The Cat Made Me Buy It! A Collection of Cats Who Sold Yesterday's Products 9780517553374, 0517553376, 9780517553381, 0517553384

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_ALICE L. MUNCASTER & ELLEN YANOW

The @ JVWe Me

[t!

A Collection of Cats Who Sold Vksterday’s Products $5^ with 116 beautiful, full-color photographs

Digitized by the Internet Archive in 2018 with funding from Kahle/Austin Foundation

https://archive.org/details/catmademebuyitcoOOOOmunc

The Cat Made Me Buy It! A Collection of»/ Cats Who Sold Yesterday’s Products

written and designed by

ALICE L. MUNCASTER & ELLEN Y\NOW PHOTOGRAPHY BY CHUCK WOOD

CROWN PUBLISHERS, INC. New York

To Fancy and Ruby, our first cats, who introduced us tofnendship and inspired this book

Copyright © 1984 by Alice L. Muncaster and Ellen Yanow

All rights reserved. No part of this book may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, or by any information storage and retrieval system, without permission in writing from the publisher.

Published by Crown Publishers, Inc., 225 Park Avenue South, New York, New York 1003 and represented in Canada by the Canadian Manda Group. CROWN is a trademark of Crown Publishers, Inc. Manufactured in Hong Kong

Library of Congress Cataloging-in-Publication Data Muncaster, Alice L. The cat made me buy it!

1. Cats in advertising—History. II. Wood, Chuck. HF5827.M86

1984

I. Yanow, Ellen.

III. Title.

659.l'96368'009

ISBN 0-517-55338-4

10

9

8

84-4241

The Cats Who Sold Yesterday’s Products e’d like to ask you a question: Do

products, too. According to advertising people,

you think a cat could make you

getting noticed is the first step toward making

buy a pair of shoes? What about a

a sale to the customer, so the cat played a very

box of chocolates—or a

important part in the success of these ads.

magazine? Unless you believe cats have some

But why a cat? Cats were probably first

sort of magical power over people, your

added to advertising as one of many different

answer may be “not very likely.” But we’d like

illustrations used to attract the eye of potential

to introduce you to some very special cats who

buyers. Over the years, advertisers

mav convince Jyou otherwise. J

experimented with all sorts of ways to get

They are the cats who sold yesterday’s products—four-looted salesmen who appeared in advertising as much as a hundred years ago.

people’s attention. The cat just happened to work better than a lot of other ideas. Todav, that feline appeal is an accepted

Their purpose was to influence consumer

truth, verified by consumer researchers. An ad

behavior—in short, to persuade people to buy

is more likely to be noticed if it contains a

the products they represented.

likeness of a cat than if it features many other

As unusual as it may sound, the cat was

images; in test situations, people look first at

very effective in this role. Cats are excellent

pictures of adults and children, then at

attention-getters—and as people noticed the

pictures of animals such as cats.

cats in these advertisements, they noticed the

Cats also have a long history of friendship

The cat in the Kitty Kat shoes symbol comes to life in this beautifully illustrated advertising postcard. The James C'lark Leather Company made a series of interesting cards for its dealers to send to customers. The cards were also offered as a collector’s set, for just a postage charge of two cents. The St. Louis, Missouri, company was founded in 1896 and also made leatherworking tools and shoe store supplies and fixtures for several decades.

3

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with mankind—a fact frequently dramatized

breakthroughs in the printing industry

by the presence ot cats in art and literature. So

occurred during this time, including the first

it is not unusual to find kittens and cats in

mechanical typesetting, faster printing presses,

advertising, especially when you consider that

and high-quality color lithography. Almost

advertising, like art and literature, reflects the

overnight this changed the way people learned

life-style of the times, including people, home

about products. At the same time, improved

life, work, play, and even pets.

transportation, provided mainly by the rapidly

The cats you are about to meet all date

developing railroads, brought products from far

from the late 1800s through the 1950s. This

away to virtually every American consumer. So

was a time when the printed word was the

companies large and small began to advertise

main form of communication in America—

profusely—providing for the first time in

well before electronic media rose to the great

history an opportunity for cats to be widely

importance they have today. It was also the

seen in advertising—and they were

time when advertising was characterized by

immediately used to help sell products as

artists’ illustrations rather than photography.

diverse as thread, foods, soap, cigars, and

The advertising you will see from before the turn of the century is from the beginning of

games. Into the twentieth century, cats remained

the “modern” age of advertising—an era that

enormously popular, often being featured in

provided us with some of the loveliest

large, beautiful advertising illustrations, more

examples of advertising cats. We chose this

likely than not in full color. As new industries

starting point because technological

and businesses flourished, so did the use of the

Mavis advertisements were familiar to readers of 1920s’ women’s magazines. This one for Mavis Talc appeared in Ladies’ Home Journal in July 1923. The drawing is one of a series by popular illustrators commissioned by the Vivaudou Company for use in its advertising. The company also created “Mavis, the Irresistible Waltz” in 1920 and offered it to the public as sheet music, a phonograph record, or a player piano roll. Mavis Talc is still produced today, as one of the many toiletries made by The Nestle-LeMur Company.

Packers in cigar factories put an outer label on the end of each filled cigar box. This unusual oval end label was designed in 1909 by W. C. Smith of Windsor, Pennsylvania. Its border appears to have a finish of thinly applied gold (gold leaf), but skilled printers who specialized in early lithographed labels could achieve this effect by mixing less-expensive bronze powder into printing ink.

5

Kittens had a double purpose on this 1895 calendar. They were cute enough to please Victorian ladies, w ho saved colorful printed keepsakes, and they illustrated a play on the word catarrh—a catchphrase lor many types of respiratory infections of this era, supposedly GATS ARE NICE

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due to an “impure condition ol the blood.” Colman’s

\

But Cat-arrh iSn’t \J nice and any one who has it M4J should use

COLMAN’S EMOLLIENT

Emollient was a patent medicine promoted as relieving irritation of the throat and lungs. It was one ol many products made by the Colman family, prominent in Kalamazoo, Michigan, from the late 1840s to the late

Jf\NUf\RY 1895

1930s.

23 24 25

cat in advertising—as they promoted inventive

sold their work anonymously—just as most

products, such as mass-produced clothing and

advertising artists and writers do today—to

even automotive supplies.

manufacturers, retailers, advertising agencies,

Of course, the cat was more important to

and printing companies. Even when designs

the success of some products than to others

were copyrighted, they were almost never

along the way. Some companies may have

registered by the artist.

produced only a single advertisement featuring

So the truth may never be known. J

a cat. Others, however, firmly linked their

Unfortunately, it is not possible to ask the

corporate identity to the cat—giving cat-

illustrators or their descendants if the cats

related names to their products, or even to the

were fashioned after live models that may have

entire companv.

pranced around the artists’ drawing boards.

On the pages ahead, you’ll find advertising

But, as anvone who has ever lived with a cat

for Kaliko Kat shoes, Tabby cigars, Tom Cat

will agree, it is very difficult to capture the

oranges, Black Cat hosiery, and White Cat

beauty and grace of the feline—in art or in

underwear, to name a few examples. And some

words—without the intimate knowledge and

corporate relationships with cats were even

understanding that come from close personal

immortalized by product trademarks—with an

contact with a cat. So we suspect that many of

image of a cat sometimes stamped onto or

the artists simply glanced across their studios

sewn into the goods themselves.

to view the inspiration for their illustrations.

As you become better acquainted with our

As you will soon see, the cat appeared in

beautiful persuaders, you may wonder if any ol

many different promotional forms, and

them had real-life counterparts. We had hoped

especially during the years represented in this

so but, as we searched to discover the story

book—when television and radio were not yet

behind each cat, we found the answer elusive.

available to everyone—advertisers found manv

Many companies today do not have

creative ways to reach the public with their

information about their early advertising.

product messages. We have included selections

Some, sadly, have lost irreplaceable records in

from each of the following categories:

transitions and disasters; other companies are no longer in existence. And the artists, for the

Magazine advertisements

most part, are also untraceable. They usuallv

an important medium seventy-five to a

6

The magazine was

John t\alzer £>eed(? La Crosse,Wisconsin.

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^AL-ZER'stJwflRfiPOTTED^OOQUErOlLMjj^ This dwarf Bouquet spotted Calla is offered for the first tiroe tljisyear Jor but BO4 Post Paid. Evervorderfortpis Bouquet Lily receives iVee a package of n?/n?w hardy Pa-SSION VINE"Mouot 0! ive.wpicb, if ordered, seperately. Costs 20t a packet,Post paid. ...

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Illustrations of flowers or vegetables could always be found on the covers of old seed catalogs, but this 1893 cover was unusual because a child and a cat were also featured. John Salzer carefully carried supplies of his favorite seeds with him when he immigrated to America from Germany. His seed business, begun as a hobby in 1868, grew into a thriving mail-order firm through diligent advertising. Salzer died in 1891, and his heirs guided the company into the twentieth centurv. The company went out of business in the 1950s.

7

Boxes, bottles, jars, and other

hundred years ago, to advertisers and the

Packaging

public alike. To be seen by the rapidly

types of product packages have provided

expanding population of the late 1800s

companies yet another opportunity to

and early 1900s, companies selected

advertise, or catch the shopper’s attention,

popular magazines of the day with

year after year. At the point of sale, an

circulations that were national in scope.

appealing design on the package or

Cats were used to interest many distinct

label—one made familiar by

audiences. Our examples are from

advertising—could help a customer

magazines for women, men, and children.

decide which brand to purchase.

Signs and posters

Companies that used

Premiums and giveaways

Another effective

cats in advertising often extended the

promotional tactic teamed up with cats

theme to other promotional formats.

has been the use of premiums. Companies

Included here are large signs and posters,

gave consumers a wide variety of

designed for use in store windows, on

complimentary merchandise over the

walls, or outdoors, as well as smaller

years—imprinted with product or sales

counter-top displays. They might have

messages—to keep an advertising

been seen at department stores in large

reminder constantly in the consumer’s

cities or at general stores and country

view. Calendars, metal trays, lapel pins,

stores in small-town and rural America.

mirrors, and ink blotters were but a few

Some were made for specialty outlets,

of the many popular premiums on which

such as tobacco or fabric shops.

cats made appearances.

Advertising trade cards

Shoppers at stores

Magazine covers

Cats were featured on

in the 1880s and 1890s usually took home

numerous magazine covers since before

at least one advertising trade card for their

the turn of the century. They could catch

collections. These colorfully printed cards

the eye of the passerby w ith their

with illustrations of flowers, children,

interesting and unusual poses, and this

animals (including cats), and products in

helped a customer decide which magazine

use were extremely popular advertising

to buy—the one with the cat on the

devices for manufacturers and retailers.

cover, of course.

The cards evolved (and took their name) from the tradesman’s cards of the

Sheet music

The cat’s popularity also

eighteenth century, which described

extended into the music of the 1800s and

craftsmen’s occupations and services.

early 1900s. Music publishers promoted

Victorian women and children avidly

many songs and melodies with illustrations

collected advertising cards, which put

of cats on the covers of sheet music.

beautifully colored pictures in the hands of the general public for the first time. By

All of the items photographed for this book

1900, however, the novelty of advertising

reside permanently in our two private

cards had worn off, and they virtually

collections. Many are extremelv rare; some are

disappeared from use. Another type of

one-of-a-kind. They have never before been

card, the advertising postcard, was mailed

assembled for public display.

in later years by companies and salesmen

These charming creatures were awaiting

to retailers and customers alike. We have

discovery for as long as a century in

shown examples from the early 1900s.

basements, attics, garages, warehouses, and hie

8

drawers across America. We discovered them

With each new discovery, we become more

one by one—along with hundreds of others—

convinced of the cat’s interesting role in

in searches that began over a decade ago.

advertising—a role that has not been formally

Perhaps our first finds were purely by chance,

acknowledged until now. We hope you will

but our continuing search is more a passion—

enjoy meeting these cats who sold yesterday’s

one we can explain only as “the cats make us

products and captured our hearts. We find

buy them!”

them just too beautiful not to be shared.

BRAND

NORTHWEST

C.C.SMITH FRUIT CO YAKIMA and WENATCHEE WASHINGTON, u.S.A.

CONTENTS ONE U.S.BUSHEL BY VOLUME

From the 1880s until about 1950, fruit was shipped from grower to grocer in wooden crates. Colorful labels identified the brands and types of fruit inside, such as this one for Persian brand apples, from the 1930s. The lithographers who designed and produced these outstanding labels used thousands of different illustrations, including people, scenery, and animals. The C. C. Smith Fruit Company of Yakima and Wenatchee, Washington, first used the “Persian” name in 1928. This label’s background color designated fancygrade fruit; blue was used for extra fancy, and green or white for good grades. This delightful brand of apples is, unfortunately, no longer produced.

9

ats were popular as illustrations

trendy musical selections and dance fads were

on colorful sheet music published

teamed up with the cat—such as “The Black

from around the turn of the

Cat Bag” and “Pussyfoot Fox Trot.”

century through the 1920s. From

Cat illustrations were so graphically different

ragtime tunes to jazz, cats walked, stalked,

from the usual cover themes that they stood

pranced, posed, and serenaded each other on

out in the crowd—they were easy to notice in

the covers of hundreds of song sheets.

the music store and on the pages of mail-order

It was a time when people turned mostly to

music catalogs. Being seen, of course, was the

music for entertainment. In 1900 the

first step toward making a sale, so sometimes

automobile was still a relatively new invention,

publishers even put cats on the covers of song

but millions of people owned pianos. Playing

sheets that had nothing to do with cats.

the parlor piano became a popular national

By the 1930s, however, things had changed.

pastime. By 1920 America had been through a

When the movies learned to talk, they created

devastating World War, but radio was still in

a new mood for the nation. Musical

its infancy as an entertainer. Traveling minstrel

extravaganzas filled theater screens. The sheet

and vaudeville shows were in vogue, combining

music industry followed the trend, and during

comedy acts with the newest songs of the day.

the 1930s and ’40s song sheets from the

Sheet music sales flourished.

movies flourished. Many covers featured scenes

Love songs were the favorites, along with

from motion pictures or photos of movie stars.

patriotic songs during the war years—but

But sales declined anyway, as people paid more

many songs were written about cats. Some

attention to the radio or phonograph than to

were tributes to loved pets. Some were

making their own music.

melodies that tried to capture the grace of

Today, the “cat songs” are gone, but the

feline movement. There were a number of

lavishly illustrated sheet music lingers on as a

vaudeville-style comedy spoofs, and even

cherished memento of another time.

Paper cat faces from the 1930s open up to reveal mirrors that tuck away in a pocket or purse. Such novelty items were usually produced by a printing firm or advertising specialty company and sold as a customer giveaway item to many different businesses—custom-imprinted with an advertising message. The mirror on the left advertised an optometrist’s services; the one on the right promoted a beauty salon.

\

Serenading cats have inspired many popular songs and interesting sheet music covers. When this sheet music was published in 1919, comedy songs were the rage. The “ME-OW Song” tells the story of a cat named Angora and his noisy nighttime antics.

Alnsic Jyy

Words Jyy

EUROPEAN REPRESENTATIVES. BOSWOIITH f-CO I.ONIWN

he cigar in America was never

Cigar companies commissioned artists to

more popular than in Victorian

design special box labels and also purchased

times. By the 1880s, almost

blank labels from printers on which their

twenty thousand brands were

brand names could be imprinted. In both

being produced in the United States. In almost

cases, beautiful labels resulted—with scenes

every town, a smoker had hundreds of choices

and titles as diverse as the pastimes and

available—many made in small local factories.

pleasures of the people who created them.

With the passing of legislation in 1865

Beautiful women were popular subjects, as

requiring cigars to be packaged for easier tax

were sports, famous people, American scenes,

calculation, boxes began to line the shelves of

home life, buildings, gambling, plants, and

tobacco shops. This sparked manufacturers to

animals.

start using the end panel and the inside of the lid for brand identification and advertising

Cats were pictured in a variety of designs, probably because cats were part of the Victorian household, and because—with their natural beautv and grace—they made interesting artistic subjects. Cigar boxes that have survived the years were often those that were saved for storing household items. Boxes featuring cats undoubtedly appealed to Victorian women and children—and these boxes were likely to be treasured and kept around the home so that the pictures on the labels could be enjoved again and again.

Three varieties of wooden cigar boxes with a feline theme: “CATS,” a Victorian scene, by Brener Brothers, London, Ontario, Canada, from the turn of the century; “Old Tom,” ca. 1900, which used the name of a type of sweetened gin popular in Victorian times; Some cigars were packaged as

and “Pussy,” ca. 1910-16, a classic white cat

pairs, held together with a large

introduced in 1908 by K. H. Jacobs of Windsor,

cigar band, such as this “Two

Pennsylvania. These cigar boxes were made to hold

Toms” wrapper.

small cigars.

12

Artistic variety and brilliant chromolithography characterize many old cigar box labels. These examples are of the type affixed to the inside lid of a cigar box when the box was manufactured. The sophisticated “TABBY” is an 1894 design from the H. Traiser Company, a Boston distributor. The intense rivals on the “ME-OW” label were designed by Austin-Nichols & Company, New York City, in 1886. The “WhiteCat” label is one of several styles with this title produced between 1888 and 1908.

H.TRAISEPCO. DIST.

BOSTON MASS. REGISTER L D

14

APR

17, 1694

15

Coca-Cola had already been quenching thirst for thirty-eight years when this advertisement appeared in popular women’s magazines in 1924. It creatively adapted a line from the writings of William Shakespeare: “One touch of nature makes the whole world kin.” Coca-Cola syrup was concocted in 1886 by Dr. John Styth Pemberton, an Atlanta pharmacist— supposedly in a pot in his backyard. That year, sales averaged thirteen glasses a day at a local soda fountain. Kaliko Kat Shoes from the International Shoe Co., St. Louis, had a stylized calico cat trademark. This celluloid advertising pin from the mid1920s could be worn on a collar or lapel. Another popular promotional item given away at shoe stores during this time was a tin clicker (noisemaker) on which the “Kaliko Kat” had been lithographed.

16

In 1889 the company began to advertise, and throughout the years since then it has consistently devoted large sums of money to advertising and promotion. Today, people around the world consume over eight billion gallons of Coke every year. The familiar bottle on the table was first used in 1916.

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REFRESH YOURSELF - DRINK COCA-COLA

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This beautiful advertisement appeared in Ladies’ Home Journal in December 1918. It was one of a series from the Allen B. Wrisley Company of Chicago that linked beauty and Olivilo Soap with popular folklore; another in the campaign featured the Bluebird of Happiness. The Olivilo name indicated that olive oil, a moisturizing agent, was one of its ingredients. In 1961, the Wrisley Company became part of Purex Corporation. Olivilo is no longer produced.

The Bon Ami Company frequently used cats in turn-of-the-century advertising to illustrate its famous “Can’t Scratch” theme. The product that is so well known today almost escaped discovery a century ago. Purely by accident, a New England soapmaker—John T. Robertson—discovered that feldspar (Bon Ami’s main ingredient) could polish various surfaces. He was shoveling feldspar waste—which is a byproduct of quartz created in the soap-making process—when he noticed his old shovel had become shiny. He followed a friend’s suggestion and gave the new discovery a fancy-sounding French name in 1886. Bon Ami is still produced; it is now a product of the Faultless Starch Company.

64

p . '

Fate Cannot Harm You

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If you safeguard your skin with this

Perfect Toilet Soap ^ •'

One of the fine, every-day things of life. You will delight in its use for

Complexion, Bath and Hair p-

WRISLEV'S SAN-TCY

TALCUM *4/rapranl

"Couldn't Be Better if It Cost a Dollar a Cake”

KSw

ALLEN B. WRISLEY CO. Chicago

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WRISLCyS TOILET

WATERS

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Superstitions of Nations Superstitions tire as old ns nations. One. of the earliest of American supersti¬ tions is that sumiendmg the bind cat. Hie black cat cross¬ ing your path is an HI omen, but the black cut coming to live with you has ever been accepted as a harbinger 'ilfelSM..

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Before the B. F. Goodrich Company made automobile tires, it made other rubber products, including hre hoses, bicycle tires, and boots. This seventeen-inch-wide paper advertising sign from around 1920 humorously demonstrated that with Goodrich rubbers even cats—notorious for their dislike of water—could stay happy and dry in the rain. The sign was used inside shops or on dealers’ windows. Goodrich, of course, still produces tires, but not the rubbers.

Nursery rhymes provided the theme for a 1923 magazine advertising campaign for Rogers Silverplate flatware. In this example, which appeared in Ladies’ Home Journal, Rogers’s durable tableware was said to survive like a cat—through the legendary nine lives. The Wm. Rogers & Son trademark dates back to 1866; in 1898 the Connecticut company became part of the International Silver Company, which is still in business.

66

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ms

'a sc meditate : s', if multiplied,

outlast this silvern!ate."

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’HE cat gained its widespread reputation for many lives JL by demonstrating that it could withstand hard knocks. Wm. Rogers & Son silverplate has built up a reputation for long and constant wear by more than 50 years of satisfactory service. Now, added to that reputation is the unlimited guarantee that goes with each piece of Wm. Rogers & Son silverplate. Therefore, when you wish to buy silverplate either for a present or your own use, ask your dealer for Wm. Rogers &, Son ware.

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’ MAYFAIR PATTERN Medium Fork* ' '

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Medium Knives (Htll.w )Mb)

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Medium Knive* ’ ". Both companies are still producing games in the New England towns of their founding.

78

The cat on this two-foot-high metal sign is standing on a Rex Flintkote roof made by the J. A. & W. Bird & Co. of Boston. Rex Flintkote Roofing was produced in prerolled, ready-to-use sheets. Advertising from 1905 to 1908 said Flintkote Roofing was easier to install than any other type of roofing. Its durable wool-felt construction was described as better than tin or combination tar-and-gravel roofs because it was “absolutely resistant” to fire, water, snow, heat, cold, and wear. The boy in the trademark is shown holding a roll of the roofing. The cat design also appeared on celluloid pin-back advertising buttons given away to dealers who carried the brand and to their customers. The modern Flintkote Company, successor to the Bird Company, produces building supplies.

79

LePage’s Glue has been made for over a hundred years. The cartoon scene on the box label below shows how cats helped “demonstrate” the product in early advertising. The box is from the mid-1880s, when the Russia Cement Company of Gloucester, Massachusetts, produced the glue. Paper labels inside describe medals of excellence awarded the product in international competition, and say it was proclaimed “the strongest adhesive known” at a German exhibition in 1880. Today, LePage’s Glue is made by LePage’s Incorporated, owned by the Papercraft Corporation.

“Kitten on the Keys” was a novelty piano solo published in 1921. Its fast, intricate melody was produced on player piano rolls and phonograph records as well as sheet music. Words were added in 1922, proclaiming that “Anybody listenin’ can’t help whistlin’ ‘Kitten on the Keys.’ ” The song proved to be quite popular, and its success was the high point in composer Edward “Zez” Confrey’s career.

80

BLACfW CAT^ , TROL

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BY

T3. H. JANSSEN NEW YORK Published by

T.B. HARMS ,

S> C? 18 East 22nd St,

LONDON

FRANCIS, PAY 6 HUNTER. IWOwomi&r. '

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With a little imagination, the troupe of cats on the cover of the “Black Cat Patrol” sheet music would almost spring to life as the brisk melody was played. The music was published in 1896.

81

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Leisewjust what yon need fr e;u h season’s rush of It eight

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uy my sill: at

Send for this handy Corticeili Sewing Stand to hold eight Spools

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es Not Knot

he Corticelli Kitten is one of the

Sewing was on the upswing, and women loved

most interesting examples of cats

the kitten. They showed it by buying Corticelli

in advertising. The Belding

products—including silk sewing thread;

Heminway Company, Inc.—

embroidery, crochet, and tatting thread; purse

makers of Corticelli silk, cotton, and synthetic

“twist”; and silk fabric—in such numbers that

sewing threads—ow ns the group of playful

the company became an industry leader. In

feline designs, which has played an important

1922, the company officially became the

role in promoting the Corticelli name since the

Corticelli Silk Company to take advantage of

turn of the century.

the phenomenal consumer recognition of the

Corticelli actually dates back to 1832, when

Corticelli name.

the Northampton Silk Company was founded

In addition to magazine advertising, the

in Massachusetts. Thirteen years later, Samuel

kitten design appeared on signs, packages and

Hill purchased the business and renamed it

spools of thread, store display cabinets, labels,

The Nonotuck Silk Company. Then, as now,

instruction booklets showing howr to make

certain imports were considered status

fashionable clothing and accessories with

symbols. Italy was known for its silk, so Hill

Corticelli products, and countless advertising

capitalized upon this foreign mystique by

items given free to customers.

creating an Italian-sounding brand name for the Nonotuck products: Corticelli. Kittens were introduced into Corticelli

In 1911, a prominent artist, Ben Austrian, immortalized the kitten on canvas; a facsimile of his oil painting hangs in the Belding

advertising around 1900. In fact, “kitten ads”

Heminway corporate headquarters in New York

could be found in almost every popular

today. (The original painting disappeared some

women’s magazine of the day for the first

years ago and, despite an all-out search, was

couple of decades of the twentieth century.

never recovered.)

Left: This full-page advertisement for Corticelli silk thread was one of the most colorful—and beautiful— ads found in women’s magazines in 1912. Right: The kitten painted by Ben Austrian was reproduced on this advertising postcard, sent to customers by shops carrying the Corticelli brand, around 1913. The use of cats on the back showed exceptional design creativity.

83

Spool

SsaKNC it is to use silk that s enking. Use Corticelli wving will become a essmaking and family > equal. Any sewing uld use silk at all deAs Corticelli costs you >or silk, why not ask ien see that you get it ?

Highest Award AT ALL EXPOSITIONS There is

Ho Silk So Smooth Ho Silk So LongHo Silk So Strong

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Everybody knows “Corticelli” i9 the best silk for sew¬ ing, stitching, crocheting, art needlework, Mountmcllick and Hardangcr embroidery. Send 4c. in stamps for our booklet, “Lessons in Embroidery.” Address Corticelli Silk Mills, 77 Nonotuck St., Florence, Mass.

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