisely devotes a few minutes daily to the careful grooming of her complexion.

Marie Barlow Facial Preparations afford a simple and effective treatment that fits well into the new-day woman’s bust daily program. If you do not find them at your favorite shopping center write to Marie Barlow direct. (address given)

Ad 4

Ad 5

The next add is for Coty Tan Liquid Powder. It is a newspaper advertisement that was found in the New York Daily News. It was published in 1929 and was advertising the products for Coty, Inc.

The advertisement depicts an attractive young lady. She is slim and dressed in modern looking clothes and has a modern hair cut. This advertisement has less text than was typical for advertisements of the time.

The reason that this advertisement stood out to me is because it is for a cosmetic that is meant to make the wearer look tan. Tanning is a huge phenomenon still today. People spend tons of money to get fake tans, or go to tanning beds and hurt their skin so that they can look tan.

Ad Reads:THE SMARTEST COAT OF TANThe perfect shade of summer chic- golden, smooth, even glorifying faces, slim bare legs and arms, shoulders and backs- in the fashions of the season. Just a few moments to put it on – and less to take it of when you want to be your self again.

Ad 5

This advertisement is for a perfume called Springtime in Paris. The perfume is made by a company called Bourjois. The advertisement was in a magazine called The Saturday Evening Post in 1933.

The article depicts a wealthy, stylish and sophisticated woman and in large letters, it says “DISTINCTION.” The text of the article goes on to give an explanation of what distinction is. It states that even if a woman does not fit the definition of distinction, they can achieve it through wearing their perfume. It also tries to appeal to woman who are interested in traveling because the name of the perfume is “Springtime in Paris.”

Ad 6

Ad reads:To be distinctive does not necessarily mean to be beautiful. It may be beauty-or some other outstanding quality-personal charm, poise, wit or perhaps ability. You may not possess all the qualities that distinguish some women- yet you can achieve true distinction by choosing at your perfume Springtime in Paris- the fragrance that Bourjois created for women who wish to stand out above others because of their exquisite taste and individuality…[wearing this perfume will show people that you are] modern, youthful, hinting sophistication…join the enviable coterie of women who are admired by others.

Ad 6

This is an advertisement for Drene Shampoo which was made by the Proctor and Gamble Company. The advertisement was published in a Woman’s Home Companion Magazine in 1939.

This article is unique from the others that precede it because instead of having a drawing, it has an actual photograph. In the photograph is an attractive young woman who is looking at a young man, presumably her boyfriend or husband. She looks happy and confident and she is with an attractive man. These qualities embody what young women aspire to be. The advertisement also shows “before and after pictures” to demonstrate what their product does, or is supposed to do.

Ad 7

Ad Reads:

“Gorgeous Hair…Lovely Hands with these a woman conquers!”

“For this new discovery of Science removes beauty-clouding film left my many old-fashioned shampoos!”

“Leaves it silkened soft, manageable, for flattering new hair styles!”

Ad 7

This advertisement is for a company called Daggett and Ramsdell that makes make up and beauty products. It was published in a 1944 issue of Vogue magazine.

This advertisement also has a photograph instead of a drawing. The girl looks happy and is very attractive. The words describe memories that a girl would most likely cherish. Then it states that it is important for women to look their best at all times so that she will be remembered as being attractive.

Ad 8

Ad reads:The you, you want RememberedYou laughing on a hill top. You dancing in pink chiffon. Your dining by candle light. Memory composes these impression and countless others, into one harmony. But no one can foresee what moments memory will cherish. That’s why it’s so important to be pretty at all times. To give your self unforgettable charm Daggett and Ramsdell’s modern beauty care and make up can help you.

Ad 8

This is an advertisement for Botany Lanolin Beauty Aids. It was in an issue of Vogue Magazine in 1945.

This ad also depicts an attractive young lady. She is made up nicely and has a flower in her hair. She is a woman that looks like someone that women can relate to and that other women would like to look like.

This advertisement has many fewer words than the advertisements from previous decades did. The picture is the primary focus of the advertisement, not the story.

Ad 9

Ad 9

This is an advertisement for “deodo powder” which is what was used for deodorant. It is made by the George O’Neill Company. The advertisement appeared in a 1946 issue of Vogue.

This advertisement has a catchy slogan, “Be fresh as morning…all day long,” that people will be able to remember easily. The advertisement talks about how it is easy to apply and lasts all day long. It uses words like “soft,” “exquisite,” “healing,” “fresh,” and “soothing.” It also contains in illustration of a woman in a nicely decorated room that other women would find appealing.

Ad 10

Ad 10

In advertisements today a majority of the advertisement consists of a picture that is taken of a beautiful young model using the beauty product and there is very little text. There are seldom full sentences in advertisements today, and it is definitely not often that there is a full paragraph of text in an advertisement.

In most of the advertisements examined for this project that are from the first half of the 20th century, there is mostly text and a picture that compliments what the text says. As time passes the amount of text in the advertisements decreases. As mentioned before, the amount of text in advertisements today, is minimal.

Text versus Pictures

It is common for advertisements from today and throughout the first half of the twentieth century alike, to make ridiculous promises that the product can do something miraculous that it really can not do. They claim to make hair more manageable, clear up skin instantly, or even to “bring out the best in you.” Several advertisements for acne medicine and make up say that acne will disappear instantly. Clearasil brand make up says that it will clear up pimple in four hours or less.

Ridiculous Promises

Many companies both today and in the past say that they have “secret” knowledge that allow them to make their product superior to other products. This is difficult to believe for several reasons. Firstly, other companies claim that they too have the secret. If every company had this secret, magic way of making skin better, then what makes one product so much better than the next. If there really was one product that was outstandingly superior to the other products, then the other products would go out of business because people would purchase the product that truly works. However, this is not the case, there are many products and none of them do what they claim to because none of the companies really have a “secret” to beautiful skin or beautiful hair, or any thing else that they claim to know.

“Secret Knowledge”

Many companies today still make the claim that their company has some advanced, scientific knowledge that other companies are not privy to. Proactiv acne medication claims to have a “break through acne fighting system.” Avon says that their products are “clinically advanced.” Avon and Proactiv are the first brands that I looked up; I did not have to look hard at all to find examples of companies who do this because almost all of them do. The fact that several companies are making these claims leads to serious questioning of the legitimacy of these statements.

This relates to Barzun’s claim that advertisements are dishonest and often blatantly lie to people to try to get them to buy their product.

“Secret Knowledge” cont

This is something that companies still do today. Proactiv is running a promotion right now where is you buy a face cleanser package, you get a face mask for “free” along with your purchase.

Free Gift

Sometimes companies use celebrities to promote their products. One example of a company that does this today is Neutrogena. They have an actress, Hayden Panettiere as a spokes person for their beauty products in hopes that people who look up to her will start to buy their products.

Women tend to follow others how they look up to as being beautiful or sophisticated. These admired people are often wealthy and successful. In the 20’s and 30’s women looked to the wealthy debutants to figure out which products to purchase.

Celebrities

This is a current day Advertisement for Cover Girl beauty products. It features Taylor Swift, a pop-country singing icon.

This is an example of how advertisements today create an image of beauty and use celebrities to promote their product.

Image of Beauty

Advertisements throughout time do not simply tell people what to buy, they tell people what beauty is. They do this through pictures and even through words. They specifically tend to target women to tell them what they should do to be appealing to men and create an image of what true beauty is. All too often this image is superficial and unrealistic. The advertisements tell women what they should look like if they want to be beautiful, then they make the claim that their product can help them attain this look.

Before and After Pictures

One of the advertisements that I looked at was for a hair shampoo. It showed a picture of the woman’s hair before using the product and again after. This is done to illustrate the alleged effectiveness of the product. This technique is still used today in advertising.

Beautiful ModelsAds contain pictures, or in the past- drawings, of beautiful young women using the product. These women are slender, modern and confident. When women look at the advertisement and see the picture of the beautiful young woman, they will want to be like her. The advertisement leads them to believe that if they use the product, they will have the same features of the woman in the picture that makes her desirable.

In earlier advertisements, the text described the woman as being confident, modern, distinguished, and poised. The women depicted were often wealthy and well dressed and groomed. Women looking at the advertisements will notice these positive qualities and desire to be like the woman in the advertisement.

Appeal to Specific Groups

Advertisements also use words and pictures to appeal to customers by talking about a desirable situation or one that customers are used to. A common way for this to be done is by showing a young lady with an attractive young man. This will appeal to young women who are interested in dating. Other advertisements talk about balancing a busy life and still being beautiful which would appeal to mothers. There are also references to travel and being modern which will appeal to women who are interested in the world and “keeping up with the times.”

Catch Phrase

I observed that one of the advertisements from 1946 had a catchy slogan that summed up what the product did in a short phrase. This is helpful for the company because people will be able to remember this short phrase about the product and this could influence them to purchase it. This is done by many companies today. Some examples of slogans that companies use today are “Have it your way,” from Burger King, or “Just Do It,” from Nike.

Barzun’s assessment that advertisements are full of lies that tell people that products can to things that they really cannot do is accurate. From what I have observed, there are several companies, all of which claim that their products are the best. They say that their products are superior to other products due to some great “scientific discovery.” However since multiple companies are making similar claims about products that are virtually the same, this cannot be true. Advertisements contain blatant lies and they are able to get away with it.

The advertisements also create an idea of what women should look like and then convey to them that they should purchase their product to become that way. Often times, especially with beauty products, advertisements tell women that they need things that they really do not need.

This trend started in the 1920’s and continues today. Many women spend a great deal of money on beauty products that they do not really need in order to become the type of women that advertisements tell them that they should be.

http://www.proactiv.com/system.php

http://shop.avon.com/shop/

http://www.neutrogena.com/

http://scriptorium.lib.duke.edu/adaccess/

www.covergirl.com

Works Cited