Classic Ads: The Art of Advertising

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

“Arrow Collars and Shirts”
by J.C. Leyendecker
from November 8, 1930

 

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

“Fisk Tires”
by Norman Rockwell
from January 13, 1917

 

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

“Cadillac”
by T.M. Cleland
from June 30, 1928

 

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

“Cream of Wheat”
by Edward V. Brewer
from June 30, 1923

 

 

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”

“Bottles Ad”
from August 8, 1926

 

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”

“Hosiery Ad”
from April 2, 1927

 

“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

“Waiting”
by Pearl Hill
from April 14, 1923

 

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

We are amassing quite a collection of these wonderful old ads. Let us know if you’d like to see more!