Tag Archives: advertising

Signs, Signs, everywhere a Sign

This summer I have given several thematic walking tours around Salem to various groups and have found myself looking at the city as a tourist might. One gets the impression of a very busy place, not just in terms of activities and traffic on the streets (which are nearly all torn up!) but also because of superfluous signage: I think Salem has a mild case of sign pollution. Recent efforts to streamline and standardize signs have resulted in some very nice “official” signs throughout the city, but many of the older signs from a more haphazard era still remain, and then we have the customary cases of Witch City exemptions. Here is a great illustration of what I mean: I took this photograph, but it was 100% inspired by a Salem Instagrammer who often captures interesting perspectives.

sign 2

A mixture of private and public signs on one Salem corner, and on one Salem street sign!

Attempts at sign conformity, emphasizing both information and aesthetics,are represented by the “Great Stories Begin Here” banner signs scattered throughout the city–which enable advertising through sponsorship–and the official signs which direct visitors to established heritage locations and neighborhoods.I think these stand out for the most part, except at certain locations where there are simply too many signs in close proximity.

Sign 8

sign

Sign 7

The worst cases of sign pollution by far are when public street signs have signs for private institutions affixed to them, as in the first photograph above. What are the signs for the Salem Witch Dungeon (which again, for the 99th time, I feel compelled to point out is not situated on the actual location of the former Witch “Dungeon” or jail) and the Gallows Hill Museum/Theatre (which is neither located on Gallows Hill or a “museum” or fully-functioning theatre) doing on public street sign? This is the Witch City exemption of which I spoke above: apparently witch “attractions” are allowed to affix their signs anywhere.

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Sign 6

A lot of information here, but we always know that all of the streets of Salem lead to the Salem Witch Museum!

Apart from these unfortunate mishmashes, there are quite a few notable business signs in Salem, which is perhaps a topic for another post. But I’ll leave you with my favorite old and (relatively) new signs, for Bunghole Liquors on Derby Street and Turner’s Seafood on Church Street. The Bunghole sign reminds me of days gone by, when a sign was the only way for businesses to draw businesses in, and subtlety was not an option.

Signs 9

Sign 3

Witch City Vulcanizing Company 1917 SSU

Bunghole and Turner’s Seafood signs in Salem today, and the Witch City Vulcanizing Company on lower Lafayette in 1917, Salem State University Archives and Special Collections.


Skiing through the Depression

Certain eras have a visual signature that is much more assertive than others, and when it comes to the last century, I’ve always thought that the 1930s was a very strong decade in terms of graphic design, in sharp contrast to the weakness of the economy. Is there an inverse relationship between art and anxiety? I think so. The bold WPA posters with their fat fonts seem like compensation for the bleakness and leanness of the times, and so too do commercial posters from that era. You see just one, and immediately you know when and why it was made: Cheer Up! An upcoming auction of vintage posters at Swann’s Auction Galleries is dominated by skiing posters from the 1930s, several of them designed by American artist Sascha Maurer (1897-1961) who seems to have specialized in this very specific genre. Whether they were sponsored by the railroad, or the ski manufacturer, or the resort, they all show shiny happy people on the slopes, and a bright world not too far from home for some, but still probably quite inaccessible. Go Skiing!

M30359-12 001

M32661-4 001

M30904-65 001

Skiing Poster Collage

M27331-15 001

M24261-51 001

Vintage Ski Posters by Sascha Maurer , c. 1935-37, Swann Auction Galleries auctions past and upcoming.


Wooden Water Pipes

There are holes all over Salem, granting access to traces of our infrastructural past below. Lots of utility projects this summer, and even now, and each time I see men’s (it is always men) heads semi-submerged I run over to see what I can see. Generally, it’s just road layers and cobblestones–not very exciting. So when a friend posted a picture of the wooden water pipes uncovered during a big project on Boston Street, I got over there as quickly as possible. And there it was, just one pipe in pieces, except where it opened up into the property from the street. Amazing!

WWPipes

WWPipes 2

WWPipes 3

I am fortunate to have an archaeologist/historian and an architectural historian among my colleagues, so I obtained the essential information about how this pipe came to be on Boston Street relatively quickly. Apparently Boston, Salem, and Portsmouth, New Hampshire were laying such pipes in the 1790s, initiatives of incorporated aqueduct companies which were formed by the merchant communities of all three cities. In the case of Salem, the Salem and Danvers Aqueduct Company was established in 1797, “for the purpose of supplying the inhabitants generally of Salem and Danvers with pure spring water”, and in the spring of 1799 water began running through wooden pipes (pine was preferred) to the properties of its subscribers. The first reservoir was on Gallows Hill, in relatively close proximity to Boston Street. According to the Company’s history, demand was ever-increasing: the 3-inch-wide pipes were replaced by 5-inch pipes in 1804, iron replaced wood in the 1850s, at around the same time that the still-beautiful Spring Pond, bordering Salem, Lynn and Peabody (then South Danvers) became the primary reservoir, supplying the city of Salem with “the elixir of life” as author Samuel W. Cole observed in 1858. There were many leaking issues too, and the extraordinary craftsman/engineer Benjamin Clark Gilman (1763-1835) from Exeter, New Hampshire was called in to fix them, based on his experiences in Boston, Portsmouth, Exeter, and New London, Connecticut. Industrial demand kept the pressure on the Salem system, and in 1869, the private Aqueduct Company transferred the ownership of its corporation to the city of Salem.

Water Receipt 1844

Water Works Map 1893

Lynn Mineral Spring Hotel

Lynn Mineral Springs Hotel ad

Subscriber receipt, 1844, Peabody Institute Library. Note the stipulation about wasting water! 1893 Map of part of Lynn and Salem, including Spring Pond, which indicates the main water route–Wenham Lake soon replaced Spring Pond as Salem’s reservoir; The famous Lynn Mineral Springs Hotel at Spring Pond–later the Fay Estate–from Alonzo Lewis’s History of Lynn, 1844; 1831 advertisement for the Hotel, Boston Evening Transcript.


Oyster Square

Time to return to the very basics of life:  food, and plumbing! Today I’m thinking about oysters, and up next I’ve got a special post on wooden water pipes. Oysters–their harvest, sale, and consumption–have always been big business in Salem: Wellfleet is hardly the only Massachusetts oyster town! At present we have three restaurants which feature oyster bars: the excellent Turners Seafood at the Lyceum, the oddly-named Village Tavern Grill & Oyster Bar, and the relatively new and very popular Sea Level Oyster Bar on Pickering Wharf. In the past, Salem probably had many more oyster establishments that were also actual oyster bars, as this particular commodity has evolved over time from a working man’s food to a bit more of a delicacy. Today, Salem’s many restaurants are spread out across its downtown, from the water to the train station, but in the past they were concentrated in the area around the Old Town Hall or Market House. Derby Square and Front Street today are still busy commercial spaces while an adjacent alley that served as an “Oyster Row” of sorts a century or more ago is now silent: yet Higginson Square still bears the signs of its purveying past.

Higginson Square

Higginson Square 2

Higginson Square 3

The large brick commercial buildings on the east side of Higginson Square were built between 1895 and 1915, replacing earlier, smaller structures that served as dining rooms, bars, and wholesale purveyors of oysters and other foodstuffs. Their surviving shop windows indicated that they were functioning as retail establishments in the twentieth century too, but I don’t think this remained a restaurant row. These building have Derby, rather than Higginson, Square addresses now, but the one adorned with the fire escape was the earlier site of the Remond residence/restaurant/and oyster operation at 5 Higginson Square operated by John and Nancy Remond, the parents of Salem’s pioneering African-American abolitionists Charles and Sarah. The spotlight is always on the Remond children (a new park named after them is in the works now) but I’ve always been more interested in their entrepreneurial parents, who operated several businesses in Salem. Surviving advertisements for Remond oysters (“Let them be roasted, stewed, or fried; Or any other way beside; You’ll be well served, or ill betide”) indicate that the North Shore was no longer viable oystering ground in the mid-nineteenth century, as John was bringing in large supplies of oysters from Wellfleet and New York, enough to operate a veritable wholesale monopoly in Salem.

Oyster Square Trade Card

Oyster Trade Card SSU 2

Oyster Trade Card SSU

Oyster Trade Card 2

Oyster Square Trade Card Lynn

Trade cards from the collection of Salem State University Archives and Special Collections and the Digital Commonwealth–I had to include the Lynn fish! The Remond businesses came a bit too early for these cards. Below–Salem’s 19th century Market Square, where oyster and other eating establishments were clustered. Higginson Square is marked in blue.

Salem 1851


American Girls

Countless cards were inserted in countless packs of cigarettes for decades starting in the later nineteenth century, for product (to avoid crushing the cigarettes inside), advertising, and revenue purposes (encouraging the formation of collections) and consequently cigarette cards form a huge category of ephemera. This is not really my category, but I do find some of the collections to be really interesting expressions of their era. A case in point are the several series of “State Girls” or “State Belles” offered by various publishers in the first decade of the twentieth century: the girls (or young women) are portrayed in a way that supposedly characterized their state, accompanied by other state symbols, and sometimes situated in representative settings. I became acquainted with these particular cards, which I have seen in both cigarette and postcard forms, through a flea market discovery of a Massachusetts girl, wearing academic dress while standing out on some North Shore rocky coast. This find occurred just several days after I received my Ph.D., and so this girl had a particular appeal to me: here I am, I thought, Scholar Girl, a Bay State Belle!

MA Girls Collage

As you can see, not all Massachusetts girls walked around in academic gowns, books in hand. The Raphael Tuck (on the rocks), Langsdorf (schoolmarmish) and National Art Company (sans glasses) girls do, but not those on the Platinachrome Company’s “alphabet” cards, which focus more on the letter and the state seal and flower, or the Fatima Turkish Cigarettes cards, which are all about the elaborate hats which adorn the heads of rather indistinct state girls. The ladies from all 45-48 states (depending on when these cards were published, and sometimes including the District of Columbia) get more detailed characterizations on some cards while on others they are simply idealized lovely-but-generic belles. Miss Pennsylvania is portrayed in colonial dress, armed with a musket and adorned with a tricorner hat, on the National Art Co. and Langsdorf cards below, while the “Keystone Belle” stands before the bustling factories of what I presume is Pittsburgh on the Tuck Card: the past and the present. Not yet quite a golden girl, Miss California is identified with her steamship and her oranges. The “Lone Star Girl” of Texas has her bluebonnets, and the “Opera Belle” of New York comes equipped with a skyscraper. There are girls equipped with fishing poles (Wisconsin, Washington, Oregon and Maine), swords (Maryland), paddles (Virginia), riding crops (New Jersey) and locomotives (Illinois), but the majority of young women are pictured with farming equipment or produce, a reflection of our then still-agrarian nation. A 21st century update on these cartophilic characterizations would be quite interesting.

PA State Girl Collage

State Girls CA collage

State Girls TX Collage

State Girls NY Collage

(Just click on the collages to enlarge)


Lawnmowers for Ladies

My occasional wanderings through the world of Victorian ephemera have definitely convinced me that bicycles represented a form of liberation–physical and otherwise–for women a century or so ago, but I’m confused by the multitudes of similar contemporaneous images of women operating lawnmowers: why would women actually choose to do tedious men’s work–didn’t they have enough to do, or, weren’t they in a good position to get out of it? Is this a case of advertising push rather than feminine pull? Women in short shorts and other inappropriate attire seem to be featured regularly in post-war advertisements for lawnmowers, but I’m more curious about trade cards and such appearing fifty years earlier, when women were supposed to be a bit more closeted. The first “lady with lawnmower” that captured my attention featured was an apparently quite famous English actress named Marie Studholme (1872-1930), who posed with all sorts of things, so I thought the lawnmower was just one more thing. But she was in good company: between 1890 and 1910 or so there were several manufacturers that seem to be marketing lawn mowers for women, or lawnmowers that were so easy to use that even girls could operate them (in their perfect pinafores). Perhaps this is a case of class trumping gender: after all, the majority of women didn’t have expansive lawns in need of tending. The lawn itself, like the lawn mower, is a nineteenth-century creation. I must confess to having a rather romantic attachment to my own manual lawnmower, but only because my backyard is mostly garden with very little lawn–and my husband always does the mowing.

Marie Studholme

Ladies Lawnmowers 2 DC

Ladies Lawnmower BPL DC

Ladies Lawnmowers 3 DC

Ladies Lawnmowers

Miss Marie Studholme with her bicycle and lawn mower, c. 1900; Lawn mower trade cards from c. 1880-1910, Boston Public Library and from a selection at the Trade Card Place.


Hip (-Hop) Hamilton

It seems to me that from time to time one of our Founding Fathers emerges from the pack, to glow just a little brighter in a blaze of adulation. Certainly John Adams had his time a few years back, singled out by David McCullough’s book and the HBO series; more recently “Sexy Sam Adams” emerged as the hero of the History Channel’s (or as most historians refer to it, the Hitler Channel) Sons of Liberty miniseries, sponsored, of course, by Sam Adams beer. Now it’s all about Alexander Hamilton, the star of a namesake, sold-out musical on off-Broadway. Hamilton, written, directed and starring Tony winner Lin-Manuel Miranda, is based on Hamilton’s rag-to-riches life, as charted by Ron Chernow’s 2004 biography, set to a score that sounds far more lively than that of 1776.

Hamilton the Musical

Hamilton the Musical 2

Hamilton Poster

I don’t find the spotlight on Hamilton, or the success of Hamilton, even remotely surprising. After all, I live in Alexander Hamilton world: the first thing I see every morning when I wake up is Hamilton Hall, the c. 1805 assembly hall named after the Federalist hero/martyr, and the sign boldly attesting to that fact. And even if you’re just familiar with the outline of his life you can understand that it would make for a good story: illegitimate Caribbean orphan sent to New York, student, lawyer, lover, soldier, author, first Secretary of the Treasury, victim of a duel. Fill in the details and you’ve got a blockbuster!

Alexander Hamilton 1957 Rand McNally Ad

Hamilton Batman Bill

Hamilton Birthday Card

Hamilton Vodka

Hamilton updated: 1957 Rand McNally ad; defaced $10 Batman bill; Alexander Hamilton birthday print by A5/Day; Alexander Hamilton small-batch Vodka.


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