Allen A Hosiery Advertisement
from February 9, 1924

You know how hard boys are on their stockings. That is, back when they wore stockings. This delightful ad from 1924 with a classroom setting insists that “sturdy boys won’t scuff through” these hose. In the 20s, knickers were worn until age 13 or 14, and getting those first long pants was a major rite of passage.

Mazda Lamp Ad
from July 10, 1920

This appealing family scene is from a 1920 ad for Edison Lamp Works. Showing how much electric light adds to our lives, the text waxes poetic: “from the first candle of youth to the twilight of life, the moments that mean most are etched in memory by the glow of a lamp.” Advertisements today show the work of some outstanding photographers, but it is difficult to imagine a photo as engaging as a Rockwell painting.

This ad was by artist Leslie Thrasher, who did twenty-three Saturday Evening Post covers. In front of a billboard for Fisk Tires, a silly boy with his toy dog is mocking the fancy society lady walking her dog.

This is part of a two-page ad in 1924 for Palm Beach Suits. “The older man in this picture is wearing the wrong clothes for hot weather,” reads the ad. “The younger man knows what a difference the right clothes for hot weather will make.” The artist behind the ad was George Brehm, who did nine Post covers and numerous inside drawings, including illustrations for stories by his fellow Hoosier, Booth Tarkington. His cover below is from 1935:

This 1920 ad for Edison Mazda Lamps (General Electric) features a boy and his dog – could it be the work of Norman Rockwell? It is indeed. Rockwell did a series of beautiful art for Edison Mazda ads, as well as for many other companies.

The beauty of the ad was not only visual. The text waxed eloquent:

Huck Finn and Tom Sawyer live here; the Knights of the Round Table; the Pirates of Treasure Island, and the brave gentlemen of Ivanhoe.

They will be part of your boy’s life forever, if only you are wise. Whatever else your bedroom may have, put books and an Edison Mazda lamp at the head of each bed.

For a lamp is a magic thing. By its light every lad may be Aladdin. He opens his book, touches the lamp, and the genii appear.

“100th Anniversary of Baseball” by Norman Rockwell

"100th Anniversary of Baseball"
from July 8, 1939

It would appear that this cover is historically inaccurate. The Saturday Evening Post decided that since Abner Doubleday “invented” the game of baseball in 1839, who better to commemorate the event in 1939 than America’s favorite artist, Norman Rockwell? Apparently the Doubleday story has no basis in truth, and the beginnings of baseball are rather nebulous. All this aside, we have to agree that the combination of the all-American pastime and the all-American artist is a happy one.

“Baseball Catcher” by J.C. Leyendecker

"Baseball Catcher"
from May 15, 1909

Giving life to this cover is none other than Rockwell’s friend and mentor, artist J.C. Leyendecker. This 1909 cover is not typical of Leyendecker’s often lavish and “artsy” style.

“Baseball Catcher Looking Up” by Robert Robinson

"Baseball Catcher Looking Up"
from October 1, 1910

Where did it go? We love the catcher’s mitt in this 1910 cover from Robert Robinson.

“Gramps at the Plate” by Norman Rockwell

"Gramps at the Plate"
from August 5, 1916

In this 1916 Rockwell cover, grandpa is taking no prisoners. We’re not sure how good a batter he is, but he’s one of the few players around in spats.

“Dad at Bat” by Alan Foster

"Dad at Bat"
from June 1, 1929

Dad gets into the act in this 1929 cover by artist Alan Foster. A littler overdressed, but good stance, pops.

“Island Game” by Stevan Dohanos

"Island Game"
from April 21, 1945

The U.S. Marine Corps did not let a world war get in the way of a good game. Okay, a contentious game. In the background to the left is Lt. Howard Munce who told artist Stevan Dohanos about this game when he was stationed in the South Pacific. Lt. Munce was an artist as well, and later fought at Iwo Jima. Notice the Corsair in the background getting patched up. We don’t know if the final call favored the Marine Air Corps or the South Pacific League.

“Squaw Fever,” art by Paul Rabut

"Squaw Fever"
by Paul Rabut
From April 26, 1947

This dramatic painting by Paul Rabut appeared in the 1947 story “Squaw Fever” by Bill Gulick. The caption reads: “All you got to do is put wings on your wagons an’ fly ’em into the valley. Ain’t that right, captain?” Illustrations like this make us wonder where the original paintings ended up.

“Love and Alexander Botts,” art by Hy Rubin

"Love and Alexander Botts"
by William Hazlett Upson
From March 14, 1953

“Only desperate measures, he saw, could keep this girl from marrying the wrong man. It was a challenge the greatest of salesmen couldn’t resist.”

I don’t remember the Alexander Botts stories in the Post, but I’ve heard from many readers who do. The hardworking salesman for the Earthworm Tractor Company was created by William Hazlett Upson, and readers couldn’t wait for his next adventure. This 1953 Hy Rubin illustration is captioned: “‘For every problem there is always a solution,’ (Botts) said. ‘I will start now looking for it.’”

It would be a bit irritating to have a boss that darned cheerful while one is nursing a broken heart, but that’s Botts for you.

“The Cold-War Blonde,” art by Robert G. Harris

"The Cold-War Blonde"
by Robert G. Harris bore
From September 26, 1959

It’s never good when there’s a Cold War raging, you’re rifling through a desk, and you get caught by the Russians–as this unfortunate young lady from the 1959 story “The Cold-War Blonde” by George Fielding Eliot did.

“She risked her honor for her country, and her methods were most unusual…” Whatever that means. The luscious artwork by Robert G. Harris bore the caption: “On the other side of the desk, ready to vault over it, crouched Zaspurov.” Can’t get anything by a danged Commie.

“Escapade,” art by Gilbert Bundy

"Escapade"
by Gilbert Bundy
From April 30, 1949

“Gary walked onto the terrace just as she got near the bottom. He could see she was pretty in the face too.”

Too? Apparently she was pretty from, er, other angles. How did people get themselves into these situations? Something about … she threw a boot at the house detective and it went over the terrace … or something. She is rather brazen, as we’ll see below.

“Escapade,” art by Gilbert Bundy

"Escapade"
by Gilbert Bundy
From April 30, 1949

“He was trapped in his fiancee’s apartment with a strange girl wearing his fiancee’s gown. Could you talk your way out of that?”

Well, I’d love to hear him try. It seems the young lady made herself at home. “I hope you’ll forgive me. I know I had a nerve, but I just couldn’t resist this,” reads the caption of her trying on the gown. Uh, yeah, nervy would be one word for you, toots.

Beware of young ladies who climb over your terrace. This was from a 1949 story called “Escapade” by George Marion Jr.

“Stolen Goods,” art by Perry Peterson

"Stolen Goods"
by Perry Peterson
From June 11, 1949

“She stared into the ladies’ dressing room and tried not to faint. It was terrifying to find a man in there—especially when he was dead.”

If three-way mirrors aren’t enough to put you off clothes shopping, this should do it. This is from a 1949 serial called “Stolen Goods” by Clarence Budington Kelland. The artwork was by Perry Peterson.

By Harold Von Schmidt

By Harold Von Schmidt from May 10, 1947

“The word that she was to have a new boss—name of Bullwinkle—almost drove Tugboat Annie crazy. And as someone said: ‘When Annie acts crazy, somebody’d better start ducking!’” Yes, that unsinkable character Tugboat Annie began in The Saturday Evening Post. This illustration by Harold Von Schmidt leads to the question: whatever happened to these great paintings? But that’s another story. The caption reads: “‘Hey, Bullwinkle, ye wind-geared jackass!’ was Annie’s unladylike greeting. ‘Whyn’t ye get out an’ push?’” Gotta love her.

By Sam Bates

By Sam Bates from July 19, 1954

I wish I could count all the western stories that appeared in the Post over the years. This was “Gunslick” by Richard Wormser from 1954. The caption to artist Sam Bates’ illustration reads “Jack Gannon brought his hand too close to his gun, and Mel’s own iron was out and pointing. ‘You were saying, Mr. Gannon?’”

By Bob Hilbert

By Bob Hilbert from February 21, 1953

Sometimes I don’t know if it’s the artwork or the captions that grab me. The story is “Larcenous Lady” by William Fay from 1953 and the caption to the sexy illustration by artist Bob Hilbert says, “When he kissed her gently, she clung to him, murmured his name. He didn’t know she was also picking his pocket.” For more steamy images from romance fiction, see our Featured Artist piece on “Leading Ladies.” I’ll do more of these in the future.

By Amos Sewell

By Amos Sewell from January 31, 1951

I have to show two illustrations from the 1953 story “The Dangerous Angel” by Clarence Budington Kelland. This lovely illustration has the caption: “‘Madam,’ said the young man, ‘nothing could make you more conspicuous than God and nature already have done.’” Oh, brother. As pick-up lines go, that one stinks. And… did he throw his jacket down for her?

By Amos Sewell

By Amos Sewell from January 31, 1953

The artwork here and above from “The Dangerous Angel” was by Post cover artist Amos Sewell. His covers tended to be a bit more wholesome. This caption reports, “Hephzibah said, ‘A woman that’s built like you be is sure to come to a bad end.’”

By James Bingham

By James Bingham from September 26, 1959

Yes, boys and girls, the decades of the 1940s through ’60s brought many a Perry Mason story to Saturday Evening Post readers. This 1959 Erle Stanley Gardner serial was “The Case of The Waylaid Wolf.” Perry, at least according to the caption, is losing patience: “Mason came bolt upright. ‘Wait a minute!’ he snapped. ‘Try and remember just what he said about O.K.’”