Noon over America

Campbell’s Soup was one of the most assiduous advertisers in America’s mass-circulation magazines and where possible would purchase the first page after the editorial content for their ads. Their prime target was the hard-pressed Great American Mom for whom the daily task of feeding hungry, boisterous and hard-to-please children was an eternal source of despair. Campbell’s offered a simple solution in the form of heat and serve cans of condensed soup in which the nutritional benefits of vitamins and protein were supplied in an easily absorbed liquid slurry. Rebuilding energy levels for the challenges of the afternoon had never been easier. Only 4 minutes from shelf to table and even the most fractious child is calm and content. Implicit in these messages was the idea that all mothers could mold their offspring into healthy, happy, high-achieving youngsters. Transformed into bright and smiling paragons of virtue with dazzling white teeth to match.

Odol Original – Makes Teeth Like Pearls

Odol mouthwash is a German product originating in Dresden in 1892. Sales expanded rapidly, assisted by an exceptionally high expenditure on advertising and promotion. By the 1930s it was on sale in more than 20 countries, including Britain and the US, where Stuart Davis made it the subject of a painting in 1924. The ad below appeared in India in 1931, reassuring the customer that Odol will destroy typhoid germs in less than a minute. Odol survives as a leading brand in Germany today in the ownership of GlaxoSmithKline.

The tradition of handing out small format picture story books free of charge to children was established at the end of the 19th. century as businesses such as Colman’s Mustard learned the value of indirect publicity. The makers of Odol, feeling less generous, priced their series of picture books at sixpence. A brave or foolish move considering that the highest priority on every page was to place Odol at the centre of attention. As well as a story, the book offered a paper plane, colouring pages, cut-out and keep toy soldiers for deployment in the war against decay, an ever-popular “What’s Wrong With These Pictures?” feature and much good advice on dental hygeine. Production values were better than average but whether it represented value for money is not so easy to say.

Austin Omnivan 1956

In 1956 British-owned volume vehicle builders were about to enter a long period of turbulent decline that would lead inexorably to their extinction by the end of the century. The captive market in the Commonwealth and allegiance to all things British was on the point of disappearing and competition from other European manufacturers and from Japan was about to put the British industry under severe pressure. This vehicle design borrowed from European competitors (especially VW) for its shape and proportions and with revisions would remain in production for another 11 years. Smoother contours and an undivided windscreen distinguished it visually from its predecessors. The publicity brochure shown here relied upon the skill of the illustrator for its cheery visualisation of a gently idealised post-war world, rendered in a style we might call Ladybird-lite. The professional illustrator would soon be supplanted by the photographer as printing techniques improved but in the late 1950s the hand-drawn image conveyed a sense of immediacy and visual power that could not be easily matched in cheaper photographic reproduction.

Hull Streetlife Museum

Hull is one of those cities that is automatically disparaged even by people who’ve never been there, on the basis that however mediocre your hometown may be, it is demonstrably superior to Hull. It’s a useful rule that any universally despised place is well worth a visit and almost always much more interesting than many more over-valued places. Despite being one of the Luftwaffe’s most favoured and easily accessible targets, Hull still possesses a fine group of Georgian, Victorian and Edwardian buildings, significant medieval churches and a great collection of swing bridges and lifting bridges. There remains a strong sense of local identity and civic pride typical of Northern cities. One of Hull’s many attractions is the Museum of Streetlife – an ambitious title that perhaps promises more than it can deliver. It’s really a collection of vintage transport, imaginatively presented in a series of recreated street tableaux that provide context for the exhibits – at one time it would have been called Transport of Yesteryear.

The museum presentation is a masterpiece of compression in which a signal box, a complete level crossing, and a parade of small shops serve as a backdrop to a collection of road and rail vehicles. The world of manual labour is memorably evoked in a dramatic presentation that includes stacks of hessian bales and heavy wooden crates loaded on to a 1933 Scammell 3-wheeler plus trailer, familiarly known as a Mechanical Horse. My only complaint is the absence of litter and detritus – the odour of stale tobacco and burning coal would have been a bonus. It’s interesting to speculate on what might be included in such a museum in the future. Looking back half a century or more to today’s shopping streets might find a place for Betfred, Greggs, Wonga, a Food Bank and a Charity Shop from the days when charity was still a legal activity. The vintage vehicles might include an Ocado van and a selection of delivery vans from Yodel, Hermes, Interlink, DHL and Fed-Ex. Dioramas could feature a crowd of juvenile inebriates spilling out of a pub on a Friday night or a road rage episode involving a cyclist, a black cab, an Uber driver and a Night Bus.

Napoli Galleria Umberto 1

The Galleria Umberto 1 in Naples was conceived as a riposte to the great Galleria Vittorio Emanuele in Milan, twenty years after the latter was built in 1867. It was the centrepiece of a major regeneration project intended to combat the city’s unenviable reputation for squalor and criminality. All this and more is comprehensively explained in the YouTube documentary. The film-makers made the most of privileged access that enabled them to film inside the apartments that occupied the upper floors, the roof top dwellings provided for the maintenance staff and the basement areas that accommodated a theatre, a cinema and a snooker club.

Postcard of the Day No. 81 – Beppu Hot Spring

Today’s card is a distant offshore view of the city of Beppu on the Japanese island of Kyushu – well known for its therapeutic hot springs and for sand-bathing (see a previous post here for more on sand-bathing). Without the right foreground with all its maritime paraphernalia this would be a very dull composition but the sculptural presence of ship’s ventilators and folded canvas awnings resembling mute standing figures offers some visual relief. Included below are more examples of postcard views that employ the deck of a ship as a kind of floating stage. Three of them show mariners going about their on-board duties with varying degrees of sobriety ranging from muscular endeavours at the anvil, via fitness routines to some highly ambiguous dance moves designed to deceive the enemy and convey a false sense of security. For more postcard images of matelots at work and play, please follow this link.

Alice Through the Guinness Glass

Classic Guinness advertising took divergent paths. In one direction were the boldly drawn John Gilroy menagerie compositions and feats of prodigious strength with brief snappy slogans. In another was a long series of pretentious, whimsical, text heavy magazine adverts in which the over-educated copywriters at S H Benson indulged their fondness for elaborate demonstrations of literary expertise and witty wordplay. Placing the adverts in such publications as Illustrated London News, The Tatler and Country Life represented a conscious effort to reach a more affluent and socially superior consumer. The hallucinatory fantasies of Lewis Carroll were extensively parodied in sometimes interminable verses, deep in which the merits of a glass of Guinness were archly commended. The saving grace was in the accompanying illustrations, especially those of the under-rated Anthony Groves-Raines who possessed a genuine flair for elegantly deadpan rendition of fantastical subject matter. Groves-Raines had a long association with Guinness and was a regular contributor to the series of illustrated brochures that Guinness dispatched to the nation’s doctors every Christmas. One of these, (My Goodness! My Gilbert and Sullivan) was posted on this blog in 2010. Brian Sibley in The Book of Guinness Advertising (1985 and still the definitive book) has chapter and verse on this topic on page 73, (Guinness in Wonderland).