WHIP YOURSELF into a miracle

Again, from the 1937 Better Homes and Gardens.

It really is funny to look at vintage women's magazines. Rarely are women identified as anything other than their husband's name. We don't know their first name, just his. It's like a stamp of ownership. Complete loss of identity. 

Anyway...Mrs. Fred Wolff seems to be putting together a buffet luncheon for her friends, hoping for compliments. So while she puts salad in the mouths of her guests Kraft-Phenix Cheese Corporation put "It's this dressing," says Ms. Wolff, "that gives vegetable salad the right dash!" into Mrs. Wolff's mouth. 

No information is given as to who Mrs. Wolff is or why they chose her for the ad. Was she important in society? Did she win a contest to be in the ad? Did they just grab the wife of one of the ad guys at the agency because she looked "normal" and comforting to the readers? Unless there are relatives who see this and rush to respond I guess we'll never know. Mrs. Fred Wolff, here's to you and Miracle Whip.

What really attracted  me to the ad is the illustration. It's lovely. Not what you often get in vintage magazines, 4 color photos of food that look like they've long since been forgotten in the back of the fridge. This is a really nice watercolor. No information is given about the illustrator, which is a shame. It's really lovely.

And I guess we can now pencil in Thursdays on NBC for the Kraft Music Hall Program. So that's Thursdays with Kraft on NBC and Saturday night's Alka-Seltzer Barn Dance on NBC. I'll keep looking through this magazine to see how we can fill out the rest of our week.

And speaking of hideous looking food in 4 color, I'd highly recommend the very funny book The Gallery of Regrettable Food by James Lileks. He has captured all the stomach churning photos that were common in women's magazines and recipe books from long ago. Okay, not that long because I remember some of these from my childhood. People call it retro, we called it dinner. I've put a link to this book on the left side of the page.

1 comment:

  1. Anonymous1/04/2009

    these are awesome. Last year I bought a few Vogue mags from the 1930s and 40s on ebay..I love looking thru them. I think it's amazing how you still have such vintage reading material.. oh, I was never a big fan of mayonnaise.. :)~. yuk. you did get my email correct... Sending you well wishes.. hope all goes well at the dr. this time. I've been having bad days too. my ankle aches alot, and I can't walk too far without getting shooting stabs. I have a feeling that this ordeal has crippled me.. It certainly has "aged" me before my time, and took away my youthful bounce and get up and go. Happy New Year again. guess who xx