Wall Street History
Advertising in the 1940s
I have this rather expensive book in the library here, “40s All-
American Ads” edited by Jim Heimann and I just thought I’d
pass a few on where the accompanying illustrations weren’t
important in conveying the sense of the overall advertisement.
As you read these, recognize most of them are during the war
years, but what really strikes you is how fraudulent some were.
Any surveys noted, for example, certainly weren’t footnoted at
the bottom, and of course it wasn’t all PC, politically correct.
So following is the exact text of the ads promoting what we were
buying back then.
[1943 Schenley whiskey]
Spirit of 43
America Makes the Best of Everything!
This holiday season finds us giving up much – ready to give up
everything needed to bring victory and lasting peace.
Our gift to free peoples everywhere is this high spirit of sacrifice,
the winning morale, that will achieve victory. Many a Schenley
man has left us to do his share in the war effort; Schenley’s
distilleries are now on a war footing – turning out vast quantities
of war alcohol, needed by the nation.
The Schenley Royal Reserve you enjoy today is drawn from our
reserves – the largest in the U.S.A. – made and laid down in
years gone by, and blended with finest grain neutral spirits for
As in every crisis, America makes the best of everything. That is
the “Spirit of ‘43” – and America’s spirit until victory is
[1948 Brewer Association of America]
Beer belongs enjoy it
In this home-loving land of ours in this America of kindliness,
of friendship, of good-humored tolerance perhaps no beverages
are more “at home” on more occasions than good American beer
For beer is the kind of beverage Americans like. It belongs – to
pleasant living, to good fellowship, to sensible moderation. And
our right to enjoy it, this too belongs – to our own American
heritage of personal freedom.
Dorothy Lamour is “My Favorite Brunette”
CHESTERFIELD my favorite cigarette
Why I smoke Chesterfield
(From a Series of Statements by Prominent Tobacco Farmers)
“I like to sell my tobacco to Liggett & Myers because they’ve
been buying my best tobacco for Chesterfield and paying top
price to get it ever since I started raising tobacco.
“I’ve been smoking Chesterfields ever since I started raising
tobacco. I know they’re made of mild ripe tobacco because
that’s the kind they buy from me.”
--J. Hogan Ballard
[1941 Pall Mall Cigarettes]
“Streamlined smoking!...a basic new design, Colonel!”
Here’s the most important cigarette improvement in 25 years –
It’s Pall Mall – a cigarette deliberately designed for better
smoking! Pall Mall is over 20 per cent longer than the old-style
cigarette. And this additional length is important.
Because it travels the smoke further – the smoke reaches you
cooler. Because it filters the smoke through more tobacco – the
smoke is definitely milder.
[1946 Camel Cigarettes]
According to a recent Nationwide survey:
More Doctors smoke Camels
than any other cigarette!
Not one but three outstanding independent research organizations
conducted this survey. And they asked not just a few thousand,
but 113,597 doctors from coast to coast to name the cigarette
they themselves preferred to smoke.
The answers came in by the thousands from general physicians,
diagnosticians, surgeons – yes, and nose and throat specialists
too. The most-named brand was Camel.
If you are not now smoking Camels, try them. Compare them
critically. See how the full, rich flavor of Camel’s costlier
tobaccos suits your taste. See how the cool mildness of a Camel
suits your throat. Let your “T-Zone” tell you.
*The “T-Zone” – T for taste and T for throat – is your own
proving ground for any cigarette. Only your taste and throat can
decide which cigarette tastes best to you how it affects your
[Ed. Note: I thought the following was interesting because it
addressed gas mileage. No way you can believe the figures
Remarkable gas economy
These safe, sure-footed, easy-handling new Studebakers for 1941
are engineered to equal or excel the sensational records of the
Studebakers of 1940 in gas economy.
And the 1940 Studebakers defeated all other cars in the Gilmore-
Yosemite Sweepstakes – the Champion averaging 29.19 miles
per gallon, the Commander 24.72 miles per gallon, the President
23.40 miles per gallon with low extra-cost-overdrive.
Ford’s out front with Mrs. America!
I’m bustin’ with pride!
Our new Ford is the best-looking thing in town. And that
“Lifeguard” body gives me a feeling of safety I’ve never had
with any other car – and that’s important to a mother!
[Ed. Note: Just liked this statement in a Kendall Motor Oil ad.]
In the case of Kendall, the 2000 Mile Oil, that extra margin of
safety has a natural background. This longer lasting oil is refined
by special Kendall processes from Bradford, Pennsylvania crude
– the richest and costliest in the world.
Registered Rest Room
Nothing is more welcome to experienced motorists than a
Texaco Registered Rest Room Sign; for, they have learned to
trust it learned that it means a spic-and-span rest room, a
pleasant place in which to freshen-up!
We Texaco Dealers are proud of the trust placed in us. That is
why – in all 48 states – we keep our Registered Rest Rooms not
only clean but completely equipped with running water, soap,
towels and mirror for your convenience.
You feel his hand closing tight over yours you hear his voice
speaking straight to your heart you know this is not just for an
hour, not just for a day. This is for keeps.
For keeps, too, you’ll choose your Community. See it at your
jeweler’s it will soon be there!
Community is the silverware craftsmen created for a lifetime of
loving wear. Each fork, each spoon, has an overlay of solid
silver at the points of greatest wear, each is balanced in the finest
silverware tradition .
[1944 Lane Hope Chest]
Give Her the Love Gift
A Million Maidens Yearn for This Romantic Love Gift
For that wisp of a girl – your bride-to-be – there is no more
romantic or more practical gift than a Lane Cedar Hope Chest
the gift that starts the home.
Give her this symbol of love. Give her this tangible promise of a
future dream home. It is a sanctuary for fond hopes and
treasured possessions the perfect love gift from a man to the
only girl the gift that whispers “forever.”
[1946 Lumbermens Mutual Casualty Company]
In Japan it was suicide pilots.
In America it is reckless drivers.
The suicide pilot tried hard to kill and be killed.
The reckless driver doesn’t try but is killing 95 Americans daily.
Kamikaze driving must be stopped; it can be stopped, if all of us
Keep speed down – Never Over 50.
Keep the car in good condition. Don’t delay.
Minor repairs may save a life.
Obey the law. Follow common-sense road rules.
Observe common courtesy.
“If you drink, don’t drive,
If you drive, don’t drink.”
[1947 Tartan Suntan Lotion]
Tartan lets you Tan never burn!
When Tartan Suntan lotion is used as directed – you can have
fun in the sun with safety. Tartan, the new suntan lotion, gives
you complete protection – never a blister – yet a beautiful tan.
Tartan’s proved and tested protection means:
1. No Painful Burn! Tartan screens out 90% of the sun’s burning
rays (the rays below 3130 angstrom units).
2. A Glorious Tan! Tartan admits 90% of the healthful tanning
rays of the sun (the rays above 3130 angstrom units).
3. It’s Stainless! Tartan contains no iodine or tannic acid – keeps
towels, linen, and bathing attire cleaner.
4. It’s Greaseless! Helps you look your best when you’re on the
beach. Tartan’s invisible protective film is non-greasy, non-oily.
No sand or dirt can cling to your skin.
Just what the Doctor ordered
It’s common knowledge that doctors are among the heartiest of
They know, on scientific grounds, as well as by experience, that
there’s nothing like a good cup of coffee to rest you when tired,
relieve fatigue, sharpen your faculties, and make your mind more
They’ll tell you, too, that if you’re like 97 people out of 100, the
gentle “lift” you get from coffee lasts only about two hours.
And that means, of course, you can enjoy the fragrance and cheer
of coffee, morning, noon and night without worry over sleeping.
So why deprive yourself of this delicious drink? Enjoy your
coffee whenever you want it!
Coffee perks you up!
[1945 Chesapeake & Ohio Lines]
Listen in the night, America
It’s at night,
In the still moments of the night,
That you hear the pulse-beat of America.
From far across the sleeping countryside
Comes the steady, rhythmic rumble of the trains,
The great, husky trains of America.
They’ve talked to you since childhood.
They’ve told you, in the lonely silence of the night,
Of far-off places; of romance and adventure.
But their rhythm’s faster now,
And their whirring wheels speak different words.
Their cargo now is fighting tools for men of Freedom
And through the night their rumble says –
We’ll get ‘em there we’ll get ‘em there
We’ll get ‘em there!
Listen in the night, listen to the rumble of the trains at night
And you’ll hear the strong, surging pulse-beat of America!
Chesapeake and Ohio Lines
Geared to the war of America!
Wall Street History returns next week. Some statistics on