Perhaps it is because I am a marketing major, but anytime I read a magazine, old or new, I look at the ads. When looking at the ads, I examine who is supposed to be reading this magazine. Nail polish ads, this is a magazine geared toward younger women. The type of car advertised tells me the income level, and everything else just builds on this portrayal of the audience. I often laugh out loud at the TV now, because they will miss out completely on who I am (ESPN doesn't realize I am a 20 year old female who loves to shop, but is still interested in sports). In general though, I know that reading ads tells me a lot about who is reading the magazine.
When I first open to TIME Magazine March 14, 1932 (I was born one day and 59 years later) I spy an article about the increase of pipe smoking as the economy normalizes. As I continue to read, I realize that this is actually and advertisement hidden in the format of an article. Different than current advertisements, where that is the first thing the article lists, I made it about half way down the one column article before I realize that it is encouraging working men to smoke Edgeworth smoking Tobacco, for "that cool, slow-burning, sweet smoke." The advertisement begins by describing a certain type of man, one who has to work for his dinner and knows the hardships that come with a bad economy. It tells the men how relaxing smoking a pipe is. This was an interesting ad to me, because it perfectly depicts the average man in the time period. This man needs to come home and relax, he has had a hard few years and he he is part of "a generation that has no illusions about sudden wealth without work." Even with no knowledge of the current events of 1932, I could have figured out a little bit about what just happened, and how it has affected the people that have lived through it.
The rest of the ads in the magazine follow this same outline. Relax after long hours of working. You earned it YOU deserve it. Take a vacation, go to Colorado, Japan or Russia.
Also, there are several advertisements about the railroad, which was celebrating an anniversary. Central United National Bank of Cleveland recalls 96 years ago the first railroad was chartered in Cleveland. They are looking towards "what the next four score and 16 years may hold!." (Why don't we use scores to measure years anymore? Next time somebody asks me how old I am, I should reply with 1 score). If the writers of this ad could jump forward even to now, I doubt they would believe the changes. Instant communication all across the world, microwaves, cell phones, space travel and molecule science.
Another part of the magazine that astounds me are the prices of everything. You always see old advertisements for penny candy, and other everyday items for a few cents. However, looking at more expensive things puts it into a greater perspective for me. Chrysler has several advertisements for the net Packard eight. You could by a high quality convertible for $1,795. Also, there is an ad talking about $5,000 or more being an incredibly high income family. Today, that is what I hope to make all year working a minimum wage job while going to school, only to support my social life and shoe obsession. Families that make over $5,000 buy over twice as many automobiles and twice as much soap. I’m not sure why rich families get so much dirtier, but they obviously have plenty of money to make sure their kids wash behind their ears.
Many of the ads try to target what kind of person you are. This is very different than today, when ads assume that you already know exactly who you are. Are you a woman, who looks for a good deal? Then buy a Copeland refrigerator. If you think of yourself as a worldly person, buy A1. The advisements are very different, and say a lot about the people reading them. They are people coming out of a depression, who are smarter about spending their money. They are beginning to buy luxuries, but still looking at places where they can save a few pennies. They are interested in World News, and want to think of themselves as well informed about other parts of the world and their cultures. Looking at this magazine showed me more in depth about who these people are and what it meant to live in 1932 as a middle class American Citizen.
When I first open to TIME Magazine March 14, 1932 (I was born one day and 59 years later) I spy an article about the increase of pipe smoking as the economy normalizes. As I continue to read, I realize that this is actually and advertisement hidden in the format of an article. Different than current advertisements, where that is the first thing the article lists, I made it about half way down the one column article before I realize that it is encouraging working men to smoke Edgeworth smoking Tobacco, for "that cool, slow-burning, sweet smoke." The advertisement begins by describing a certain type of man, one who has to work for his dinner and knows the hardships that come with a bad economy. It tells the men how relaxing smoking a pipe is. This was an interesting ad to me, because it perfectly depicts the average man in the time period. This man needs to come home and relax, he has had a hard few years and he he is part of "a generation that has no illusions about sudden wealth without work." Even with no knowledge of the current events of 1932, I could have figured out a little bit about what just happened, and how it has affected the people that have lived through it.
The rest of the ads in the magazine follow this same outline. Relax after long hours of working. You earned it YOU deserve it. Take a vacation, go to Colorado, Japan or Russia.
Also, there are several advertisements about the railroad, which was celebrating an anniversary. Central United National Bank of Cleveland recalls 96 years ago the first railroad was chartered in Cleveland. They are looking towards "what the next four score and 16 years may hold!." (Why don't we use scores to measure years anymore? Next time somebody asks me how old I am, I should reply with 1 score). If the writers of this ad could jump forward even to now, I doubt they would believe the changes. Instant communication all across the world, microwaves, cell phones, space travel and molecule science.
Another part of the magazine that astounds me are the prices of everything. You always see old advertisements for penny candy, and other everyday items for a few cents. However, looking at more expensive things puts it into a greater perspective for me. Chrysler has several advertisements for the net Packard eight. You could by a high quality convertible for $1,795. Also, there is an ad talking about $5,000 or more being an incredibly high income family. Today, that is what I hope to make all year working a minimum wage job while going to school, only to support my social life and shoe obsession. Families that make over $5,000 buy over twice as many automobiles and twice as much soap. I’m not sure why rich families get so much dirtier, but they obviously have plenty of money to make sure their kids wash behind their ears.
Many of the ads try to target what kind of person you are. This is very different than today, when ads assume that you already know exactly who you are. Are you a woman, who looks for a good deal? Then buy a Copeland refrigerator. If you think of yourself as a worldly person, buy A1. The advisements are very different, and say a lot about the people reading them. They are people coming out of a depression, who are smarter about spending their money. They are beginning to buy luxuries, but still looking at places where they can save a few pennies. They are interested in World News, and want to think of themselves as well informed about other parts of the world and their cultures. Looking at this magazine showed me more in depth about who these people are and what it meant to live in 1932 as a middle class American Citizen.
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