Print Paper Ads Part 1
Your research team was able to find ads about printing paper products from the 1900s to the 1970s. It was observed that ads in the 1900s to the 1920s were very simple, having either minimal words or minimal pictures/graphics. Advertisers started to use a lot more words with prominent drawings, paintings, or photographs from the 1930s to the 1950s. By the 1960s through to the 1970s, photographs and graphics became more prominent with the font getting a bit smaller with fewer words used.
- Decade: 1930s
- Description: It is a 1935 ad about Kimberly-Clark's printing paper.
- How it fits the era: The color of the paper and the printing style it gives is very reminiscent of that era. Also, like many ads during this time, it features a lot of copy that tells a story.
- Decade: 1920s
- Description: It is an ad from 1926 about white paper that doesn't give off the yellowish color that many papers in those days had.
- How it fits the era: Ads in the 20s started to have more negative space around their copy and they featured more images, as can be seen with this ad's use of pictures of Pontiac cars printed on paper.
- Decade: 1930s
- Description: It is an ad from 1936 that tells a story about their paper-making process.
- How it fits the era: The painting of men working in a factory is powerful here as the United States was still recovering from the great depression. Also, unlike the 1920s that increasingly showed busy women, the 1930s prominently featured working men. Just like other ads in the 1930s, this ad featured a lot of copy.
- Decade: 1960s
- Description: A 1960 ad about enamel printing paper sold by Consolidated.
- How it fits the era: The picture of the man is black and white. The man in this ad is Phil Silvers who was at the time a CBS TV star. This ad followed the common style of the decade with bold and large pictures with a bold headline.
- Decade: 1940s
- Description: A 1940 ad about the Hammermill Bond paper product. Hammermill is a British paper company.
- How it fits the era: To boast about its durability, this ad jokes that the paper that is shown is old enough to vote as it lasted for 21 years. The word 'vote' is key here as around this time the world was heavily involved in World War II. It was also an election year when Franklin D. Roosevelt, the president who authorized the US to enter World War II, was elected for a third term due to changes in public perceptions about the war.
- Decade: 1950s
- Description: A 1956 ad about their enamel printing paper.
- How it fits the era: Similar to the earlier Consolidated ad with Phil Silvers, this ad features a photo of a woman in an office wearing a headdress that Native American chiefs usually wear. The picture is also in black and white and features a typewriter along with a rotary dial phone, which is aesthetically the most popular variation in the 1950s. The 1950s was the era where they started to feature large imagery at the top with copy pushed to the bottom.
- Decade: 1950s
- Description: A 1950s ad by the Maxwell Paper company talking about how paper helps the account executive at an ad company.
- How it fits the era: The ad features a Mad Men-style office with what appears to be the "account executive" speaking on one rotary dial phone with the backdrop of what appears to be New York City behind him. There's what appears to be a secretary handing him another phone. This ad also features the large imagery at the top with copy pushed to the bottom.
- Decade: 1940s
- Description: A 1947 ad about Crane's Fine Papers.
- How it fits the era: The ad features a large pencil drawing of a potter taking pride in the ceramics that he is working on and has worked on. In this decade, a lot of emphasis was put on images and slogans, which is what is seen in this ad. Also, drawings were used a lot to advertise because these illustrations were found in a lot of popular fiction literature of back then such as Hardy Boys and Superman. Beside that is a passage speaking on the pride the company takes in making their fine papers.
- Decade: 1900s
- Description: A 1909 ad from Hampshire Paper Company about their Bond Letterhead printing paper.
- How it fits the era: Like many ads around this era, this ad is copy-heavy and has text that tells a story.
- Decade: 1970s
- Description: 1971 ad for Kimberly Clark's new Zodiac Colors paper line.
- How it fits the era: This ad featured a kaleidoscope of colors and zodiac symbols that were very popular in the 60s and early 70s. The page with the ad is mostly filled with the colorful graphics and pictures of their merchandise, with two paragraphs up top describing their product.
Most of the vintage ads that we found were from online stores of vintage products. We verified their authenticity by going through the backgrounds of each store, vendor, and website. One store that was used the most was Period Paper. Period Paper, an online vendor that has been around since 2004 and selling more than 125,000 items, follows grading standards that are influenced by the Overstreet Numerical Equivalency grading system, which is used worldwide in the comic book collectibles industry. We also looked at the ads on marketplaces and compared them with ads we found on more trustworthy sources. For instance, the Consolidated ad we found on Amazon was compared with the ad we found on TIAS, which is one of the oldest online antique shops currently in existence.