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Barbie’s Body Evolves

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Barbie and Chubbettes ad

News flash: Barbie’s got some junk in her trunk!

After nearly 57 years, Barbie is finally packing on some healthy pounds and she’s not rushing to sign up with Jenny Craig to shed them!

In fact she’s quite okay with it and so are we.

Barbie Gets Real

new barbie curvy and original Barbie

Original Barbie (L) New Curvy Barbie (R)

Mattel has finally come out with 3 different bodies for Barbie.

Now Curvy and Tall  and Petite will be sold side by side with the familiar busty impossibly wasp-waisted original.

This marks the most startling change to the arguably most famous and famously dissected body in the world, a body that has spawned countless women’s study papers with concerns that Barbie reinforced a single impossible standards of beauty for girls to try to meet.

To those of us who were first generation Barbie buddies, Barbie was first and foremost a teenage fashion doll. Now there are whole new fashion challenges and choices for Barbie.

If today’s new Curvy Barbie wants to go all retro, she might want to check out some vintage fashions designed just for chubby girls and get some fashion tips.

vintage ad chubbettes

“How Happy Can A Chubby Girl Be? As happy as a hit with a rollicking beat, or a serenade in a dreamy mood…as happy as one whose extra young pounds have been delightfully transformed by the designing magic of Chubbettes.” vintage ad

These ads from Chubbette Fashions ran around the same time that Miss Barbie splashed down and spun into the orbit of nearly every suburban girl in 1959.

Like most girls in the 60s I was mesmerized by Barbie and her seemingly impossible anatomy that seemed to fit so beautifully in all her many exclusive costumes.

vintage Barbie ad

Original Barbie came in flesh tone vinyl plastic. Besides adding 3 exciting new body types, they are adding 7 new skin tones to the line of Barbies.

“Barbie is the teenage fashion model who has a complete wardrobe of lovely new fashions to wear, the copy read in the enclosed booklet. “You can dress Barbie in the latest Paris fashions in glamorous party dresses, in school sportswear, swimsuits from the Barbie Teenage fashion collection styled exclusively for your Barbie to wear.”

Vintage Barbie Fashion Booklet

Vintage Barbie Fashion Booklet

But I worried, After all those dates to the malt shop with Ken would she still be able to fut into those Gay Parisienne dresses?And she needed a svelte figure for her solo in the spotlight! To keep her in check I kept her nibbling on dainty Rye Krisp and sipping Tab with that one crazy calorie on any and all dates with Ken or her gal pal Midge .

No one wanted a plump fashion doll and no one certainly wanted a chubby daughter.

Fitting In

Chubbettes vintage ad 1950s

“Is she on the plump side? Send her back to school in the slenderizing magic of Chubbettes wardrobe.” vintage ad

Never a skinny Minnie as a child, I always felt I was a heart beat away from being considered chubby. .By the grace of God I was saved from the sheer embarrassment of having to ever wear any clothes with the horrifying name Chubbettes,- fashion designed to make girls 6-16 look slimmer.

Naturally no mid-century mother who was herself was part of the Metrecal for Lunch Bunch wanted a plump daughter.

Vintage ad Chubbettes

Your Chubby Lass Can Be Belle of Her Class. “If your favorite little girl is on the plump side, dress her in Chubbettes and see her blossom into a lovely lass- as happy and self-assured as her slimmer schoolmates. Chubbettes are created for the chubby size young figure- a perfect combination of fit comfort and slenderizing design.” vintage ad

Body Shaming- No Laughing Matter

Little Lotta might be fun for laughs in the comic books but life was difficult for a chubby child. So along with the stylish fashion Chubbettes also provided concerned parents with expert advice from a reputable doctor about how to deal with the ridicule that fat girls received.

They could send away for Pounds and Personality a booklet of advice for parents of a chubby girl ( ‘For parents who wants to assure the happiness of their overweight girls…what to do about her nickname, what to do about tactless remarks….her place in the home, active play, diet, appearances etc.”)

Apparently there was no shame in body shaming.

Vintage article Chubbette fashion Connie

Connie Chubbette goes back to school in slimming, thinning Chubbette fashions. Vintage article

Because fitting in was so important to a girl,  Chubbettes helped give the right impression and promised with their fashion magic your little plump dumpling could be the belle of her class. Take the case of Connie Chubbette:

Because this may be the year Connie forms lasting friendships the impression she gives is all important. This makes Chubbettes fashions important too because they’re designed specifically to slim and trim plump figures and let Connie ( and other chubby girls like Connie) look and feel their very best at school and play. Just a few of the Chubbette styles are shown in this catalog.

She Can Have a Tummy …and Still Look Yummy”

Vintage ad Chubbettes 1956

“Is your daughter on the plump side? She can and should look as pretty as her slim friends. And she will… if you dress her in Chubbettes, Send her back to school in the slenderizing magic of Chubbette wardrobe…dresses, skirts blouses and slacks cleverly designed to minimize extra pounds.” vintage advertisement

 

The new Curvy Barbie now with some meat on her thighs and a protruding tummy finally proves once and for all “You can have a tummy and still be yummy!”

Barbie just got a lot more bootyliscious.

Mattel, you really are swell!

 

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No Bodies Perfect – Even Barbie

© Sally Edelstein and Envisioning The American Dream, 2016. 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.



No Bodies Perfect- Even Barbie

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collage New Curvy Barbie Curvy and vintage ad for gaining weight to skinny women

New Curvy Barbie (L) agrees “Men Wouldn’t Look at Me When I Was Skinny”

I’m worried about Petite Barbie.

Now that America’s ideal beauty standards are evolving as full-figured, voluptuous bodies like Kim Kardashian and Beyoncé have become iconic and widely emulated, newly minted Petite Barbie may suffer the indignity of lingering on the shelves, overshadowed by her curvoliscious sister Curvy Barbie now basking in a media frenzy.

The brand new Curvy Barbie with some ample meat on her thighs and a protruding tummy has just the right curves to fill out her body hugging tankini, but poor Petite Barbie just doesn’t…well…. stack up. Let the body shaming begin.

Will original Barbie now humiliated by her less than endowed bottom, join the current legion of other curve-challenged women wanting to appear more bootyliscious who are frantically wriggling into padded panties strategically stuffed with foam and silicone gel pads on their hips and butts to adapt to this new ideal?

collage Barbie and Vintage book How to Gain Weight

Poor Petite Barbie. Suddenly she woke up in this new Bizzarro world where Curvy Barbie is flying off the shelf . Eyeballing her lackluster bust, skimpy hips, and her flat non-existent bum, she might worry that she needs to plump up.

Bizarro world?

Not really.

Body shaming began long before Barbie. Americans have long had an ideal type when it comes to women’s beauty but the shape itself has gone back to the drawing board every few years altering the standard and poundage allowed to be deemed desirable.

Mattel is to be applauded in coming out with 3 different bodies for Barbie. (Curvy, Tall and Petite will be sold side by side with the original wasp-waisted Barbie)  a bold attempt to be body positive in a culture where sadly it seems no bodies perfect. No matter your body shape or size, body shaming has gone viral and like a true pathogen is as insidious, chameleon-like and ultimately harmful to girl and women.

Don’t You Want a Body You Won’t be Ashamed of?

vintage illustration No skinny scare crow for me Body shaming

Body Shaming retro style

That question asked in a 1950’s ad is one every woman can understand, but that headline was for an ad to gain weight, not lose it.

Trying on bathing suits was as mortifying 60 years ago as it is today- but for some unlucky slim-hipped girls it was for a very different reason.

What was a gal to do if she just didn’t have the luscious eye-catching curves required to fill out a mid-century swimsuit?

Tooth Pick Tessie

vintage ad gain weight for skinny women

Take poor Tessie. If she heard the words “skinny Minnie” or “toothpick Tessie” one more time, she’d pull her Toni Home Permanent hair out.

Her days were devoted to taking dictation and pounding the keys to her Royal typewriter, so you’d think she’d have developed a good case of “office hips’ or a decent “secretarial spread” in all this time, but it was no use.

Even those extra malted milk shakes she downed at the lunch counter did nothing to help.Tessie dreaded going to parties and socials simply because she was scrawny and spindly. What man would look at her?

It was a shame suffered in silence.

Now with swimsuit season a few months away, she despaired of missing out yet again of all the beach fun. The closest she’d get to a pool was the office secretarial pool.

Home Alone

Vintage ad Numal Gain Weight

Vintage ad Numal Gain Weight

One lonely Saturday night while flipping through an issue of Modern Romance Magazine Tess spied an ad that seemed to speak directly to her.

The headline asked the burning question that haunted all women: “Don’t You Want a Body You Won’t be Ashamed of?”

How long have you suffered and been called skinny scrawny or bag of bones. How long have you sat on the sidelines while love, romance, and excitement passed you by?

Would you like to look into your mirror and see a healthy well-rounded body with curves where they belong?

Curves Cured

Vintage ad Gain Weight for skinny girls

Lucky for Tessie help was right around the corner.

With NUWATE tablets, alluring, seductive curves could be hers with “this new and ez way. ”

This wonder preparation that contains medically proven vitamins that will add pounds of firm flesh to your bones. All this could be yours with NUWATE.”

Use NUWATE to add charm and flesh and you will soon have people turn to look at you with new admiration.

But wait there’s more…

MORE WATE

Vintage ad MORE-WATE gain weight tablets

Vintage ad MORE-WATE gain weight tablets

Turning the page Tessie found yet another ad that jumped off the page, promising more of the same.

“Are you afraid to be seen socially and ashamed of your figure?” Tessie blushed in recognition.

With the help of new miraculous MORE-WATE tablets, no more skinny scare crow for you!
Don’t be a wallflower because you have a figure like a broomstick? Why should you dread going to parties Why ever feel self-conscious about your body again?

MORE –WATE was an amazing new development developed by modern medical science to put weight on.

Wait a minute . What were the magic ingredients in this miracle pleasant tasting tablet?

It seems the secret ingredient was Vitamin B 12, “the amazing red vitamin doctors give many underweight patients in hospitals…it contains iron and appetite building vitamin B1…and it contains easily assimilated malt, the amazing ingredient that helps your body turn much of the food you eat into well-rounded flesh, instead of being wasted.”

Wate-On

Vintage ad WATE-ON Dont be skinny

Vintage ad WATE-ON

Yes, you could achieve a rounded bust and luscious curves with this one little tablet. No hormone pills or Mark Eden Bust developers needed

This secret ingredient had been around for 20 years.

A Body to Be Proud Of

Diet Gain Wate Crying 37 SWScan01700

In the 1930’s scrawny gals cried themselves to sleep taunted by cries of skinny! Being skinny was a desperate lonely life, at least according to the ads.

Vintage ad Gain weight ironized yeast 1930s

Vintage ad No Excuse to be Skinny -Gain Weight ironized yeast 1930s

But with the recent discovery of vitamins, help was on its way to the knowledgeable gal.

For the modern miss, there was no excuse in being be skinny.  Scientists had recently discovered that many people were  thin for the single reason they did not get enough Vitamin B. Taken in the form of yeast, it was touted as nothing short of a miracle, curing everything from sluggish digestion, low pep to adding luscious curves to m’ladys scrawny body.

Vintage ad 1937 Gain Weight Don't Be Skinny Ironized Yeast

Vintage ad 1937 Gain Weight Don’t Be Skinny Ironized Yeast

“Now there’s no longer any excuse for thousands to remain skinny, laughed at and friendless,” promised this ad run by Ionized Yeast Company in 1937. “For hosts of people who thought they were born to be skinny and who never could gain an ounce before, have gained 10 to 25 pounds of solid naturally attractive flesh with this new easy treatment.”

Lonely No More – So Long Skinny

vintage ad gain Weight So Long Skinny

Vintage ad Ironized Yeast Gain Weight “Now one of the richest known source is cultured yeast. 7-Powered Ironized yeast tablet will do the trick, to new charm and alluring curves.”

“Available  from your druggist for  new personality, new charm, new pep and loads of new friends.”

Just see what happened to Winnie:

 

vintage ad Diet Gain Weight Add Pounds 1935

Vintage ad 1935 Ionized Yeast Gian Weight New Pounds for Skinny Figures “Now thousands are quickly gaining beauty bringing pounds. Ionized yeast tables made from brewers ale yeast imported from Europe.”

Day after day as you take Ironized Yeast, watch ugly, gawky angles fill out, flat chests develop and skinny limbs round out attractively.

 

Don’t Let Them Call You Skinny!

Vintage advertisement Wate-On

Vintage advertisement Wate-On

It didn’t take long for Tessie to be one of the crowd again. With her new form and glamorous, seductive curves she was mighty  proud to mingle with friends.

Before long her amazed co workers were wondering: Say was that Marilyn Monroe swimming in the secretarial pool, or could that be WATE-ON Tessie?

 

© Sally Edelstein and Envisioning The American Dream, 2016. 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.


Abortion Rights – Driving Ms. Crazy

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1934 car chevrolet women men

In the retro world of Republicans, women still take a back seat when it comes to controlling their own bodies. Vintage Chevrolet Advertisement 1934

Step on the Gas

Nervous Dot the Democrat  is sure glad that Bette’s husband  Dick drives a Chevrolet. Men can be real speed demons on the road but with Republican Dick every ride is big and steady!

Dot and Bette agree : If husbands must drive fast…make sure its a Chevrolet.

The 2 gals in this 1934 vintage Chevrolet ad could sit back, relax enjoy a cigarette and some good gossip letting Dick take the wheel without any worries.

“You know how men are, sometimes – behind the wheel of a car,'” the ad begins.  “They want to get places in a hurry…pass all others at the traffic lights...’make time’ on the open road.”

“Now from the woman’s viewpoint, that’s all very well, provided,” the ad assured the reader, “the car is a safe, sure-footed easily controlled Chevrolet.”

“Then you can let speed-loving husbands step along to their heart’s content – explore the full range of its 80 horsepower performance – and who cares?”

With 1934 Dick behind the wheel, who needed seat belts, air bags or even safety glass?

A Retro Ride

Abortion Pro Choice Trapped Documentary

Who Do We Want driving this country? (R) Poster for “Trapped”. a new documentary highlighting laws that are limiting access to abortions in some states. Image: Obscured Pictures

In the retro world of Republicans,  women still take a back seat when it comes to controlling their own bodies, and as in this 1934 car advertisement, without any safety precautions it’s a dangerous ride indeed.

As women’s reproductive rights head back to the Supreme Court the fate of abortion restrictions in many states are on the line.

Women, who continue to voice outrage at GOP passed laws on abortion and reproductive health will take their revenge at the voting booth this election, putting the brakes on the reckless Republicans who are steering our country into a collision course.

Does it matter who’s at the wheel…you betchum!

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Remembering Abortion Rights Before Roe v Wade

© Sally Edelstein and Envisioning The American Dream, 2016. 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.


America at Steak

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trump steaks Sharper Image

Where’s the Beef Mr. Trump?

More Sizzle Than Steak

Donald Trump can  boast about his juicy steaks all he wants but when it comes to substance and policy…where’s the beef? The Republican front runner is plainly just more sizzle than steak.

There’s just too much at steak here to empower this wiener.

Make  America Great Again

Vintage photo suburban man at barbecue holding steaks

Clearly  Mr. Trump is following the conventional wisdom of my childhood that asserted “ meat was what made America great.” Cooked to a carcinogenic turn, nothing was more American than a back yard barbecue when slapping a hunk of steak on a Weber  grill proclaimed to the world “I’m proud to be an American.”

 

Vintage ad meat

Vintage ad American Meat Institute 1947 All their ads came with the certification of the American Medical Association, confirming meats nutritional value. Vintage Ad American Meat Institute.

To make certain mid-century Americans included plenty of essential red meat in their diet, The American Meat Institute created a long running ad campaign touting the benefits and magic of meat, assuring the public that yes, you’re right in liking meat!

Vintage Ads American Meat Industry

Vintage Ads American Meat Industry

The ads that ran from WWII through the 1950’s drew no distinction in food value or health benefits whether from  the lowly hot dog or  the king of meat, the sirloin steak.

Meat was the yard stick of protein, the gold standard of nutrition or as the American Meat Institute called it “the nutritional cornerstone of life.”

Leaders of the Free Meat Eating World

Vintage illustration suburban man at barbecue surrounded by dogs

Vintage illustration 1958 Saturday Evening Post

When the boys came marching home from WWII,  it wasn’t for some sissy cheesy carrot ring casserole, but for a he-man steak. Our new post war wealth allowed us to buy large chunks of steaks and chops. And binge buying we did, filling up our new deep freezers with all  manner of meat.

The rest of the world still reeling from the horrors of war, its industrial base shattered,  its farmlands untended or blown to bits, could only sit back in amazement and watch.

vintage photo boy and family backyard barcecue 1950s steak

Toss another steak on the barbecue

While the allies were busy carving up the post war world, Americans were living high on the hog, carving up their fat larded steaks.

And what well marbled, tender meat it was.

DES – It’s No Wonder

collage vintage ad DES Stilbosol and USDA stamp on meat

DES -USDA approved (L) Vintage ad Eli Lily Stilbosol DES (R) Vintage ad Swifts Meats

When hormones were introduced into livestock production after the war, the meat industry was fairly salivating .

The manufacturers of diethylstilbestrol, known as DES, hailed the event as the most important moment in the history of food production, right up there with frozen food.

And my father couldn’t agree more.

His cousin a Junior  executive with Eli Lilly, knew the benefits and importance of this breakthrough and explained it to my mother:

“Because it produced more fat and more weight on the animals,” Cousin Albert marveled,”and thus more profits for the meat industry, DES, rightfully so, was being used on more than 90 % of American cattle. It was short of a miracle.”

This new wonder drug he promised, “would give meat juicy tenderness that cannot fail-the best eatingest…melt in your mouth goodness cut with a fork tenderness ever served!”

Are You Sure You’re Right in  Liking Meat?

collage vintage ad for DES picture of cattle and vintage picture of baby in meat ad

Just in time for the baby boomers diet! ( L) Vintage Ad for DES (R) Vintage ad Gerbers baby Food Meat

Baby boomers born into this golden age of meat consumption would grow up consuming this sizzling DES deliciousness folks don’t forget.

Decades later those unfortunate people who would develop cancer wouldn’t forget either.

Although the carcinogenicity of the synthetic DES in test animals was known by 1938 it was approved in 1947 by the USDA. With profits sky-high , it’s no wonder.

vintage photo man grilling

By the time I was born, meats place in Americas life was as firmly attached to their dinner plates as the plaque lining their arteries would become.

Meat…You’re right in liking it because it contains so many things that are good for you…and maybe some things that aren’t.

Kinda like Trump.

 

© Sally Edelstein and Envisioning The American Dream, 2016. 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.


Menstruating in the Age Of Mad Men

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Menstruation and the Mid Century Girl

Menstruation and the Mid Century Girl

Lady talk has gone viral.

A woman’s period, once cloaked in privacy  lingering on the periphery of polite conversation  has now permeated public discourse.

Credit  in part goes to the heated debate about the inequity of tampon taxes as well as Donald Trump’s sexist comment about “blood coming out of wherever”  which  stirred conversations challenging culturally conveyed ideas about periods being something unseemly.

The last time I remember menstruation being so publicly discussed was when I was in fifth grade.

2015 might have been dubbed the year of the period by various publications, but for me that honorarium goes to 1966.

That was the year when girls in my grade were initiated into the wonderful world of womanhood  via a film called Growing Up and Liking it.

Now That You’re a Mid-Century Woman

Growing up liking it Menstruation booklet 1960s

Menstruation booklet by Modess 1966

In the spring of 1966, all the fifth grade teachers in my suburban school took the girls aside informing us we were soon to see a “very special” movie especially for us about “growing up.”

Like going to an R rated movie we would need to be accompanied by an adult woman  to view this facts-of-life film, so were handed  a formal invitation to  give to our mothers  as though inviting her to a tea.

Included with the invitation was a little booklet  provided  by Modess ( makers of fine sanitary napkins)  which we were to review with out mothers to prepare us for this corporate  sponsored  movie about menstruation “Growing Up and Liking It: Now that You’re A Woman.”

Like generations of American girls, my initiation into menstruation was corporate all the way

vintage Kotex ad 1965

“Nicest way to prepare your daughter for menstruation and sanitary protection ( best before her 11th birthday.)” Kotex ad 1965

Heavily competitive, both Kotex and Modess, the big guns in sanitary feminine products, offered free booklets to mid-century mothers to help guide their daughters through this most miraculous time.

And make loyal lifetime customers to their brands.

Kotex ad illustration Mother and Daughter by jon Whitcomb

Vintage Kotex ad illustration by Jon Whitcomb

Girl Talk

vintage Kotex ad 1935

Even tomboys get their period. Vintage Kotex ad 1935

The competition between the two  companies for Lady Time loyalty had been waging for decades.

Starting in the  1930’s  corporate sponsorship had come to the rescue of timid mothers who couldn’t bring themselves to have the talk  with their daughters.

Shamelessly promoting their products, educational divisions within the Feminine Personal Products industry began to supply mothers, teachers and the PTA with free ready-made programs of instruction on “menstrual health” including  booklets, films and pamphlets with catchy names like Personally Yours, and You’re a Young Lady.

vintage Kotex booklet As One Girl To Another

“From lollipops to lipstick was a long jump!” explained the introduction to this Kotex booklet. “Pigtails change to perky curls…grubby nails grow long and lacquered. And that wicked little boy next door may soon make stars dance in your eyes.”

In 1940 coming to my own teen age  mother Betty’s  rescue, was the Kotex classic  “As One Girl To Another.”

Kotex AsOneGirlToAnother Mothers Daughters

Kotex booklet “One Girl to Another”

Lucky for a young bobbysoxer like Betty,  her own on-the-ball modern mother had sent away for that  free booklet from Kotex.  The new book, the ads promised   “tells all…gives answers to intimate questions.”

Like so many girls, Betty fretted, “Hows a girl to learn what to do what not to do on difficult days?”

Kotex offered the answer:

 

Kotex As One Girl To Another 1940s

Things to avoid when you have your period from “As One Girl to Another Kotex 1940

 

Growing Up and Liking It

Growing up and liking it Modess 1965

Growing up and Liking it booklet by Modess 1965

Compared to Mom’s booklet,  my manual from Modess “Growing Up and Liking It”  was modern all the way targeting  the  now generation.

Flipping through the book , I sensed its  upbeat tone:  The Fun is just begining, it claimed right off the bat.

“This is what you’ve been waiting for,” it gushed assuring readers that “someday when you fall in love and marry, you will want to have children.” Menstruation was “part of being female . . .part of growing up . . . part of the wonderful process of changing from a child into a woman.”

Modess Growing Up and Liking It

Modess Growing Up and Liking It 1966

Geared to the Pepsi generation, the photos of girls were as bubbly and effervescent as a bottle of pop, and as perky as any teen in a Pepsi ad.  These happy-go-lucky gals sporting Patty Duke flips and Ship n’ Shore separates were pictured dancing,  shopping and playing ping-pong. The girls just glowed with happiness …all because they had  proper menstrual education.

 

Properly Equipped

Modess Belt Menstruation booklet

“Remember your sanitary belt is as important to your protection and daintiness as your sanitary napkins.” Growing Up and Liking It” Booklet

Tampons were not an option for well brought up young ladies so  bulky sanitary napkins were your only option. A thick wad of cotton shielded with blue polyethylene strip  guaranteed protection from those embarrassing moments.

The right sanitary belt to secure the monstrous  napkin was a gal’s best friend. Modess promised  that “The proper sanitary belt would prevent tell-tale bulges and stay neat and undetectable.

Modern girls learned you  needn’t let having your period cramp your style. With the proper sanitary napkin and sanitary belt, you could frug the night away, confident and carefree.

“You’ll feel more confident if you know you can trust your sanitary napkin,” it told readers.

It was all a confidence game,

Red Letter Days

modess Growing Up and Liking It booklet

Of course sometimes you might get down in the dumps and the booklet was not lacking when it  came to helpful hints of getting rids of those red-letter day blues.

  • Perk yourself up when a period is on its way!
  • Dress just a little more prettily than usual.
  • Walk as though you loved life.
  • Hum a little tune to yourself,
  • Smile a little wider than usual.
  • Go out of your way to be pleasant to others.

Before you know if you’ll have yourself convinced that you really do feel glad to be alive, and YOU!

What Happens When You Grow Up

Modess What Happens when you grow up

Growing Up and Liking It Booklet Modess 1966

The day of the film loomed with dread for me. Because my mother had long-standing plans  to be out-of-town on that day, I would tag along with a friend and her mother, which only added to the humiliation I was already feeling.

While the boys,  still blessedly innocent in their boyhood were sent off to perform some manly activity like dodge ball, we girls marched silently like lambs to the slaughter into our school auditorium, entering  as innocent young girls to leave an hour later as world-wise women with the weight of a woman’s burden on our young shoulders.

modess answers to questions about Menstruation Growing up and Liking it

Menstruation we were told cheerfully  yet somberly, by our bespectacled school nurse  who served as our guide into womanhood, was a Gift something to Cherish nothing short of a Miracle to be hold.

It was a miracle I didn’t turn red, not from my period but from the sheer embarrassment of the whole ordeal.

 

The 16mm sound movie projector had already been wheeled in to place by some pimply faced boy  from the AV club and had thankfully long gone leaving us girls and our uterus’s to our selves.

As the movie began I felt a twinge of  disappointment. My hopes of being ushered into womanhood by Walt Disney were dashed.

In 1946, Walt Disney in partnership with Kotex’s Kimberly-Clark, released a classroom film called “The Story of Menstruation” featuring a Bambi eyed  redhead, who looked like she palled around with Snow White and Sleeping Beauty. The popular film with Disney animated ovaries,  cute little eggs, and wiggly sperm that looked like tadpoles, that had been shown to previous classes had been replaced.

Our film  though cheery and upbeat was standard PSA affair.

Taking Menstruation in Your Stride

Modess Menstruation step by step

“Lets face it, there is sometimes some distress and discomfort at menstrual time,” the deep baritone voice of the movie’s narrator informed us. “It need not be unpleasant when the woman has learned to take care of herself both physically and emotionally.”

We were advised to “let up  just a little in your more strenuous activities (no 10 mile hikes or marathon roller-skating just then, thank you.) Avoid anything with that will chill you through and through: ice-cold showers, being out unprotected in the rain or sitting with wet feet through class after class or staying in swimming overlong.”

“Of course if you really are laid low with this menstruation business, it will be wise to consult a doctor in whom you have confidence. Quite possibly he’ll try to help you feel a little happier about being a woman.” (Naturally being a male doctor he can speak from experience.)

I Enjoy Being a Girl

Vintage Kotex advertisement 1941

Vintage Kotex advertisement 1941

The narrator even tried  his hand at some pop psychology: “Way down deep you may be resenting being a girl or you may be rebelling against getting grown up and this is what makes you so miserable.”

Not everyone enjoyed being a girl and apparently you had to be coaxed as the reader learns in this ad from Kotex:

Ever get mad at the world…at the unfairness of your lot? Ever hear a voice inside you whisper  ‘Better not go out…you won’t have any fun?”

And do you ever wonder why some girls always seem to keep smiling no matter what time of the month it is? If only you could learn their secret.

Well, you’re not too old to learn! What you need is a lesson on how to grow a crop of confidence! How to be gay! Carefree!

Above all remember… an ounce of confidence is worth a pound of makeup.

No ravishing cherries in the snow lipstick can give you the confidence of the right sanitary napkin,

vintage photo of daisys and teenager Modess Booklet about Menstruation

Getting your period was like a bouquet of daisys! “Growing Up and Liking It” Modess booklet 1965

“Yes, above all, be glad that you are a girl and don’t start feeling sorry for yourself,” the movie’s narrator continued.

“You’d be a lot sorrier if you never did menstruate, but remained an “It” ( whatever that would be!) without any of the normal manifestations of being a growing up and grown up woman. ”

 

© Sally Edelstein and Envisioning The American Dream, 2016. 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.

 


Disordered Eating

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Collage Sally edelstein Constant Cravings

My collage Constant Cravings is a smorgasbord of mixed media messages about food and appetite and the mid-century world of women’s troubled relationship with it. Utilizing appropriated vintage images depicting the conflicted, chaotic cultural messages to women about food and dieting, the art work is composed of hundreds of appropriated images from adverting and illustration, comics, etc from the 1950’s, 60’s and 1970’s.  Original size 43” x 75” sallyedelsteincollage.com

Our eating really got disordered over half a century a go.

In a culture where many still feel unempowered, where rigid beauty standards and body shaming run rampant  and women still learn to nurture others while neglecting to nourish themselves, the breeding ground for eating disorders to flourish is fertile.

With a nod towards World Eating Disorders Action Day today, a day to raise awareness of eating disorders, I take a look at the mid-century media world of women’s conflicted relationship to food and appetite.

 

Detail Collage- Constant Cravings by Sally Edelstein

Detail Collage- Constant Cravings by Sally Edelstein. Collage composed of appropriated vintage images from the 1950’s, 60’s and 1970’s

While the mid-century lady of the house was determined to serve up man pleasing menus wrestling with the age-old problem “How do you handle a hungry man?” it was her own appetite she was wrestling with. Once again America was setting a torrid pace in pioneering a new trend for the housewife.

Dieting

More or Less

Detail Collage- Constant Cravings by Sally Edelstein. Collage composed of appropriated vintage images

Detail Collage- Constant Cravings by Sally Edelstein. Collage composed of appropriated vintage images

Cheerfully loading up her cupboards with sugar frosted, candy coated, make you-happy-to-eat jolly snacks for her growing children, the modern housewife stocked her avocado green frost-free Stor-Mor– Amanna Food Freezer and her side by side Food-a-rama refrigerator with enough food to satisfy any man-sized appetite.

She however was left to nibble on some celery sticks and Melba toast.

Cold War Cravings

Detail Collage- Constant Cravings by Sally Edelstein. Collage composed of appropriated vintage images

Detail Collage- Constant Cravings by Sally Edelstein. Collage composed of appropriated vintage images

Her cold power freezer could store months of food but the cold facts were in this Atomic age of abundance, in this land of good ‘n plenty-try-it-you’ll-like-it-betcha-can’t-eat-just-one-culture, the one place American abundance was frowned upon was m’ladys waistline.

Hopping on and off her Deteco scale she watched her weight as carefully as her husband watched the fluctuation of the Dow Jones.

Calorie Blast Off

Detail Collage- Constant Cravings by Sally Edelstein. Collage composed of appropriated vintage images

Detail Collage- Constant Cravings by Sally Edelstein. Collage composed of appropriated vintage images

With the dawning of the Space Age women were busy with their own countdown – calorie counting. The long lean lines America was loving, wanting, and buying in their car designs and trim line phones was now the new body ideal.

You owed it to yourself to drink Metrical but only with Slender do you not miss anything… except a lot of calories,

Wishful Thinking

Yes mam’ isn’t it time to do more than wish for the lovely figure you lost?  Fun is just waiting everywhere when you’re slender, so drink that one crazy calorie Tab and  silently sip Sego …what have you got to lose?

I Can’t Believe I Ate the Whole Thing

Detail Collage- Constant Cravings by Sally Edelstein. Collage composed of appropriated vintage images

Detail Collage- Constant Cravings by Sally Edelstein. Collage composed of appropriated vintage images

Women were swallowing it all, whole,  undigested. But they weren’t the only ones taking in these messages.

Go Figure

Detail Collage- Constant Cravings by Sally Edelstein. Collage composed of appropriated vintage images

Detail Collage- Constant Cravings by Sally Edelstein. Collage composed of appropriated vintage images

The same sugar and spice and everything nice little girls who learned their ABC’s with Post Sugar Sparkled Alphabets soon began worrying not only if Barbie would still be alluring to Ken after all those dates to the malt shop, but if her own mini skirt was a wee bit tight, would she still be “Bobby’s Girl?”

Even though there was always room for Jell-O, baby boom daughters who watched their mothers opting for D Zerta instead, started slowly absorbing all the negative qualities associated with overweight, ie being fat.

This Is the Age of Automatic Control

Before long girls who not long before would “munch, munch, munch a bunch of Fritos” were joining their mothers in the Metrical for lunch bunch

One Size Fits All

Detail Collage- Constant Cravings by Sally Edelstein. Collage composed of appropriated vintage images

Detail Collage- Constant Cravings by Sally Edelstein. Collage composed of appropriated vintage images

Teenage girls envying Seventeen Magazine models never felt thin enough. No matter how much Tab they drank they still could never get themselves to look like Twiggy, but at least that one crazy calorie helped them from looking like Little Lotta. Or Mama Cass.

Alongside articles asking the reader  “Am I Normal” were ads for modeling schools with stick thin girls, posing their own questions :”Why not you?  Turn it on and start turning heads!”

Take It Off…Take It All Off

Detail Collage- Constant Cravings by Sally Edelstein. Collage composed of appropriated vintage images

Detail Collage- Constant Cravings by Sally Edelstein. Collage composed of appropriated vintage images

By the liberated 1970s we could let it all hang out, just not our bodies.

As bodies became more liberated, the pressure to keep them thinner grew stricter. There was tighter security than ever before when it came to unsightly bulges. By tossing out their bras and girdles women could no longer count on those miracle magic control panels to mold, hold, and control to give them flattering figure perfection.

If you wanted to be the kind of girl  girl watchers watched in your swingin’ low Landlubber hip-huggers, along with Diet Pepsi you had to rely on strenuous exercise as well as dieting.

A Weigh We Go

Detail Collage- Constant Cravings by Sally Edelstein. Collage composed of appropriated vintage images

Detail Collage- Constant Cravings by Sally Edelstein. Collage composed of appropriated vintage images

To cope with constant cravings, nothing helped soothe frazzled nerves like a soothing cigarette. But no fat male cigarettes for this slenderella! Just in time for her new svelte figure appeared Virgina Slims, the new slimmer cigarette tailored for the more  feminine hand.

But if you were looking for real body control, then the rise of anorexia and bulimia was right for you.

The news was big because it’s about a wonderfully different way for you to be small. Here was the magic you’ve been wanting,  to make you look wonderful, feel wonderful in a swim suit…an exclusive technique for creating lovely curves in all the right places.

Why put up with less modern ways when you can have the easiest most automatic weight loss possible.

All the girls were dying to try it.

 

© Sally Edelstein and Envisioning The American Dream, 2016. 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.

 

 


Happy National Donut Day

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Vintagce ad Crisco children eating doughnuts

Happy National Doughnut Day

Doughnuts to dollars, this is a favorite day of celebration for many.

From coast to coast, thousands are lining up outside their local Dunkin Donuts and Krispy Kremes for a free doughnut.

Donuts or Doughnuts, glazed or  powdered sugar, Americans are nuts about these circular doughy treats larded with nostalgia and sprinkled with goodness.

Donuts are a fad that haven’t faded

The first Friday in June is designated National Doughnut Day  and was first celebrated in 1938. Organized by the Salvation Army in Chicago, it was to raise funds during the Depression in remembrance of the women who served donuts to the doughboys on the front lines in WWI.

A Nutritious Treat

More importantly  who knew these deep fried goodies were a healthy treat…good and good for you?

That is, according to Crisco  who boasted that  doughnuts were as digestible as they were delicious… if they were prepared with their product.

Vintagce ad Crisco children eatng doughnuts

Vintage ad Crisco 1938 .Handy recipe for Dandy Mincemeat Doughnuts

This 1938 ad explains to the reader  the importance of fat in a growing tykes life.

Don’t say “No” when your youngsters beg for grown up foods. Don’t dismiss their craving for pastries and fried foods with “they’re not good for you.”

Remember children spend their energy much more recklessly than you do. Winter demands that little bodies be “well stocked” with foods that contain extra energy in other words with foods containing fats.

That’s why foods containing fats should be on the diet of growing children- if these foods are digestible. Your doctor will tell you, too, that light tender pastry such as Crisco makes is better for you than the heavy greasy kind.”

Yes, your small fry will love em’; it’s never too early to start building up their cholesterol count.


Who’s on the Verge of a Nervous Breakdown?

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anxiety woman illustration

Does it feel like our nation is on the verge of a nervous breakdown?

Is there anyone who’s nerves aren’t frayed?

Between mass shootings and stalled gun laws, Britain falling and markets plunging, xenophobia spreading as fast as the Zika virus, is it any wonder our collective nerves are overwrought?

And that’s not even counting extreme floods and wildfires, tainted water and tainted politicians,  terrorist threats and climate deniers, and those old stand byes racism, sexism and homophobia.

Time to break out that old bottle of Dr Miles Nervine.

 Vintage ad Dr Miles Nervine 1939

Vintage ad Dr Miles Nervine 1939

A once upon a time popular nerve tonic that sold through the late 1960s, it was a money back  guaranteed  treatment for anxiety, nervous exhaustion, restlessness, hysteria, headache and sleeplessness.

For frazzled folks during the great depression, Nervine  was a life saver. Just ask Mrs. White whose testimonial is presented in this 1930’s ad.

For today’s retro Republicans who long to go back to the good old days, this tonic might seem quite appealing. After all no segment of the population seems more on the brink of mental collapse than those  disenfranchised, patriarchal loving, nativist, white Americans who  seems in a state of extreme distress.

Just like Mrs. White.

anxiety SWScan00117

Though Nervine is no longer sold, these anxious, nervous nellies have sought relief  through another dubious tonic – Donald Trump.

Wanting to make America great again, Trump has swooped in to save Americans from nervous collapse. Under the illusion that Trump will be the elixir for what ails this country, it turns out Trump’s solutions are as bogus and ultimately toxic as Dr. Miles Nervine.

The amazing, scientific  ingredient in Nervine was Bromide. Sure they state, “Dr Miles Nervine is the formula of a well-known nerve specialist,” and the tonic  claimed to be “…among the safest of effective medications to calm the nerves.”

Of course that was not the whole truth.

Vintage ad Dr Miles Nervine husband and wife

Dr Miles Nervine Tablets Vintage ad 1939

Despite being “compounded under the supervision  of competent chemists in one of the most modern and completely equipped laboratories in the world” the truth is that excess consumption of bromide can lead to bromism, which is a condition that leads to various psychiatric, neurological, and gastrointestinal problems.

It was removed from all over the counter sedatives in 1975 but Bromine and/or forms of bromine (e.g., bromides) are currently used in pesticides, disinfectants, flame retardants, as a gasoline additive, and for swimming pool maintenance.

Where the miracle ingredient in Nervine was bromide which would act as a sedative, Trump’s own boastful bromides are filled with self-serving inaccuracies, laced with xenophobia and racism  and enough misinformation to make a fact checkers head spin.

Trump’s prescription for Americas recovery only proves once again that the treatment is as toxic as the problem itself

If Trump wins, we will all need something a lot stronger to sedate us than Dr Miles Nervine.

 

(©) 20016 Sally Edelstein All Rights Reserved

 



A Jazz Age Baby

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Vintage photo baby 1926

A Bastille Day Baby 1926

In 1926 while flaming youth roared and thousands mourned the death of  Rudolph Valentino, my grandparents, Sadie and Arthur were overjoyed at the birth of their second daughter, Betty, my mother.

A beloved Bastille Day baby, this jazz age babe would have turned 90 today.

Life Magazine July 1, 1926

Life Magazine July 1, 1926

Smack dab in the middle of the roaring twenties, eight years had passed since the end of the Great war and Americans were ready for fun. Our president, Silent Cal was keeping mum as  the economy skyrocketed. Consuming goods as never before, folks were running down to Florida in get-rich-quick schemes, while Miss Texas Guineas, the boop-boop-de-doop speakeasy girl beckoned us “to live it up.”

There was no better time to be born.

Betty would be the beneficiary of modern science and technology providing a safer and  cleaner world than the previous generation. Worries about childhood dangers that had kept previous mothers up at night were soon banished.

Vintage ad Frigidaire 1926 illustration parents and baby in kitchen

“A summer time baby used to cause concern. Watch baby’s health in summer! Down through the ages grandmothers passed this warning on to mothers. For with summer came ‘the critical period’ a time when even a symptom of illness brought grave anxiety. For years mothers faced warm weather with dread. The dangers that confronted their children were mysterious dangers. They knew not what to guard against. But how different it is today! There is nothing mysterious now about the risks that come with summer. Its simply foods spoil more quickly and bacteria develop more rapidly. And to meet these risks authorities everywhere prescribe better refrigeration…and you can provide this better refrigeration with Frigidaire the automatic refrigerator to keep foods at low temperatures Keeping foods safe and wholesome.” Vintage ad 1926 Frigidaire

Thanks to the benefits of  new automatic refrigeration to keep baby’s food fresh,  antiseptic sanitary homes free of germs, the use of cod liver oil that had all but eliminated childhood rickets and the well documented health giving benefits of direct sun light to help baby thrive, “Today’s child will have better health than yesterday’s,” was the conventional wisdom.

Summer born baby  Betty  could benefit from a good sun bath full of ultra violet rays right away.

“Today’s child,” we learned  in a 1926 article in Woman Home Companion, “is born into a world somewhat  more elaborate and complex than one upon yesterdays child opened his eyes. In the past 5 years the greatest growth has been in pediatrics- better health for baby, better education for mothers”

The Modern Mother Expects

1928 Lane-Bryant-catalog maternity-clothing

Lane Bryant catalog Maternity Clothing 1920’s

By 1926 my grandmother Sadie was already experienced at this pregnancy business. My second time grandmother had first hand knowledge on pregnancy-what to expect when you’re expecting. Sadie epitomized the modern young mother defined in Ladies Home Journal as “a woman who seems to have the capacity for pleasure of the post war girl and the conscientiousness of a scientist.”

In  the year Mom was born, women had had the vote for only six years and emancipated women were ready to cut loose. Sporting a stylish bob, always impeccably dressed in her modish Lane Bryant flapper apparel especially for mothers-to-be, Sadie was considered a regular “gal on the go,” compared to a pregnant woman in her own mothers generation who were “indisposed” throughout the full nine months.

Baby Bound In the Jazz Age

1926 Maternity Wear

The containment policy was in full effect when it came to pregnant women in the 1920’s. Limited activity and a good maternity girdle were the rule. Vintage Maternity Wear Corsets 1926 Sears Roebuck

Emancipated or not, a baby-bound lady still had to sit around like a mother hen, patiently waiting so as not to tire herself out. There were strict rules concerning a woman in the family way as advised by the medical community. The expectant mother in the 1920’s was gently advised “to lead a quiet, cheerful life and avoid mental as well as physical upheavals, crowds, poorly ventilated or overheated places. And limit yourself to leisurely walks to soak in the well known benefits of the sun…”

Best to stick to AMA approved activities like reading cheerful books, knitting or chatting, but, heaven-forbid-nothing too controversial please!

1926 babys

Vintage illustrations babies 1926 Sears Catalogue

Mothers-to-be stilled believed in pre-natal impressions.

These so-called maternal impressions implied that a child in the womb would be marked in some obscure and possibly ominous way by what the mother thinks, feels or sees during pregnancy especially  if the experience is shocking or disagreeable. The mother to-be had to “avoid all shocking, painful or unbeautiful things” intellectual stimulation, angry or lustful thoughts” or risk the baby be deformed or stunted in the womb.

My grandmother was always convinced that the small birthmark on her own cheek was the result of a very un-frightening leaf falling on her mothers belly while pregnant with her, so was cautious while pregnant with Betty.

But modern motherhood was being helped along by scientists who firmly planted themselves into mamas life to help them become their own experts.

Mother Knows Best

Vintage postcard Mother Card

Vintage Postcard

It was at the beginning of the last century, that inexperienced mothers were told, that modern motherhood required discipline, control and most important scientific expertise. Modern mothers, Sadie had gently pointed out to her sweet-but-naive mother, unlike old-fashioned ones, had to be educated on being a mother.

When my very proper, and very pregnant, Great Grandmother Rebecka arrived from London at Castle Gardens, New York in 1888, she was met by some representatives of the N.Y. Bureau of Hygiene.

Unsolicited, these gentlemen handed her a popular government issued pamphlet entitled “Mutter und Kind” which provided practical, scientific information on pregnancy, childbirth, infant care, hygiene, proper diet and over all advice on American child rearing ideas…all conveniently printed in Yiddish.

Vintage illustration mother and baby 1900's

Besides being mortified at the unexpected and unwelcome intrusion in to what was considered a private affair, my Great Grandmother dismissed it as a lot of mishegoss.  “Schedules, schmedules.. .a baby eats when he’s hungry! I should worry that I won’t have a good chubby baby,” she would indignantly recall years later.

The booklet she was given, for example, had stressed that fat babies were healthy babies.  As if she needed some nudnik from the government to tell her that. Thinness was associated with diseases, like God-forbid-Consumption. Rebekah didn’t need some big shot American doctor telling her that a good supply of fat would help her children survive illness.

“Maybe for some lazy-you-should-excuse-the-expression-modern-woman, learning about muttershaft (Yiddish for mothercraft) from some meshggeneh Yiddish pamphlets written by who-knows-who-why-should-I-trust-these-so-called-mavens-that-I-don’t-know-from-a-hole-in-the-wall, was okay,” she would gripe, but not for this yiddisher mama.

Common sense was all she needed.

Who Do You Trust

vintage McCalls Magazine 1928

Just as  years later my mother Betty would disregard her own mother’s out-of-date-ways, Rebekah’s daughter Sadie,  knew one thing for sure, when she became a mother. Common sense was old-fashioned.

Being an up-to-date Post World War I mother, Sadie would rely on the wisdom and authority of doctors and experts and there were no shortages of them willing to give their two cents. The advice her mother Rebekah had so flippantly ignored, was by the 1920’s, gospel.

A new age of child care had indeed dawned and by 1926, lucky little Betty along with all the greatest generation  would be the recipient of all the newest knowledge, much of it gleaned from sanitary laboratory studies.

vintage photo baby 1920s

Lucky little Betty along with all the greatest generation would be the recipient of all the newest knowledge.

These would be wonderful times in which to be a baby, the experts assured mothers.

Plenty of sunshine and fresh air-scientific feedings-strictly scheduled sleeping…so much to help the little lives thrive. Out of this petrie dish of discovery would evolve a wholesome, organized, disciplined child. My Great Grandmas’ sloppy, cuddly, catch-as-catch-can ways were summarily dismissed as irresponsible.

1926 Baby Care Dr watson article

An article on child care from regular contributor behaviorist John B. Watson  MCall’s magazine 1926

Sadie knew she had only to pick up a copy of McCall’s magazine to confirm what she knew- that motherhood was indeed a scientific endeavor results. And that was true whether you were raising cattle, hogs, dogs or children. Each baby had to pass rigid standards for health, size and fast growth, if you wanted better than average babies.

Of all the child  care experts, the big Daddy of them all was behaviorist Dr. John Watson, the swami of scheduling and self-control whose column appeared regularly in McCall’s in the 1920’s and 30’s.

vintage 1920s child eating

Vintage ad 1926

When Sadie was a newborn, babies were always fed when they were hungry. A baby cried, he got fed. After WWI,  pediatricians were aghast at earlier haphazard ways and established rigid, industrial, on the clock feeding. As soon as baby was born he was punching a time clock.

Instincts were now out…science was in. Housewives no longer trusted their good sense or the wisdom of countless generations of mothers but came to rely on the experts’ knowledge.

 

 © Sally Edelstein and Envisioning The American Dream, 2016. 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.

 

 

 

 


Tips to Beat Summers Heat

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Beat the Summer Heat – World Book Encyclopedia 1955

As we suffer through an oppressive heat wave, an offering of  mid century tips for a very contemporary problem.

 


Cooling Down the Automatic Way

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Vintage Illustration Vendo vending machnes 1950s

How to beat the summer heat- automatically. Vintage ad Vendo Vending machines 1958

During this oppressive heat wave, summer’s must have accessory is the ubiquitous water bottle. Whether Aquafina or Poland Springs no one leaves home without toting these portable hydrators. Always at the ready, these  plastic water bottles can be found  littering desks and cluttering  conference tables in offices up and down the coast.

But long before these portable thirst quenchers became available, a parched, overheated worker had to rely on the office water cooler or the cool refreshments from a vending machine.

Vintage Illustration woman in refrigerator

Vintage Illustration for Spry 1953

Before the popularity of air conditioning, the summer heat slowed down office workers everywhere,  including Mitzie McCrea a mid-century miss who toiled in the steamy jungle that was Manhattan. Sometimes Mitzie just wished she could live inside her Frigidaire, especially when the summer temperatures reached the high 90s like they did that August in 1958.

Vintage Illustration man working in an oven

Vintage illustration Fedders Air Conditioning Ad 1952

This saucy secretary who could take dictation faster than you could  place a long distance call and could change a typewriter ribbon more deftly than anyone on Seventh Avenue,  slowed to a crawl in the hot weather. Like most firms in Manhattans steamy mid-town,  sales were sluggish, and overheated office workers just slogged through the day. The hot air circulating  through the office by the giant standing fans offered no relief.

As temperatures rose, employee morale dropped.

Wisely, Mitzi’s manager Mr. Dithers took matters into his own hands, making cooling refreshments available to his suffering staff throughout the day. Just a simple phone call to Kansas City and quick as a wink the Vendo Company – the premier manufacturer of cold beverage vending machines – was soon installing a series of their top-notch machines for  on the spot refreshment.

Smiling, Dithers  figured out how to beat the summer heat automatically! And boost sales.

Vintage ad Vendo Vending machines Beverages 1950s

Vendo formed in 1937 in Kansas City, Missouri was the standout manufacturer of cold beverages machines during the 1950’s. An important milestone was the introduction of the soft drink machine of Coca Cola in 1937. In coordination with Vendo Co. Coca Cola could vend their drinks in coin operated coolers. In 1940 the US mint office produced double the amount of coins of the previous years to keep up with the demand of change for vending machines. Vintage Vendo Company ad 1958

Mitzie and her co workers were thrilled and her eyes lit up at the row of tempting refreshments

Rich wholesome ice cream! Cold sparkling Coca Cola! And nothing said “chill” more than a tall refreshing cup of milk. Hmmm boy,  that’s good cooling! All served automatically at the touch of a button!  Old Man Dithers was going modern all the way.

Now all Mitzie needed was to save up those nickels and dimes to beat the summer heat.

 © Sally Edelstein and Envisioning The American Dream, 2016. 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.


The Shame of Fat Shaming

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diet-fight-fat-young-and-free

At what age does a girl begin to know her looks matter? When Donald Trump equates women’s weight with our worth, what do we tell our daughters?

Some folks believe gaining weight is the worst thing a woman can do.

One of them is running for president.

Setting the gold standard for misogyny, ( “No one demeans women the way I do, believe me”) Donald Trump has been a fat shamer and critical of  any woman who falls outside his definition of “attractive”  for decades.

Now the well deserved blowback to this orange bloviator and his fat shaming remarks about former Miss Universe Alicia Machado have been justifiably hu-u-uge.

Flailing around maniacally defending his beliefs rather than evolve beyond them, Trump’s behavior is one we are all well acquainted with.

Women have been dealing with men like The Donald  all our lives.

A Weighty Subject

diet-book-cover fat and thin woman

Vintage Diet Book

It is still difficult for most women to be body positive in a culture where sadly it seems no bodies perfect. In a culture with a disordered definition of beauty, body shaming has long infected our culture and like a true pathogen it is insidious, chameleon like, and ultimately harmful to girls and women.

And it starts at a young age.

Unless inoculated at birth, these poisonous beliefs enter our bloodstream at a tender age, fed by a life long steady drip of negativity from the media. Due to the constant infusion it is often hard to eradicate.

I know it was for me.

Go Figure Learning – Who Counts

 

vintage childrens book illustration

At what age does a girl begin to know her body size matters?

To those of us who came of age in the late 1960’s and early 1970’s the fat  shaming story line being peddled by Trump as though it were gospel, hearkens back to an earlier, all too familiar time when the imperative to be thin was even more exacting.

diet-comics-little-lotta-reduces-68-

Vintage comic Little Lotta 1968

By the late sixties, our cultures obsession with thinness  expanded to include that last remaining group- children, who were  given the same messages as adults.

Watching our own mothers join the Metrical  for lunch bunch, we girls absorbed it all, including all the pejorative humiliating qualities our culture associated with fatness. Fat was perceived as disgusting and so were those who suffered from it.

A whole generations of girls was growing up with a body standard that was impossibly thin and it was against this standard we measured ourselves. There was only one singular body ideal- thin.

The new standard that made its way into the health world, beauty world, and fashion world even infiltrated our comic books.

Nothing Comical About Fat Shaming

Vintage Comic Book Millie the Model 1969

Vintage Comic Book Millie the Model 1969

Having cut our teeth on Barbie and her improbable anatomy, it only made sense our next stop was in the comic book world of Millie the Model, preparing us before we entered ground zero of body shaming – Glamour, Mademoiselle and Seventeen fashion magazines.

Beautiful Millie Collins,whose figure was as anatomically cartoonish as Barbies, worked as a model for the exclusive Hanover Modelling Agency.

The comic bore an uncanny resemblance to Archie and Veronica but was slightly more sophisticated only because they were all young working professional and not high school kids, though with their attitudes it was often hard to tell the difference.

Like other Marvel comic book characters with super powers, this supermodel had a power and it was her beauty which gave her powers far beyond those of mortal women. Doors opened magically, problems melted away, rules broken just because of the irresistible power of her envied gorgeousness.

Wherever Millie went  she was the center of attention.

 

Vintage Comic Book Millie the Model 1969

Vintage Comic Book Millie the Model

Enter the fat friend.

Her best friend and confident naturally was a boisterous big-boned girl  named Daisy, the agency’s wardrobe assistant and later Millie’s roommate. Besides being plump, she is less than traditionally beautiful,  posing no threat to our supermodel Millie, and is the butt of endless jokes.

 

Vintage Comic Book Millie the Model 1969

Donald Trump uses fat as a catch-all term that implies a whole lot of other negative undesirable qualities. Vintage Comic Book Millie the Model 1969

Jokes were constantly made at Daisy’s expense always seemingly going over her head. Portrayed as confident, we of course were in on the joke – the poor thing didn’t know how truly unattractive she was.

 

Vintage Comic Book Millie the Model 1969

After Hillary Clinton pointed out that Trump has called women “pigs slobs, and dogs,” Trump once again resurrected and defended his offensive comment against Rosie O’ Donnell claiming “she deserves it and nobody feels sorry for her.” Vintage Comic Book Millie the Model 1969

 

Vintage Comic Book Millie the Model 1969

Fat shaming is often overlooked. Sometimes because it is so frequent and subtle ( and not so subtle) we get used too it. Vintage Comic Book Millie the Model 1969

 

Fat Chance

Vintage Comic Book Millie the Model 1969

Vintage Comic Book Millie the Model 1969

In this story line, Millie’s cousin who she has never met is visiting from Alaska and planning on becoming a supermodel in N.Y. like Millie. Family legend was that the two were identical.

millie-model-cuddles-revealed-swscan06459

Vintage Comic Book Millie the Model 1969

When it is revealed that she is a much “larger” version of Millie, though equally beautiful of face, it is a laugh riot, at the ridiculous notion that a fat girl could ever dream of modelling.

Actually become a real model? Fat chance.

vintage comic book millie-model-cuddles

Vintage Comic Book Millie the Model 1969

The lessons learned were simple.

If I wanted to grow up to be the kind of girl girl-watchers watch,  the kind that could wear an itsy bitsy teeny weeny yellow polka dot bikini, I better curb my appetite, count my calories, and drink Diet Pepsi.

 

Next: Be a Model Or Look Like One

By 1970 as I entered my teens the insistence of thinness escalated not unlike the Vietnam war.

It wasn’t long before I traded my comic book models to the equally unrealistic worlds of real fashion models as I primed to dive headlong into the pages of fashion magazines.

 

© Sally Edelstein and Envisioning The American Dream, 2016. 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.


Accidents Will Happen – By the Bombs Early Light

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Sally Edelstein collage of appropriated images Atmospheric Bomb tests 1950s

In the early 1950’s the Atomic Energy Commission decided that parts of Utah and Nevada would be the sight of a continental proving ground for nuclear weapons. It became the first American Ground Zero. “Accidents Will Happen- By The Bombs Early Light.”Collage of appropriated images by Sally Edelstein

Rivaling the Grimm Brothers, one of the greatest stories told by the U.S. Government to its citizens  was the safety of the nuclear testing done in Nevada in the 1950’s.

Sally-Edelstein-collage -of -appropriated-images- Atmospheric-Bomb- tests 1950s

Sally Edelstein “Accidents Will Happen- By the Bombs Early Light” Collage of appropriated images

Our government insisted that the spate of nuclear atmospheric testings in the American West were no more a danger than the new fangled TV transmissions racing through the sky. The Atomic Energy Commission  had decided that Utah and Nevada these “virtually uninhabited territory” would be the perfect site for Nuclear testing.

Most shrugged off the potential hazards of atmospheric testing especially the long-term danger.

In fact the danger lay in not doing the tests.

Most Americans agreed that the ultimate benefit of peace and security that only nuclear bombs would bring us was more than enough for the potential risk.

Alarmists

Sally Edelstein collage of appropriated images Atmospheric Bomb tests 1950s

Sally Edelstein “Accidents Will Happen- By the Bombs Early Light” Detail. Collage of appropriated images

Of course there were outlandish allegations from some alarmists who attributed everything from rising cost of living to climate change, birth defects even throwing the very earth off its axis, to the tests.

The government debunked each of these fears.

Carefully crafted “friendly atom propaganda” appeared covering over much evidence of bombs harmful effects on human health.

It was, Uncle Sam said with a shrug, the same nervous Nellies who thought we should be concerned about the safety of DDT! Radiation was like taxes, not pleasant but you learned to live with it.

Sally Edelstein collage of appropriated images Atmospheric Bomb tests 1950s

This was the most prodigiously reckless program of scientific experimentation in US history. Over the next 12 years, the governments nuclear cold warriors detonated 126 Atom Bombs into the atmosphere at the Nevada test sites. “There is no danger” Atomic Energy Commission assured the public. Like most Americans citizens most of the residents in the area just didn’t think their government could do any wrong. Years later when the cancers and leukemia appeared, their unquestioned faith in their government was shattered. These were American citizens referred to by their government as “low use segment of the population.” Sally Edelstein “Accidents Will Happen- By the Bombs Early Light” Detail. Collage of appropriated images

Our government had guaranteed us the safety of the testings and if you couldn’t trust the USA who could you trust?

Every school kid knew the father of our country George Washington would never tell a lie, and so a trusting public believed that our Uncle Sam’s word was as trustworthy as a boy scout.

With a ringing endorsement from the AEC confirming that Uncle Sam had taken all the necessary precautions to ensure our safety, the Nevada Test Site only 65 miles from Las Vegs became quite the attraction. Why some folks even made a family trip of it, catching Frank Sinatra at the Sands Hotel while they took in the sights at the Nevada Test Site.

Folks were encouraged to pack their Brownies and Coppertone and head west for a rip roarin’ good time. And if you forgot your Brownie Hawkeye at home not to worry; the experience would give you long lasting memories to relive again and again.

Nevada Test Site

Sally Edelstein collage of appropriated images Atmospheric Bomb tests 1950s

Minutes before the first light of dawn on Jan 27, 1951 an Air Force B 50 Bomber dropped an atomic bomb on the desert west of Las Vegas. The flash of light awakened ranchers in northern Utah, the concussion shattered windows in Arizona; radiation swept across America contaminating as far as northern NY.  Sally Edelstein “Accidents Will Happen- By the Bombs Early Light” Detail. Collage of appropriated images

Thousands were flocking to Nevada to witness these bombs bursting in air.

Capturing the rugged flavor of the old west where the sky is not cloudy all day- except of course when the bomb goes off- the desert landscape became littered with lawn chairs and luncheon meat. Insulated tartan plaid coolers dotted the desert as sight seekers in pedal pushers and sunny summer separates made themselves comfortable for the countdown.

Before the first light of dawn, dazzled tourists, their hearts thumping in their newly purchased wash n wear resort wear, sleepy kids in their pajamas and Roy Rogers hats, gathered with ex-GI’s in Bermuda shorts wearing WWII issued anti-glare Ray Bans.

Rockets Red Glare

As the pink clouds drifted across the flat mesas, the shock waves booming against the chests a veil of radioactive particles floated over the test site. With the rockets red glare, bombs bursting in air, the heat from the blast stimulated a healthy radiant blush on the visitors, leaving them with an envied sunburned vacation glow.

Downwinders

Sally Edelstein collage of appropriated images Atmospheric Bomb tests 1950s

We were still fairly innocent about Atomic Power in the early part of the decade. Few knew that by the late 1950s radioactive elements released in above ground bomb tests had traveled invisibly thousands of miles to land on grass American cows ate and so entered the milk American children drank. Sally Edelstein “Accidents Will Happen- By the Bombs Early Light” Detail. Collage of appropriated images

And for those folks who couldn’t make any of the 126 test detonated over 12 years, no worries.

The wind would carry the mushroom cloud downwind, dispersing radioactive elements over the purple mountains majesty, above the fruited plains, making you feel just like you had actually been there.

Accidents Will Happen

Sally Edelstein "Accidents Will Happen- By the Bombs Early Light" Detail. Collage of appropriated images

Sally Edelstein “Accidents Will Happen- By the Bombs Early Light” Detail. Collage of appropriated images

In 1961 Physicians for Social responsibility was founded by doctors concerned about the public health dangers associated with the testing and use of nuclear weapons.

Despite the government protestations of I see nothing, I hear nothing, I know nothing, several serous health affects such as increased incidences of cancers, leukemia, thyroid diseases and congenital malformations have now been well documented to those citizens known as downwinders- individuals and communities exposed to radioactive contamination from nuclear weapon testing.

The irony of the Atmospheric testings is that the only victim of the US nuclear arms since WWII have been our own citizens.

 

 Accidents Will Happen – By the Bombs Early Light Collage will Be On View:

Embedded Messages, Debating the Dream: Truth, Justice & the American Way

University Art  Gallery at the University of Redlands. 1200 E Colton Ave, Redlands, CA 92373.

October 18 –November 12, 2016

Gallery hours: 1-5 pm Tuesday-Friday, 2-5 pm Saturdays and Sundays, Gallery is closed on Mondays.

Opening Reception:  Wednesday October 19, University  Art Gallery, 4:30-6:30 pm, Gallery Talk by the exhibiting artists at 5:15 pm

Prints are available: Sally Edelstein Collage

 

© Sally Edelstein and Envisioning The American Dream, 2016. 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.

 

 

 

 

 

 

 

 

 


Halloween Candy-Treat or Trick?

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Halloween illustration pumpkin eating Milky Way bar

The scariest part of Halloween for many parents is the prospect of all the candy their children will consume once they’ve brought home their haul.

Relax.

In mid-century America a Snickers bar would have been greeted with the same encouragement as chowing down a serving of kale.

vintage ad Halooween trick or treaters 1950's

“Little masqueraders love to be greeted with heaping variety of Halloween Candies.” Vintage ad Brach’s candies

 

halloween trick or treat bag 1950s Milky Way

Vintage ad 1955 Milky Way Halloween

 

vintage illustration Trick or Treat 1950s

Vintage Halloween ad 1956 Curtiss Candy baby Ruth and Butterfingers

Nothing to Snicker At

vintage ad illustration children eating candy 1946

Vintage Ad 1946 Candy Council of America

It may be hard to swallow but once upon a time candy was not the unhealthy villain it is viewed today but a wholesome food. Through the first half of the 20th century, sweets and  sugar were deemed essential to health- good tasting and good for you. “Modern nutritionists agree,” we were happily informed,  “that when the body calls for energy, candy is one of the quick and happy answers.”

Candy Will Win the War

vintage WWII ads for candy

Candy was an important part of nutrition and moral in WWII ( L) Vintage Milky Way ad 1944 (R) Vintage ad Council on Candy of the National Confectioners Association 1944 Candy Important Food for Work

Eating candy was also downright patriotic.

Adding candy to your diet was considered  good wartime eating rule.

In fact during WWII sugar was sanctioned by Uncle Sam as part of the 7 essential food groups during WWII. No wonder the government rations for our fighting men included candy as a dietary supplement.

And  those on the home front were urged to keep candy handy to help through long hours of war work. “Running a welding torch or typewriter, pushing a pencil or a hand truck, making meals or machines of war today’s work is longer harder and calls for extra energy,” read the copy from the Council on Candy of the National Confectioners Association Candy in an ad touting candy for war work.“There’s  a good wartime rule add easy to eat good to eat fatigue fighting candy as your food for extra energy.”

Rosie the Riveter made sure to keep a snickers bar handy while wielding that blow torch.

 

 Sugar Rush

Vintage candy Ad Mars Bar image girl carrying chocolate bar

In a nation of can-do Americans nothing was more can-do than candy!
Vintage Candy Ads Mars Bar 1950

Flush with victory after the war, can-do– Americans were ready to surge into the post-war future and candy would be there to facilitate the rush.  In a nation of can-do Americans, nothing was more can-do than candy! And conscientious mothers made sure America’s youngest citizens had adequate supplies of this energy producing miracle.

Sweet Dreams

Mother holding tray of Milky Way Candy

Mother’s made sure their children had adequate supplies of energy candy
Vintage advertisement Milky Way Candy 1948

In 1946 Dayton,Ohio housewife Dotty Draper was an up to date homemaker, schooled in the latest scientific nutritional facts.

As chief cook and dietician, she understood that if hers was to be the perfect American family, her husband and her children must be perfectly fed. All those home-ec classes she had excelled in during High School would really come in handy.

illustration mother and son

Vintage ad Ovaltine 1948

When Dotty’s thoughts turned to preparing her children for life of course she thought of their  health – to keep them rosy, robust, chubby and strong.

Sometimes she felt as if the bold headlines of the advertisements in her magazines screamed out just at her: “And remember if a child becomes thin and nervous, frail or under par, the cause is your fault mothers, faulty nutrition. Remember always that the most common correctable cause is faulty nutrition- even among supposedly well fed children. And this cause is one that you the mother can do something about”.

Dotty understood that an active child might need twice as much energy food as an adult and according to the experts, a child’s craving for sweets shows that this need is unsatisfied. The answer: Candy.

Real nourishment which quickly translates into action.

“Candy contains not only pure sugar for energy building,” she would read, ” but from orchard and field, and from dairy farms, it takes the products that make candy the wholesome, flavorsome colorful food that it is.”

Dotty had taken a solemn oath: “There is nothing more important in this world,” she was fond of quoting to her brood of freckled face kids,“than the feeding of your ladies and gentlemen of tomorrow! And your fathers and mothers realize too that on your healthy strength and growth depends not only the happiness of the family but the future of the nation.”

That’s why in-the-know-Dotty was sure to load the kids up on plenty of  wholesome candy!

Sugar Shock

vintage baby ruth ad illustration family


Vintage Baby Ruth Ad 1927

When Dotty was a child during the late 1920’s, nutritionists began touting candy as a good source of nourishment, a handy and quick source of nutrition. As healthy as an apple or a glass of milk.

Candy was good for the whole family, as described in this 1927 ad for baby Ruth:

When the chill blasts of winter keeps you inside, there is always cozy comfort with baby Ruth around. The whole family – grandma, dad, mother and the young folks, even the tiniest tot-enjoys this delicious candy and finds real nourishment and health building energy in its wholesome goodness.

candy-baby-ruth-curtis vintage ad

Quality Food. Curtiss Candy were proud of their quality dairy farms and the quality milk that went into their Baby Ruth candy bars. and Butterfingers. And rich in dextrose too! A glass of milk or a candy bar…you choose.

By the 1930’s candy’s place in the diet had been firmly entrenched with the dietary authorities recognizing its nutritional food value. Home Economists – especially those in the employ of candy manufacturers – were quick to point out the nutritional value of candy aiming to show candy as good wholesome food..

Modern nutritionist’s called it a muscle food. It’s carbohydrates “were as important to the human body as coal or oil is to the furnace.”

Full Steam Ahead: Stoking the Engine

Vintage nutrional booklet 1940s

Vintage Nutrition Booklet 1944
You and Your Engine by Laura Oftedal National Live Stock & Meat Board

All Mothers understood that food was foremost fuel.

Because we were told to think of our body as an engine, mothers were instructed that they were the engineers of the worlds finest kind of engine- their childs.

vintage illustration All engines need good fuel

Vintage illustration-from Nutrition Booklet 1944
You and Your Engine by Laura Oftedal National Live Stock & Meat Board

Before you fill your child’s tank again, mothers were warned, you better read and learn and remember. A good railroad engineer or automobile driver, knows what fuel is best for his engine. So if you wanted to be a good mother it was imperative to learn what fuel is best for your child’s engine to keep your children streamlined and in good condition.

The best fuel was the food which gives your child engine muscle, heat, and energy.

Vintage illustration girl and boy flexing muscle

Wholesome Candy provides energy, muscle-building protein and healthy protective minerals.
Vintage ads (L) illustration from Carnation Milk ad 1942 (R) Mars Bar Ad 1957

Candy was wholesome energy food with muscle-building protein and health protecting minerals. “You’ve burnt up energy you need energy refuel. That’s the fundamental story of candy-quick energy for bodies that need energy more.”

“If your body never sent out an “SOS” for energy  there would be no call for candy…except for pleasure purposes. But bodies do need energy, and candy is steam on the job, whether you’re working at a factory, on the job in an office or at home, or playing football on the corner lot.an energy food.”

“Yes, America, we are growing beyond those stern days which ruled, “If it tastes good to you, it mustn’t be good for you.”

In the know-modern nutritionists now agreed that when the body called for energy candy was one of the quick and happy answers.

Candy Land Trick or Treat

candy-crave-46-swscan03861-copy

Vintage Ad 1946 from the Council on Candy of the National Confectioners Association . “The crave for Candy is a call for energy! The fundamental story of candy- quick energy for bodies that need energy. Candy is dandy-keep it handy!”

In 1946, The Council on Candy of the National Confectioners Association ran an aggressive ad  campaign titled: The Crave for Candy is a Call for Energy.

Headquartered in Chicago The Council on Candy  was “an organization devoted to maintaining high standards of quality in candy and the dissemination of authoritative information on its use as an energy producing, morale building food.”

sillustration children looking at woindow of candy shop

“By All means, let em’ eat cake…and candy too!” Illustration from Vintage 1946 ad for Dextrose Sugar who encouraged the benefits of sweets. Corn Products Refining Company, producers of Dextrose fanned the sugar flame with their own heavy advertising

“Isn’t it true that you often have a hankering for candy”? the  Council on Candy asks in one of its ads.

“Well here’s the reason.”, they explains.  “Scientists have learned that bodies hanker for foods that contain elements they need when they need them. Whether your golfing mowing the grass or going to the store, you need Can Do– and Candy is the can-do food!”

“Modern nutritionists now agree that when the body calls for energy candy is one of the quick and happy answers. That’s why we remind you in rhyme when its energy time: Candy’s Dandy/ Keep it Handy !”

Nutrition You Should Know

Candy Quiz children 45

1945 Vintage Ad children’s Candy Quiz – Council on Candy of the National Confectioners Association

The Council eagerly provided a handy quiz for parents on the value of candy.

It explained the wholesome, nutritious value of candy:”Candy contains not only pure sugar for energy building but, from orchard and field and from the dairy farm it takes the products that make candy the wholesome, colorful food that it is.”

“When you know the answers don’t you get a brand new picture of candy’s place in nutrition?” the ad asked the reader.

vintage photo candy and girl 1950s

“Yes, candy has a definite part to play. Naturally its outstanding usefulness is providing quick energy in a most inviting pleasant and handy form. “If you followed the experts advise “you would send your children off to school with a surge of power that will thrill you!”

“We call this the can do” of candy.”

Wholesome candy…trick or treat? You be the judge.

© Sally Edelstein and Envisioning The American Dream, 2016. 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.


Big Soda Big Lies

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vintage woman and soda bottles beverages-dr-pepper-61

Americans are worried…First they came for our tobacco, now are they coming for our sugary drinks?

This election has caused  panic among our citizens.

While many alarmed Americans are agitated, losing sleep over possible deportation, distressed over the state of their healthcare , control of their own bodies and basic civil rights, others are going into sugar shock at the very thought that soda, their beloved syrupy elixir, is being unfairly taxed.

Now that a soda tax  is in place in more than a 6 pack of American cities, some folks are alarmed.

be very afraid…soda taxes are coming for your 64 ounce liter of Dr Pepper.

While we grappled over the presidential election, a penny per ounce soda tax was passed in three different California cities this year (Oakland, San Francisco and Albany). Boulder Colorado  and Cook County, Illinois encompassing Chicago  passed similar measures joining Berkley in 2014 and Philadelphia this summer.

Super-Sized Americans

girl drinking soda

Sugar sweetened beverages are one of the major culprits in the obesity epidemic particularly among children.

The “good cheer” of Coke has come under blistering attack over the past several years  for its empty calories contributing to the obesity epidemic, high rates of diabetes and other health issues, especially among children,

The American Dream may have been downsized, but American’s ever expanding waistlines have clearly not been. Blame in no small part can go to our love affair with soda and penchant  for the super-sizing of our soft drinks.

Will Soda Fizzle Out?

baby drinking soda bottle beverages-7-up-1955-

“This young man is 11 months old – and he isn’t even our youngest customers by any means,” 7-Up crows in this 1955 advertisement. “For 7-Up is so pure, so wholesome you can give it to babies and feel good about it.”

The tax measure aimed at discouraging people from drinking soda naturally caused an outpouring of action from the beverage industry, worried that soda may be fizzled out of the American diet

Hardly.

Started on a slow drip at an early age, the soda industry has created and encouraged  a nation of addicts.

It was never too early to get your toddler hooked on the sweet stuff.

The trade organization American Beverage Association spent multi-millions of dollars to beat the soda tax, saturating the public with TV ads, full-page advertisements and flyers arguing it will be costly to consumers, calling the soda tax “discriminatory and highly unpopular.”

The powerful group got beaten back.

Big Soda, Big Lies

vintage 1950s kids and soda

“Soft drinks are youngsters top favorite when it comes to cool refreshment, whether they’re little leaguers or teenagers. No matter what kind of container this billion dollar market likes best, remember Continental has the right soft drink package for you.” Continental Cans ad 1958

For almost 100 years the  American Beverage Association has been carefully coaxing us to drink their carbonated beverages.

It’s no accident that soda pop, as American as apple pie and equally as loaded with sugar,  has been a ubiquitous part of our diet for nearly as long

The American Beverage Association (ABA) the trade association that represents America’s non-alcoholic beverage industry was founded in 1919 as the American Bottlers of Carbonated Beverages.

In 1919 there were about 600 bottlers who formed the association to provide a more unified voice before Congress and government.

Carbonated drinks have a number of “pet names” but only one high standard, we were told by the organization. “Up New England way some call for tonics and ginger ales. Park Avenue N.Y. might ask for “charged water,” and Parkville Tenn for “soda pop”…But just so the drink is carbonated and bottled you know it’s good and good for you.”

Within a few years they began an aggressive advertising campaign to promote the consumption of carbonated beverages  touting the healthful wholesomeness of their product…especially for America’s small fry.

 It’s Good and Good For  You

Beverages 7 up 53 SWScan02935 - Copy

7-up was the family drink so wholesome you could share it with the kiddies, no matter the age..One 7-up ad proclaimed “so pure so good so wholesome for everyone including the tiniest of tots.” Vintage ad 1953

Unlike today when most nutritionists are saying soda poses risks to children’s health, once upon a time soda was marketed as a wholesome, refreshment for kids of all ages…the younger the better

The ads  run by the American Bottlers of Carbonated Beverages relied on the esteemed  medical and academic communities to vouch for its healthfulness.

If fussy children were not getting enough liquids in their diet, not to worry Mama,  let them drink soda- pure water and nourishing sugar!  Mothers could rest assured,  soda was high in calories, at a time when calories had a positive connotation. In fact one ad  boasted of the beneficial high calorie content of soda that had more calories than fish, milk or vegetables. And what fun to drink.

“None is more palatable nor invigorating for you and your children. These health beckoning beverages are food as well as drink.”

“Good and good for you” was their motto for decades.  And good for their bottom line too.

No Fuss No Muss- A Simple Modern Approach

vintage ad-carbonated beverages

Vintage ad 1927 American Bottlers of Carbonated Beverages

“Youngsters do not get sufficient liquids in their regular diet, ” begin this ad from 1927 . “Your family doctor will tell you there’s a simple modern remedy.”

Tempt the family’s thirst with the irresistibly delicious tang of Bottled carbonated beverages. Serve these taste tempting drinks right with the meal…”between times”…and for ever social occasion. Refreshing bottled beverages are made with pure water, nourishing sugar and wholesome flavors.

They’re good and good for you.

Children Enjoy the Tang of These Delicious Drinks

vintage ad carbonated beverages 1927

American Bottlers of Carbonated Beverages Vintage ad 1927

A feast for the few year olds! And the best of it is that these bottled carbonated beverages are not only good but good for them.

The food basis of these drinks-invert sugar –  is simply high-grade sugar made highly nourishing and pre digested by natural action in the drink itself.

In fact, Prof J.H. Buchanan, Iowa State College recently proved by test that bottled carbonated beverages contain more calories per pound than fish, fresh asparagus buttermilk, cabbage or carrots. Moreover, the pre-digested food in these soft drinks is instantly assimilated by the blood.

Besides the finest sugar, these good drinks contain pure water and wholesome taste tempting flavors. Perfect carbonation- possible only when the drink is bottled- adds the delightful tangy taste.

No other food product is handled with greater care for sanity and purity.

Keep a case of your favorite carbonated beverage always on hand, ready to serve for any occasion.

Wholesome

vintage ad Cnada dry illustration of family

Vintage ad 1937 Canada Dry Ginger Ale

“Let the children have all they want,” advised this 1937  ad from Canada Dry Ginger Ale. “It’s wholesome and crystal pure.”

“Its gingervating,” the copy continued. “A sparkling glass of ginger ale cools you off to help pep you up…it’s a drink with a reason.”

Morning, noon or night was the right time for a carbonated beverage.

Of course it failed to mention that a 12 ounce serving of wholesome ginger ale has 31.84 grams of sugar which is equal to 8 teaspoons.

Sugar Rush

vintage ad illustration gasses of soda

Vintage ad 1946 Corn products refining Company

Yes, it was never too early to  include sparkling soda in your diet.

And why not… sugary soda was considered energizing goodness.

“You burn up  lot of energy in today’s fast pace…make sure you get it back…with sugar. A drink of sugar is like recharging your batteries.”

Yup, there was no better way to get going than with good old dextrose.

vintage illustration man reading magazine

Vintage illustration from Dextrose Sugar ad 1941

Like other food products, beverages were made better enriched with Dextrose sugar according to a series of ads run by the Corn Products Refining Company.

In the 1940’s a great deal of money in advertising was spent by the Corn Products Refining Company promoting the virtues of corn syrup, an inexpensive form of dextrose much favored by manufacturers.

Just as today the Corn Refiners are trying to re-brand High Fructose Corn Syrup as “corn sugar,” so 70 years ago the Corn Products Refining Company was fighting a similar battle to have sugar derived from corn accepted as a wholesome, nutritious ingredient, superior to old fashioned cane or beet sugar.

And they succeeded.

Dextrose became the new wonder nutrient touted for its energy giving properties. It was not just an ingredient or sweetener, it enriched food with the energy of the sun.

“The fizzing flavor and fragrance of pure soft drinks have captured America’s thirst to the tune of 40 million bottles a day-13 billion bottles a year,” the  copy to the 1946 Dextrose ad explained.

The key to its success?

Gratify

vintage ad illustration soada bottles and party food

Vintage ad 1948

 

Smart for a teenage or grown up party is this attractive grouping of ice cold soft drinks. Perfect pairings salami cornucopias filled with creame cheese and chives.

Such popularity must be explained. Water merely satisfies-soft drinks gratify the thirst; provide refreshment, natural stimulation positive nutrition.”

Progressive bottlers use a blend of mildly sweet dextrose and sucrose ( both fine sugars) to achieve proper “body” without masking the true flavors o their popular beverages.

Dextrose adds real quick acting food energy the kind that makes “refreshment” a fact-not a catch phrase. Many fine beverages are today enriched with Dextrose enjoy their true energizing goodness!

 

vintage ad Dextrose Sugar 1940's

Another  Dextrose ad from 1948 boasts:

The key to energy! There’s nothing soft about soft drinks! Vigor abounds in every bottle! Deep down energy that sparkles with tempting wholesome goodness.

Americans of all ages enjoy soft drinks bountifully… to the tune of 50 million bottles a day!

67  years later the average Americans now drinks 45 gallons of sugary drinks a year.

That’s progress!

Sweet Thought

For now, folks can relax as the rest of America still remains submerged in a syrupy sea of over sized soft drinks. It’s when that sugar shock wears off though, that they may be worry  and realize who they really voted for in this presidential election.

 

© Sally Edelstein and Envisioning The American Dream, 2016. 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.



Castro and My Cold War Childhood

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mad-magazine-castro-jfk

My cold war childhood filled with cold war warriors could easily have turned hot if not for MAD… oh, and our nuclear policy of Mutually Assured Destruction too. Mad Magazine covers (L) Fidel Castro October 1963 (R) JFK October 1961

Though a half a century apart, November now marks the death of two Cold War icons.

Just four days after the anniversary of the assassination of President John Kennedy, his nemesis Cuba’s Communist leader Fidel Castro has died at age 90.

Both loomed large in my cold war childhood.

Fidel Castro cover Life Magazine

Any Communist foothold in our Hemisphere seemed an affront. Life Magazine June 2, 1961 Fidel Castro

It is hard to imagine today the dark shadow cast by Castro extended all the way to a suburban N.Y. child.

That the fear of communism represented by the bearded bombastic Fidel Castro on a small island 90 miles from Florida could so menace an entire hemisphere seems today almost inconceivable.

castro-invasion-comic

But panicked Americans were convinced Castro and his Communist cohorts were aiming to undermine the influence of the US and break ties with Latin America which was in the United States sphere of influence.

Communist control in Cuba it was feared would trigger similar uprisings throughout Latin America and so extend Soviet Influence.

More importantly, not only did Castro bring the cold war  to our hemisphere, he brought it right into our homes,

No more so than during the Cuban Missile Crisis, those harrowing 13 days in October 1962 when Castro and Khrushchev  nearly brought us to the brink of thermonuclear war.

It is a story I have never forgotten and it is worth remembering again.

Measle’s Crisis of October

health measles crisis of Coctober

There was a time when measles was all but wiped out

I didn’t know until years later that they called it the Cuban Missile Crisis. In my mind it would always be remembered as the “German Measles Crisis.”

It was late October, and trick or treating  was just a few short weeks away.

For that years Halloween my parents had picked out our Halloween costumes for my older brother Andy and I. There would be no glittering fairy princess with a magic wand for me. No ghosts or goblins for my brother.  No, my parents had something more ghoulish in mind.

vintage Halloween mask Castro

Vintage Halloween mask Fidel Castro

Mom and Dad thought it a hoot to costume their children as Soviet Leader Nikita Khrushchev and Cuba’s very own Fidel Castro.What better way to keep a cold war chill in the air than to dress my brother and I as those 2 lovable cold war communist cut ups.

But as luck would have it, I came down with a nasty case of the measles.

The itchy red spots were spreading from my face to my body as quickly as Communist aggression was visualized on maps and films at school.

Those scary red splotches of Communism shown slithering around the globe, oozing over continents, a ready reminder that the Russians were hell-bent on world conquest, were a familiar feature in My Weekly Reader.

Now the measles red rash was on its own expansionist path with me.

German Measles

Illustration of German Measles and vintage Nazi stamp

German Measles were goose-stepping across my ravaged body. (R) Vintage German Nazi Stamp “Victory at Any Price”

To make matters worse, I learned it wasn’t just plain old measles.

They were German Measles; Nazi measles goose-stepping across my ravaged body.

Despite having been born a full decade after the end of WWII, which in a child’s mind is an eternity, I was tormented by the very thought of Nazis.

I used to have nightmares that men in brown shirts, black jack boots, and wide Sam Browne belts, rank and file members of the Nazi Party would storm into my suburban ranch house, lustily humming the Nazi anthem Hort Wessel Song, brutally taking me away.

Now the Germans and their horrors fused with the Russians and their nuclear bombs, and there was nothing to stop the fiery red rash that was charging across my 7-year-old body.

Monday

vintage photo doctor making house calls

House Calls

Monday, October 22 began as sunny clear day. A burnish of autumn on the sycamore trees that lined my suburban block made everything look peaceful and predictable.

But all was not quite on the Western Park Drive front.

Inside my house things were anything but peaceful; I awoke with a fever, sore throat, blotchy skin and the streaming morning light burned my watery, red-rimmed eyes.

My body was clearly sending out distress signals. With a sinking feeling about the telltale rash, Mom called the doctor.

Within the hour my pediatrician came to the house and confirmed the diagnosis.

The spots had Deutschland written all over them – German Measles – Rubella.

Solemnly my pediatrician Dr. King informed me that to prevent the spread of the very contagious disease, I would have to be quarantined.

Like a heat seeking missile, a careless sneeze, or an explosive cough could shoot troublesome germs in your direction at a mile a minute speed. In case they invaded the tissues of your throat, you could be in for a cold, or…worse.

I was to get back to bed mach schnell. And stay there.

Think Pink

Besides bed-rest, baby aspirin and fluids there was no cure. A big brown bottle of soothing Calamine lotion along with a suggestion to clip my fingernails to stop me from the inevitable scratching were the doctors best suggestions.

Not even the venerable Ben Casey could come to my rescue.

There was no debate about the merits of a vaccine because there were none. A vaccine would become available for measles in 1963, a rubella vaccine wouldn’t exist until the end of the decade.

The Longest Day

Missiles Cuba Collage

Mom had already had her longest day dealing with the measles crisis when the Cuban Missile Crisis was announced. (R) Headline of NY Daily News announcing the Cuban blockade

October 22 was also my parent’s 12th wedding anniversary.

They had planned on going to the movies that evening to see “The Longest Day”, that star-studded spectacle about D Day the Normandy invasion.

But now that our normally germ-proof home had itself been invaded with a contagious disease, plans were promptly cancelled.

John Wayne would have to wait.

Besides which my parents were anxious to watch President Kennedy’s live broadcast on television that evening.

Panic Goes Viral

kennedy-addresses-cuban-missile-crisis-television-1962

President John Kennedy addressed the nation of the Cuban Missile Crisis on television

At noon while Mom was preparing lunch, JFK’s press secretary Pierre Salinger had made a dramatic announcement that the president would speak that night “on a matter of the highest national urgency.”

The crisis that was brewing in Cuba that had begun a week earlier had been kept top-secret. Now with rumors circulating, there was a nearly unbearable sense of foreboding and tension.

Across the country while American’s eyes would be fixed on their TV sets gripped in the most intense moment of recent history, I was confined to my bedroom without a TV. At a loss, I trained my ears to tune in to the console playing in the living room.

We Interrupt This Program…

At 7:00, I could hear the TV announcer from the popular game show based on the game charades saying: “Stump the Stars will not be seen tonight so that we can bring you this special broadcast….”

Along with 50 million other Americans my parents listened in pin-drop silence as President Kennedy spoke about Cuba.

Sitting behind his desk, a solemn President Kennedy got right to the point. This was no time to play charades.

He grimly announced to a shocked nation that Russia had sneaked missiles into Cuba just 90 miles from Florida. Along with the Offensive Missiles, Khrushchev had deployed bombs and 40,000 Soviet troops.

Fidel Castro welcomed them with open arms.

The alarming evidence from photographs showed that nearly every city from Lima, Peru to Hudson Bay, Canada would lie within push button range of thermonuclear bombs in Cuba.

Panic was about to go viral

Cuba Missile crisis distances-of-major-cities-from-cuba

Every major US city would lie within push button range of thermonuclear bombs in Cuba.

“To halt this offensive build up,” a determined Kennedy said, “a strict quarantine on all offensive military equipment to Cuba is being initiated.” The Navy’s mission was to block the flow of Russian weapons to Cuba.

Like me, the Russians would have a quarantine imposed on them but Dad wasn’t convinced this was the best tactic. It might work for preventing the spread of the measles but not for the missiles. If Russians didn’t withdraw the missiles as demanded, a U.S. pre-emptive strike against the launch site was inevitable.

The United States would not shrink from the threat of nuclear war to preserve the peace and freedom of Western Hemisphere, Kennedy said firmly.

The President’s voice faded away as my parents grimly turned to another channel to watch “I’ve Got a Secret.”

Struggling with the ramifications of what they just heard, the longest day was about to get a lot longer.

A Rash Decision

Health of Nation Cuba Missile Crisis

Temperatures were rising as the Cold War heated up. (R) JFK clashed with some military advisers about invading Cuba. After criticizing Kennedy’s call to blockade Cuba as too weak a response, General Curtis LeMay Air Force Chief of Staff (seated closest to JFK in photo) told the President that his refusal to invade Cuba was a mistake and would encourage the Soviets to move on Berlin. Photo by Abbie Rowe National Archives

As the cold war heated up so did my fever, and I was wracked with chills.

Despite being doused with great blotches of pink calamine lotion I was struggling not to scratch the angry rash that was invading my body.

Hot and bothered, the US military were having the same problem.

Just itching to go to war, the Joint Chiefs of Staff had to restrain themselves from scratching that very dangerous itch.

The Soviets had crossed the line. They had come into our Hemisphere, their nuclear warheads aimed directly at us and we had to make sure they didn’t strike first. The time had come for a direct military showdown with the Soviet Union.

Luckily cooler heads prevailed.

We Can Work it Out?

jfk-khrushchev cuban-missile-crisis-cartoon

JFK and Khrushchev arm wrestling for power as they sit astride nuclear weapons in this Oct 29, 1962 cartoon.

On Wednesday, when Soviet ships changed course rather than make contact with the naval blockade, there was some relief.

No new weapons were being shipped to Cuba. But Hi-ho-hi-ho it was off to work they go as industrious red dwarfs continued to work day and night on the existing missiles which would soon be operational.

The pressure on the President to order an air strike or an invasion was mounting.

As the tension grew, many atomic armchair strategists felt strongly that the best defense was offense – get ‘em before they hit us. “If the Russian offensive build up continued, Kennedy would have no choice but to unleash the mighty US force,” Dad remarked  gravely.

Russian nuclear retaliation would be inevitable.

Going on the Defensive

collage Fallout Booklet and picture of child with measles

Short of building a fallout shelter, there was little anyone could do about the missile crisis, but it was all out war on the measles at my home. (L) Vintage booklet “Fallout Protection Kit” for your shelter

An air of crisis hung over the country.

Short of building a fallout shelter, there was little anyone could do about the missile crisis, but it was all out war on the measles at my home.

Prepared to do battle, Mom took the offensive with the pre-emptive striking power of Lysol, Lestoil and Listerine, to immobilize and incapacitate any rogue germs. There was a full frontal attack on dirt – every counter every surface in the house was scoured and sanitized, hands were washed and rewashed until skin wrinkled and puckered.

School Daze

Atomic Bomb Coloring Book

A Page out of history (L) Vintage illustration from “Our Country Historical Color Book” 1958 depicting the Atomic Blast at Hiroshima

With the containment policy strictly enforced, the days passed slowly for me but I busied myself with Colorforms, Crayolas and coloring books.What better way to pass the crisis than coloring in a picture of the Atomic Blast at Hiroshima in my American History Coloring Book.

Barricaded in my bedroom, I could still hear the ominous sound of the air raid drill alarm ringing every few hours at West Hempstead High School a few blocks away. I could picture all the frightened school kids jumping out of their desks as I had done countless times, kneeling underneath desks, hands clasped behind necks, eyes closed waiting for that imminent flash.

I had little sense how school officials were currently scurrying to make all sorts of contingency plans for what seemed like the possibility of a real attack.

Several years earlier, my school district had developed a plan for evacuating elementary school kids in the event of a threatened enemy air raid upon N.Y.C. We had been issued plastic dog tags with our picture and address on it that we were to wear in case of an attack.

collage vintage illustration school children and Atom Bomb attack duck n cover

School Day drills (R) In a photograph published in Colliers Magazine June 1952, schoolchildren in Nevada practice what they have been told to do in case of an Atomic attack:lie flat on the ground, shield their eyes with one arm and protect their head with the other arm

On Thursday my fifth grade brother brought home a printed permission slip for my parents to sign, allowing students to participate in a practice walk-home air raid drill.

In case of emergency it was thought better to be incinerated at home rather than at school.

Irritable and impatient as only a sick 7-year-old could be, I was deeply disappointed that I would miss out on the fun of the walk home drill. Pleading with Mom to let me out of my sick room long enough to view the march, I wistfully watched from the living room window as my classmates, lined up in size order, earnestly paraded down my deserted block.

The loud roar of an overhead jet temporarily distracted me.

Anxiously I scanned the blue skies from our picture window for an enemy attack, as though it were WWII and I were a spotter standing on a rooftop scanning the skies for the sight of a Japanese flag painted on the belly of the aircraft.

I was too young to comprehend the total annihilation of nuclear war. All I knew was, we were to be prepared. I knew a nuclear attack could occur any time anyplace any day. Would this be the day?

My parents would shake their heads, as they watched me but neither of them had the heart to tell me what they already knew – that now, by the time you eyed the enemy…it was already too late.

Tossin’ and Turnin’

collage Missile Crisis and the Measles Crisis

By Saturday I had taken all the orange flavored St. Joseph aspirin that I could, yet my fever had still not broken. Along with the shivering and shaking, there was a whole lot of tossin and turnin’ as the red splotches of German Measles continued their assault goose-stepping across my body.

A vaporizer had been brought in to help with the breathing and between the fog and my feverish delirium, disparate sounds and thoughts merged in my mind, as I drifted between states of fractured foggy wakefulness and fitful sleep.

Have Gun Will Travel

Blending with the hushed anxious tones of my parents, the shrill, ear-piercing, buzzing signals on the radio during the CONELRAD broadcasting system tests and the ominous news bulletins, were the incessant commercials constantly blaring on TV…

“…..And now a word from our sponsor… This is only a test…In a world threatened by thermonuclear holocaust…. it’s new…. its different….it….gives the surest protection-the new Missiles with Gardol, wonderful new Anti-Russian fighter forms an invisible shield of radioactivity around them….They can’t feel it – taste it – see it – but its protection won’t rinse off or wear off all day, just like New Pepsodent…..

“…Don’t settle for wishy -washy conventional weapons….New deep penetrating Thermonuclear Bombs bring speedy relief from Reds…. Goes in-goes in fast….help restore restful democracy, relieves pesky Russian interference…

“Yes, fast acting Ajax the white tornado…. Ajax missiles kill millions of people associated with Communism, ..Reaches all infected areas in minutes….shrinks populations, restores free way of life. An exclusive anti communist Ingredient….That’s all there is to it…

“…This is not a test…we now return to Have Gun Will Travel…If this had been an actual emergency ….. take 2 aspirin and call me in the morning…”

As hot as I was with fever I knew things were only going to get a lot hotter once this thermonuclear war began.

On Sunday morning my fever broke and Moscow announced their decision to dismantle the missiles and return to sender. I wouldn’t understand until years later that the Russians backed off or as Dean Rusk was to famously say “We were eyeball to eyeball and they blinked first.”

Though my fever and measles eventually healed, the cold war chill I caught that week would never leave me.

© Sally Edelstein and Envisioning The American Dream, 2016. 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.

 


Medical Emergency- America’s Health Care

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Vintage illustration doctor and family statue of liberty

Critical Care

As the halls of Congress morph into a Critical Care Unit, the GOP’s prescription “to preserve our freedom” appears to be to pull the plug on Obamacare- STAT!

Although some Republicans overt hysterics appear to have gone into temporary remission, the bilious rage against the Affordable Care Act escalates.

Festering for 4 years, the scorn Republicans have felt for Obamacare  has blown up into an ugly, raging boil. The repeal fights are bound to be bloody as the GOP are doing their best to dismantle the Affordable Care Act.

Repeal without replacement is just plain bad medicine. Snatching away health care from as many as 30 million people is poor prescription for good health.

A Bitter Pill to Swallow

health care insurance ad

Health Insurance Heartburn (L) Vintage Pepto Bismol Ad 1957 (R) Vintage illustration from 1955 Insurance Ad

The health care crisis in America has a long troubling history, the bitter debate about Federally Funded Insurance, persistent.

For decades, Republicans have suffered from Chronic Obstructive Healthcare Syndrome, a debilitating disease characterized by acute agitation, myopic vision, paranoid delusions, ultimately devolving into a state of delirium.

The seemingly incurable disease first presented itself during the health care debate in the late 1940’s when President Harry Truman, a staunch supporter of  National Health Insurance, argued before Congress that the federal government should play a role in health care.

Cries of “socialism” reverberated in the halls of Congress, and the histrionics we now associate with  Chronic Obstructive Healthcare Syndrome began to appear like a bad rash.

Socialized Medicine

vintage illustration doctor hospital 1940s

Vintage illustration from 1944 Advertisement

In the chilly climate of the Cold War lawmakers wanted to make sure that the US would not catch a bad case of socialized medicine.

Because America was on red alert, opponents  to Compulsory Health Insurance were able to make socialized medicine a symbolic issue in the growing crusade against Communist influence in America

The revered leader of the Republican party in domestic affairs, Senator Robert Taft was dead set against National Health Insurance.

In his cool, Ohio twang Taft declared gravely, “I consider it socialism. It is to my mind the most socialistic measure this Congress has ever had before it.” Taft suggested that Compulsory Health Insurance, like the Full Unemployment Act, came right out of the Soviet Constitution and promptly walked out of the Congressional hearings.

It’s a Medical Fact

But no one was more vehemently opposed to National Health Insurance than the American Medical Association.

American propaganda agianst healthcare insurance 1950

The idea of compulsory National Health Insurance ran afoul of the AMA one of the most powerful lobbies in the country. The AMA hired public relations firm Whitaker & Baxter to organize it’s opposition, running ads like this one in all the major magazines. The headline in this 1950 ad ask “Who runs America? The Congress? The President? Or You the man next door?” Painting a lurid picture of life under Socialism they concluded that “In the American manner, the people studied the case for socialized medicine and the case against it and they found that the government domination of the peoples medical affairs under Compulsory Health Insurance means a lower standard of medical care, higher taxes, damage to research, penalties for the provider, rewards for the improvident.”

Determined the NHI would be DOA, the AMA poured millions of dollars successfully lobbying congress, and waging a massive slanderous public relations campaign forever entangling compulsory health insurance with that cold war boogeyman Communism.

Your Doctor Knows Best

NormanRockwell Illustration Family doctor 1940s

Vintage illustration of the Family Doctor by Norman Rockwell from Upjohn Advertisement 1943

Mid Century doctors were at the pinnacle of authority figures, riding the tide of unquestioning devotion.

So in 1948 when 32-year-old Frank Goodfellow went for his annual checkup,  he took the expert advise of his genial family doctor  Richard “Dick” Lawson very seriously. Nodding in agreement when Dr Lawson advised him to beef up his daily intake of heart-healthy, AMA-approved rich red meat, Frank listened implicitly as the good doctor spoke about health care and freedom in America.

photo man and nurse

Health Care Crisis Giving You a Headache? Vintage photo from Anacin Advertisement 1962

Though Frank was in the pink of health, a gnawing, debilitating tension ate at him.

Like many Americans in the 1948 presidential election year, Frank was confused about the battle brewing in between the 2 parties concerning Presidents Truman’s proposed National Health Insurance.

After more than a decade of New Deal Democrats, in 1946 the Republicans had finally taken control of Congress and had no interest in enacting Compulsory Health Insurance charging it was a socialist scheme. Now that Truman was up for reelection, the President  was pushing hard for the health care bill, his opponents fighting back even harder charging the possibility of its passage would result in dire consequences to the health of the nation.

Perplexed, Mr Goodfellow  turned to his trusted family doctor  for some help.

.After listening to Frank’s account of his concerns, Dr Dick-as he was affectionately known-leaned back in his comfortable cordovan leather chair, put a fresh match to the pipe he was smoking and grew thoughtful. Removing his glasses he came right to the point:

Compulsory health insurance was, simply put…un-American!

The Voluntary Way is the American Way

health care drs communism

Could it Happen Here? Threat of socialized medicine instilled fear of lost freedoms
(L) Vintage Ad Wyeth Drugs 1944 (R) Vintage Cold War propaganda comic “Is This Tomorrow? America Under Communism” a 48 page cautionary tale of how easy it would be for Communists to take over the US. It was published to “make you more alert to the menace of Communism”

Socialized medicine or anything that even looked or smelled like socialized medicine gave Dr. Richard Lawson the chills and fever.

Reaching across his big oak desk, Dr. Dick handed  Frank a pamphlet put out by the AMA entitled “A threat to health – a threat to freedom!”

The good doctor put on his reading glasses and read aloud from the brochure:

“Freedom is coming under attack,” he began solemnly. “In much of the world today the people have resigned from running their own countries. Others have been quick to step in- first with the promises of security and then with whips and guns- to run things their way. The evidence is on every front page in the world everyday.”

Frank grimaced in agreement as he took a long drag from his cigarette.

“The reality of war has made every American think hard about the things he’s willing to work and fight for- and freedom leads the list.”

The doctor looked up from his reading, giving former Private First Class Goodfellow time to absorb what he had been saying.

vintage illustration family hospital statue of liberty right to choose

L) Vintage illustration from 1948 Park Davis &Co. advertisement (R) Illustration from Boys Life Magazine 1963

“But that freedom has been attacked here recently just as it has been attacked in other parts of the world.” To emphasize the point, the doctor read slowly: “One of the moist serious threats to individual freedom has been the threat of Government dominated Compulsory Health Insurance, falsely presented as a new guarantee of health “security” for everybody.”

Leaning in close, his face flushed with determination, Dr Dick, somberly explained the grave consequences of such an act as spelled out by the AMA..

“Would socialized medicine lead to socialization of other phases of life? Lenin thought so. He declared socialized medicine is the keystone to the arch of the socialist state.”

Putting the down the brochure, Dr Lawson appeared to brush a tear from his eye.

Like all good standing members of the AMA,Dr. Dick  believed that compulsory health care would limit physician autonomy and income and cause doctors to “become clock watchers and slaves of a system.”

“It is my business to keep you healthy Frank,” he said sadly, the plume of pipe smoke forming a blue haze around him, “but with this alien way of life, of socialism doctors would be mere slaves.”

Diagnosis: Disaster

vintage illustration doctor

Is There a doctor in the House? Unable to resuscitate the badly bruised National Health Insurance bill, it died an unremarkable death in the Congressional committee. Vintage Illustration by Phil Dormont Saturday Evening Post 1944

With the same agility and shrewdness he had diagnosed Franks bursitis, Dr Dick went on to dissect the cancer that would be striking at the very heart of American freedom- Compulsory Health Insurance, the first step towards Communism.

“Communism,” he stated firmly, “was invading our shores.”

Communists were like cancer cells Dr Lawson skillfully explained to Frank, “a monster gone berserk. Relentlessly increasing their numbers, cancerous Communists proceed to crowd out healthy societies and begin to steal from the normal countries around them.”

Driving home the point the dedicated doctor continued. “Communists, like germs lived amongst us undetected and could attack and infiltrate anytime. If you were invaded by germs you could end up in an iron lung- if you were infiltrated y Communism you could end up behind the iron curtain. If we had socialized medicine we were one step closer to being enslaved.

Squirming uneasily in his chair, his legs sticking uncomfortably to the seat covered in plastic Fabrilite, Frank Goodfellow shook his head. “It sounds awful,” he said slowly breathing hard. There was more perspiration on his forehead and the color of his glowing pink skin seemed pale and drained of color.

Leaning forward in his chair, Dr Lawson concluded.“Keeping thing as they were was the only cure for a healthy America.”

“The American health system,” Dr Lawson diagnosed conclusively “didn’t need any curing.”

A country consumed with anti communist sentiment, shrouded in suspicion apparently agreed. Unable to resuscitate the badly bruised National Health Insurance bill, it died an unremarkable death in the Congressional committee.

© Sally Edelstein and Envisioning The American Dream, 2017. 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.

 


Women Are Called to Action

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Collage by Sally Edelstein

Collage Detail from Womens Lib- A Storms Approachin’ collage by Sally Edelstein

Today on International Women’s Day 2017, nearly 45 years after the women’s liberation movement stormed onto the scene opening a floodgate of discourse about women’s rights, it’s déjà vu all over again.

It’s hard to believe that systemic gender inequality still exists today and women are still being moved around like so many pawns in a political game that seems to be played by men only. The denial of reproductive rights, sexual violence, domestic abuse and income inequality are still very much a part of our current dialogue.

It’s a long way from the consciousness raising days of the 1970’s, as women across the country gather to figure their way forward in the age of Trump.

Today a global Woman’s Strike is taking place.

The organizers behind the Woman’s March in DC have created another call for action called a Day Without A Woman to highlight the economic power and significance that women have in the U.S. and global economies, as well as call attention to economic injustices. They are calling for women to take the day off, if possible,  and encourage them not to spend money to show their economic strength and impact on American society.

 

collage art appropriated images

Sally Edelstein collage detail Women’s Lib- A Storm’s Approachin’

Why are women’s lives so difficult even now in the 21st century?

Ironically because feminist ideas are so taken for granted few women think of themselves as feminists. The persistent stereotype of 2nd wave feminists as male bashing, make-up-less angry and non domestic was the same stereotype perpetrated by the media at the time.

It is worth remembering their struggles.

Women, Gender and Politics- Women’s Liberation

sally-edelstein-collage-storms-approaching art collage

Women’s Lib-A Storms Approachin” collage 48″x84″ artist :Sally Edelstein.

 

My collage “Women Lib: A Storms Approaching” takes a look at a  time pivotal time period when women became conscious not only of the inequality but how our identities had become fragmented by a media insistent on dictating ever-changing standards.

When women grapple with gender inequality they often find themselves turning to a rich 10 year period of modern history – the 1970s. Before the 1970’s a woman could not keep her job if she were pregnant, get a credit card, report cases of sexual harassment  or have a legal abortion.

The piece, part of a series called “Media Made Women” is a pastiche of postwar American imagery, a time when confining and conflicting images of media stereotypes of women littered the pop culture landscape that was erupting in a women’s liberation movement.

These images helped shape the female psyche in setting standards of how women should imagine their lives, think of fulfillment and arrange their priorities.

Collage as Expression

art work sally edelstein collage appropriated images

Collage promotes collusion’s of realities; by dissociating the images from their intended use, I can exploit the iconic effects of the imagery. Collage Detail: A Storms Approachin by Sally Edelstein

Collage becomes the perfect vehicle to deconstruct these fragmented messages.

Like most Americans, I have consumed vast amounts of pop culture imagery over the decades; as an artist and a collector I have amassed a formidable collection.

Like a toxic overspill, fragments of these countless mass media images remain imprinted in all of us.

Using collage as a means of deconstructing myths and examining social fictions, the piece is composed of hundreds of images appropriated from vintage advertising, periodicals, newspapers, vintage school books, old illustrations, comic books, pulp fiction and all sorts of ephemera.

Media Matters- Media Made Women

Collage by Sally Edelstein art work appropriated vintage images

Collage Detail: Women’s Lib- A Storms Approachin’ by Sally Edelstein

Like most women growing up in the 1960s I was fed a generous serving of sugar-coated media stereotypes of happy homemakers who were as frozen and neatly packaged as the processed foods they served their Cold war families

Within a decades time these same images would be thawed out under the hot glare of a woman’s movement only to be joined by a heaping helping of new conflicting media representations of how a girl’s life should proceed.

What did it mean to be a woman in the wake of the woman’s movement; what kind of woman should we be? How assertive and ambitious should we be, and how accommodating to men.

Gender Warfare

Sally Edelstein-A Storm's Approachin collage art work

I do not use Photoshop in creating the collages preferring to create the pieces the old fashioned way by Exacto knife. Collage Detail: Women’s Lib- A Storms Approachin’ by Sally Edelstein

This ideological warfare about women’s proper place was the prevailing subtext of American popular culture in the 1970’s.

Just as the right has demonized liberalism, so the backlash convinced the public that woman’s liberation was the true American scourge.

The back lash against feminism was filled with cautionary tales about what happens to women who are too angry or outspoken, and get too much freedom and attempted to push women back into acceptable retro roles .

The result was we were ambivalent toward femininity on the one hand and feminism on the other.

The media’s stereotypes about feminism turned the images into caricatures. They certainly played a central role in turning feminism into a dirty word and stereotyping the feminist as a karate chopping, Nair-rejecting bitch, with bad clothes, a perpetual snarl and a larger than life chip on her shoulder.

The media has long presented conflicting contradicting images of women and we have had to navigate the plethora of images offered up to young girls and young women suggesting what a desirable worthwhile woman should be.

Contrary to Popular Belief

collage detail artwork sally edelstein

Collage Detail: Women’s Lib-A Storms Approachin’ by Sally Edelstein

The irony is 45 years later the contradictions still exist and the media continue to provide us with images and rationalizations that shape how we make sense of the roles we assume in our families, our workplace and our society.

The media continues to be relentless in their assault on the imperfections of the female face and body while our bodies continue to be a battleground in the political arenas.

The current backlash against women and their reproductive rights still inform our dialogues and re-markets old myths about women as new facts.

 

 

© Sally Edelstein and Envisioning The American Dream, 2017. 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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Who’s Afraid of Feminism


Women Take a Back Seat Again

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It’s a retro ride with the Republicans driving the fate of maternity coverage in health care plans for millions of women. (L) Vintage 1934 Chevrolet ad (R) Whats wrong with this picture? A dozen white men meet in the White House to decide on maternity coverage for women

 

In the retro world of Republicans,  women still take a back seat when it comes to controlling their own bodies and their health, and as in this 1934 car advertisement, without any safety precautions it’s a dangerous ride indeed.

A Retro Ride

Nervous Dot the Democrat  is sure glad that Bette’s husband  Dick drives a Chevrolet. Men can be real speed demons on the road but with Republican Dick every ride is big and steady!

Dot and Bette agree : If husbands must drive fast…make sure its a Chevrolet.

The 2 gals in this 1934 vintage Chevrolet ad could sit back, relax enjoy a cigarette and some good gossip letting Dick take the wheel without any worries.

“You know how men are, sometimes – behind the wheel of a car,'” the ad begins.  “They want to get places in a hurry…pass all others at the traffic lights...’make time’ on the open road.”

“Now from the woman’s viewpoint, that’s all very well, provided,” the ad assured the reader, “the car is a safe, sure-footed easily controlled Chevrolet.”

“Then you can let speed-loving husbands step along to their heart’s content – explore the full range of its 80 horsepower performance – and who cares?”

With 1934 Dick behind the wheel, who needed seat belts, air bags or even safety glass?

Today, nearly 70 years later men are still in the driver’s seat,  as Mike Pence and a dozen white men decide whether maternity care should be considered essential health care.

Women are relegated to the back seat once again, without any safety precautions.


Maternity in the Age of Mad Men

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babys pregnancy stork illustration

Who’s Afraid of the Stork? asks this 1951 vintage ad for Lederle a Division of American Cyanamid Company. “The stork is now as tame as a household pet,” it boasts, explaining how safe childbirth has become thanks to new drugs.

Like today, a mid-century gal’s maternity cares were best placed in the hands of knowledgeable men. When it came to birthin’ babies,  a testosterone driven doctor and his pharmaceutical pals knew best.

In the cold war world of convenience, the idea of painful natural childbirth was a thing of the past.

When it came time for my own March 28th birth, my mid-century Mother  like millions of other pregnant gals, would never have dreamed of giving birth without the help of pain-eliminating, memory erasing -miracle drugs.

art collage retro illustration baby being born

The American Way of Birth- (L) collage by Sally Edelstein (R) illustration of a baby’s birth from the pamphlet “The Story About You” 1966 American Medical Association

Every lady-in-waiting circa 1955 knew that they would have an easier time than other mothers before them. Having a baby in that push-button- age of jet propulsion was a snap! No Fuss No Muss! “This is going to be fun” – the baby experts cheered. “As of now, the whole business of having babies was taking on an exhilarating new atmosphere.”

A simple, take-it easy atmosphere; a modern atmosphere.

But Birthin’ Babies was serious business and my mother Betty made sure she was prepared for “Operation-Baby.”

If ever there was a time for optimism it was now.

The days of painful deliveries were as old as yesterday’s horse and buggy. Modern childbirth was a miracle of conveniences. This was the modern atomic age and the idea of an agonizing delivery was blown to smithereens.

Though there was some talk about “natural childbirth” promoted by French physician Dr Ferdinand Lamaze, for most gals that was a foreign concept. “The patient,” reasonable American doctors were quick to point out, “who was interested in ”participating in her own childbirth experience was probably infantile neurotic and downright delusional.”

A “progressive” neighbor had lent Mom a copy of the book, “Childbirth Without Fear” that explained the benefits of a natural, drug free childbirth. Not for my Mom. “I want my doctor putting me to sleep before I feel my first pain. That’s what I call “without fear” – to know nothing!”

Vintage Soviet Woman pregant woman illustration

In post war America, natural childbirth was almost un-American. (L) Vintage Magazine Ladies Home Journal 1948 women and children of Soviet Union (R) Illustration from “The Story About You” 1966 pamphlet by American Medical Association to help in assisting parents of children in grades 4,5,& 6 in explaining sex education

A Cold War Pregnancy

Betty considered natural childbirth downright dangerous, primitive and frankly un-American.

Maybe for some poor unfortunate Soviet woman shackled by communism, who had spent her pregnancy lifting great chunks of rubble and iron, laying bricks, hoisting timbers, swinging picks and sledge hammers who probably had to give birth in a potato field and then head back to her job in the factory, it was okay, but why would anyone go back to those pre-chloroform days?

The combination of drugs – one to deaden pain, the other an eraser of memory, promised to end the drudgery of childbirth. It was half the effort half the time.

“Designed for ease of living, it was a leisure giving convenience.”

But whose ease, whose convenience? Golf- enthusiast obstetricians welcomed it because it gave them more control over the screaming, laboring woman, and more control of teeing off on time. Mama has no knowledge of what occurs between the time she is given the injection and several hours later when its effect wears off. “And once you try it, Doctors smiled, “we think you’ll say “How did I ever manage without it?”

health Drugs Upjohn old ad mother child illustration

Vintage ad Upjohn for pain-free birth

 Post War Pharmaceuticals

Since Mom had no memory of my older brothers’ birth, the obstetrician gave her a booklet that described the miracle of birth: It was like magic, she thought-pull a baby out of your hat-presto!

In successful cases, the patient soon falls into a deep quiet sleep. When the patient wakes up the obstetrician is rewarded by hearing her ask: “Doctor, when am I going to have my baby?” The quickest way I know to prove that the child is already born is to guide the patients hand to her own abdomen. Puzzled she seeks for the familiar mountainous lump; when she finds it gone, the silliest happiest grin steals across her face.

 After all the Doctor reassures her, she is very likely to spend a half a century with her child, and missing the first few hours of their association is a very brief fragment of the whole. For her, the temporary separation from reality at such a time through the boon of safe analgesia and anesthesia, is a welcome goal. Certainly if you tell your teenage daughter 15 years hence that you had her with medicated childbirth, she could not care less!’

Moments to Remember

Babies Birth How You Were Born book

(R) Vintage Book “The Wonderful Story of How You Were Born” 1952 Doubleday by Sidonie Gruenberg illustrations by Hildegarde Woodward(L) Photo of minutes old Baby Life Magazine 1953

 My All American Mom had an all American delivery. Thoroughly up to date, she was thoroughly sedated, and fastidiously prepped for “the operation.”

Lying flat on her back on the surgical table, they strapped her feet in stirrups to make sure that she wasn’t going anywhere in case she changed her mind, while her wrists were securely tied to the sides of the table to prevent her from touching the sterile drapes when they were applied.

Naturally she was continually drugged. It was all within the bounds of the Geneva Convention, she was assured.

My very last meal while still in the womb, the one meant to carry me through my big break out to freedom was a healthy dose of -“I don’t know what I’d do without it – Demerol” and “I don’t remember nuthin’ bout birthin’ no babies – Scopolamine,” the preferred aperitif for the boomer baby.

And where is Dad in all this?

My father, like all the other fathers-to-be is nowhere near any of this.

Togetherness was terminated at the delivery door.

But unlike most of the other nervous, expectant fathers who were sent to the waiting room to pace and hand out cigars, my father retreated back home and went back to sleep. But that was okay because my mother was sleeping soundly herself.

Unlike today when a baby’s birth is Instagramed ’round the world, no one but me would remember my birth.

© Sally Edelstein and Envisioning The American Dream, 2017. 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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