OF THE 1920's, 1930's, and the 1940's
another "content over style" web page from Steve Johnson Cyberheritage
or "how to " with cherries and custard!
or all about constipation and hot flushes!
This web page looks at women's magazines and some of the adverts they contained in the decades from the late 1920`s to the mid to late 1940`s. the adverts that I have picked have to a large extent been governed by the position of them to the spine of the magazine and the actual physical condition of the magazine. Many interesting adverts could not be used as to scan them would harm the publication which in all cases is now over half a century old. This explains why there are a fair number of car ads...they appearing at the more prestige pages at the start pages of an issue. This is a shame as many of the more interesting ones are hidden somewhere in the middle.
That said I hope you find this selection of great interest. Looking at them will make you realise how thankfully times have changed for women, and that wartime certainly gave them a hand...it is a hand that must not be allowed to slip. Women in the last century and early 20th paid a heavy price for common suffrage, while women who went to the factories in the wartime gave birth to girls who would take this struggle on through the sixties and seventies to achieve what has been seen to be the almost 99.9% equality with men, certainly not 100%; at least in the western world.
From my perspective as a single parent and someone who runs a single parent group here in Plymouth UK, women are in danger of "losing it" in the common parlance of today. In the 80`s it was not uncommon for a woman member to be independent with her child , and remain in membership for 2-3 years and sometimes longer. This continued until the early 90`s. Of late, the last 5 or so years things are changing. No longer do women stay in membership for a long time....living and making their own way in society along with their children. We are lucky to get a few months of membership before the parent meets a guy...and leans on him for an emotional..and sadly a growing financial crutch. Despite the spoken words of these women....(20-35 years) that they seek independence, it is not very long before they meet a man....who often has abandoned one family, and either have him move in with them.....or while still maintaining that they are "solo" (and struggling on their own) seek near constant male emotional support and even worse, financial support too. It may be argued that this is good for the children. Personally I feel it is better, especially for female children, to see an independent and socially stable mother. Things on the ground here though are such that I have dairy products in my kitchen with a longer shelf life than a typical single mum`s "singleness" here in Plymouth!"
Women must not drift back!....Surely it was not easier in days past?.....
Enough of my opinions:
GALLERY on moat images, the date of the advert is in the file name e.g. oxo43.jpg means 1943. It is interesting to see how many brand names still exist today.
"Nash`s" 1st. August 1929 ....seen above:
advertising material from this edition
Actress Eve Gray, ...Birds custard, .....Gal perfumes,....Ovaltine cold drink,.....Del Monte tinned peaches,....Kellogg`s cornflakes,......a £1,000 seaside home in Sussex...that was expensive!!
"Nash's" of , February 1935, ....March 1936, ....April 1935, ....August 1936, ....September 1934, ....December 1932
My favourite is March 1936, so here is a 1:1 scan of it, large 325k, but worth it.
click on this image to enlarge "Ladies Companion" December 1937
Looking at this one illustrated here, Christmas in these times must have been so simple, unlike the mass buying hysteria of today.
Advertising material taken from the various issues above:
Birds Custard....1.....2....3........4(seen at title)
Wincarnis Wine Jelly
Cadbury`s Cup Chocolate drink
Libby`s Tomato Juice
Cadbury`s Bournvita drink
Imperial Leather soap
Betta Cream Crackers
Ovaltine cold drink
Osram light bulbs
Wolsley cars Super Sixes
"Flying Standard" cars
Vauxhall cars...Big Six....1.....2....
Vauxhall "Cadet" cars
Vauxhall cars Big Six
"My Eric is a Funk!"
"She loved him...But"...a Horlicks advert
Kelloggs Corn Flakes
Morris cars Big Six
"Women`s Illustrated" July 1940
"Everywoman" September 1940,.....September 1941,.......April 1945
"Britannia and Eve"....January 1940.......February 1940.....February 1941......July 1943.......September 1943.....March 1946
Advertising material taken from the issues above, except * which are from 1945 editions of "Girl`s Own Paper.":
Bovril, V.E. DAY 1945*
The Victory Twins*
Eve toilet soap
...perilous years for girls!!!.........oh my?!!
watch your weight girls.....if you think todays weight discrimination is over the top, ..look at this....!!
Knights Castille soap....or Norma has an admirer!
old at 30, young at 40...(thats me!!)
Constipated.....California Syrup of Figs
DO YOU HAVE AN ARGUER?
DO YOU HAVE A STUBBORN?
DO YOU HAVE A DOCTOR SQUEALER?
Horlicks...or the girl who was too popular
Join the A.T.S.
All Bran...or teacher learns a lesson.
DDD ...for a wonderful complexion?!!
a STRANGE ? skin test?
So far the adverts we have looked at have not mentioned the war in the majority of cases. A lot of adverts did, to see them check out my other site: "Women as portrayed in British Wartime Advertising." Some of these show women in a positive way, or at least in a different light.....perhaps, check it out.
These adverts you will see now are taken from 1940`s editions of "Britannia and Eve." They to me, show some women in a better role, or rather a changed role.
Heinz tinned foods
Anti-Kamnia pain killers
Save for Victory
Dolcis shoes 1......2
Hoover vacuum cleaners
Smedley`s frozen foods
Phillips shoe heels
OXO AND THE WAR
Squander Bug warning
Number 7, from Boots
Mansion Polish, mice in gas masks
a message in a wartime women`s magazine
click on it to enlarge
and now those women`s thingy`s!....sshhhh
TAMPAX AD OF 1940
ANOTHER TAMPAX AD OF 1940*
TAMPAX AD OF 1941
TAMPAX AD OF 1943
ASK THE DOCTOR ABOUT DETTOL
HOW TO MAKE THE MOST OF MARRIAGE**
just had the need to fold my wings and jump out of a plane (IN TIGHT JEANS)...or go to Venice and be only afraid of running out of film..even on a hot day!!!!..........UK persons of the non-male kind should get this!
*early Scud missile test models!
**no wonder I am a failure, Mother never told me all this!
after the war........
Lancaster Ten cars