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E-resource Highlight: Advertising America

It's a strange insight into what a certain group of American consumers was thought to desire in the 20th century. 

November 12, 2018

The J. Walter Thompson Advertising Archive documents the history, operation, policies and accomplishments of one of the world's largest and oldest advertising firms, J. Walter Thompson. The papers here reveal many aspects of twentieth-century cultural, social, business, marketing, consumer and economic history while investigating the human psyche.

The advertisements in the collection date from 1904-2000. Here's a taste:

"Headline News! Kraft's delicious dressings get smart new bottles... and labels too!" Bottles of Kraft salad dressing are superimposed over the head of a woman, who is wearing a hat and earrings made from salad leaves, tomatoes and carrots. Emphasises the design and utility of the new bottles.

Kraft Foods Company: Headline News! Kraft's delici..., 1930-1992, The Hartman Center for John W. Hartman Center for Sales, Advertising and Marketing History, David M. Rubenstein Rare Book and Manuscript Library, Duke University

View the salad dressing advertisement. 

 

"Behold our beet". Artwork showing cross-section of a beetroot with smaller images of jars and cans of vegetables. Text mentions the process of growing, farming, harvesting and selecting the vegetables. Discussion of quality assurance and an assurance of difference in taste.

Beatrice/Hunt-Wesson, Inc.: Behold our beet, 1985-1987, The Hartman Center for John W. Hartman Center for Sales, Advertising and Marketing History, David M. Rubenstein Rare Book and Manuscript Library, Duke University

View the beet advertisement. 

"More savor. More flavor in Miracle Whip". A cylindrical, green gelatine salad topped with Miracle Whip, sitting on a bed of lettuce, and a jar of Miracle Whip are shown. Stresses the unique taste and secret recipe of Miracle Whip. Includes a recipe for the salad

Kraft Foods Company: More savor. More flavor in Mi..., 1930-1992, The Hartman Center for John W. Hartman Center for Sales, Advertising and Marketing History, David M. Rubenstein Rare Book and Manuscript Library, Duke University

View the Miracle Whip gelatin advertisement.

 

"The best cheese sandwiches have Kraft De Luxe Slices with rich cheddar cheese flavor!" Photograph of a cheese and ham sandwich being prepared with Kraft mustard and slices of Kraft cheese. The packaging for Kraft De Luxe Slices is shown below. Stresses the quality of Kraft cheeses.

Kraft Foods Company: The best cheese sandwiches ha..., 1930-1992, The Hartman Center for John W. Hartman Center for Sales, Advertising and Marketing History, David M. Rubenstein Rare Book and Manuscript Library, Duke University

View the Kraft Cheese advertisement. 

"You've often helped yourself to our salad dressings in restaurants. Now help yourself at home." A piece of celery is shown coated in ranch dressing, framing a bottle of the product. Notes that Kraft's dressing is available in both shops and restaurants.

Kraft Foods Company: You've often helped yourself ..., 1957-1998, The Hartman Center for John W. Hartman Center for Sales, Advertising and Marketing History, David M. Rubenstein Rare Book and Manuscript Library, Duke University

View the Kraft salad dressing advertisement. 

"Breakfast. BreakFEAST!" Suggests that coating eggs, hot dogs, fries, nachos, and pastrami with heated Cheez Whiz, as illustrated, makes them more attractive propositions. A Cheez Whiz Zap-a-Pack is shown being removed from a microwave oven at the foot of the page, along with an example of its packaging.

Kraft Foods Company: Breakfast. BreakFEAST!, 1930-1992, The Hartman Center for John W. Hartman Center for Sales, Advertising and Marketing History, David M. Rubenstein Rare Book and Manuscript Library, Duke University

View the Kraft Cheez Whiz advertisement. 

"Oscar Mayer Holiday Hostess Tree." Artwork of "tree" on a table constructed from parsley and decorated with Oscar Mayer products. Labelled diagram identifies the products. Text states that this tree is sure to be the centre of attention, and offers free directions for constructing this festive edifice.

Oscar Mayer & Co. : Oscar Mayer Holiday Hostess Tr..., 1960-1997, The Hartman Center for John W. Hartman Center for Sales, Advertising and Marketing History, David M. Rubenstein Rare Book and Manuscript Library, Duke University

View the Oscar Mayer Holiday Tree advertisement. 

 

"Little Oscar wants to give you his ring." Artwork of a ring with the face of Little Oscar with a sausage on his head on it, and people wearing their rings. Text states that the ring comes free with the product.

Oscar Mayer & Co. : Little Oscar wants to give you..., 1960-1997, The Hartman Center for John W. Hartman Center for Sales, Advertising and Marketing History, David M. Rubenstein Rare Book and Manuscript Library, Duke University

View the Oscar Mayer Ring advertisement. 

 

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