“Arrow Collars and Shirts” by J.C. Leyendecker

It is striking that ads in the old issues of The Saturday Evening Post often boast artwork worthy of a cover on the finest magazines of the period. An exquisite example is this 1930 ad by the great J.C. Leyendecker for Arrow Collars and Shirts. Leyendecker was about as famous for these ads as for his prolific Post covers, and the “Arrow Collar Man” was the American ideal for 25 years.

“Fisk Tires” by Norman Rockwell

Although several great illustrators did ads for Fisk Tires, Norman Rockwell did artwork for the company from 1917 to 1925 that appeared in magazines such as Youth’s Companion, Boy’s Life and, of course, The Saturday Evening Post. This winter scene with the boys admiring the cool tires is from 1917. There was always a sign or billboard for Fisk Tires in the ad.

“Cadillac” by T.M. Cleland

Did you ever think you would call an advertisement “magnificent”? Artist T.M. Cleland (1880-1964) was a decorative designer, typographer, a well-known printer and, oh, yes, a wonderful illustrator. This 1928 ad for Cadillac is probably a depiction of Monte Carlo, suggesting how fun it would be to tool around Europe in your Caddy.

“Cream of Wheat” by Edward V. Brewer

We have come across dozens of great old Cream of Wheat ads. Artist Edward V. Brewer developed a series of these ads based on the black chef who appeared on the box (and still does today). The chef with the great smile would show up somewhere in the ad. In the case of this 1923 example, he appeared on the fancy new sign attracting the local children. The original paintings of vintage Cream of Wheat ads now sell for four to five figures.

“Bottles Ad”

This charming ad from 1926 is touting the health benefits of bottles for your carbonated beverages. “Every bubble holds a heaping measure of health,” claims the text, going so far as to quote a prominent chemist’s assurances that the “average bottle of soft drink has the energy value equivalent to 3 ounces mashed potatoes or ¾ pound tomatoes”. Well, we may question that, but a bottle of pop is certainly easier to consume on the golf course than those food items.

“Hosiery”

“Full fashioned, of course—giving that slender, trim ankled appearance that every woman wants.” How a pair of silk stockings achieves that is not clear, but no matter: this one is a charmer and a good example of late 1920s fashion and hairstyles. Like the artwork in so many of these ads, this one is not signed by the artist, but we have our suspicions. The lighting from below, as if by fireplace, and the large-eyed beauty is remarkably similar to a 1923 Post cover by artist Pearl L. Hill, who illustrated eight Post covers during the 20s (see below).

“Waiting” by Pearl Hill

One of eight Post covers by artist Pearl L. Hill.

Landing a Saturday Evening Post cover was the pinnacle of success for illustrators in the early to mid-1900s. But scoring a big advertising account was important to illustrators, too. Like most Post cover artists, Norman Rockwell painted a great deal of advertisements.

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.

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.

Rockwell’s turkey-hunting pilgrim from Thanksgiving 1922 is an ad for, of all things, Interwoven Socks. Our guess is that the pilgrims weren’t blessed with this brand of men’s hosiery. According to the ad, though, Interwoven Socks were something to be thankful for.

Like The Saturday Evening Post, Jell-O has been around for eons, and this adorable ad by Rockwell is from 1924. A master at depicting boys (see first ad above), Rockwell felt he wasn’t very good at painting little girls. We have to disagree: the girl, her dress, her Mary Jane shoes, and the pretty dolly combine to make this one a treasure.

Arrow Shirt ads were normally associated with artist J.C. Leyendecker, who was as famous for his elegant advertisements for the famous shirts as he was for his Post covers. Thus, we were surprised to find this Arrow Shirt ad from 1929 illustrated by Leyendecker’s friend, Norman Rockwell. If you think a female pilot is a bit fanciful, think again. There were women pilots as early as 1910.

A tow-headed boy, that faithful dog, and a kindly old doctor — it doesn’t get any more Rockwell than this. The artwork is worthy of a Post cover, but it’s an ad for Listerine mouthwash from 1931.

Daddy’s home! And dad was busy all day showing other dads “how to be certain there will be the money for college when his kids need it” and assisting in retirement planning. At retirement age himself, Norman Rockwell was still painting Post covers and churning out drawings for major advertising clients like Massachusetts Mutual Life Insurance Company.

This beautiful Ivory Soap ad from 1914 is a wonderful example of just how much work and talent went into advertisements. The illustration was by Katharine R. Wireman, who did the Fourth of July-themed 1924 cover below.

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.

 

Packard Car Ad – April 25, 1903

The first Packard ad in The Saturday Evening Post appears to be from April 25, 1903. J. W. Packard, his brother and a partner founded the company in Warren, Ohio in 1900. Cars were built one at a time in these years of automotive infancy. In fact, Packard partner, G.L. Weiss had been a major investor in the Winton Motor Carriage Company and owned Winton #4. (Imagine having a car with the serial number “4”). Five Model A Packards were built in that first year of 1900. To show what the 1900 Model A could do, partner G.L. Weiss and Packard made a highly touted test: they drove it from Cleveland to Buffalo in 13 ½ hours. Of course, the under 200-mile journey would take a little over three hours now, but this was still the horse and buggy era, with very few paved roads. As a promotion for the new car, the feat was a success.

Packard Car Ad – September 18, 1926

This gorgeous ad from 1926 suggests the grace and agility of a thoroughbred. A 1932 ad had an oriental scene at the top to show how Packard was supreme in over sixty countries. In Shanghai, “Packard cars outnumber—by more than two to one—all other makes of comparable price combined”. Automobile ads were becoming a work of art themselves. As were the autos.

Packard Car Ad – March 17, 1928

Packard ads of this era liked to tell us a story from history – in this case, the ancient forging of the 105-foot high bronze statue of Helios in 280 B.C., and then show how they carry on the grand tradition. “In one of the world’s most modern foundries Packard precision parts first take form under scientific control. Every detail of temperature and the blending and pouring of metals into the intricate moulds is carefully checked.” However it was created, the resulting convertible is a thing of beauty. Prices in this 1928 ad range from $2,275 to $4,550 with “individual custom models from $5,200 to $8,970, at Detroit”.

Packard Car Ad – March 25, 1939

“Three American Faces You Know at a Glance” this ad confidently touts. “A 1939 Packard presents to the world one of the proudest and most distinguished faces that ever graced a motor car.” This was the new Packard Six. Remember: “When you drive a Packard, the whole world knows it’s a Packard”. Gotta love that grill.

Packard Car Ad – July 7, 1941

By the 40’s, the car was more streamlined in style, like this Packard Clipper from 1941. This 4-door sedan would set you back $1,375. This featured “fade-away fenders”, front fenders that “fade” into the center of the car. “It’s beautiful—and permits increased body width with no increase in overall car width”, the ad noted.

Packard Car Ad – Wizard of Ah’s

By 1948, the proud Packard was even sleeker. Love the copy: “Designed by the Wizard of “Ah’s!” Cars are getting smarter: “Press a button and the top lowers or raises. Another button moves the front seat forward or backward! And ALL four windows have magic push-button control!” If you were looking for more of a family car, no doubt you were more inclined to the “Station Sedan” at the bottom of the page. “All steel, finished in Northern Birch”.

The Packard is still “with us” not only through these old ads but through a number of Packard clubs around the world today.