06

Ads from 1939

On July 20, 2010, in Observations, by Bob Borson

So I am still going through all the old Architectural Forum magazine’s and just can’t get over how interesting they are to read. Instead of being glossy image puff pieces, there are articles whose intent seems directed at actually educating the reader on the subject. I skip all of those study those articles intensely and just chuckle at how relevant most of them still seem to be. Surrounding these articles are pertinent and equally amusing advertisements that by themselves warrant looking through these magazines.

The ones I am putting up here today are all from 1939. I hadn’t originally intended on organizing them into themes but as the possible copy count rose into double digits, I needed a way to scale everything back. So for your edification and amusement, I present what I am calling:

White Lead and Image of an Architect

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“The “experimental period” of Dutch Boy White-Lead ended many years ago”

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“Your typical architect is complex – an open minded progressive and a cautious conservative combined in one and the same man.”

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“I’ve yet to get my first complaint on an Eagle White Lead job – and it costs only $2.19 a gallon!”

According to the Mayo Clinic - although children are primarily at risk, lead poisoning is also dangerous for adults. Even exposure to amounts of lead too low to cause symptoms in the short term may increase the risk of high blood pressure and mental decline in the future. Symptoms in adults may include:

  • Pain, numbness or tingling of the extremities
  • Muscular weakness
  • Headache
  • Abdominal pain
  • Memory loss
  • Mood disorders
  • Reduced sperm count, abnormal sperm
  • Fatigue

Memory Loss? Fatigue?? Muscular Weakness??? Mood Orders?!? You know…that other stuff………I HAVE LEAD POISONING!!!!

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“Call the telephone company’s “Architects’ Service” for suggestions in planning conduit layouts. No Charge.”

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“And, of course, you’re not in the least obligated”

Don’t you find it a least a little bit amusing how the architects are portrayed? Three piece suit and tie, smoking a pipe and it would appear that they are always assumed to be male? There are about 100 other ads and they all portray the “Architect” as a learned knower of all things – except this cutting edge new technology – like air conditioning!!

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About the author

Bob Borson

Dallas architect who specializes in modern design. I'm AIA, Leed AP, NCARB certified, and previous Dallas AIA Young Architect of the Year (2009).

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  • http://www.wood-and-light.com David Mathias

    Old ads are always great fun. I just sent Sonneborn a letter. I hope they haven't moved.

    As to the Arch. Forum, did you buy scanned copies or some other electronic format? Are they available all the way back to the beginning? I'd love to get my hands on those from the turn of the last century. I used to look at them at the Architecture library at OSU but can't do that since I moved. Did you get them directly from Arch. Forum?

  • bobborson

    I scanned them in from the originals we have here in the office. One of the partners husband bought a building from an architect who had kept his office in for years. He was retiring and simply left behind a couple of dozen issues of the Architectural Forum for us to have or throw away.

    You know, from this period, the issues are oversized format and spiral bound – they are almost like books and they are so great.

  • http://homepathproducts.blogspot.com/ Mike Hines

    Bob,

    Keep the legacy ads coming. I particularly liked the Bell System ad…what a great idea:-)

  • modernsauce

    You mean you DON'T wear a three-piece suit and tie to work??! you DON'T smoke a pipe??!! I'm erasing your “at-work” avatar right now… sadness.

  • http://www.wood-and-light.com David Mathias

    Even some of the “ladies' magazines” of a century ago had interesting articles on architecture. A far cry from the vacuous content today.

  • bobborson

    yes – if only someone could take such a concept and modernize it to fit the needs of today AND tomorrow's cabling demands.

    Wait a minute… Homepath Products makes just that very thing – the eXapath system.

    I thought you might like that particular ad.

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