Figure 1.--Here we have another shoe-shing advertisement--this one by Shinola-Bixby Shoe Polish. The ad is sociologically interesting for May 1930, p. 38, during the Great Depression. The appeal is obviously to boys who are shown in a contemporary photograph playing baseball. Notice the above-the-knee knickers, the black long stockings, the hightop shoes, and the woolen cap with a bill worn by the boy sliding into a base.

Here we have another shoe-shing advertisement--this one by Shinola-Bixby Shoe Polish. The ad is sociologically interesting for May 1930, p. 38, during the Great Depression. The appeal is obviously to boys who are shown in a contemporary photograph playing baseball. Notice the above-the-knee knickers, the black long stockings, the hightop shoes, and the woolen cap with a bill worn by the boy sliding into a base. Shinola Shoe polish was obviously trying to interest boys in keeping their "scarred and dirty" shoes looking "bright and shiny" by polishing them. But the subtext seems also to suggest that in a very depressed economy it is important to prolong the life of shoes by keeping them polished. But more than this, the ad suggests that boys can make a bit of extra spending money (as much as 50 cents a week) by buying a Shinola Home Shoe-shine Kit and shining the family shoes for extra cash. The ad implies that the thrift and the neatness will earn the boy a bit of extra praise from his parents.

Shinola-Bixby

Here we have another shoe-shing advertisement--this one by Shinola-Bixby Shoe Polish. Shinola is a company with a name that became almost synonamous with polishing shoes in America.

Chronology

The ad is sociologically interesting for May 1930, p. 38, during the Great Depression.

Boys' Life

This ad was placed in Boys' Life, the American Scouting magazine. The ad pitch is aimed at boys and not their parents. Boys' Life is a mazine that boys read, but not very commonly their parents. Shinola Shoe polish was obviously trying to interest boys in keeping their "scarred and dirty" shoes looking "bright and shiny" by polishing them. But the subtext seems also to suggest that in a very depressed economy it is important to prolong the life of shoes by keeping them polished. But more than this, the ad suggests that boys can make a bit of extra spending money (as much as 50 cents a week) by buying a Shinola Home Shoe-shine Kit and shining the family shoes for extra cash. The ad implies that the thrift and the neatness will earn the boy a bit of extra praise from his parents.

Baseball

The appeal is obviously to boys who are shown in a contemporary photograph playing baseball. American boys played several sports. Baseball was far and beyond the major sport in the first half of the 20th century. Boys were obsessed with the sport.

Clothing

Notice the above-the-knee knickers and the black long stockings the boys are wearing. I think both boys wear caps. One boy wears a flat cap (looking mpore voluminous than it was because of the angle). The other boy may be bare headed, but it looks like he might be wearing a beanie. The boy jumping to catch the throw seems to be wearing a neck tie. The boy sliding into home plate may be wearing a bowtie, here I am not sure. Also note the hightop leather shoes. Some boys played sports in sneakers, but they were not universally worn.

Ad Copy

The ad copy read, "Shoes all scarred and dirty? Clip coupon for quick, easy shine. The coupon belows brings you a quick, easy way to keep shoes bright and shiny. Clip it now. Here's news about a quick, new way to keep shoes spick and span with scarcely any effort. A way that hundreds of boys all over the country are using. These boys no longer worry about scarred and dirty shoes. And they have no fusses with their families about the way their shoes are kept. You, too, can keep shoes neat and clean if you'll just clip the coupon as so many boys have done. It brings you the handy Shinola Home Kit that makes shining shoes a real pleasure. How to make money. Many boys are now making as much as 50 c. a week with their handy Shinola Home Kits just by shining the family shoes. You can do it easily, too. This kit contains a bristle dauber and a lamb's wool polisher. You can always get your favorite polish--2 in 1, Shinola or Bixby's--from the nearest dealer. The cost of the kit is only 25 cents (manufacturer's cost)! This is a special price, of course, and we make this offer for a short time only. It's a genuine bargain! And remember that it makes it easy for you to keep your own shoes neatly polished. You'll have no worries about a lecture on sloppy-looking shoes. Right now, before you forget it, sit down and fill out the coupon below. Then let the folks see what a wise step you are taking. Don't delay until it is too late. Clip the coupon now. This advertisement is published by the makers of 2 in 1, Shinola and Bixby's Shoe Polishes to encourage boys to have cleaner, neater shoes. Shinola-Bixby Corp., 88 Lexington Ave., New York City"

Other Ads

We notice other ads for shoe shining in the 1920s and 30s. I t was cleaely a more important part of a boy's life than is the case today. Another example is a 1925 ad

Created: 1:46 AM 1/30/2005
Last updated: 5:58 AM 1/31/2005