Sally’s Pretty and Sally’s Smart

Would you dare risk the shame of “Cosmetic skin?”

Sure you’re careful, never risking offending with  halitosis, avoiding housewife- hips, pink toothbrush, B.O. and other ailments of the Depression era 1930’s.

But unless you wash as thoroughly as the Hollywood way, shame could be knocking on your door.

But not Sally

She’s one sharp cookie! Not only pretty, but… gasp…. smart too!

Like most modern gals and Hollywood stars, our heroine in this 1934  Lux soap ad wouldn’t be caught dead going out without a touch of rouge and powder when putting on her face.

Just ask lovely Loretta Young, glamorous Twentieth Century Star who concurs with smart Sally.

After all, screen stars are wise in the ways of loveliness. And thousands of clever girls all over the country are adopting Hollywood’s beauty care to guard against unattractive Cosmetic Skin- keep their complexion exquisite.

And just what is this Hollywood secret?

A good old bar of soap and water!

Staying Depression -Dainty Fresh

In case you were unaware, the ad lists the tell tale signs of this awful, socially unacceptable ailment: “Have you seen warning signals of this distressing modern complexion- enlarged pores, tiny blemishes, dullness-“ and the worst of it all “blackheads perhaps? No need to worry!”

In a pre- penicillin time when diseases like scarlet fever, whooping cough, and polio struck with a regular vengeance, when unemployment was rampant, and homes were being foreclosed, black heads would be the worst of your troubles.

Luckily the dangers of cosmetics could be rendered harmless with a simple bar of Lux soap.

If only washing away all your worries were as easy as that.

With his overweight girth, penchant for candy, coffee and cigarettes, it’s a Christmas miracle that twinkly-eyed Santa is still around to make his Christmas deliveries. One only hopes there’s a Cardiac Care unit in the North Pole.

To believe the mid-century advertisements,  Santa’s prodigious sweet tooth was only surpassed by his capacity to chain smoke endless cigarettes and down copious cups of caffeine.

A Smokin’ Santa

With all those billions of presents to deliver on time across the globe, poor Santa’s nerves were sorely tested.

Reading all those billions of lists, checking then twice could fray on anyone’s nerves. Jolly Santa could get quite testy,

As any elf could tell you, nothing could calm those holiday jitters better than a cigarette. Medically approved to help your disposition, cigarettes were regularly suggested by doctors in all branches of medicine to ease tensions in our fast paced world.

Vintage Xmas cigarette ad Camels & Prince Albert Tobacco 1949

“It’s a psychological fact: pleasure helps your disposition.” Camels cigarettes claimed in their ads.”Ever yip like a terrier when things go wrong? That’s only natural. But it’s a psychological fact that pleasure helps your disposition! That’s why everyday pleasure-like smoking for instance- means so much. So if you’re a smoker its important to smoke the most pleasure-giving cigarette camel.”

And not just a hurry up puff, but smoke after smoke of soothing comfort.

If Santa stole a puff or two now and then, who could blame him?

Living under the constant cold war conditions of possible nuclear attack, mid-century Americans relied on the calming comfort of cigarettes.

A carton of cigarettes was number one on Americans wish list for Christmas. What better way to say Happy Holidays, Here’s to your Health! than as carton or two of smokes. Cigarettes, the gift you can give with confidence.

Vintage Xmas ad Old Gold Cigarettes 1952

Vintage Xmas Ad Camels & Prince Albert Tobacco 1943

Vintage Ad Ronson Lighter Santa Lights Up 1948

Vintage Xmas Ad Camels Cigarettes 1951

Candy is Dandy

Vintage Xmas Ad Whitman’s Chocolates 1949

It wouldn’t be Xmas with out candy.

Not only was it a Christmas tradition to give a hefty 3 pound box of chocolate pleasure to those at the top of our list, Santa made sure he kept plenty of brimming bowls of hard candies and chocolates around the home and  the workshop .

Vintage Xmas Candy Ad Brach’s 1952

North Pole Productions

The huge production operation at Santa’s North Pole workshop rivaled the defense plant at Willow Run during WWII in its stupendous output. Santa and his industrious elves were working 24/7. Engineers, designers, and production experts at the North Pole were hard at work secretly designing the newest and biggest toys.

There could be no let up till the job was done. And back of it all, Santa guided, coordinated, and applied pressure where needed.

Since overseeing the toy making in his workshop was  an all day- all night operation, fatigue could set in mighty early.

The secret to their success….sugar, natures healthy fuel.

That’s why Santa made sure he and all his elves had all the sugary sweets they needed while they worked.

Call it pick up or call it pep-up. Or call it plain energy. “The Crave for candy is a call for energy,”  the Council on Candy of the National Confectioners Association  explained to the public in a series of post-war advertising.

When you have that crave for candy whether you’re shopping or making toys your body is saying “I need fuel, I’m running short on power ”

Vintage Candy ads The Council on Candy of the National Confectioners Association 1940s

Smart Santa took the advice offered by the Council on Candy in this 1946 ad:

“Wholesome Candy is a great top off to the workers lunch because it’s a great energy provider.”

“And in between working hours is a good time to take on the energy for the job ahead. Yes- candy cheerful as it is in the eating, is a serious food. It provides fuel quick – quick energy…can do. You like candy for what it is; your body appreciates candy for what it offers.”

“We’ve learned a lot new about nutrition during the past few years. Candy’s  important place in feeding our men during the past war is one indication of that modern knowledge. And aren’t we glad that something so useful to our bodies is so pleasant to our tastes “

Of course the important nutrition in candy was healthful, wholesome sugar, packed full of goodness.

(L)Vintage Xmas Coca Cola Ad 1949 (R) Vintage Xmas 7 Up ad 1949

Santa also stocked up on plenty of sweet sugary drinks to give that sugar rush a boost.

As one ad for Coca Cola explained it: “Supposing you were old Santa Claus. What a job you’d have. Chimneys waiting everywhere…youngsters gifts to be checked. The job certainly calls for that extra something. You’d get tired and thirsty too. You’d want that extra something. You’d find refreshment going quickly into energy. You’d be ready to shout “Ho Prancer, Ho Vixen….”

A Cup of Christmas Joe

Hmmm! Nothing smells as good as coffee.  Happy interruption. Keeps your mind sharp, alert. The smell of fragrant fresh brewed coffee carried through Santa’s workshop. No wonder the elves come -a running. Who can resist coffee’s cheery aroma, so tempting so full of promise.

That’s why Mrs Claus always kept a pot brewing up at the North pole.

She knew Santa needed to be on his toes….there were an awful lot of people to remember who was naughty or nice. Coffee kept Santa on the ball.

Without the helping hand of Fed Ex, Santa needed some help making those all night global  deliveries. Just like a jet pilot needed to be alert, so Santa needed the jolt he could count on from caffeine to get him through the long night.

When you’re on the open road , whether car or sleigh, Santa was wise to remember the safety slogan “Give yourself a coffee stop, for cup after cup of energy.”

The Pan American Coffee Producers ran a series of ads extolling the virtues of coffee as a beverage to drink any time of day or night and Santa was a perfect spokesman.

“Santa was  right to break the fatigue and monotony of his long cold route with  a second and third cup of hot coffee”, they reassured us.” For science says coffee relieves fatigue, actually rests you when tired and makes your mind alert and clear.”

Vintage Xmas Coffee Ad 1940 Pan American Coffee Producers . Illustration by JC Leyendecker

Merry Xmas to All and to all a Good Night

In this 1940 advertisement   published by the Pan American Coffee Producers for the benefit of the American Public, Santa needn’t worry about falling asleep on the job.

“Most people know there is good cheer in a cup of coffee.”

“For sound scientific reasons, it brightens conversation, makes mind and muscles more alert-lifts up the spirits  when you’re tired.”

“Industry recognizes the fact in factories the country over, by having “time out for coffee” in mid-morning and afternoon-finding a definite improvement in efficiency through it.”

“But what many people do not know is that they can enjoy coffee in the evening, and also enjoy  a good nights sleep. The reason is, if you’re like 97 out of 100 other folks the lift you get from coffee lasts only 2 hours. You can drink a fragrant cup of coffee whenever you want it- morning, noon and night- without worry over sleeping.”

“So when you feel the urge for a cup of coffee it isn’t only to give rich satisfaction to your taste-“the gentle lift” you get is good for you.”

“That’s why cheering, heart warming coffee chimes in with Santa, and says-“to all a good night.”

Vintage Xmas Coffee Ad Pan American Coffee Producers 1952

“Think Better! At the North Pole Santa Claus and Mrs. Santa plan the biggest Xmas list in the world…and give themselves a coffee break!” So begins this 1953  Pan American  Coffee Bureau ad.

“Work better…Santa’s elves load up the sleigh…and take a coffee break.”

“Whenever you have a problem…have a cup of fragrant coffee! The pleasant lift helps keep your mind alert. When you want an aid to clear thinking better take a coffee break.”

“Coffees gentle stimulation helps you do a better job have more fun when you take a coffee break.”

A crackerjack resume can only take you so far.

In a rough economy, opportunity knocks few times these days. Too many folks are seeking jobs and competition is keen. So it is important to make every asset count.

To help put your best foot forward in the job market I turned to some time-tested advice to keep in mind when looking for that good paying job.

Whether you are seeking a more advanced position, looking to change jobs, re-enter the work force or seeking a promotion, these simple time proven tips culled from vintage ads may make a big difference in securing that raise and getting that corner office in no time!

Passed Over For Promotion

The first success story comes from a 1951 ad for Kiwi Shoe Polish.

Passed over for promotion yet again, Ted Dean was down in the dumps and didn’t need reminding from his wife.

“Same old story…the boss turned you down! And don’t blame your boss! It’s your own fault and I can tell you why”…Mrs. Dean soundly scolded her hubby.

Post-war jobs were plentiful especially for a bright young vet like Ted Dean. Private First Class Dean had no trouble landing a job once he returned from his stint in the service. His boss at Wilcox Barrett was mighty glad to have a young vet like Ted on board.

But despite Teds hard work, he was passed over for a promotion time after time. Once again it was Dick Wilson who got the promotion, not poor Ted  Dean.

Diligence and well written reports were not enough to get Mr. Dean ahead.

Why was it always Dick? The boss had a tough choice to make: both men were smart, good at their jobs.

But Dick had something extra: better appearance and shinier shoes

He made the right impression on the people he met and on the boss.

One day quite out of no where, a big black  bird appeared in their home. “Let me tell him Mrs. Dean! , the Kiwi Bird chirped in directing his caustic comments to Ted. “Your shabby looking shoe’s didn’t help you any chum! You know the boss is a stickler for neatness!”

“Well if it isn’t KIWI…Pal of my GI Days! No shoe polish ever gave such a swell ‘Parade shine’”Mr Dean said, his face brightening up.

Ted looked down at his scuffed wingtips and felt ashamed. What good was a pair of costly cordovans if they were all scuffed up.

Ouick as a wink, Ted got busy. His once shabby shoes now gleamed. Old Sergeant Riley would be proud!

With his newly lustrous shoes providing a polished escort for his fine slacks and suits, Mr. Deans boss sat up and took notice. Dazzled by the shine on Ted’s Florsheims, his boss exclaimed: “Say there, Dean; you’re just the fellow we need to head up accounting!”

Rushing home from work, his pay envelope heavy in his hand , Ted was fairly bursting at the seams to share the good news with his wife.

 “This time I did get the promotion! Mr. Dean boasted to his loving wife. “Kiwis tip meant money in our pocket!

How about you- do you dress for success. Do your shoes help you get ahead or do they hold you back like Ted?

Payday Brought a Thrill to Phil!

Another tale of business success is brought to us by Colgate in this 1940 ad.

Phil Johnson was a real go-getter. Captain of his team and president of his class, this former campus hero was a bone fide Ivy Leaguer.

With his sheepskin diploma and his gift for gab, it was no surprise that he was snapped up by the city’s biggest insurance companies. Phil should have been riding the express train to success.

But over and over  he was turned down for a raise.

Driving to and from work in his dilapidated De Soto, Phil wracked his brains as to his lack of success.

The one thing they didn’t teach him in school

Lucky for Phil, his boss had a soft spot for him and tipped him off.

It was the best advice he ever got.

Princeton taught him everything about business except the thing he most needed to know- how to avoid offending business men with whom he came into contact.

The number one handicap in business is bad breath.

A simple visit to the dentist sent Phil back on the fast track. The dentist told Phil in no uncertain terms that offensive breath was the number one impediment to success and regular brushing of Colgate Dental Cream would make sure his breath was beyond reproach.

We’re In the Money!

“Phil ! You really got your raise?” Helen asked incredulously.

“Believe it or not Honey I did.” Phil said excitedly. “Didn’t look like it was coming through for a while did it?”

“No I almost gave up hope,” Helen professed.

“It was a lucky day when the boss tipped me off to see my dentist.”  Phil observed. “Gosh to think all that was holding me back was my breath!”

And now Thanks to Colgate Dental Cream…..

“And now Dear,” Phil tells his wife, “we can trade-in our old car for that swell new one we’ve been wanting!”

“Oh Phil,”  she sighed, “This payday is a thrill!”

 Unemployed Brings Wedding Bell Blues!

In another 1940 ad, Colgate offers advice to job seekers.

 With a bucket load of charm and snappy patter, Dashing Don was a real take charge kind of guy.

His glamour boy good looks helped him get the girl alright, but when it came to a good paying job our hero was batting zero.

Without a good paying job there was no way he and his fiancé Kay could tie the knot. Kay was a swell gal but how long would she stick around with a loser like him.

Knocking on doors, he pounded the pavement day after day in search of a job till his poor tired dogs gave out. Interviews were snap to secure for someone like Don, job offers not so much

Downtrodden, Don was dumbfounded by his lack of success.

It took his gal pals snooping to discover the truth about her beau Don.

Kay could be a real busybody, always sticking her nose where it didn’t belong. Until one day her snooping paid off…in spades.

While poking around Dons belongings she stumbled upon a letter addressed to Don from a prospective employer.

Kay’s curiosity got the better of her

 “So That’s why he didn’t get the job,” Kay read from a mystery letter. “Good appearances, ability and experience okay, but cannot recommend him because of …” So That’s why poor Don Lost out…Bad Breath!

Kay needed to confront Don about this career killer …pronto!

Arranging a rendezvous at Hillside Park, she broached the delicate topic.

That noon Kay confronted Don at the park “And Don, I think you might still have a chance at the job If…Well wont you see your dentist? “ No chump, Don jumped at the chance: “You bet I will Kay!”

Don’s luck was about to change thanks to Colgate Dental Cream.

Later-thanks to Colgate Dental Cream, Don got a job! Rushing to the nearest pay phone he called his fiancé Kay with the great news: “Kay? Listen, Honey I Got the Job! And guess what it pays! Sa-ay! Now we can afford to get married!”

Bad breath keeps success away! Play it safe!

Sweet Smell Of Success

Underarm odor is bad business-anywhere anytime as poor Jim found out the hard way in this 1941 ad for Mum deodorant.

Jim felt sunk. On brains and backbone and initiative, Jim rated at least a draw with Don. But Don had just been made head of their department at about twice Jim’s salary.

Everybody knew what held Jim back- except Jim.

Jittery Jim was afflicted with the scourge of the 1940s- nervous BO and was oblivious to it as so many other unfortunates were.

Nothing held a man back in his career more than BO

No matter your station in life, no one was safe from nervous BO, and despite being a good Joe, he soon found out he was not immune either. And sadly it was what was keeping him from getting that well deserved promotion,

Then one day just as the big Boss was considering a one man shakeup, Don came to his rescue. Taking Jim aside-

Don told Jim: “Don’t ask too much of your shower- a shower only takes care of past perspiration! Mum prevents offensive odor to come!”

A Hair Raising Story of Success

Jeris Hair Tonic offered a hair-raising tale of success in this 1946 ad demonstrating how well-groomed hair opened opportunity’s door.

Poor George was one gloomy Gus.

Turned down for a raise yet again. Five years on the job working for Acme Engineering and he had yet to get a boost in salary. A top-notch engineer, his diligence and hard work won him praise.

He scratched his head in confusion. “I know I’ve got enough on the ball, but I can’t seem to get a raise” he moped to his wife.

What he didn’t know was that behind his back the fellows in the office jokingly called him snowman.

But dandruff was no joking matter. Not when it came to succeeding in the dog eat dog world of business.

That’s when Selma his wife took matters into her own hands.

“Appearance count too. Why don’t you try Jeris get rid of that loose dandruff and stop looking like a snowman.”

All that stood between George and a big raise were the flakes on his Robert Hall suits

It wasn’t long before regular use of Jeri Hair Tonic payed off…and how!

Only 2 weeks later George returned home to an elated Selma who squealed in delight at his bulging pay envelope “Hurray for you! Hurray for your new raise!” she said “and 3 big cheers for Jeris.

So long dandruff…he’s a success – a real ball of fire.

Handsome vigorous looking hair can be as good as a raise. It’s just that easy!

George learned the hard way. If you have business ability you can climb the ladder of success. But if you have the appearance to sell your abilities you can take the fast elevator.

Copyright (©) 2013 Sally Edelstein All Rights Reserved

In Post-War America, love was in the air.

Along with Valentines Day’s hearts and flowers, came big dates, big dances, and king sized expectations in high schools and colleges all around the country. But even the smoothest post war gal could use a tip or two to make the evening real dream-diary stuff.

So for all you valentines with a special date marked down on their calendars, some vintage advice from 1946 for do’s and –especially- don’t’s on hooking up.

Tonight’s the Night

Peggy was all hepped up for her big valentines date with Hank a tall dark, crew cut kind of fellow. This blushing bobby-soxer was sure this would be the night he asked her to go steady. But, her pal Paula warned, going steady came with consequences.

Terror and titillation went hand in hand

Sure, like most Junior girls in her High School, Peggy liked some hubba hubba from time to time. But every good girl knew the dangers of heavy petting!

Figuring out how to say “good night but not goodbye” and maintain her reputation, caused her headaches to beat the band.  Luckily for Peg  there was no shortage  of advise and cautionary tales  for the love struck female. Every mid-century women’s magazine were chock full of them to help set this jittery Junior straight. Consulting her favorite sub deb column in her mothers Ladies Home Journal proved  invaluable.

Caution: Romance Ahead

“It happens to every girl- that mellow moonlight and roses feeling when the man of the moment begins to look like the biggest thing in her life. If you’re a wide awake bright-eyed kind of gal who gets a kick out good books, good football games and good brisk walks in the rain, it’s inevitable, “ began a column directed to sub debs  in a 1946 issue of Ladies Home Journal.

“You’re going to get a kick out of good dates too! “ Peggy read  on anxiously.

Boy Oh Boy!

“You may have liked boys since you were an out sized character back in the pigtails-and-pinafore department and the little chaps around the neighborhood made good company for playing hide and seek.”

“Now boys are still fun, only now they are more fun, and instead of just liking them as you once did you feel a new appreciation for them.”

“And how!” thought Peggy to herself.

“Suddenly you want to date boys who are smooth dancers, know all the do’s and don’ts of about dating and are smart enough to push the button for a woody Herman disk when they slip a nickel in the juke box.”

“And then suddenly you’re content to know just one. Because it’s happened.”

“You’ve suddenly met the one boy who has almost everything you can ask for in any man! There may be a few things missing ( he isn’t as tall as you’d like nor does he drive a red convertible coupe) but with this dream stuff so close at hand- who are you to quibble.”

“You’ve found someone whom you can like and who likes  you. Someone you can really appreciate and that affection just can’t put itself into words.”

“So you’ve got to find some other way of expressing yourself- it will take-well one goodnight kiss at least!”

Eagerly, Peggy read on.

Can This be Love?

“Of course this is the old feeling you’ve heard so much about.”

“It isn’t just a hubba hubba business; it’s something much more important than that.”

“You can’t wait to get to math class each morning because he sits almost behind you; you can’t begin your homework at night till after 7:30 because that’s the time he calls and if he doesn’t call that evening you,  you can’t do your homework at all for wondering about him; and you carried a slip of paper round in your pocket for weeks worn and tattered because he scrawled “See you at 8:30”on it the first night you two had a date together.”

“It’s a wonderful feeling all right; it’s exciting. It’s stimulating, it keeps you awake at night! But just a minute, honey-chile- haven’t you felt this way before?”

“How about that super sharp fellow you knew back in the days when you were still a freshman? The one who asked you to wear his class ring one Saturday night (but the mood was off and the ring returned before the week was out)?”

“And the fellow with whom you went on a blind date when you were visiting your cousin in St. Louis, and the soda jerker down at the drugstore who went to your high school and who asked you to wait for him every night after work so he could walk you home?”

“You liked them didn’t you- and more than just a little?”

A Dime a Dozen

“And a kiss is an important thing.”

“You show your interest first just by talking to him, smiling when he looks your way; you can give him a hint that he’s the kind of boy who’s No.1 on your hit parade by saving your Friday nights for him; and then after a number of dates, lots of deep conversations and some real fun together- you may realize this isn’t just any boy.”

“This is someone special.”

“And since your kiss is based on honest affection it means something important to both of you. “

“But if you change man interests and dates every other evening, what happens to that sincerity? You may feel at the moment that tonight’s the night, but who was that boy we saw you with last night ( that was no ‘boy’ that was the fellow you thought you loved, remember?)”

A Girl Who Gets Around

“Or are you by any slim chance, one of those female characters who have been fooling themselves with the old tale that “a girl has to neck to get around?” You may think that’s the true story, that the object of any fellows affection will automatically be the gal from whom he gets the most….affection.”

“But you just haven’t got as far as the punch line!”

“Many a gal gets around so much for a while that the whole whirl leaves her dizzy; she loses her sense of what’s what completely. She may think that all any boy wants is a gal with whom to hold hands, pat cheeks and rub noses at the doorstep. She goes through the same routine  with 6 out of 10 fellows, and she’s suddenly surprised when boys don’t call her anymore! “

Peggy blushed with recognition.

“That gal just forgot that anything too easy to get, is considered “cheap” and that’s just what happened to her. It doesn’t take long for fellows to catch on to a girls dating reputation- and a word to the guys is sufficient!”

Peggy’s pal Paula didn’t want to be the sort of “I told you so” kind of friend, but the look she gave Peggy said it all.

What’s Your Story

“Let’s forget what this moonlight madness does to your dating rating and your reputation and figure out what it does to you.”

“You may not spend too much time on self-analysis taking yourself apart to see what ticks. But if you did you would realize that you are made up of hundreds of complex “reactions” all of which add up to make your total personality.”

“One kiss won’t put you out of the pink-angel department with any boy, but you know that one kiss leads to another; you may have wanted to kiss a fellow goodnight because he’s considered a good date and you want to see more of him, or simply because he’s your guy and that’s just the way you feel- and before you know it, you’re necking!!!

“You can suddenly find yourself with a lot of emotions just too hot to handle! And don’t even try to fool yourself with the smug assumption, ‘I’m not that kind of girl!”

Caution: No Parking Ahead!

“So take time out occasionally to think about your date life. And take it slow and easy for a smart gal will know to keep those extra starts out of her eyes. This is one time you have to see what you’re doing!”

The lesson was clear- Valentines Day was no license to lose your reputation. Peggy was firm: Keep the Brakes on!

Copyright (©) 2013 Sally Edelstein All Rights Reserved

(L) Vintage Life Magazine- Generation Gap Issue 5/17/68 (R) Vintage ad Cascade 1955

Like my own mother Betty, Mad Men’s Betty  Draper woke one morning in the late 1960s to the realization she was a square. In a world firmly divided into the “under 30s” and “over 30s” she was no longer part of the “ in” crowd . Isolated at home, the age of Aquarius was dawning but not for her.

Sometimes, she felt as old and out of step as her Victorian House in Rye, N.Y. left behind in a changing world.

Despite her being an anthropology major at Bryn Mawr, this crazy new-counter culture was as confusing to Betty as if they were natives of Samoa.

Things were moving way too fast for this suburban housewife. The much ballyhooed “Generation Gap” had landed firmly in her own home in Westchester.

Generation Gap

(L) Vintage Cartoon Playboy Magazine 1960s (R) Vintage children’s Book Illustration “Stories About Linda and Lee” by Eleanor Thomas1960

Everything was now a battle with her teenage daughter Sally.

Even the simple act of packing her daughters school lunch turned into a battle royale. Wrapping Sally’s sandwich in Saran Wrap, something Betty had done for years ever since this miracle product replaced old-fashioned wax paper, elicited the evil eye from Sally with the same disgust as if Betty were personally napalming a village in Vietnam.

Betty merely rolled her eyes. Sally’s dad Don would drool to land Dow ( the makers of saran wrap and Napalm) as an account, Betty thought to herself, napalm or no napalm!

Tuning in to The Now Generation

One morning as Betty finished her third cup of coffee and nibbled on her second piece of Sara Lee Coffee Crumb Cake, she  picked up a copy of the March 1968 issue of McCall’s hoping to find a hurry-up-recipe for Henry’s favorite dish, Turkey Diva. It wasn’t long before her eye caught the “Under 21 Column” which offered up a Quiz “for parents who want to be modern” to find out how “tuned in” you were to the Now Generation?

 “Do You know the Lovin’ Spoonful from a heapin’ spoonful?”  the headline asked “How ‘in’ are you?”

“It’s a long, long way from the campus to Main Street, from Greenwich Village to Greenwich Connecticut and from  junior to senior.” the article by Sylvie Reice began. “As one sardonic Jr put it”: ‘Like father, like son-like hell.’”

“But time, in its way rushes to fill any gap. Though the generations are still light years apart, the culture of the young is daily making its way into the lives of every one of us. “

“Many of its mores and idols, its language and activities have been taken up by the elders. And properly so. For if we expect the young to learn from us, whats wrong with learning something from them every now and again?”

“In that spirit then, here are 40 multiple choice questions ranging from the obvious to the obscure.”

“Take the quiz,”  the copy teased, “and find out just how swinging you are. If you score over 30 congratulations you talk under 30 language! If you range from 20 to 30 you’re making noble efforts to stay in touch: 10 to 20, you’re obviously only half interested in the other half.”

“And 10 and under- well maybe its time to get tuned in to the now generation.”

Betty buckled down to take the quiz and find out just how swinging she was.

And please feel free to take the quiz along with Betty.

Good Vibes (L) Andy Williams Kraft Mystery Song Contest 1966 vintage ad (R) Beatles “Sargent Peppers Lonely Hearts Club Band” Album Cover

1. SDS Is…

a) a new drug teens are using

b) a leftish student organization

c)a government anti poverty program

2. RAVI SHANKAR IS….

a) a new Israeli starlet

b) an “in” Indian musician

c)  a teen baseball idol

(L) Vintage Ad Twiggy Lashes Yardley 1967 (R) Vintage Fashion Ad Gay Gibson1968

3. TWIGGIES ARE…

a) pipe-thin legs

b) painted on bottom eye lashes

c) girls who look like twiggy

4. ELECTRIC ROCK IS…

a) a famous landmark in San Francisco

b) amplified rock n roll

c) a teen night club in Greenwich village

5. QUANT IS…

a) a short bang hairdo

b) an English fashion designer

c) a cinchy college course

(L) Vintage Ad Fresh Start from Ponds 1965 (R) Laugh In “Saturday Evening Post” Cover 1968

6. MOD MEANS….

a) modern in teen slanguage

b) an English Hoodlum

c) a style of British fashion

7. SLICKER IS…

a) a marine-type raincoat

b) a paste cover up to keep surfers warm

c) a shiny, natural color lipstick

8. DYLAN IS…

a) a famous Welsh poet

b) an English hairstylist

c) a folk-singing idol

9. THE NEW LEFT IS…

a) an unorganized coalition of student activists

b) Red China

c) a rock n roll group

England Swings (L) Vintage Fashion Ad London 1949 (R) Vintage Teen Fashion Ad 1968

10. CARNABY STREET IS…

a) a comic strip character

b) an English Folk singer

c) a London Street Famed for Fashion

11. SHRIMP IS…

a) the nickname of a famous model

b) another name for LSD

c) a character in “Peanuts”

12. A MICRO SKIRT IS…

a) a special lens for microscopes

b) a very abbreviated skirt

c) a skirt made of fiber glass

(L) Joan Baez (R) Sitar Player 1968 Life Magazine

13. A SITAR IS….

a) a new type of motorbike

b) a Cuban Guitar

c) an Indian lute the Beatles play

14. A LIGHT SHOW IS….

a) a new media mix of photo and light images

b) an exhibit of art employing moving lights

c) an entertainment featuring “light” music

15. HAIGHT ASHBURY IS…

a) an avante garde English photographer

b) a hippie community

a) college protest slogan

(L) Vintage men’s Fashion ad (R) Cartoon Playboy Magazine 1960s By Sokol

16. DuBOIS CLUBS ARE…

a) a chain of teen nightclubs

b) Communist oriented campus clubs

c) a weight watchers club for young people

17. ACID MEANS….

a) Associated Campus Independent Democrats

b) lysergic acid diethylamide

c) folk music with a sardonic message

18.  FRODO IS…

a) a hero in The Hobbits

b) a mystic leader of teens

c) John Lennon’s adorable puppy

19. EAST VILLAGE IS…

a) the Hindu town the Beatles visit

b) the East Coast hippie habitat

c) a home for runaway teens

20. JAMS ARE…

a) sessions where musicians really swing

b) Hawaiian flowered knee-length surfer shorts

c) parties jammed with crashers

Far Out Wheels (L) The Swinging World of Yamaha vintage ad 1966 (R Wouldn’t You Rather have a Cadillac? Vintage Cadillac ad 1958

21. FREAK OUT MEANS…

a) to have a bad drug experience

b) to fall off a motorcycle

c) to take an individual stance

22.VISTA IS…

a) an anti[poverty project for college students

b) a mind expanding drug

c) a new program for drop-outs

23. THE FREE SPEECH MOVEMENT WAS…

a) a campus revolution at Berkley

b) an anti war college demonstration

c) a demonstration favoring Army Recruiters on Campus

24. LORD OF THE RINGS IS…

a) Ringo Beatle

b) A trilogy by Tolkien

c) A Harvard spoof of Wagner

25. HERMAN HESSE IS…

a) a leader of Herman s Hermits

b) an adorable ski idol

c) the current campus author

(L) The Trip- 1967 movie with Peter Fonda and Susan Strasberg star in Hollywood’s first psychedelic sex freak-out (R) Vintage Travel Ad TWA 1953

26. TRIP IS…

a) a frog like dance

b) a hallucinatory drug experience

c) Teen Representatives International Platform

27. ALLEN GINSBERG IS…

a) a sick comic

b) author of Fiddler on the Roof

c) a poet leader of the hippies

39. COURREGES IS…

a) an expression meaning courage among surfers

b) bouquets given to girls at prom time

c) a French futuristic fashion designer

Far Out! (L) Peter Max cover Life Magazine 9/9/69 (R) Groovy Fashions -Stuffed Shirts Fashion vintage ad 1968

29. PSYCHEDELIC MEANS…

a) a doctor specializing in addicts

b) a mental state produced by drugs

c) a person who’s lost their mind

30. NSA STANDS FOR…

a) Negro Student Aid

b) National Student Association

c) Nonviolent Student Alumni

Tides In! (L) Vintage fashion ad surfer wear Catalina Cotton 1967 (R) Vintage ad Tide Detergent 1950s

31. SURFS UP MEANS….

a) the surfing season is over

b) the tide is in

c) the swells are right for surfing

Dr Spock I presume! (L) Spock Star Treck (R) Dr. Benjamin Spock’s classic book “The Common Sense Book of Baby and Child Care” 1946

32. MR SPOCK IS..

a) an antiwar leader

b) a well-known pediatrician

c) the star of TV show Star Treck

33. MARIO SAVIO IS…

a) UCLA quarter back

b) winner of the Metropolitan Opera Auditions

c) a leader of Berkley campus ruckus

(L) Bob Dylan cover of Saturday Evening Post Magazine 1967 (R) Guru Maharishi Mahesh Yogi 1968 Life Magazine

34. A GURU IS…

a) a Hindu teacher and mystic

b) a cape young swingers wear

c) a small tambourine

35. SOUL IS…

a) an anti-materialistic campus grouping

b) a kind of rhythm and blues music

c) a style of pop art

Blow Your Mind (L) Vintage Illustration Sex, Drug, Ecstasy, “Playboy Magazine” 1967 (R) Vintage Ad Fleishmans Gin 1960

36. TURNED ON MEANS….

a) an intensified state of consciousness

b) lost in a musical frenzy

c) really dressed up

37.JOAN BAEZ  IS…

a) a figure skater

b) head of a school for non violence

c) guitar playing folk singer

38. POORBOYS ARE…

a) ribbed, tight-fitting sweaters

b) a hip hugging type of pants

c) a San Francisco rock group

39. TIJUANA BRASS IS…

a) a high-placed official from Tijuana

b) a big band style of music

c) a kind of hardware on belts, shoes etc.

40. GRANNY IS…

a) a nickname for Timothy Leary

b) a floor length informal dress

c) an award for best record of the year

The correct answers:

1. (b: Students for a Democratic Party. 2. (b: Sitar player with whom the Beatles studied ) 3. (b) 4. (b) 5. (b: Mary Quant). 6. (c) 7(c) 8. (c: Bob Dylan 9(a) 10. (c: Carnaby Street).

11. (a: Jean Shrimpton) 12. (b) 13. (c) 14. (a) 15 (b: West Coast home of the hippies) 16. (b) 17. ( Commonly referred to as LSD) 18. (a) 19. (b: Off-shoot of Greenwich Village). 20. (b)

21. (a) 22. (a: Volunteers in Service to America). 23. (a) 24. (b). 25. (c: Author of beloved “Siddhartha”). 26. (b) 27 (c). 28. (c) 29. (b) 30. (b)

31. (c). 32. (c: Real name: Leonard Nimroy.) 33. © 34.(a) 35. (b). 36. (a). 37. (b and c). 38. (a). 39. (b) Made famous by Herb Albert) 40. (b).

How did you do on the test?

Copyright (©) 2013 Sally Edelstein All Rights Reserved

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Vintage ad Heinz Ketchup 1934

Mad Men’s Don Draper was not the first man to be tempted by the beckoning allure of Heinz Ketchup.

During the dark days of the Depression, Babs Johnson learned how to keep her hubby happy and add some spice to her sagging marriage.

Ketchup.

No mystery here.  “Masculine hearts skip a beat when a lucky lady serves Heinz ketchup, the racy and rosy condiment!”

Life might not have been a bowl of cherries in Depression era America, but with a bottle of ketchup everything would seem like they were coming up roses. At least according to the ads Heinz ran in the 1930s.

“Heinz ketchup beckons a man!” one ad copy proclaimed.” It cultivates the habit of coming home to eat.” What man could possibly stray when that pert and perky condiment, that come hither Heinz ketchup bottle beckoned?

You’ll understand why if you listen to this mouth-watering story:

Marriage Woes

Poor Babs learned the hard way.

Like the country’s economy her marriage to Dan was in the slumps. Romance had taken a holiday in her year old marriage. The honeymoon was barely over when Dan started burying his nose in the newspapers, barely touching his dinner, taking his meals at the local lunch counter.

It was a particularly nasty row over dinner one evening that sent this newlywed into tears.

Babs: “It’s the same hash you raved about at Ann’s Sunday night supper. You were so keen on it I made her give me the recipe,”

Dan: “Then one of us is crazy. Why I wouldn’t eat this for love or money”

 “I’ll get a bite downtown,” Dan fumed storming out leaving Babs bothered and bewildered.

She had yet to learn that no gal can trust a plain meal to satisfy a man. This new bride was in need of a menu check up.

What That Man Of Yours Really Wants

Man pleasin’ meals (L) Vintage Ad Heinz 1940 (R) Vintage ad Heinz Ketchup 1940

It took the wise counsel of her more experienced gal-pals to set this young bride on the path to matrimonial happiness.

Pointing to a Heinz ketchup advertisement in the latest issue of Woman’s Home Companion, Babs eyes lit up: “Looking for something to make a husband sit up and take notice at the table?” she read with great interest. “Something he’ll give you a kiss and a compliment for? Then make sure you serve a bottle of ketchup with every meal.”

“The man isn’t born who doesn’t love ketchup”said her pal Madge getting right to the point. “Still the shortest route to your man’s heart! That extra little dash makes the meal. A juicy steak and Heinz rich tomato ketchup are a winning combination all men go for!”

Between sips of her Chase and Sanborn coffee, her neighbor Doris offered this tip “He loves corned beef hash doesn’t he? Well, here’s a quick simple table trick, straight from Heinz themselves, that gives this favorite dish an extra appeal. Put Heinz Ketchup on the table- handily where he can reach it and pour it readily….And that goes for his omelette, his steaks- all his pet dishes! “

Goes Over Big

“Keep a bottle of the worlds largest selling ketchup on the table-the way good restaurants do- another in the kitchen, and one near the stove, suggested Heinz in their ad “ See how easily and economically you can give your meals those intriguing little touches your family loves! give – your cooking the worlds favorite flavor. Remember Heinz ketchup is no bugbear to budgeteers for its so rich a little goes a long way.”

“And every cook knows it transforms leftovers into snappy culinary triumphs! chirped in Helen. “Men have a yen for this sauce. He’ll be smacking his lips!”

Happy Days Are Here Again

Babs couldn’t wait to try it out.

 “Come on home for supper, Darling! Corned Beef Hash, poached eggs and a new bottle of Heinz ketchup” Babs cooed provocatively into the phone.

 Dan could barely contain his excitement “Coming soon, angel! That bright fresh ketchup flavor has my mouth-watering already?”

No more wandering eye at lunch counters

No more whispers that Bab’s marriage was on the rocks. No more lonesome unhappy hours. For now, her husbands rushing home after work, Lucky Babs learned the secret to keeping a man satisfied.

“This dumb bunny’s never fooled again,” Babs said firmly.

She’d learned the first principle of culinary witchery- keep a bottle of that lusty condiment Heinz Tomato Ketchup handy in the kitchen!

Something Megan Draper might want to keep in mind, to keep her hubby Don from straying.

Copyright (©) 2013 Sally Edelstein All Rights Reserved

Want a more youthful vibrant expression?

Chew on this!

Forget expensive cosmetic wrinkle fillers and injectables like Botox. For a true non surgical age reversing technique-good ol’ American chewing gum not only doubles your pleasure, but makes you doubly delightful to look at too!

And this advise comes straight from one of retro Hollywood’s loveliest stars Miss Claudette Colbert!

That is according to Wrigleys, in this 1938 advertisement for Double Mint Gum

“Masculine hearts skip a beat when a lovely woman flashes an enchanting smile,” exclaims Wrigleys in their ad. “And refreshing Double Mint gum does wonders for your smile. Women of discrimination choose this popular double-lasting, delicious-tasting gum.”

Beauty On A Budget

Now here’s the science behind the beauty enhancing wonders of Wrigleys

“The daily chewing helps beautify by waking up sleepy face muscles, stimulating beneficial circulation in your gums and brightening your teeth natures way. So your face and smile gain a lovely new radiance everyone admires.”

Looking renewed and refreshed, admiring friends will wonder whether it was a new hair-do or a relaxing cruise that contributed to your radiant countenance. Who would ever guess it was a mere stick of gum.

Double Your Pleasure, Double Your Fun

The ad doubles the sales pitch as well by hawking Claudette Colbert’s next big movie and a Hollywood fashion designer.

“What you wear and how you wear it also enters the picture as exemplified by Hollywood’s beautiful and fascinating star Claudette Colbert and proven again in her next big Paramount screen success “Midnight.”

“The becoming suit dress Miss Colbert models so smartly for you,” the reader is informed, “ is by Hollywood’s great fashion creator Travis Banton- designed by Double Mint gum’s request since smart clothes as well as an attractive face means charm. Mr Banton’s fashions are noted for curves concealed just enough and for that expensive slim hipped look always associated with Claudette Colbert.” And since healthful delicious double mint gum is a satisfying non fattening sweet, it keeps you slim hipped too

“You yourself can make this flattering suit dress in any color or material most becoming to you by purchasing Simplicity pattern 2902 at nearly all good department, dry goods or variety stores.”

“All women want smart clothes and know they set off smile and loveliness of face. Millions already know delicious Double Mint gum helps bring extra attractiveness to your smile, making your whole face doubly lovely. Begin today.”

In Your Dreams

Next to Rock Hudson, Liberace was Sue Ellen Wolinski’s absolute dream date. Liberace was just so fabulously different from any other fellows she had ever met. A wonderful pianist, yes. But, OH! so much more.

Come Wednesday night in the 1950s, wild horses couldn’t pull this perky miss away from her Philco when the master entertainer’s hit TV show was on. Along with 30 million other viewers, Sue Ellen sat transfixed, convinced the heart-throb was gayly winking just to her.

With that infectious smile and wavy hair he was just dreamy. Well dream on Sue Ellen, because only in your dreams would Liberace be available to you.

In the 2013 HBO biopic “Behind the Candelabra” the story of Liberace in the 1970s starring Michael Douglas,  focuses on his 6 year relationship with the much younger Scott Thorson.

But in the 1950’s Lee Liberace was the heart-throb of millions of housewives and teenage girls, Receiving 10,000 fan letters per week, he was deep in the closet, albeit one lit by the glow of a candelabra.

No matter what nasty rumors hinted at Liberace’s sexual orientation, one important fact stands out like a sore thumb, or should I say, like a dazzling candelabra: the ladies loved and adored their pianist. To even hint to the girls that “My Liberace” was given to anything but heterosexual hunkiness would be an invitation to have your head handed to you- and not on a silver platter.

Liberace performs  Bumble Boogie

Girl Loves Boy. Boy Loves Boy…Boy, Oh Boy

When Liberace closed his TV show crooning his signature song,“I’ll Be Seeing You,” Sue Ellen took him at his word.

And in fact in the fall of 1954, it came to pass.

That September, Sue Ellen was in seventh heaven when she came face to face with the dreamboat himself. Making an appearance in her hometown of  Miami for the opening ceremonies of a new branch of the First Federal Savings and Loan Association, Liberace was nearly crushed to death by a tidal wave of ten thousand eager women who crowded the bank for a glimpse of there idol.“The women acted like wild animals,” one policeman reported after he had helped fight them off from nine in the morning till 6 at night.

In the midst of the crowd, Sue Ellen locked eyes with Liberace.

The lucky lady, was certain he was  staring intently at her, winking his famous wink …attracted, she was sure, by the shimmering beauty  revealed in her freshly shampooed hair. Closing her eyes she imagined the two of them in the Miami moonlight the handsome hunk, reveling in the fragrant silken softness of her Luster Creme tresses, tenderly touching her smooth glistening locks as he murmured: “Dream Girl, where have you been all my life?”  In her revere she never even noticed  the handsome young man with the long lovely  lashes standing right behind her for whom the wink was surely intended.

Sweet Dreams

Gals like Sue Ellen were helped along by the publicity machine furiously churning out puff pieces on the flamboyant star,  fanning the flames of romantic possibility with the light-in-the-loafers-lothario.

In December 1954 a cover story In TV World Magazine announced- Liberace Tells: What I want in a Woman!”

Mid-Century Housewives, career girls and teenagers alike  pored through the magazine article that like all the other hundreds of fluff pieces fueled their hopes and dreams while fueling Liberace’s career.

What I Want in a Woman

“Its quite obvious how women feel about him,” the article in the magazine begins.”The big question, is how does he feel about them?”

One and only one person could supply the answer: the maestro himself. And so a journalist named Peer Oppenheim paid him a visit at the television studio on Wilshire Boulevard where his television series was filmed.

Liberace, we learn, has been engaged 3 times and out of approximately 2,000 fan letters he gets each week, about a dozen come from hopefuls of all ages who propose to become Mrs Liberace as soon as possible.

“What do I think of women? I think they’re pretty wonderful,” said Liberace, and almost in the same breath confessed how important it is to have them on his side.

“In most instanced directly or indirectly, they have the last word- in politics, in business and particularly as far as music and entertainment is concerned. I have studied the lives of famous composers and musicians pretty thoroughly and found that in each case women have played a prominent part in their success. Did you know that Liszt turned his piano sideways so women could see his profile?”

Still, in the days of Liszt and Chopin women showed their affection a little more subtly than by tearing off buttons, ripping jackets snitching ties as souvenirs or trying to break into the houses of their heroes all hours of the day and night.

“Doesn’t that sort of demonstrativeness ever bother you?”Liberace is asked.

“Oh no. They usually don’t get out of hand too much. I seem to have…well, a restraining influence over them. No matter how wildly they behave before I get to the scene, they usually calm down when I arrive.” he answers coyly.

There are some qualities in women Liberace likes better than others, and a few he can’t stand at all- artificiality, for instance.

“I have nothing against lipstick and powder. But I don’t like false eyelashes and that sort of thing.”

(Clearly he had no problem with a dash of lip stick and rosy rouge applied to his own countenance either)

The reader learns that he got his first disillusioning shock through a girl to whom he was once engaged. She was a performer, and for stage effect, had to use strong make up and bright eye-catching clothes.

For professional purposes Liberace has no objections.

But apparently away from her work, Mr Showmanship thought she should dress in a simpler more conservative, less attention-getting manner.(obviously not to compete with his own sequined spangled outfits)

“When we walked along the street together, people used to stare at her. But they were just gawking at her gaudiness, and there was no admiration in their eyes.”

He tried to change her, and when he didn’t succeed, broke the engagement.

Home and Hearth

He believed women should be domestically inclined, yet not the “hausfrau-type” who feel obliged to slave over a hot stove all day.

“When I get married, if I can afford it, I want my wife to have servants. But at the same time, I want her to take a personal interest in anything that concerns the house, and supervise all domestic activities,” he declared firmly.

(During the 1950s through the 1970s he was the highest paid entertainer in the so we can assume he could well afford a servant …especially a houseboy or two.)

According to Liberace, the biggest trouble with women was “that if they are not married at an early age, they get frantic, for fear of becoming ‘old maids. Most women seem to think that once they turn 30, they start losing their looks and their charm. I feel that they have so much more to offer then,” he says convincingly. “As a matter of fact I think most women are much more attractive in their thirties.”

 (He may prefer mature women but clearly liked his boys young)

Thirty three himself, he claims he wants to marry a woman in her thirties because “She is more mature than a younger girl, has more to talk about, and is more on an equal basis with me.”

He has no sympathy for women who let themselves go once they are married, who no longer care about their appearances or the impression they make.

As a final thought: “I don’t care for glamorizing either.”

(Said the flamboyant Mr. Showmanship known for his excesses to the max)

“Looks are of secondary importance to me. It’s the understanding a woman can show, her kindness, her thoughtfulness. ( Especially understanding when you step out with a man) “Not every woman can be beautiful, but everyone can make herself desirable.”

That’s what Liberace wants, Gals!

Copyright (©) 2013 Sally Edelstein All Rights Reserved

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Vintage Illustrations (L) Saturday Evening Post Cover 1955 illustration: Dick Sargent (R) Vintage Ad 1955 Beer Belongs Home life in America Series “Showing Off The New Power Mower” illustration by Fred Siebel

The silent spring morning of my suburban childhood were broken by the sounds not of birds chirping but of a symphony of puttering gas lawn mowers synchronized all over the neighborhood.

The air would permeate of fresh-cut grass, gasoline and a heavy dose of testosterone

While ladies might putter in the garden, the lawn was strictly male turf.

But there was one fearless housewife in our neighborhood who broke the grass ceiling, venturing boldly and brazenly into that vast male prerogative known  as mowing the front lawn.

Better Homes and Garden

Most afternoons the Kaffee Klatch of new young mothers from our suburban development would congregate in one another’s brand new fully loaded kitchens that had once been land where Farmer Gutsky planted Long Island potatoes.

The girls would gather to play cards or more often than not just to schmooze.

They exchanged hints on such vital information as which was the best diaper service, the most reliable milkman, which Jackson Perkins roses were the best to plant in the rocky Long Island soil and how to keep hubby off the links and onto their front lawns with their power mowers.

One neighbor who regularly was absent from the Kaffee Klatch was Martha Mc Guinness.

As much as my mom raced about like a whirling dervish, she was no match for Martha who more often than not missed out on the Kaffee Klatches for some do it yourself project like installing some new asbestos Kentile floor covering in the baby’s room.

Be Modern…go Lawn Boy! Not just for boys anymore. Vintage Lawn Boy ad 1955

 All the girls marveled at Martha. The only Gentile on the block, she was a real do-it-yourselfer.

 A freckled face 22-year-old mother of three, with a bun in the oven, she didn’t let pregnancy or a household of toddlers get in her way. After all, there’s so much to do to get ready for that little bundle of joy.

 Martha was a real force of nature.

 If she wasn’t busy chemically stripping and painting an heirloom crib in it-never-flakes-lead paint, she’s off gardening making sure to spray plenty of insecticides to get rid of those pesky old flies, grateful for the new insecticide bomb that contained both DDT and Pyrethrum!

 She was also the only gal in the neighborhood who could be found every Saturday morning marching up and down the lawn with her Lawn Boy, leaving in its wake a lawn as smooth as velvet.

 While advertisements for power motors often showed scantily clad young women in short shorts and dresses to attract the attention of the male reader, Martha chose sensible peddle pushers, foregoing the pumps for a pair of good ol’ Keds.

 Male Turf

(L) The Household Magazine 1940 cover illustration John Holmgren (R) Vintage ad Lucky Strike Cigarettes 1951

Of course like all homeowners, the gals were concerned about the appearance of a perfect lawn, the very symbol of the American Dream and suburban success.

Women’s magazines were chock full of  “Advise to the Ladies” articles on achieving the exemplary deep green  lawn. But they did not assume women did the work themselves.

No sir.

Smart cookies, women should manipulate their husbands to achieve a beautifully landscaped home, guiding their husbands, for example, into buying proper lawn food or fertilizer.

 Women who wanted model lawns got men to work on them.

One Power Mower ad promised: “Easier mowing makes husbands easier to get along with!”

Some ads acknowledged that in the modern marriage, wives were often part of the decision-making process for the purchase of power equipment even though men were actually the ones to use the mowers.

The Goodall Manufacturing Corp addressed the ladies directly: “Mowing is a mans job…but here’s a tip for wives whose husbands are about to buy a mower. Unless your lawn is the kind that obligingly stops growing when hubby ‘just cant find the time to  mow it’…you’d better slip your arm through his and join him when he goes lawn mower shopping. If you’re going to end up chauffeuring a power-driven grass cutter- make sure its one you can handle!”

Look Lady we designed this big mower just for you!.

Vintage ads (L) Hoover Floor Polisher 1958 (R) Moto Mower 1953

 As the suburbs continued booming, clever ad men began to see the opportunity to include women in an expanding lawn care market. Advertisements for power mowers began appealing to women by making it sound as easy as housework.

Splendor  in the Grass

Vintage illustrations (L) “The Happy Family” Little Golden Books 1955 (R) Lawnmower ad 1958

In 1952 House and Gardens published “The Intelligent Woman’s Guide to Power Mowers”. The article assuring m’lady that : “You don’t have to be mechanically minded in order to operate a power lawn mower. It’s no more difficult than running your vacuum cleaner or learning to drive the family car.”

Other lawn mowers  promised that the mower “pushes easy as a baby buggy.

Mother loves its streamlined beauty! Vintage ads (L) Bruce Floor Products 1948 (R) Mowa -Matic Lawn Mower 1953

Lawn mowing could be downright fun “Everybody loves to use the Worchester Lawn Mower. Kids and grown ups- male and female- they all get a thrill out of the Worchester power mower.

The Eclipse Lawn Mower targeted the lady of the house in one ad : “Mrs. Home Owner will appreciate the easy handling, free rolling and distinctive styling of your new Eclipse as much as the man in the family goes for it s its exclusive mechanical features and trouble-free maintenance.”

Despite the best efforts of ad men, men dug their heels into their turf and  lawn mowing remained a male domain, then as now.

Copyright (©) 2013 Sally Edelstein All Rights Reserved

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 The lyrical sound of Ding Dong… Avon Calling was music to my mid-century mother’s ears. 

 My father may have said he wanted to be a hands on kinda Dad but it was my Mother who had her hands filled especially the year I was born.

 Moms diaper decorated world kept her too busy for words.

 There was no time to flip through a magazine, talk on the phone or even open a newspaper to keep up with the news, let alone get her hair done, or shop.

 Spare time with a new baby in the house? And a toddler? Fuhgeddaboudit!

 Sometimes, she joked, she felt like a contestant on the $64,000 Question, sequestered in one of those isolation booths, cut off from the world.

 Which is why those visits from the Avon Lady were a welcome relief.

Vintage Avon Advertisement 1955

 Time Out For Beauty

 It was Monday morning in early October 1955 and Dawn Logan our Avon Representative was due at our suburban home around 10.

 Glancing up at the small clock on the electric wall oven, Mom noticed she was right on schedule setting up for Dawn who would soon be knocking on the door.

 After doing a quick run of the Bissel carpet sweeper through the house, she put up a big pot of Chock full of nuts in her chrome Mirro-Matic percolator. She knew from experience there was nothing more welcome to a traveling Avon Lady than to have a cup or 2 of piping hot coffee, with plenty of sugar for extra pep, and relax with a soothing cigarette while going over samples.

 Striding into the kitchen briefcase in hand Dad tousled my brother Andy’s hair who was busily engaged on 2 fronts attacking a bowl of sugar smacks with spoon and hands, happily putting as much on the floor as in his mouth while at the same time spreading jelly on a piece of toast, ketchup on another and putting cereal between them. Sitting in my high chair I surveying the scene from a safe distance.

 Dad noted that Mom was as giddy and glowing as he had seen her in a while. The gay floral design on her apron seemed to match the new scrubbable wallpaper perfectly. She hadn’t missed her lipstick either, he noted.

 Snuggling up behind her as she popped a standing rib roast in the wall oven he murmured “hey Good Lookin’…whatcha got cookin?’ patting her backside playfully.

 Mom shooed him out handing him his hat; now that Dad was a Dashing Dan he had to catch the morning train. She turned back to the kitchen, wiped up the trail of milk on the floor drank 2 more cups of coffee and did the dishes laying them on the frosty pink rubber dish drain.

From Housewife to Beauty

Keeping Up Appearances

 Earlier that morning as Mom clipped on the small pearl earrings, she gazed disconsolately into the bathroom mirror. The face was as pretty as ever, she supposed, with the clear ivory skin, but the large baby blue eyes now bloodshot revealed just how very tire she was.

Eyeing a tube of red lipstick, she knew it would be just the ticket to brighten her up.

“French Spice-a plum-luscious scarlet with a lick in it,” was how Dawn had deliciously described the new Avon lipstick a year ago June when she had sold it to Mom.”The color that never was before…but always should have been,” Dawn went on excitedly as Mom listened transfixed. “No. Not another re…but French for red…it’s scarlet on a spree, spiced with a plum-wild tang-to dance on lips that dare to be delicious!”

“It’s the new spice in fashions life” she rhapsodized as she continued. “And when French Spice glows on your fingertips…goes to your toes…who knows what beautiful things it can lead to,” she concluded winking.

Mom smiled to herself. Nine months later from the purchase of that lipstick I was born.

The Avon Lady had been a lifesaver when Mom was pregnant. By her third trimester Mom had blown up like a balloon, and her enormous body encased in a tent size garment called a maternity dress didn’t do much for her self esteem, or her beauty IQ.

She could have hugged Dawn when she had suggested earrings and a new shade of Avon lipstick might keep a young wifes mind-and her husbands eyes off  her ungainly figure during the final months of her pregnancy.

 Pregnant, Moms moods could turn on a dime; she could be fidgety and irritable. Dawn was a strong shoulder; she understood. Her words could be as transformative as the products she sold. “Solving a problem that plagues others is a thrill,” she explained to Mom.

Dawn called herself the listening ear of the community. It was, she confided to mom one of the secrets of a good Avon lady.

 “Put your best face forward,” Dawn was fond of saying and she practiced what she preached.

Good advise to Joan and Peggy as they battle it out for the Avon account on Mad Men.

Copyright (©) 2013 Sally Edelstein All Rights Reserved

Coming Soon: Ding Dong…Avon Calling Pt II

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Vintage American Legion magazine 1948

Truthfully, I would always remember my first July 4th.

It was 1956. The cold war was frozen solid.

Never were American dreams more potent or more seductive than in Cold War America when the USA stood united and confident in our role as leader of the Free World.

It would soon be my first Independence Day and my parents believed it was time for its littlest citizen to be introduced to her Uncle Sam and  “My America.”

What better place to be inculcated with truth, justice and the American way than at an honest to goodness Fourth of July parade.

Like most American  children I would be  inoculated with a strong dose of Americanism which if administered at an early age would build up your immunity to any opposing belief system.

That year, the theme of our local parade was the celebration of The Four Freedoms.

All across Long Island, residents were a buzz over the fact that our towns parade was being co-sponsored  by those Cold war crusaders of truth from “The Crusade For Freedom”.

Cold War Crusaders of Truth

The Crusade, was a privately funded donation drive that raised “truth dollars” to support Radio Free Europe, the radio station that broadcast news and current affairs to the enslaved people behind the Iron Curtain.

In the black and white cold war world of us vs them, we were convinced that the Russians were hell-bent on destroying  freedom and the American way of life and it would be up to us to contain them.

Who Can You Trust

Like so many war born marriages it turned out our grand alliance during WWII  with the Soviets was more a marriage of convenience and our relations had turned frosty.

As if shifting gears between enemy and ally was as effortless as the automatic transmission in your Chevrolet, the considerable fury and fear that had fueled our hatred of those bloodless Nazis had been seamlessly and swiftly rerouted to those Godless Russians Commies, uniting our country once again.

Uncle Sam was certain that the Communists were not only concealing the truth but were waging a campaign of hatred against us and our peaceful, decent motives.

They were weaving fantastic stories and twisted facts about America unlike in our country where the government told us the truth.

Truth as clear and undistorted as the perfect picture you were promised on your new Philco television set.

True picture, no blur, no distortion, that was the American Way.

Truth, Justice and the American Way

By exposing the calculated lies that Communists were spreading, and promoting the American way of Life, Radio Free Europe became a vital strategy in winning the Cold war.

The Crusade For Freedom had aired public service announcements on the radio all week leading up to the parade, as well as advertisements in all the papers.

“Every hour, every day, millions hear no other version but hating America”  Dad read aloud from a full-page ad in the NY Times, paid for by the Crusade and their Truth dollars. “The unfortunate people behind the iron curtain are fed a steady diet of lies and misstatements and the poor people are made to swallow that poison”.

Sugar Coated Goodness

Dad wanted us to realize how vital Radio Free Europe was.

As my brother mindlessly popped fistfuls of sugar crisps into his mouth -for breakfast its dandy, for snacks it’s so handy or eat like candy:  Dad tried to explain :“Just as mom feeds us wholesome good food, we needed to feed the poor people behind the iron curtain the good nourishing truth”.

America was not only the greatest nation in the world it was the very embodiment of freedom, democracy and progress.

With my made- in- the- USA regulation rattle in one hand and my National Dairy Council issued bottle of milk in the other I was ready to brave the fog to be inducted into Uncle Sam’s service and pledge my allegiance to the land of the Free.

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Vintage Ad WWII Jantzen Swim Wear 1943

It was a sweltering summer in 1943 and along with most war-weary Americans, Rosie the Riveter needed a day off.

In the heat and stickiness of summer everybody was tired, dog tired, completely fed up with neckties, girdles, time clocks, cook stoves, typewriters, telephones, ration coupons and endless shortages.

Americans United

There was only one way to win the war and get the job done -each of us had to give everything whether it was on the home front or in a war plant making the ammunition and tools our men needed to win

Vintage Illustration Robert Riggse Saturday Evening Post 1944

WWII Man Shortage

Everyday hundreds of men were leaving civilian jobs to join the armed forces.

In their place marched in women, who were “carrying on” work that had to be done to keep America’s war program going at top speed.

There could be no letting down, no slacking until the peace was signed, until our men returned

At Ease

For overworked Rosie the Riveter, the romance of the beach beckoned.

But what good was the beach without a beau to rub suntan oil on her, admire the curves of her swim suit?

Rosie had learned to live with less butter, eggs, and meat, but it was the darn man shortage that drove her batty.

The absence of an entire generation of men between the ages of 17 and 30 left a lonely void.

Even though she and her crowd of girls enjoyed playing bridge and having hen parties to fill up those lonely weekends, Rosie couldn’t help wondering if they were not rationing love too.

If she were headed for the beach, she needed some ammunition to attract whatever available men were still around.

Vintage Ad WWII- Jantzen Swim Suits 1943 Clearly directed at war weary workers the copy reads “Make something of your day off, your vacation or your leave…get a Jantzen and get out where there’s sea and water and joy.”

Last word in Swim Suits

Luckily the stores still stocked the new curve allure Jantzen swimsuit advertised in Life Magazine that promised not only to give you lines that were thrilling but make you the most radiant star of summers bright stage.

The swim suit ads not only prompted you to be patriotic and “buy war  bonds today to be free to enjoy tomorrow” they reminded you “to make each moment something to remember because this was a different kind of summer”

Like most industries Jantzen had retooled to manufacture military items to support the war effort manufacturing sleeping bags, and gas mask carriers but   thankfully  some swimwear still rolled off their assembly lines.

Vintage 1942 Ads for Jantzen -Hurrell Photograph

Beach Bliss

Empowered by  the uplifting capability  of her new Jantzen bra, the heavenly slimming  fabric magic of Lastex , she was ready to catch the eye of any wacky khaki

With glamor and glow she and her pals hopped into her pre-war De Soto and headed to the beach, having carefully saved her dearly rationed  gas allotment  so she could make the excursion.

The crowded beach was a picture of muscular grace and bulging waistlines, of smooth tans and freckles, of sunburn oil, adhesive plaster and bathing suits which had obviously been in mothballs since the early 1920s

After 3 straight summers of crisis, war-weary Americans needed a little relief. So they undid their stays, let their hair down and dug their toes happily in the sand- without dignity, without care.

Establishing her beachhead among the other brown backs on the  pristine white sand,  Rosie settled in  for a healthy burn.

So long pale face.

Vintage ad Jantzen swim suits 1943 WWII Something to Remember for the boys overseas: “It’s a new kind of summer,” this war time ad begins,”thrilling with new Jantzen swim suits to make a girl lovely for a man on leave…to give a man something to remember”

Hello Soldier

Suddenly out of thin air, looking trim in his tailored trunks appeared  Stanley, a khaki Casanova , who swept her off her feet.

The dream guy she was always talking about had really come to life.

She couldn’t remember very much what they talked about …except when the soldier asked her to go dancing that very evening, “Fate, she thought, “you’ve got a finger in this…and who am I to fight you!”

The evening would reek of romance.

Now that perfume was also very dear due to alcohol shortage, she was glad she used her favorite Cashmere Bouquet, the soap with the fragrance men loved.

A girl had to lure a man with something!

While sharing a conga line together, the sizzling rhythms, the drums and maracas filling her mind, Rosie remembered all the articles she had read, all the movies she had seen, all the songs she had heard, and it all help confirm what she knew in her heart to be true.

This was indeed love!  It all added up…the starry eyes…the fireworks in the bloodstream…this was what the songs sing about…this is what little girls are made for…this is what she washed religiously with Ponds for!

This was why she scrimped and saved to  buy a Jantzen suit !

© Sally Edelstein and Envisioning The American Dream, 2013. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited. Excerpts and links may be used, provided that full and clear credit is given to Sally Edelstein and Envisioning The American Dream with appropriate and specific direction to the original content.

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Vintage Ad Skinless Wieners 1940

At the most talked about lunch in Washington DC this summer, you can be sure that Hillary and President Obama will not be dining on wieners, though  it may well turn out to be a Weiner Roast!

Cadillac Standard of the World (L) Vintage Cadillac Ad 1953 (R) Vintage Cadillac Ad 1958

With the conviction of a car salesmen selling a wouldn’t you rather have a Cadillac, Mid-Century Americans were convinced that America was the standard by which the world’s other countries were to be judged.

Indeed when you compared we were beyond comparison. No other country ever inspired such widespread admiration as the USA, the Cadillac of country’s.

And when it came to cars, well, there was only one – the Cadillac the “car of cars” that reigned supreme.

A Sumptuous Mid-Century Summer

Cadillac Coup de Ville 1960

In the years before I would go to camp, summer days were more often than not spent as guests at my grandmother’s beach club.

For Nana Sadie, summer marked the beginning of her big social season as a member of the ritzy El Patio Beach Club in Lido beach.

Besides rhumba lessons refreshed, her white mink stole was taken out of cold storage and a new bouffant dress would be purchased at Bonwits for the big July 4^th dance.

Early every summer morning in the late 1950s and 60s’s, my Manhattan grandmother  and her Big Apple cronies would pack up their belongings in  her  majestic  wouldn’t-you-rather-have-a-Cadillac Coup de Ville and be off, leaving their spacious classic 6 pre-war apartments and the blistering heat of NYC for the breezy beach club on Long Island where they all shared a one room cabana.

Unrivaled

They would arrive to pick Mom and me up just as the neighborhood men in their light tropical suits, were leaving for work.

Vintage ads for compact cars 1960 (L) Corvair (R) Comet

Normally rushed commuters idled in their sawed-off cut-down compacts; necks craned out of Plymouth Valiant’s, Dads gawked in Dodge Darts and my father lingered just a bit longer in his Ford Falcon.

Wilting in his wash n’ war suit, he ogled with envy  as the long, clean, graceful, sweep of a car would confidently glide up our humble driveway.

Even self satisfied-so-proud-of- his -choice Jack Shapiro who boasted that his world was brighter …his heart lighter …because he was driving an Oldsmobile Super 88 Holiday Scenicoupe, now had lust in that same heart.

The Beauty Queen on the Runway

While Dad looked on with amazement as if it were a Douglas DC-8 Jet pulling up on a runway, to me the Cadillac was nothing short of a Beauty Queen strutting another sort of runway.

”There she is Miss America- there she is your ideal/ with so many beauties she’ll take the town by storm with her All American face and form…”

At the San Francisco Symphony Orchestra -Vintage ad Cadillac 1956

The gleaming, all-American toothy grill up front, a glittering cliff of eye blinding chrome was as dazzling as a Pepsodent smile.

But it was the garish sun reflecting off the metallic Kensington Green magic-mirror-acrylic finish that blinded me; it’s beautiful to behold no -end -in-sight tail fins with pendulous bomb like tail lights that bedazzled.

Even at rest, it seemed in motion a rich deep sense of power in reserve.

Suddenly our stylish 1957 Plymouth  the car with the Forward Look, the one everyone recognized as the new shape of motion, the car that looked straight into tomorrow, was suddenly…so yesterday.

Motoring at its Most Glamorous

The glamour of a Cadillac (L) Vintage Cadillac ad 1957 (R) Vintage Cadillac ad 1958

This Cadillac was majestic and elegant without precedent-no other car so heralded the future- no other cart so admired or envied, this was what tomorrows travel would be like.

Air Cooled Cadillac

A surprising blast of arctic air would greet me as soon as I opened the large doors to the car transporting me into a world of luxury.

I had never ridden in a car with air conditioning which to me was something reserved for air-cooled movie theaters and department stores.

The air was so jet cold, as frost-free freezing as any Frigidaire, keeping passengers , like a head of iceberg lettuce crisp and fresh longer.

With a cigarette lighter conveniently located in the back seat, Mom wasted no time in lighting up a springtime fresh Newport. The frigid blast of Freon skillfully swirled that refreshing hint o’ mint smoke all through the hermetically sealed car- as refreshing as an ocean breeze!

Vintage ads 1960 Cadillac

The Gold Standard of Cars

Settling into the car, I could tell Dad was right. Just as the new glamorous jets were designed for the utmost in graciousness aloft, their décor unusual and exciting, I felt like a sophisticated globetrotter in an elegant United Airlines jetliner.

The ride was startling jet smooth and sumptuously quiet like traveling in a sound proof cloud so luxurious you felt airborne. And like the welcome sense of privacy that the deep, wide seats gave jetsetters with room to s-t-r-e-t-c-h out, the made- for- comfort, decorator styled interiors of the Cadillac had room to spare, to relax in the opulent appointments beyond anything you could imagine.

Sinking deeply in the cool green metallic top grade Florentine leather, I could tickle my toes in the deep pile rug, mesmerized by the fully electrified power windows.

This was motoring at its most glamorous.

L) Vintage Ray Ban Sunglasses Ad 1960 (R) Vintage Jantzen Swimsuit Ad 1950s, illustration by Pete Hawley

Preening

In the summer of 1960 the glitter and glamor of my Grandmothers beach club often rivaled the showboating and schmoozing of the presidential campaign that summer.

A glittering spectacle, out dazzling the sun and each other with their gleaming potpourri of garish gold and sparkly diamonds, the club was filled with middle-aged sea nymphs in sun-frost green, icy turquoise and luminous gold, Riviera radiant from head to toe in their sun blazing Cote Azur colors

Like the other Beach clubs that dotted the narrow spit of Long Island, the club was always overrun with sun worshiping, jewelry glittering, deeply tanned women, their middle-aged-matronly bodies newly trim from a week at the milk farm pummeled and pounded by a host of masseurs,  squeezed into this seasons-must-have figure flattering swimsuit.

Splashing around happily in the shallow end of the turquoise tiled pool, my mother and I  watched the endless parade of equally shallow strutting ladies preening for lots of second glances.

Each gals  curve hugging suit equipped with molded bras to showcase bountiful bosoms,competed for attention-  a flurry of rhumba stripes, pleats, cotton shirred, piped ruffles, saucy anchor buttons, and bows placed just so.

It was a peculiar female universe at least during the week when women far outnumbered the men, but for the solicitous cabana boys, and the occasional group of stogie smoking, pot-bellied retirees dressed in eye-catching terry lined cabana sets in exotic patterns evoking the faraway South Pacific.

Whether playing pinochle or gin rummy, their lido straw hats dipped strategically below one eye, they always listened to the ball game.

Even with the southern drawl of Red Barber blaring loudly from their large Sylvania  transistor radio with the oversize dial and the CONELRAD markings, the folksy red head’s colorful play by-play of the Bronx Bombers reverberating  throughout the club  was not enough to dim the  high volume chattering of these strident ladies.

Ladies Only

Since the men were in such short supply during the week  they hoped to at least elicit envy from the other scrutinizing gals.

They teetered and tottered about on perilously high raffia straw wedgies slides, sun-loving fun-loving play shoes studded with colorful sea shells or a gay spray of red plastic posies to brighten their footsteps, a cold Pepsi in one well manicured hand and a glowing Kool in the other, my grandmother called them the girls from Iponema by way of East Flatbush.

Beneath huge showy straw hats, some as large as pizza pies, their winter dull hair, had been miraculously enlivened by Miss Clairol in mouth-watering shades that ran the gamut from apricot soufflé, strawberry parfait, and lemon meringue.

Unlike Mom, their teased hair never seemed to melt or wilt, thanks to liberal use of Helene Curtis Spray Net, nor were their lips like Mom’s, covered in chapstick, but improbably colored by Hazel Bishop’s no smear lipstick, staying so perfectly you could swim with it-but-god forbid you got wet swimming and risk ruining your hair-do.

Vintage Ads (L) champion Papers 1957 (R) 7-Up 1958

Life’s a Beach

My grandmother was in possession of prime beach club real estate, a much coveted corner cabana, so we were treated to unobstructed vistas of the clean white sandy beach

The powerful ocean waves were restrained by algae stone jetties that also served the purpose of dividing the white sandy beach into socially stratified enclaves.

These unofficial boundaries protected each beach club from the huddled masses lest it be turned into, my grandmothers worst fear,  a Coney island where the crush of crowds concealed the sand, the beach  filled with who knows what kinds of people who had been who knows where.

Living proof that the American dream was alive and well in mid-century america

But the beaches themselves were often deserted.

The ladies of the club much preferred to loll around the pool on chaise lounges as the cabana boys lavishly rubbed Bain de Soeillee Orange Gelee onto their mahogany burnished, Lady Norelco’d bodies.

Lest they lose their dollar tip at the end of the day the crew cut cabana boys were careful to avoid shmeering the goopy orange gel on m’ ladies new-this-season Rose Marie Reed swimsuit, the one featured at Saks but scooped up for a song at Loehmans.

They would make a splash without once getting wet.

No, the beach was not for them- it was too messy with its gritty sand that got into all the inconvenient  nooks and crannies, its salty mist terrible for their elaborate do’s.

For the afternoon, while their balding overworked, overweight husbands labored in the steaming heat of the Garment Center, and their kids safely tucked away at camp these suburban satyrs were temporarily transported to a Riviera of their own making.

Copyright (©) 20012 Sally Edelstein All Rights Reserved -Excerpt From  Defrosting The Cold War: Fallout From My Nuclear family

© Sally Edelstein and Envisioning The American Dream, 2013. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited. Excerpts and links may be used, provided that full and clear credit is given to Sally Edelstein and Envisioning The American Dream with appropriate and specific direction to the original content.

Vintage Cabana Set ads (L) Mc Greggor Sun Wear 1948 (R) Catalina Sport Sets 1954 as worn by Norm van Brocklin and Elroy “Crazy Legs” Hirsch who formed one of footballs greatest passing teams

Beach Club Paradise Pt. II

My grandmothers mid-century beach club was an oddly  female universe at least during the week  when women far outnumbered the men .

Up and down the rows of attached cabanas, the daily routines were as identical as their pink flamingo color.

As ladies shed their flowered splashed shifts, wriggling with great effort to zip up their lastex swim suits, the ever smiling cabana boys effortlessly opened their folding bridge tables in anticipation of the days Mah Jonng marathons.

With their big straw hats adorned with plastic daisy’s covering their faces, swimsuit straps untied so they wouldn’t get a tan line, the girls spent the day playing canasta and dishing about last night’s Million Dollar movie.

(L) Vintage Motorola Portable Radio (R) Life Magazine Cover August 1961 Yankees Mickey Mantle and Roger Maris

The Beach Club Boys of Summer

But come the weekends the ladies were joined by their overworked and overweight husbands. El Patio was overrun with groups of stogie smoking, pot-bellied men dressed in eye-catching terry lined cabana sets in exotic patterns evoking the  faraway South Pacific.

Whether playing pinochle or gin rummy, their lido straw hats dipped strategically below one eye, they always listened to the ball game.

Anxiously chewing the flexible white plastic tip of their white owl cigars, heated discussions flared up over which Yankee slugger would smash The Babes home run record. The American League Pennant race was all but forgotten that summer of ’61 as fans tormented themselves and each other with the burning question -would Mickey Mantle or Roger Maris break babe Ruth’s record of 60 homers in one season?

Among the men was my Uncle Harry. Sitting stylishly at ease in his gleaming white leather Italian styled slip on shoes, was my nattily dressed uncle who despite being at a beach never once  wore a bathing suit.

Sporting a natty Lido telescope straw hat with a fancy  woven braided band my Uncle Harry would be glowering behind his no glare Ray bans, giving opinions freely from the side lines like a battle-scarred retired officer from the comfort of their glider aluminum chairs.

Even with his vision clouded by cataracts he read the tiny print of the Daily Racing Forum religiously.

But he suddenly looked up from the crumpled copy he was currently squinting at long enough to put in his two cents about the baseball game. An inveterate gambler with a gruff voice like a boxing promoter he dismissed the plays with a wave of his liver spotted hand. Handicapping the 2 players like they were horses at Belmont he was betting on  Maris .

Even with the southern drawl of Red Barber blaring loudly from their large Motorola portable radio with the oversize dial and the CONELRAD markings, ...”Here’s the pitch swung on, belted….its a long one…back back back heee makes a one-handed catch against the bullpen! Oh Doctor!”  the folksy red head’s colorful play by-play of the Bronx Bombers reverberating  throughout the club  was not enough to dim the  high volume chattering of these strident ladies.

Copyright (©) 20012 Sally Edelstein All Rights Reserved -Excerpt From Defrosting The Cold War:Fallout From My Nuclear Family

© Sally Edelstein and Envisioning The American Dream, 2013. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited. Excerpts and links may be used, provided that full and clear credit is given to Sally Edelstein and Envisioning The American Dream with appropriate and specific direction to the original content.

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Cover Illustration from Colliers Magazine 10/27/51 This Cold War era magazine imagines a “Preview of a War We Don’t Want” a cold war what-if, featuring Russia’s defeat and US occupation 1952-1960. Articles by notables-Robert E Sherwood, Lowell Thomas, Walter Winchell, Bill Mauldin and Philip Wylie among others.

The increasingly frosty relations between President Obama and Russian President Vladamir Putin sends a big chill down my spine, as childhood memories of the Cold War are quickly defrosted. The cold war world of black and white, us vs them feels like deja vu all over again;  the deepening mistrust and accusations of lying being lobbed by both the US and Russia is familiar.

Is the Cold War being taken out of deep freeze?

Truth, Justice, and the American Way

Vintage Illustration from Community Silver advertisement 1943

It was 1956. The cold war was frozen solid.

Never were American dreams more potent or more seductive than in Cold War America when the USA stood united and confident in our role as leader of the Free World.

It would soon be my first Independence Day and my parents believed it was time for its littlest citizen to be introduced to her Uncle Sam and  “My America.”

What better place to be inculcated with truth, justice and the American way than at an honest to goodness Fourth of July parade.

Like most American  children I would be  inoculated with a strong dose of Americanism which if administered at an early age would build up your immunity to any opposing belief system.

That year, the theme of our local parade was the celebration of The Four Freedoms.

All across Long Island, residents were a buzz over the fact that our towns parade was being co-sponsored  by those Cold War crusaders of truth from “The Crusade For Freedom”.

Cold War Crusaders of Truth

Vintage Ad Radio Free Europe Truth Dollar Campaign 1955

The Crusade, was a privately funded donation drive that raised “truth dollars” to support Radio Free Europe, the radio station that broadcast news and current affairs to the enslaved people behind the Iron Curtain.

In the black and white cold war world of us vs them, we were convinced that the Russians were hell-bent on destroying  freedom and the American way of life and it would be up to us to contain them.

Who Can You Trust

WWII Soviet Allies (L) Life Magazine cover 3/29/43 featuring warm and fuzzy Joseph “Uncle Joe” Stalin (R) Life magazine cover 2/12/45 featuring our brave ally a Soviet Soldier courageously driving on to Berlin

Like so many war born marriages it turned out our grand alliance during WWII  with the Soviets was more a marriage of convenience and our relations had turned frosty.

As if shifting gears between enemy and ally was as effortless as the automatic transmission in your Chevrolet, the considerable fury and fear that had fueled our hatred of those bloodless Nazis had been seamlessly and swiftly rerouted to those Godless Russians Commies, uniting our country once again.

Uncle Sam was certain that the Communists were not only concealing the truth but were waging a campaign of hatred against us and our peaceful, decent motives.

They were weaving fantastic stories and twisted facts about America unlike in our country where the government told us the truth.

Truth as clear and undistorted as the perfect picture you were promised on your new Philco television set.

True picture, no blur, no distortion, that was the American Way.

Cold Facts

(L) Vintage Book The Soviet Image of the United States A Study in Distortion by Frederick C. Barghoorn Co. 1950 Harcourt, Brace & Company
The book claims that “Soviet propaganda against the United States is one of the main instruments of the Kremlin’s aggressive foreign policy Moscow, building the worlds greatest war machine, is seeking to turn world opinion against the US by accusing America of crimes against humanity of which itself is guilty>”

By exposing the calculated lies that Communists were spreading, and promoting the American way of Life, Radio Free Europe became a vital strategy in winning the Cold War.

The Crusade For Freedom had aired public service announcements on the radio all week leading up to the parade, as well as advertisements in all the papers.

“Every hour, every day, millions hear no other version but hating America”  Dad read aloud from a full-page ad in the NY Times, paid for by the Crusade and their Truth dollars. “The unfortunate people behind the iron curtain are fed a steady diet of lies and misstatements and the poor people are made to swallow that poison”.

Sugar Coated Goodness

Dad wanted us to realize how vital Radio Free Europe was.

As my brother mindlessly popped fistfuls of sugar crisps into his mouth -for breakfast its dandy, for snacks it’s so handy or eat like candy:  Dad tried to explain :“Just as mom feeds us wholesome good food, we needed to feed the poor people behind the iron curtain the good nourishing truth”.

America was not only the greatest nation in the world it was the very embodiment of freedom, democracy and progress.

With my made- in- the- USA regulation rattle in one hand and my National Dairy Council issued bottle of milk in the other I was ready to to be inducted into Uncle Sam’s service and pledge my allegiance to the land of the Free.

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The Man Who Feels Right About the World! Vintage image from Airfoam Ad 1946

Fact or Fiction

It may sound like a fairy tale but once upon a time the GOP really were…well, pretty Grand!

Today when the phrase “moderate Republican is fast becoming an oxymoron , it seems like fiction  to imagine a  time when there really were progressive, liberal Republicans who roamed the political landscape and were actually in the vanguard of the civil rights movement.Such as  liberal Republicans from the northeast like Jacob Javits who should have been a democrat

Having watched his father work N.Y.s Tammany Hall and saw the corruption and graft associated wit that NY Machine, Javits joined the Republicans in the 1930s supporting the Progressive Republican for Mayor Fiorella La Guardia. After a stint in the House of Representatives, and then as NY Attorney General, he ran for seanter in 1956.

The longtime senator from New York was a leader of Progressive Republicanism for more than 3 decades, and was one of the most liberal voices in the senate.

His was also  my second  kiss from a politician.

The politician and the bald-headed baby were made for one another.

A baby’s first kiss from a politician is always remembered….and mine in 1955 was no exception .

A Campaign Kiss

Declaration of Independence (L) Illustration from Vintage ad Franfort Distilleries (R) Vintage Baby Book 1937

On my first Independence Day  my parents believed it was time for its littlest citizen to be introduced to her Uncle Sam and “My America.” And what better place to be inculcated with truth, justice and the American way than at an honest to goodness fourth of July campaign rally.

July fourth was the official campaign kickoff , which seemed natural enough since the right to vote was as American as the hot dog.

The hot weather seemed to have little effect on the swarm of soggy seersucker suited town-clerk-district-court-judge-town-supervisor-hopefuls  buzzing and circulating around the rally. Displaying high beam campaign poster smiles with their  Arthur Murray toned wives in tow, they glad handled handing out emery boards and plastic rain bonnets with their names printed on them, as they scanned the crowd for a baby to kiss.

Nothing said the America way of life more than that age-old kiss from a politicians and it didn’t take long before some county comptroller-wannabee’s radar had me in his sights.

Mopping his brow, and peeling off his jacket,  a well upholstered Sicilian-American with a melting pot belly and unruly eyebrows  waddled over towards us, clumsily clutching a hot dog in one hand.

He savored fully the juices that trickled down his chin, licked a spot of mustard off his cheek, and bent over to kiss me on the top of my head while with a greasy hand, presented Mom with a wink and a green plastic comb with his name emblazoned on it, hoping to win her vote.

The tangy residue of French’s yellow mustard and the sandpaper sensation of the heavy stubble on his chin lingered on my forehead longer than his name lingered with my parents.

A Javits Republican Puckers Up

The politician and the bald-headed baby were made for one another.
L) Vintage photo from 1950s ad (R) Senator Jacob K. Javits

 But when a balding gentleman, the charismatic N.Y.State Attorney General, who despite the heat was crisp and cheerful in a brown suit and purple hued tie, chose my own bald little head to kiss, Mom was ecstatic.

“That should be good for a few dozen votes when he runs for the senate next year,” Dad chuckled.

There was talk of the Attorney General running for senate next year, which explained why Jacob Javits was out in full force helping local campaigns in our small suburban town.

The Jews claimed Jack Javits as one of their own which was why he was the first and only  Republican my Roosevelt-nik-New Deal Democrat mother every voted for.  The fact that Javits had run against FDR Jr  made the choice  more even more agonizing for Mom , but being Jewish trumped everything.

As Javits bent down to kiss me, his breath fruity from a constant consumption of cough suppressing cherry flavored cough drops, a skinny young photographer  from The Long Island Press  fortuitously  captured the moment forever. The yellowing photo from the newspaper would lay pressed in my baby book pages for the next 50 years, right next to my inoculations records.

© Sally Edelstein and Envisioning The American Dream, 2013. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited. Excerpts and links may be used, provided that full and clear credit is given to Sally Edelstein and Envisioning The American Dream with appropriate and specific direction to the original content.

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With his overweight girth, penchant for candy, coffee and cigarettes, it’s a Christmas miracle that twinkly-eyed Santa is still around to make his Christmas deliveries. One only hopes there’s a Cardiac Care unit in the North Pole.

To believe the mid-century advertisements,  Santa’s prodigious sweet tooth was only surpassed by his capacity to chain smoke endless cigarettes and down copious cups of caffeine.

A Smokin’ Santa

With all those billions of presents to deliver on time across the globe, poor Santa’s nerves were sorely tested.

Reading all those billions of lists, checking then twice could fray on anyone’s nerves. Jolly Santa could get quite testy,

As any elf could tell you, nothing could calm those holiday jitters better than a cigarette. Medically approved to help your disposition, cigarettes were regularly suggested by doctors in all branches of medicine to ease tensions in our fast paced world.

Vintage Xmas cigarette ad Camels & Prince Albert Tobacco 1949

“It’s a psychological fact: pleasure helps your disposition.” Camels cigarettes claimed in their ads.”Ever yip like a terrier when things go wrong? That’s only natural. But it’s a psychological fact that pleasure helps your disposition! That’s why everyday pleasure-like smoking for instance- means so much. So if you’re a smoker its important to smoke the most pleasure-giving cigarette camel.”

And not just a hurry up puff, but smoke after smoke of soothing comfort.

If Santa stole a puff or two now and then, who could blame him?

Living under the constant cold war conditions of possible nuclear attack, mid-century Americans relied on the calming comfort of cigarettes.

A carton of cigarettes was number one on Americans wish list for Christmas. What better way to say Happy Holidays, Here’s to your Health! than as carton or two of smokes. Cigarettes, the gift you can give with confidence.

Vintage Xmas ad Old Gold Cigarettes 1952

Vintage Xmas Ad Camels & Prince Albert Tobacco 1943

Vintage Ad Ronson Lighter Santa Lights Up 1948

Vintage Xmas Ad Camels Cigarettes 1951

Candy is Dandy

Vintage Xmas Ad Whitman’s Chocolates 1949

It wouldn’t be Xmas with out candy.

Not only was it a Christmas tradition to give a hefty 3 pound box of chocolate pleasure to those at the top of our list, Santa made sure he kept plenty of brimming bowls of hard candies and chocolates around the home and  the workshop .

Vintage Xmas Candy Ad Brach’s 1952

North Pole Productions

The huge production operation at Santa’s North Pole workshop rivaled the defense plant at Willow Run during WWII in its stupendous output. Santa and his industrious elves were working 24/7. Engineers, designers, and production experts at the North Pole were hard at work secretly designing the newest and biggest toys.

There could be no let up till the job was done. And back of it all, Santa guided, coordinated, and applied pressure where needed.

Since overseeing the toy making in his workshop was  an all day- all night operation, fatigue could set in mighty early.

The secret to their success….sugar, natures healthy fuel.

That’s why Santa made sure he and all his elves had all the sugary sweets they needed while they worked.

Call it pick up or call it pep-up. Or call it plain energy. “The Crave for candy is a call for energy,”  the Council on Candy of the National Confectioners Association  explained to the public in a series of post-war advertising.

When you have that crave for candy whether you’re shopping or making toys your body is saying “I need fuel, I’m running short on power ”

Vintage Candy ads The Council on Candy of the National Confectioners Association 1940s

Smart Santa took the advice offered by the Council on Candy in this 1946 ad:

“Wholesome Candy is a great top off to the workers lunch because it’s a great energy provider.”

“And in between working hours is a good time to take on the energy for the job ahead. Yes- candy cheerful as it is in the eating, is a serious food. It provides fuel quick – quick energy…can do. You like candy for what it is; your body appreciates candy for what it offers.”

“We’ve learned a lot new about nutrition during the past few years. Candy’s  important place in feeding our men during the past war is one indication of that modern knowledge. And aren’t we glad that something so useful to our bodies is so pleasant to our tastes “

Of course the important nutrition in candy was healthful, wholesome sugar, packed full of goodness.

(L)Vintage Xmas Coca Cola Ad 1949 (R) Vintage Xmas 7 Up ad 1949

Santa also stocked up on plenty of sweet sugary drinks to give that sugar rush a boost.

As one ad for Coca Cola explained it: “Supposing you were old Santa Claus. What a job you’d have. Chimneys waiting everywhere…youngsters gifts to be checked. The job certainly calls for that extra something. You’d get tired and thirsty too. You’d want that extra something. You’d find refreshment going quickly into energy. You’d be ready to shout “Ho Prancer, Ho Vixen….”

A Cup of Christmas Joe

Hmmm! Nothing smells as good as coffee.  Happy interruption. Keeps your mind sharp, alert. The smell of fragrant fresh brewed coffee carried through Santa’s workshop. No wonder the elves come -a running. Who can resist coffee’s cheery aroma, so tempting so full of promise.

That’s why Mrs Claus always kept a pot brewing up at the North pole.

She knew Santa needed to be on his toes….there were an awful lot of people to remember who was naughty or nice. Coffee kept Santa on the ball.

Without the helping hand of Fed Ex, Santa needed some help making those all night global  deliveries. Just like a jet pilot needed to be alert, so Santa needed the jolt he could count on from caffeine to get him through the long night.

When you’re on the open road , whether car or sleigh, Santa was wise to remember the safety slogan “Give yourself a coffee stop, for cup after cup of energy.”

The Pan American Coffee Producers ran a series of ads extolling the virtues of coffee as a beverage to drink any time of day or night and Santa was a perfect spokesman.

“Santa was  right to break the fatigue and monotony of his long cold route with  a second and third cup of hot coffee”, they reassured us.” For science says coffee relieves fatigue, actually rests you when tired and makes your mind alert and clear.”

Vintage Xmas Coffee Ad 1940 Pan American Coffee Producers . Illustration by JC Leyendecker

Merry Xmas to All and to all a Good Night

In this 1940 advertisement   published by the Pan American Coffee Producers for the benefit of the American Public, Santa needn’t worry about falling asleep on the job.

“Most people know there is good cheer in a cup of coffee.”

“For sound scientific reasons, it brightens conversation, makes mind and muscles more alert-lifts up the spirits  when you’re tired.”

“Industry recognizes the fact in factories the country over, by having “time out for coffee” in mid-morning and afternoon-finding a definite improvement in efficiency through it.”

“But what many people do not know is that they can enjoy coffee in the evening, and also enjoy  a good nights sleep. The reason is, if you’re like 97 out of 100 other folks the lift you get from coffee lasts only 2 hours. You can drink a fragrant cup of coffee whenever you want it- morning, noon and night- without worry over sleeping.”

“So when you feel the urge for a cup of coffee it isn’t only to give rich satisfaction to your taste-“the gentle lift” you get is good for you.”

“That’s why cheering, heart warming coffee chimes in with Santa, and says-“to all a good night.”

Vintage Xmas Coffee Ad Pan American Coffee Producers 1952

“Think Better! At the North Pole Santa Claus and Mrs. Santa plan the biggest Xmas list in the world…and give themselves a coffee break!” So begins this 1953  Pan American  Coffee Bureau ad.

“Work better…Santa’s elves load up the sleigh…and take a coffee break.”

“Whenever you have a problem…have a cup of fragrant coffee! The pleasant lift helps keep your mind alert. When you want an aid to clear thinking better take a coffee break.”

“Coffee’s gentle stimulation helps you do a better job have more fun when you take a coffee break.”

© Sally Edelstein and Envisioning The American Dream, 2013. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited. Excerpts and links may be used, provided that full and clear credit is given to Sally Edelstein and Envisioning The American Dream with appropriate and specific direction to the original content.

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Calling gender pay gap an embarrassment in 2014, President Obama said in his State of the Union address that ” it’s time to end workplace policies that belong in a Mad Men episode.”

The Republican’s agenda would drag women back to the ’50s on everything from health care to workplace.

Their  antiquated views of women in the workplace  are laughable if they weren’t so serious. The Lilly Ledbetter Fair Pay Act, claimed presidential hopeful Mitt Romney “talked down to the women of this country.” He further commented that “if you’re going to have women in the workforce” as if  having women in the workplace was still open for debate.

The Paycheck Fairness Act which would add additional protection against the gender wage gap has stalled in Congress.

Perhaps Republican’s would like to go back to the times when the retro gal eagerly scoured the want ads, which like public restrooms were still squarely divided between Male and Female. Separate but not very equal.

Kinda like still earning 77 cents on the male dollar.

A reminder of the workplace of the retro working girl:

Vintage Ad Pitney Bowes Postage meters 1952

Sexist Vintage Pitney Bowes Postage meter advertisement

Vintage ad 1957 Underwood Typewriter

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