Contents of the 1924 volume of Ladies’ Home Journal
by Sara Hemaid, Biology Major, Fairleigh Dickinson University
In volume 41, dated 1924, of the Ladies’ Home Journal, the majority of the advertisements were related to advising women about using different products to comply with beauty standards. In addition to the main theme of beauty and caring for the skin, another prevalent theme regarded caring for their children’s health and nutrition, specifically babies. There were also many ads informing the readers about the various ways a product can be used. Some of the products advertised were the same as the ones we see today, including Palmolive soap, Listerine, and Borden’s Eagle Brand Condensed Milk. However, the uses of the products are different today and not at all what I expected. This shows how culture changes in society and newer methods evolve.
Palmolive Soap Bar
One of the products that came up multiple times throughout each month’s index was a Palmolive soap bar. It was advertised as a face and skin cleanser to help women revive their complexion and maintain their beauty for healthy skin. Today, Palmolive soap is advertised as a dish soap. The overall theme of the product is the same since it is still green, but it would not be thought of as a face soap. This is because there are now so many different skin care products, such as CeraVe, for example, which is one of the many facial washes available today. Although the uses of the Palmolive soap are different today, the way the skin care product is advertised is relatively similar in society today. There are so many skin care products promoted to women by different models and celebrities. It creates unrealistic beauty standards that all women believe they will achieve by using the products being advertised, just as it was laid out in the Palmolive ad in 1924.
In January’s issue on page 41, the advertisement was associated with women appealing to men at a dance, and with the help of the soap, the women’s charm will attract them.
The advertisement says, “To miss this popularity is a tragedy. Yet many girls are socially unsuccessful because of some lack in charm.” In a way, it’s a judgment to those women who are not “beautiful enough” since they don’t comply with the beauty standard. This harsh statement had possibly made women self-conscious at the time, which influenced them to purchase the soap.
Today, Palmolive soap is advertised as a dish soap. The overall theme of the product is the same since it is still green, but it would not be thought of as a face soap. This is because there are now so many different skin care products, such as CeraVe, for example, which is one of the many facial washes available today. Although the uses of the Palmolive soap are different today, the way the skin care product is advertised is relatively similar in society today. There are so many skin care products promoted to women by different models and celebrities. It creates unrealistic beauty standards that all women believe they will achieve by using the products being advertised, just as it was laid out in the Palmolive ad in 1924.
Listerine
Another product advertisement that stood out to me was for Listerine. Throughout most of the months, Listerine was advertised as a mouthwash just as it is today. However, when I came across July’s issue, the idea for using Listerine as a deodorant was introduced.
It is said that because of its deodorizing properties, “Women lately have developed a new use for Listerine. They wanted a perspiration deodorant—one absolutely safe, non-irritating, and one that would not stain garments.” As the product was used more and more throughout the year, women eventually started using it on their skin as a deodorant.
Today, it has not been thought of as a deodorant for any other part of the body except the mouth. However, it is said that since Listerine is an antiseptic, it can be used to treat minor skin conditions. Although the use is different, it is the idea of using an already existing product for other uses is similar today. This idea is categorized as “hacks.” There are so many different hacks that we come across on all social media platforms informing people of the various uses other than what’s advertised of a product. People are always looking for solutions to save time and effort, so that is a commonality between both time periods.
Borden’s Eagle Brand Condensed Milk
Lastly, Borden’s Eagle Brand Condensed Milk is another product available then and still around now. However, throughout the issues, the product was advertised as a substitute for mothers if they can’t nurse their babies. The use of condensed milk was unlike the way it is used today.
Condensed milk is usually used for desserts, and I have never heard anyone use it to nurse their children. Today, baby formula is widely used as a substitute when mothers are unable to or choose not to nurse. While going through the newspapers, I haven’t seen any advertisements for baby formula, it was only the condensed milk. However, condensed milk should not be used as an alternative because of its high sugar content, which can pose health risks and doesn’t provide the necessary nutrients for babies. Essentially, the product still has the intention of caring and helping mothers find ways to effectively care for their babies. However, over time, there are newer discoveries made as scientists experiment more and gain knowledge, which is why baby formula is used today. This leads to better advancements and products for people to maintain healthy lifestyles.
Conclusion
Ultimately, social media has long played its role in influencing society and suggesting various lifestyle choices and “hacks” for all. Most of the advertisements in the Ladies’ Home Journal targeted women to advertise products to help them maintain their beauty and complexion to conform to beauty standards. In addition, many of the products advertised play important roles in enhancing lifestyle. Some of these products still exist today but have different uses, such as the Palmolive soap, as mentioned previously. Listerine was also used as a mouthwash as it is today, but it was advertised as a body deodorant, and lastly, Borden’s Eagle Brand Condensed Milk was used as a milk substitute for babies, and today it is used for desserts. The shift in the usages portrays the changes in cultural norms, however, the effects of the advertisements remain the same. Today, there are even more sources for advertisements that people are engaged with daily and introduced to.
