Pompous Advertising

Pompous advertising must have peaked in The New Yorker magazines of the 1950s and 1960s, a magazine noted for pompousness of its own.  Their efforts to raise the mundane to the sublime makes reading the ads as much fun as the cartoons.  Some examples:

. . . for that charmed circle who count not the cost, this superlative beer was brewed without thought of expense.  —Ad for Peter Hand’s Reserve Beer, The New Yorker, March 1, 1952.

The company folded in 1965.  Maybe they should have thought about the expense.

*   *   *

For the man who wants his Clothes made to his own measurements, Rogers Peet maintains special facilities at a surprisingly reasonable scale of prices.  –Ad for Rogers Peet Company, The New Yorker, March 15, 1952.

We all know the facilities are Izzy, the tailor in the back room, but a nice touch, capitalizing "Clothes" as if speaking of a deity.

*   *   *

Little coat . . . big fashion.   KURAK.  Juilliard’s new coating of lush depth and whipped surface.  –Ad for women’s coats by A.Dc Juilliard & Co., The New Yorker, March 15, 1952.

New meaning for "coating," not a thin layer as in paint, but a material coats are made of.  I guess my desk is made of desking.

*   *   *

Scene: A university chemistry laboratory.  A distinguished young professor is looking down at a young coed seated on a stool.

Suddenly he noticed her.  “You’ve been sketching me, haven’t you?” he said with a faint smile.  “Do my looks amuse you?”  Kathy started violently.  “Why no…really…I only…” but now she lost her voice completely, too embarrassed to do anything but try to cover the portrait with the sleeve of her Cos Cob dress, a classic in Fortrel® and cotton plaid.  At fine stores.  –Ad for Cos Cob, The New Yorker, April 24, 1965

The looks of my chemistry professors amused us all.



About Roger Walck

My reasons for writing this blog are spelled out in the posting of 10/1/2012, Montaigne's Essays. They are probably not what you think.
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