Figure 1.--This an ad Edwards boys' shoes depicts a school boy. The boy in the illustration is dressed in somewhat idealized clothes--at least for America. The boy wears shirt and tie, striped pullover sweater pleated shorts, turnover knee socks with a stripe around the top, and of course the Edwards brand oxford-style leather shoes. We note relative few boys dressed like this in 1930s school portraits. |
This an ad Edwards boys' shoes depicts a school boy. The boy in the illustration is dressed in somewhat idealized clothes--at least for America. The boy wears shirt and tie, striped pullover sweater pleated shorts, turnover knee socks with a stripe around the top, and of course the Edwards brand oxford-style leather shoes. Both good posture and good character seem to be elements in persuading parents to buy these shoes for their sons and daughters. The ad is interestingly moralistic in tone.
We know virtuslly nothing about Edwards & Co, except that they made children's shodes and that they were located in Philadelphia, Pennsylvania.
The ad appeared in Parents Magazine (October, 1936, p. 107). Parents Magazine is the leading family magazine in the United States for parents. It provides practical advise, tips, techniques and advice from America's foremost childcare experts. As originally conceived it was primarily pitched to mothers. This is probably still the case, although men are playing an increasing role in raising children. We do not yet have details on when the magazine was founded. We note illustrations that look to be dated from the 1920s. We note numerous issues from the 1940s. The magazine is still being published. Besides the articles with advise on child raising, there were many advertisements of products for children. This included clothing and patterns for making children's clothing.
Both good posture and good character seem to be elements in persuading parents to buy these shoes for their sons and daughters. The ad is interestingly moralistic in tone. This is certainly the principal focus of the ad. The historty of advertising is an interesting study. Some of this can be seen in the HBC advertising section. By the 1930s, advertising was a well-develooped industry in America. It seems gto us that this ad violates a principle of advertising--the shoes do not stand out at all. Presumably the point of the ad was an image for the brand. I'm not sure how effective this ad would have been.
The ad is a a kind of appeal to character, but does not tell us much about Edwards shoes or the pair of shoes the boy is wearing in the illystrstion. They look to be a sturdy pzair of briown lace-up low-cut oxford shoes. The text of the ad reads: "An Upright Child Stands on a Firm Foundation" [the quotation is by "Benjamin Franklin"] Upright! Just as Character in a Child is the result of Mother Love and Mother Intelligence, so Character in an Edwards Shoe is the result of the Pride and Skill of the House of Edwards--for over thirty-five years America's largest makers of Junior Footwear. If you want the very finest Shoes you can possibly obtain for your child, ask for Edwards. Edwards Children's Shoes. Write for Free Booklet, "Your Child's Feet and Their Care," and name of your nearest Edwards Dealer. J. Edwards & Co., Philadelphia, Pa."
This an ad Edwards boys' shoes depicts a school boy. The boy in the illustration is dressed in somewhat idealized clothes--at least for America. The boy wears shirt and tie, striped pullover sweater pleated shorts, turnover knee socks with a stripe around the top, and of course the Edwards brand oxford-style leather shoes. HBC has collected images from various American schools which are arranged by decade. We see very few boys dressed like the boy in the illustration here.
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