Tag Archives: advertising

Paper Shadows

When I found the hand shadow trade card for Salem furrier T.N. Covell below I thought I had stumbled onto something unique, but it turns out that shadowgraphy, ombromanie, or “Ombres Chinoises” was just another Victorian fad, like phrenology, penny farthings, and mesmerism. It didn’t take long to find other examples, and other “animals”: the seal led to search for other shadow cards made in Boston and elsewhere, and the offerings of John Bufford, who was a very serious lithographer and businessman. So here we have a late nineteenth-century variation on the silhouette: more whimsical than documentary and more commercial than personal. An ephemeral art, as (electric) light was already too bright when it appeared, and very reflective of a much simpler time!

Paper Shadows

Paper Shadows 2

Paper Shadows 3

Paper Shadows 4 Chatterbox

PicMonkey Collage

Victorian hand shadow trade cards and the December 15, 1869 edition of Chatterbox, Library of Congress; Illustrations from the Ombres chinoises, guignol, marionnettes, par Émile Lagarde , 1900, Bibliothèque nationale de France


Ghost Signs

Salem doesn’t have many “ghost signs” of commerce past–I think sandblasting was part of its urban renewal experience–but it does have one of the most famous and most-photographed, marking the former Newmark’s Department Store on Essex Street. As you can see from my photographs from yesterday and the postcard from a century ago, this is actually the second sign (at least) on the side of this building. With the adjacent two-story building below, it’s an urban billboard.

Ghost Signs 2 008-001

Ghost Signs 1907

Ghost Signs 2 009-001

The F.W. Webb plumbing supplies building on Bridge Street, probably Salem’s most prominent “industrial” building, is a billboard on all four sides. When you’re coming into Salem on 114 over the North Street bypass bridge, you can’t help but notice it on the right, mostly because of its retro lettering and its sharp contrast with the nearby Peirce-Nichols house. You can “read” the history of this building through its surviving signage: I particularly like its rear wall where only shadows remain.

Ghost Signs 2 015-001

Ghost Signs 2 020-001

My last ghost sign is on Peabody Street in Salem, a street of  brick multi-story residential buildings built just after the great fire of 1914. There’s very little room between them, so this is not a great streetscape for signage, but one has managed to survive:  for Beeman’s Pepsin Gum, a nationally-sold product marketed primarily as an aid to digestion. Few people probably notice this sign today, but for decades it was right on one of the major pedestrian paths to Salem’s largest employer, Pequot Mills.

Ghost Signs 2 013-001


War Games

It’s not just contemporary video games that engage our children (boys) in virtual warfare: their paper predecessors had the very same focus. The majestic monarchs and large professional armies and navies of the eighteenth century inspired the transformation of traditional games of the goose into more strategic games of fortifications and war, and nineteenth-century manufacturing and marketing techniques intensified this shift, along with contemporary ideas about nationalism and education. Four things inspired me to dig into this topic:  André Hellé’s Alphabet de la Grande Guerre, which I featured in my last post, the discovery of a board game dating from and “playing” the Crimean War of 1853-56 (too topical), a recent New York Times “Opinionator” column about “The Myriopticon”, a Civil-War parlor game which was “immensely popular with boys”, and an advertisement for Salem’s own Parker Brothers’ Spanish-American War games, The War in Cuba and The Battle of Manila. And then I discovered the Victoria & Albert’s Museum of Childhood “War Games” exhibit, which is closing at the end of the week.

ABC Great War Games

War Games Crimea V and A

War Games

War Games Parker Brothers

I find these games a little disarming. I understand that the ABC was intended for “the children of our soldiers”, but do these children really need to see pictures of trenches and tanks (no gas masks, thankfully)? I’m just nervous about the Crimea. And Milton Bradley produced the Myriopticon during the Civil War (or Great Rebellion), a tactic that was followed by Parker Brothers at the end of the century. Both World War I and World War II challenged the glorification of war in many ways, but they did not put an end to war games; if anything, the intensifying competitive nationalism and focus on propaganda made them even more popular. The latter are of the bombs away variety, but games of the Great War seem particularly and personally destructive: German children targeted Britain with their toy u-boats, while the object of British children was to get rid of the Huns.

War Games U Boat

War Games Sink the Huns

Get Rid of Huns Maze Puzzle, c. 1916, Victoria & Albert Museum of Childhood.


Trading Tokens

I’m not sure when I last posted on trade cards, but it was definitely a while ago. This blog is getting to the point where it needs an index, I fear. I’m always on a rather random hunt for interesting examples of advertising ephemera: I like Salem-related items, but they have to be special in some way. There are just too many stock items out there–plump children, scary clowns, kittens, flowers. So many cards were produced in the last quarter of the nineteenth century (before they gave way to magazine illustrations) that millions survive, preserved as tokens of trade and little windows into the contemporary commercial landscape. Harder to find are cards with interesting shapes, and metamorphic cards, examples of Victorian special effects achieved by holding the card in question to the light, or folding it a certain way. The latter are getting pricey; one (a very rare example of cross-dressers)  recently sold on ebay for $150. Here are a few of my recent purchases, and cards which caught my eye: corsets and Frank Cousins, one of my favorite Salem entrepreneurs, are an impossible combination for me to resist, as are horseshoes, Kate Greenaway-esque little girls (an exception to my no children rule) and anything apothecary-related. The amazing die-cut trade cards of a butterfly and what looks like a cracker or biscuit to me but is supposed to be a cake of soap manufactured by Enoch Morgan & Sons, are from Harvard Business School’s Baker Library (which is currently featuring an exhibition entitled The Art of American Advertising, 1865-1910) and the metamorphic card of Uncle Sam drinking coffee is from the Miami University Library’s Victorian Trade Card Collection.

Trade Card Salem Corset

Trade Card Salem Corset back

Salem Trade Card Bates Publisher

Salem Trade Card Bates Publisher 2

PicMonkey Collage

Trade Card Stickneyp

Trade Card Sewing Maching Butterfly

Trade Card Biscuit

Trade Card Soap

Trade Card Uncle Sam


Emulating Salem

I’ve been trying for quite some time, in several posts, to place Salem squarely in the center of the Colonial Revival design movement of the later nineteenth and twentieth centuries–and not just the artistic and academic movement, but also its more popular expressions. This is a continuing exploration, and as I am trained not as an art historian, or even an American historian, but a plain old English historian, I’m not sure that I’m searching in the right places or looking at the right sources. Right now I’m particularly interested in the broader impact of the period rooms installed in several major American museums after George Sheldon (at Deerfield in the 1880s) and George Francis Dow (at Salem’s Essex Institute in 1907) created the first period-room displays. By the 1920s and 1930s period rooms seem to have been assembled in most of the major American art museums, among them distinct Salem rooms such as that established by architectural historian Fiske Kimball at the Philadelphia Museum of Art in 1923 and the South Bedroom/later “McIntire Room” at Winterthur.

Salem Room Philadelphia MA

Salem Room Winterthur McIntire Room

The Salem and McIntire Rooms at the Philadelphia Museum of Art and Winterthur Museum.

I don’t think that it is a coincidence that you see advertisements for reproductions and adaptations of “Salem” furniture from this very same era, though the inspiration could be traced to many sources. Several major American furniture manufacturers, including Karpen Furniture and the Erskine-Danforth Corporation, produced entire lines of “Early American” reproductions. The latter’s Danersk line, advertised with accompanying Salem ships, seems like the very epitome of the popular Colonial Revival.

Salem Room

Salem Room 1928

The “Salem Room”: 1928 vignette by Edgar W. Jenney, who specialized in the depiction and reproduction of historical interiors and worked to preserved them–most notably on Nantucket.

Salem Room 1926p

Salem bed with border

1926 advertisements for Danersk Early American furniture, Erskine-Danforth Corporation.

It’s not really Salem-specific, but I can’t resist referencing the great 1948 Cary Grant/Myrna Loy film Mr. Blandings Builds his Dream House here, because it both exemplifies and mocks the longstanding influence of the Colonial Revival in America. After an interior decorator (named Bunny Funkhouser!) sketches an over-the-top “Colonial” living-room redesign for the Blandings’ NYC apartment featuring a cobbler’s bench, pie safe, and spinning wheel, they decide to decamp for the real thing in Connecticut. When their authentic colonial is deemed unsound, they level it and build a neo-Colonial, a bit more refined than Funkhouser’s sketch certainly, but most definitely Colonial in inspiration and design. I can’t find a still of the Funkhouser room, but you’ve got to see it to believe it.

Blandings


The Redcoat Next Door

There is always something interesting going on in Salem. Yesterday my over-the-fence neighbor, a museum interpreter turned screenwriter turned romance novelist, was shooting some six-second Vine videos next door at Hamilton Hall to publicize her forthcoming book, The Rebel Pirate (2nd in the Renegades of the Revolution series).  She graciously allowed me to pop over and see the action. As one of the central characters in the novel is a British naval commander, the redcoats are in the picture and it was fun to see one running around the Hall–especially in sneakers (the floor was a little slippery for swordplay). The conceit of the scenes was a romance reader sitting amidst the characters of the novel come to life, and so they were played out, again and again–including a last bit where the characters creep in and turn the pages for her! (Really cute but hard to photograph from afar–look at the Vine). Observing how much effort goes into a six-second film certainly gives one an appreciation for how long it must take to produce a full-length feature! Despite some ongoing window restoration (inside and out), the Hall looked great and provided the perfect romantic setting.

Redcoat First

Redcoat Second

Redcoat Third

Redcoat Fourth

Redcoat Fifth

Redcoat Sixth

Redcoat 2 145

P.S. This was not the only Salem “set” I visited this past year: now that it is beginning to get accolades, I do want to remind everyone that several scenes of American Hustle were filmed in Salem last spring—see my post Filming on Federal.


Electri-city

When I started blogging three (!!!) years ago I really didn’t think I would feature Salem quite so much; I chose the name Streets of Salem because it’s a nice (alliterative) name and I am a very place-oriented person, but I didn’t think the blog would be exclusively or even mostly focused on Salem. I’m not sure it is: history and architecture (of Salem, or not), art, literature, folklore, horticulture, and design certainly have their place here, and even when I do focus on Salem (about half the time? maybe more) I really try for a more universal perspective in terms of both chronology and geography. As much as I love Salem, there’s a certain parochialism here that I often find a bit jarring. Nevertheless–and that said— sometimes I can’t help but feature a Salem story:  so much happened/happens here!

I was going to devote this week to various aspects of winter sports when I came across a neat industrial brochure about fluorescent lighting of all things, published by the Hygrade Sylvania Corporation (whose former plant is part of the university where I teach) in 1940:  The Dream of Scientists becomes an Accomplished Fact. What a great mid-century title! I opened it up and there was the history of electricity from a Salem perspective.

Cca49902HygradeSylvaniaCorporation_0005

Cca49902HygradeSylvaniaCorporation_0006

I was attracted to the artwork (and the sheer confidence of the writing) so I kept on reading, but it got too technical. I knew about Moses Farmer anyway, but have never mentioned him here–too technical, I suppose. Salem’s industrial history is probably just as important as its cultural and commercial heritage but certainly not as heralded, or as visual. Farmer was a New Hampshire-born engineer who experimented with electrical devices, most prominently a “self-exciting dynamo” which he used to illuminate lamps in the parlor of his Pearl Street house in Salem every evening of July, 1859–twenty years before Thomas Edison’s light bulb. This, then, was the first instance of domestic incandescent illumination in the United States, right here in Salem. Of course Farmer’s achievement, like that of Edison, was based on the experiments of a succession of scientists: electrical experimentation, along with the first appearance of the word electricity, commenced in earnest in mid-17th century England.

I wish we had more (or any!!!) reports of Salem citizens observing the illuminated house on Pearl Street in the summer of 1859. I imagine crowds standing outside, night after night. This house is still standing, and its owners have paid tribute to what happened in their home with a sign on its exterior. I applaud their effort and enthusiasm, but I think the date is incorrect: after all, Farmer illuminated this very home in 1859. The MACRIS database identifies the house as the William Knight House, built in 1846.

Light 009

Light 010

I am imagining crowds in front of this house in 1859: over a half-century later we have documentation of crowds, and cars, converging before another “electrical” house in Salem. In 1924 the North Shore Real Estate Board commissioned the construction of an attractive colonial revival house on Loring Avenue (just down the road from the Sylvania Plant) equipped with all manner of state-of-the-art electrical appliances and gizmos, a house of and for the future, and another scientific dream fulfilled. It was open to the public for the month of June, and then sold; I drive by it several times a week.

electricity


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