Show The Herald Journal Logan Utah Sunday March N 30 1986—11 flmpr¥ Advertising has changed — but promises of health and happiness are still an industry basic By the Smithsonian News Service closely enough attended to by museums and the scholarly community McQuade agrees: “Ads are extraordinarily useful for documenting the collective hopes fears and anxieties of Americans” And for tracing social and cultural changes he suggests they "are very important because they cannot afford to be too far ahead of American values and they can campaign’s Frigidaires” So why bother recalling old never afford to be behind” copy was candor itself boosting ads in an exhibit — especially sales for an The Smithsonian’s National German car during the height for products no longer Museum of American History in of Detriot’s infatuation with marketed? Cultural critics such 1967 a acquired tail-fin- s The memorable as Ada Louise Huxtable have cache of advertising materials Lemon ad pictured the usual- lamented that ads are historical See ADS on page 12 looking VW but the copy records that have not been beneath clearly was not typical “This Volkswagen missed the boat” the words began “The chrome strip on the glove compartment is blemished and must be replaced Chances are you wouldn't have noticed it We pluck the lemons you get the plums” In the 1930s a Chicago-base-d company turned advertising with its “I ate the whole thing” theme People remembered the deplored as demeaning to “clever scenes but not the women and to the industry product” McQuade recalls On At its best advertising can the other hand the old Ajax have it all The 1960 Volkswagen White Knight ad was found to be “Lemon” ad is still cited as an one of the “most detested ads industry classic one of the best but sales of the product skyever produced according to a rocketed — people remembered 1976 panel of industry executhe name” says McQuade a tives And no wonder Hie ad of “Edsels Luckies & arguing with doves — contrived scenarios that then were widely 'TfcAer W44 In the often wacky world of advertisements and commercial breaks where1 happiness or heartbreak routinely hinges on the use of aerosol sprays it may seem that Madison Avenue has tried A through Z to sell American consumers packaged dreams or at the very least something new (and improved) for the kitchen floor 7 dfS or odd-looki- For decades now advertisers have mobilized angels and athletes Jolly Green Giants and White Tornadoes to capture a target: our attenfast-movi- tion In 1919 Dutch Cleanser wished one and all a Merry Christmas and a Happy New Year in an ad picturing a cozy FACTOISY its walk blanketed by a white covering of the company's crystals Fifteen years later in an kitchen a party of formally attired merrymakers excitedly gathered round to admire a proud couple’s new General Electric refrigerator — country cottage dirt-scouri- llll’ECT te Mwk 9mm industry these sales scenarios that each year reach a peak during the holiday season “Ads have to create a dramatic context and in all of them there is some type of problem presented” says social historian Donald McQuade who Advertising has come a long way from the humble circulars of Colonial times The years right after the Civil War thrust advertising into the in the nA inSMmr Nj m Jo mm eww l ywefrvfr db—ax pud Kmm tUw nwiiq iVgtertitriWud ft the ed twii mt m U mm —1 Jtiru mn 1 “ xfyfcww hm 9 ft dnU' ' VrA(WMeweM)Nl err liniiruod PeimMivnni wAffc mtm : ' convention ftiisylvuii liilraad Vm m Ann wcultig Mnom A hhi MrffrV m mi Mtmmmm m fMMi mm Ut wifamt McwiKaw jar is how one observer describes tance 4m a N OUWt foi nMMfww ilight of a gala has organized an advertising exhibition at the Smithsonian’s Cooper-Hewi- tt Museum in New York City “The problem is resolved by the purchase of the product" Though handsomely wrapped the message in the cleanser ad was housekeeping — “in advertising dirt equals sin" McQuade says with a chuckle In the GE pitch the drama pivoted on social accep- ii Wrasa art rwr rxrtw vesawos iwk Smithsonian News Service World War II ads often reflected the jobs women were filling on the home front modern age when new industries many of them textiles and machinery companies founded during the conflict began to reach out for national markets Some new firms aimed for the human anatomy Lurid ads for Lydia Pinkham’s Vegetable Compound (19 percent alcohol) claimed that “Mrs Pinkham in her laboratory at Lynn Mass” could help an ailing woman better than a family doctor The pro- mise was phenomenally lucrative until in 1904 one reformer published a photo of ’50S Lydia’s tombstone recording her death 22 years earlier and government restraints have capped old advertising abuses but whether ads in general have “improved" is a subjective question of aesthetics and sensitivities As historian Stephen Fox of Cambridge Mass points out in his recent survey of the industry “The Mirror Makers" the low road is never far away In the 1970s women were regularly portrayed as stealing each other’s soap chatting with a little man in the toilet bowl 1’iiices! on its head challenging an unwritten rule that decreed: the more mundane the product the more flamboyant the ad The founder of the Container Corporation of America venturing in a new direction suggested that fine artists be commissioned to convey the firm 's message Scores of artists set to work creating ads that illustrated celebrated ideas and concepts rather than the company’s products It was a memorable strategy and 311 of the original works were recently given to Guaranteed the lowest prices: Here's the way to buy now below wholesale prices during this one time offer See us today for details the Smithsonian’s National Museum of American Art “What were you going to say about a paper box?” one ad account executive recently recalled The idea was that “by using good design in the ads readers would see that the company was committed to fine products” In the ad business there are certainties the message everyone likes does not necessarily translate into the product everyone buys learned that a few years ago few Alka-Seltz- er AVwi fUIfl 127 PREMIER LIGHTING APPLIANCE PHONE CENTER I South Main Logan YOUR COMPLETE LIGHTING CENTER lllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllHIIIIIIIIIHIIIIIIIIIIIIllllllllllllllllHlllllllllllllllllllllllllllllllll July 17 1957 About Town South Cache High School band members will practice tonight 7:30 o’clock at the school in Hyrum Logan Elks and their partners will enjoy a Saturday night dance at the new Lodge with dancing from 9 pm to midnight There will be a snack table and music by the Mendon AlFO PAINTING SPECIALISTS EXPERT BODY WORK FROM A SCRATCH TO A COLLISION (Economy Auto Body L Orchestra In Cache County during the past week 12 new cases of measles were reported while Logan City listed three strep infections and case one uRGavm- - of cancer Pvt Dallas LS son of Jr Bailey 19 Mr and Mrs John Bailey Wells ville graduated recently from was the field artillery sound and flash ranging school at Fort Sill Okla The 1956 South Cache High School graduage entered the army in February and completed basic combat training at FortOrd Calif Mr and Mrs Lester Ravsten of Clarkston have received word of the safe arrival of a new grandson on Tuesday morning in St Benedicts Hospital in Ogden He tipped toe scales at eight pounds ten ounces Proud parents are Mr and Mrs Larry Ravsten of Sunset This is their first child The mother is the former Maretta Larsen Other grandparents are Mr and Mrs Harvey Larsen of Preston Mr and Mrs Archie Balan-char- d and daughter Dixie and her little son Stephen of Sacramento are visiting in Logan with Arch’s mother Mrs Cora Mk ”I I INSURANCE APPROVED Aak about CONDITIONAL WRITTEN GUARANTEE MULTIPLE FULL FRAME EQUIPMENT AUTO BODY WORK FIBERGLASS WORK LATEST PAINT TECHNOLOGY WINDSHIELD WORK REBUL WORK ON AUTOBODY AVAILABLE Blanchard of the Presbyterian church will hold a social on the church lawn at 1 pm Thursday July U All those attending are asked to bring a slaad or sandwhiches Newcomers and visitors are especially invited to come and get acquainted Slightly over 5 in change was the net haul of burglars Tuesday night when they broke into the Utah Oil Refining Company’s bulk plant at 702 South Harket at Main and the 705 South Main The front door of the market was jimmied and about 15 in change was taken from the soft drink machine Fifteen cents was all that was taken from the bulk plant when a window was broken to gain entrance Cache County Sheriff Deputy Welsley Malmberg Sheriiff Harry Ashcroft and Max Jones of the Logan City OPEN 40 YEARS ACW MON - FRI 8 - 5:30 CUSTOMER SATISFACTION FREE ESTIMATE DAMAGE FREE TOWING AVAILABLE IF 24 HOUR TOWING 752-540- 2 752-502- 1 NO ANSWER 753-665- 2 563-380- 2 A QUALITY JOB AT A REASONABLE PRICE CALL Hi-W- ay police department are vestigating the break-in- s in- 1500 NORTH 6TH WEST 752-502- 1 LOGAN UTAH iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiHiHiiiiiiiiHiiiiiiiiiiiiiiiiiiiiiiiHiiiiiiiiiiiiiiiiiiiiimiiiiiiiiiiiiimiiimiiiiiimiiiiiiiii |