Vintage Advertisement of the Week – October 3, 2024
Seventeen Magazine, May 1948
If you are into vintage fashion of the late 1940’s, a few things may come directly to mind. Bright patterns and plaids. Plaids were really in vogue for young co-eds and teens during the late 1940s. Perhaps after the drab, dull, rationed war years, young adults were bursting to make a statement? Dan River Mills certainly captured the essence of the times with this advertisement.
I don’t want to delve into the history of the various American knitting mills. There were plenty of mills in the United States throughout the 20th century, upon which many have a long and rich history. If you have interest in learning more about the Dan River Mills you can do so here. As far as DC Comics goes, massive books have been written on that dynasty. Just google DC Comics and be prepared to have an avalanche of information at your fingertips.
What interests me most about the Dan River Mills advertisement is the marriage of plaid and a superhero, namely Superman. It is a bit of a paradox. All I can gather, is this very well might have been the cusp of marketers methods to throw a brand on anything just to see if it would sell. The proverbial spaghetti on the wall method. The over commercialization of cartoons/comics/characters had to start somewhere. Maybe it was here? To be sure, it is an interesting combination, Superman and plaid. Not one that I would ever have thought to combine myself. You can’t blame a company for trying.
This is part of this print commercial that gets me is, once again, the need to tell the reader to dress for your superman. It is ubiquitous throughout 1940s advertising. Consider how others will perceive you first, then consider yourself. The ad goes on to say, “Wow ’em, slay ’em, mow ’em down in plaid that’s out of this world.” Plaid is slaying? It seems so ordinary these days, doesn’t it? It’s darn near comical. Get it? Comic-al?
It got me thinking. I wonder if there were many ads from the late 40s targeting young men to dress for the woman in their life. I am going to be on the hunt, and keep my eyes open for that very message. I’m guessing they were few and far between, but five will get you ten they are out there. If you know of any, share them below! I would love to be put wise.
Tidbits and Timemachines 