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| (Page 90) September 1945. Good Housekeeping. |
Friday, December 21, 2012
Hey! What's the Big Idea?
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| (Page 74) September 1945. Good Housekeeping. "Sanka Coffee" Advertisement. |
I'm Proud My Daughter is a Cadet Nurse
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| (Page 72) September 1945. Good Housekeeping. "Dan River Sheets" Advertisement. |
In Which Picture Does Your Face Fit?
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| (Page 69) September 1945. Good Housekeeping. "Kotex" Advertisement. |
Some People Just Stare
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| (Page 16) September 1945. Good Housekeeping. |
1. Worst that human
Eyes can do?
Center, all at
Once, on you.
2. Heaven help the
Lovin' guy
Fixed by childhood's
Steady eye.
3. People rush from
Everywhere -
Not to help, of
Course, just stare.
No Sorority, Sister
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| (Page 11) September 1945. Good Housekeeping. |
A blurb applauding the decline of high school sororities. "Maybe, in years gone by, it had a purpose, but today's teen doesn't want a group of girls to tell her what to wear, how to act, what to say. [...] Because of the intelligent training she's been given so far, her brain works, and the last thing she'll take is too much dictation."
Honoring a WAVE
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| (Page 144) August 1945. Good Housekeeping. "Avon" Advertisement |
A reference to the WAVES (Women Accepted for Volunteer Emergency Service), the all-female division of the Navy during WWII.
My grandmother was a WAVE, so I had to include this one :)
Out of the Mouth of Your Babe
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| (Page 102) August 1945. Good Housekeeping. |
Note the double-sided pressure implied in this article. On one side, it lists things that your "daughter" would want the mother to correct about herself, while on the other, it lists things that the mother can do to teach the daughter these habits by example.
"Because most of all, she wants to be proud of you."
Susan Makes Ice Cream
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| (Page 90) August 1945. Good Housekeeping. |
Another running feature during this period is "Cooks' Kindergarten" (and it's counterpart, "Homemakers' Kindergarten"). In these articles, a fictitious woman named Susan is described as being knowledgeable in various activities. In this case, the unnamed writer says that Susan knows how to make ice cream and explains how she makes it.
The picture above contains recipes for homemade vanilla, coffee, and chocolate ice cream, as well as special instructions for those using a crank freezer. "P.S. Susan always keeps a package of ice-cream mix on hand."
The style of this running feature mirrors the etiquette lessons often found at the beginning of the magazine. Note that this is not simply an article explaining in a direct manner how to make ice cream; it is an article about how "Susan" makes ice cream.
Ow - That Hurts!
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| (Page 75). August 1945. Good Housekeeping. "Sanka Coffee" Advertisement |
Note the comments made by the woman's "war conscience" and the guilt she feels for not tending to her Victory Garden. The "war conscience" tells her to drink Sanka so she can get the rest she needs to be able to tend the garden.
Sorry - Not For You
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| (Page 179) July 1945. Good Housekeeping. "Dole Pineapple" Advertisement |
Plenty of Pineapple, But - Sorry - Not For You
Abundant as the 1945 crop of Dole Hawaiian Pineapple is, only a small share of it will be available to civilians. Again this year the Armed Forces require about two thirds of all the pack of the Dole Pineapple and Dole Pineapple Juice.
Meanwhile, should it be your good fortune to have a precious can of Dole Pineapple occasionally, consider its luscious goodness as our promise that when peace comes there will be plenty of Dole Hawaiian Pineapple Products - for you.
Betty Crocker Top-Crust Cherry or Berry Pie
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| (Page 124) July 1945. Good Housekeeping. "Gold Medal Enriched Flour" |
Make same as Fresh Berry Pie (below) except use pitted pie cherries in place of berries; about 1 1/3 cups sugar; leave out cinnamon; add drop of almost flavoring.
Fresh Berry Pie
Mix together: 7/8 to 1 cup sugar (use smaller or larger amount according to sweetness of fruit. Very tart berries may require more.); 4 tbsp. enriched flour; dash of salt.
Sprinkle light over: 4 cups fresh ripe cleaned berries (strawberries, raspberries, blueberries, or blackberries) in mixing bowl.
Gently sppok into 8 1/2 baking dish (1 3/4" deep) or 9" pie pan.
Sprinkle with: 1/2 tsp. cinnamon (or 1 1/2 tbsp. lemon just with blueberries)
Dot with: 1 tbsp. butter.
Sprinkle over mixture: 2 tbsp. water or juice from berries.
Cover with: chilled pastry (see below).
Form fluted edge, if desired (inside dish, if deep dish is used). For shiny crust, brush lightly with milk before baking. Bake about 40 min. Hot over (450*) for first 10 min. . . reduce heat to mod. oven (350*). Serve slightly warm. (Cut wedge-shaped pieces, serve with a spoon.)
Pastry for Top-Crust Pie
Sift together: 1 cup sifted enriched flour; 1/2 tsp. salt.
Add: 1/3 cup shortening. . . adding most fo it, cutting in with pastry-blender or 2 knives until mixture looks like "meal"; Add rest, cutting it in size of giant peas.
Sprinkle lightly over the mixture: 2 to 3 tbsp. ice water (just enough to make dough stay together). . . blending in just until dough can be pressed into a ball
Roll out on lightly floured cloth-covered board into a circle to fit baking dish or pie pan. (For fluted edge, roll pastry 1" larger to allow for "folding under.") Make several cuts for steam to escape. Place on waxed paper and chill thoroughly.
How Do You Know Your Makeup is Right?
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| (Page 122) July 1945. Good Housekeeping. |
How do you know your makeup is right?
Your eyebrow technique is right if the arch is clean-cut, starts just above the corner of the eye, ends a bit beyond the outer corner. If there are no straying hairs. If pencil strokes are fine, short, hairlike, and natural-looking.
Your eye shadow is right if it is deepest near the lashes and fades off to nothing; if it is effective without being noticeable. Your lashes are right if, after applying mascara, you brush them to separate the hairs and make a soft fringe.
Your rouge is right if you place it high on the cheeks, never below the end of the nose. If the area rouged is wide and shallow on a long face or deep and narrow on a broad face. If the color is faint and blended off at the edges.
Your lipstick is right if the color harmonizes with your skin and with any red in your costume. It's right if it shapes your lips to gentle, symmetrical curves; if the outline is clean-cut - no frayed edges, smudged corners, or sharp angles.
Your powder is right if it does away with shine and adds depth and color to your complexion without being obvious. It is right if it doesn't cake, doesn't linger where is shouldn't, because you carefully brush it out of hairline and eyebrows.
Your make-up foundation is right if the skin looks translucent, not pasty or masklike; if it gives your skin flattering color and an even, fine-grained texture. It's right if you carry it out to hairline and ears, down on the neck.
The total effect is right if you have taken time to pick fresh, becoming shades and have applied each item expertly. It's certainly right if your man approves, or more likely if he just takes it for granted that this finished work of art is the real, natural You.
Appalling All Men
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| (Page 16) August 1945. Good Housekeeping. |
1. Ever notice as you
go
how what people eat will
show?
2. Many people's weakness,
this:
just an itty bitty
kiss.
3. What man ever could re-
sist
Showing muscles that ex-
ist?
More to be Pitied
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| (Page 18) July 1945. Good Housekeeping. |
1. Girls can offer
Real affront
Tell waiters
What they want.
2. Girls who never
Thank a guy
Even when they
See him try.
3. Men who lend a
Hefty arm
Lose an awful
Lot of charm.
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If you see an issue of Good Housekeeping at an antique shop, it will most likely feature some kind of etiquette lesson near the front of the magazine. These lessons usually focus on the proper behavior of the ideal woman, though as this page illustrates, they could also refer to the ideal man. (I found this page particularly striking, since many of the issues during this time contain features on men re-adjusting to civilian life.)
This running feature on etiquette is, in a way, an advertisement for the entire magazine; it puts forward the kind of person the reader might wish to be, while hinting that this magazine could help the reader achieve his or her goals. Today, the feature gives us a peek into the ideals some Americans held during this period.
Imagine!
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| (Page 177) July 1945. Good Housekeeping. "Bell Telephone System" Advertisement. |
Here's a war-time era advertisement. Looking through these magazines help me see just how much people were affected by the war at home. Advertisements in these issues will boldly address any shortages, so consumers will go back to using it when it's more available. Others, like this one, will reflect war-time morale, informing consumers about how the company is doing their part. These ads will not be promoting the product as much as they are the company, itself.
Lemon Ice Cream
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(Page 163) July 1945 - Good Housekeeping. "Knox Gelatine" Advertisement. |
(Serves 6-8)
1 envelope of gelatin
1/4 cup cold milk
1 cup hot milk
3/4 cup sugar
1/4 teaspoon salt
1/3 cup lemon juice
1 tablespoon grated lemon rind
2 cups light cream
Soften gelatin in cold milk and dissolve in hot milk. Cool. Combine sugar, salt, lemon juice, lemon rind, and cream. Stir into gelatin mixture. Pour into freezing trays and let freeze to a mush. Remove to chilled bowl and beat until smooth. Return mixture to freezing trays and continue freezing until firm.
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Red Points?
This ad talks about something called "red points". Under the WWII rationing system in America, red points were used to buy meat, fish, and dairy, while blue points were used to buy canned goods. People were given a set number of red and blue points, and each item was assigned a point value. The OPA cancelled the rationing system in 1945 (the year of this ad).
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| Red tokens, which were given as change for red stamps under the rationing system. |
For more information on the rationing system, visit:
Gary M. Walton, Hugh Rockoff. Rationing. "Part 4: War, Depression, and War Again: 1914-1946". History of the American Economy. South-Western Cengage Inc.: Mason, OH, 2010.
Richard Panchyk. Rationing. "The Home Front and Life During the War". World War II for Kids: A History with 21 Activities. Richard Panchyk. Chicago Review Press, Inc: Chicago, 2002.
Gary M. Walton, Hugh Rockoff. Rationing. "Part 4: War, Depression, and War Again: 1914-1946". History of the American Economy. South-Western Cengage Inc.: Mason, OH, 2010.
Richard Panchyk. Rationing. "The Home Front and Life During the War". World War II for Kids: A History with 21 Activities. Richard Panchyk. Chicago Review Press, Inc: Chicago, 2002.
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