The 1950's … a wondrous time
In
the 1950's Jergens lotion was already on the scene but they decided
to launch a new campaign to boost sales. They did this in the form
of magazine ads. Each ad told a short story that always ended
up with Jergen's lotion making all the difference in the lives of the
people in the ads. The ad
you
see here here is an example:
This
didn't particularly interest me until I learned that my Grandparents
Brattleboro, Vermont neighbors had been chosen for one of the Jergens
ad series.I hate that I don't have a copy of the actual ad but what I
do have is the original
Jergens'
script.
The
script is entitled “Four youngsters to feed, Daily Housework &
Chores on her Vermont farm” and it features the dutiful wife
Bertha, husband Herman and their 4 children. The script calls for 4
pictures (with instructions on how to stage them) and then a short
blurb under each to promote Jergens' Lotion. It reads like this:
Ad
# 1 (Bertha gazing dreamily into the camera)
“My
secret for pleasing Herman is always to be cheerful and prettied up
when the day is done. I have a shower, put on an attractive dress,
fresh makeup and, of course, Jergens Lotion in case we might hold
hands across the table”.
Ad
# 2 (Bertha and daughter) “Mary and I love to wax and polish and it
doesn't bother my hands at all because Jergens Lotion keeps them so
smooth and soft. Herman says they look as if I am a lady of leisure”.
Ad
# 3 (Bertha washing dishes)) “Those hungry wolves of mine make
every meal a production but I don't mind the dishes. Jergens Lotion
gives my hands a 'never put them in water look' because I keep a
bottle in the kitchen”.
Ad
# 4 (Whole family seated for dinner. Bertha and Herman holding hands
across the table and gazing into each others eyes.) “Herman beams
at Martha across the table and gives her Jergens-soft hand an extra
squeeze that seems to say 'we're just about the happiest couple in
the world aren't we ?”
The
1950's … a wondrous time … when a bottle of Jergens Lotion and
lots of hard work and blind devotion on the wife's part could solve
all your problems.
posted by Goldendaze-Ginnie at 3:00 PM
7 Comments:
Lol. Unbelievable. How times have changed.
It's a interesting glimpse into past attitudes.
Very interesting. I'm sure I would still recognize the smell of the old Jergen's after all these year.
Kind of glad times have changed. Have you tried Ebay? A friend of mine found an ad for Heinz Ketchup from 1961 that I was in and sent me the print copies. Amazing what is still out there.
I am a fan of the Jergen's Lotion scent. Interesting dialogue in those ads. Sad how bad it really was, and we females of that generation weren't even completely aware of it. Some of us (male and female) seniors are still hangin' around and, unfortunately, some of the men have the old attitude that their wives/partners must continue to do most of the work around the old homestead! Thank goodness my husband has made great strides altho' I still pull most of the load even though we're both retired.
Some of the older advertisements would be laughed at today, but they were appropriate for the times and I actually prefer them so much better, Ginnie.
Jergen’s lotion and soap were my Mom’s choice. Guess I got brainwashed as I use Jergen’s soap today.
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