Figure 1.--A New York store, B. Altman in 1913 advertised these spring and summer boys' fashions. Norfolk suits were popular for boys, but notice the much more casual styl for the younger boy.
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Figure 1.--A New York store, B. Altman in 1913 advertised these spring and summer boys' fashions. Norfolk suits were popular for boys, but notice the much more casual styl for the younger boy. |
Some background on the advertising industry is helpful to understanding store and other clothing advertisements. Commercial adverisement is not exclusive to the modern world. Mass adverising abd a dedicated industry, however, is a developent of the western world. It was only possible when printing costs fell and mass circulation newspapers developed. The industry began to appear in the mid-19th century. America led the way, however, HBC xstill had relatively limited information on Europe.
The consumer culture began to develop in the United States in the mid-19th century, especially after the American Civil War. It was at this time that a professionalized advertising industry in the United States began to develop. Advertising and the consumer culture has had an enormous cultural impact and clothing fashions is one of the most important industrial sectors that has been promoyed by advertising. There are many early examples of American advertising. Examples include: cookbooks, early Lux ads, J. Walter Thompson Company "house ads", and tobacco promotions.
The John W. Hartman Center at Duke University is one of the nation's pre-eminent programs for the study of sales, advertising, and marketing. The Center sponsors a fascinating website which includes features such as: TEI-encoded transcriptions of the
title pages and tables of contents/indexes for the Early Advertising
Publications and the Nicole DiBona Peterson Advertising Cookbook
categories; descriptive essays for each category; and, Boolean
searching within each category as well as general searching across all
categories. These "added value" features are consistent with other
Digital Scriptorium projects. You can visit the
Emergence of Advertising in America web site.
HBC knows little about English advertising at this time. One of the first advertisments to use a fashionabl boy's costume is the Pearls' soap ad with a painting by Milais.
HBC has no information on French advertising at this time.
HBC has no information on German advertising at this time.
HBC has no information on Italian advertising at this time.
Navigate the Boys' Historical Clothing catalog/magazine pages:
[Return to the Main store advertisements page]
[Return to:Fashion magazines and store catalogs]
[Main photo/publishing page]
[Fashion magazines]
Navigate the Boys' Historical Clothing Web Site:
[Introduction]
[Activities]
[Bibliographies]
[Biographies]
[Chronology]
[Clothing styles]
[Contributions]
[Countries]
[Boys' Clothing Home]
Navigate the Boys' Historical Clothing Web Site:
[Sailor suits]
[Sailor hats]
[Buster Brown suits]
[Eton suits]
[Rompers]
[Tunics]
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[Pinafores]
