The Grace Jeffers Collection of Formica Materials consists of textual files, photographs, slides, negatives, drawings, blueprints, posters, advertisements, product brochures, newsletters, and informational pamphlets documenting the history of the Formica Corporation and the use of Formica brand plastic laminate.
Scope and Contents:
The Formica Collection, 1913-2003, consists of textual files, photographs, photo slides, drawings, blueprints, posters, advertisements, product brochures, informational pamphlets, and research notes documenting the history of the Formica Corporation and the use of Formica brand plastic laminate.
Arrangement:
The collection is arranged into ten series.
Series 1: Corporate Records, 1920-1992, 2003
Subseries 1.1: Annual reports, 1949, 1966, 1988
Subseries 1.2: Correspondence and company identity, 1920-1988
Subseries 1.3: Corporation histories and timelines, 1949-1991, undated
Subseries 1.4: Newspaper clippings and articles, 1934-2003
Subseries 1.5: Awards, 1940s-1987
Subseries 1.6: Patent information, 1925-1994
Subseries 1.7: Photographs, 1927-1966
Series 2: Personnel Records, 1943-1992
Series 3: Newsletters, Magazines, and Press Releases, 1942-1990
Subseries 3.1: Newsletters, 1942-1988
Subseries 3.2: Press releases, 1973-1990
Series 4: Product Information, 1948-1994
Series 5: Advertising and sales materials, 1913-2000
Subseries 5.1: Advertising materials, 1913-2000
Subseries 5.2: Sales materials, 1922-1993
Series 6: Subject Files, circa 1945, 1955-1991, 2002
Series 7: Exhibits, 1981-1994
Series 8: Grace Jeffers Research Materials, 1987-1997
Series 9: Audio Visual Materials, 1982-1995, undated
Series 10: Martin A. Jeffers Materials, 1963-1999
Subseries 10.1: Background Materials, 1965-1999
Subseries 10.2: Employee Benefits, 1963-1998
Subseries 10.3: Product Information, [1959?]-1997
Subseries 10.4: Advertising and Sales Records, 1987-1999
Biographical / Historical:
Since its founding in 1913, the history of the Formica Company has been marked by a spirit of innovation and entrepreneurship. The history begins with the discovery of Formica by two men who envisioned the plastic laminate as breakthrough insulation for motors. Later, Formica became a ubiquitous surfacing material used by artists and architects of post-modern design. The various applications of the plastic laminate during the twentieth century give it a prominent role in the history of plastics, American consumerism, and American popular culture.
The Formica Company was the brainchild of Herbert A. Faber and Daniel J. O'Conor, who met in 1907 while both were working at Westinghouse in East Pittsburgh, Pennsylvania. O'Conor, head of the process section in the Research Engineering Department, had been experimenting with resins, cloth, paper, and a wide array of solvents in an effort to perfect a process for making rigid laminate sheets from Kraft paper and liquid Bakelite. O'Conor produced the first laminate sheet at Westinghouse by winding and coating paper on a mandrel, slitting the resulting tube, and flattening it on a press. The finished product was a laminated sheet with the chemical and electrical properties of Bakelite that were cut into various shapes and sizes. O'Conor applied for a patent on February 1, 1913, but it was not issued until November 12, 1918 (US Patent 1,284,432). Since the research was done on behalf of Westinghouse, the company was assigned the patent, and O'Conor was given one dollar, the customary amount that Westinghouse paid for the rights to employees' inventions.
Herbert Faber, Technical Sales Manager of insulating materials, was excited about O'Conor's discovery. Faber saw limitless possibilities for the new material. However, he quickly became frustrated by Westinghouse's policy limiting the sale of the laminate to its licensed distributors. After failing to persuade Westinghouse to form a division to manufacture and market the new material, Faber and O'Conor created their own company. On May 2, 1913, the first Formica plant opened in Cincinnati, Ohio. On October 15, 1913, the business incorporated as the Formica Insulation Company with Faber as president and treasurer and O'Conor as vice-president and secretary. The company began producing insulation parts used in place of or "for mica," the costly mineral that had been used in electrical insulation.
Like most new companies, Formica had modest beginnings. Faber and O'Conor faced the challenge of looking for investors who would let them maintain control over the company. Finally, they met J. G. Tomluin, a lawyer and banker from Walton, Kentucky, who invested $7,500 for a one-third share in the Formica Company. Renting a small space in downtown Cincinnati, Faber and O'Conor began work. The company's equipment list consisted of a 35-horsepower boiler, a small gas stove, and a variety of homemade hand screw presses. By September 1913, Tomluin had brought in two more partners, David Wallace and John L. Vest. With the added capital, O'Conor, Faber, and Formica's eighteen employees began producing automobile insulation parts for Bell Electric Motor, Allis Chalmers, and Northwest Electric.
Initially, the Formica Company only made insulation rings and tubes for motors. However, by July 4, 1914, the company obtained its first press and began to produce flat laminate sheets made from Redmenol resin. Business gradually grew, and by 1917 sales totaled $75,000. Fueled by World War I, Formica's business expanded to making radio parts, aircraft pulleys, and timing gears for the burgeoning motor industry. In the years that followed, Formica products were in high demand as laminate plastics replaced older materials in washers, vacuum cleaners, and refrigerators. By 1919, the Formica Company required larger facilities and purchased a factory in Cincinnati.
During this time, patent battles and legal suits emerged to challenge Formica's success. On June 11, 1919, Westinghouse sued Formica for patent infringement on its laminated gears; Formica won. Later that year, Westinghouse brought two new lawsuits against Formica. The first was for a patent infringement on the production of tubes, rods, and molded parts; the second was over an infringement based on a 1913 patent assigned to Westinghouse through O'Conor. Formica prevailed in both suits.
Legal battles did not deter the company. Having to defend itself against a giant corporation gave Formica a reputation as a scrappy contender. Finally, Faber and O'Conor made a quantum leap in 1927, when the company was granted a U.S. patent for a phenolic laminate utilizing lithographed wood grains of light color, forming an opaque barrier sheet which blocks out the dark interior of the laminate. In 1931, the company received two more patents for the preparation of the first all paper based laminate and for the addition of a layer of aluminum foil between the core and the surface, making the laminate cigarette-proof. These patents would allow Formica to move from a company dealing primarily with industrial material to the highly visible arena of consumer goods.
In 1937, Faber had a severe heart attack which limited his activity within the company. O'Conor continued as president, encouraging new product lines, including Realwood, as a laminate with genuine wood veneer mounted on a paper lamination with a heat-reactive binder. With the introduction of Realwood and its derivatives, manufacturers started
using Formica laminate for tabletops, desks, and dinette sets. By the early forties, sales of Formica laminate were over 15 million dollars. The final recipe for decorative laminate was perfected in 1938, when melamine resins were introduced. Melamine was clear, extremely hard, and resistant to stains, heat, light, less expensive than phenolic resins. It also made possible laminates of colored papers and patterns.
Due to World War II, Formica postponed the manufacturing of decorative laminate sheets. Instead, the company made a variety of war-time products ranging from airplane propellers to bomb buster tubes.
The post-World War II building boom fueled the decorative laminate market and ushered in what would come to be known as the golden age for Formica. The company, anticipating the demand for laminate, acquired a giant press capable of producing sheets measuring thirty by ninety-six inches for kitchen countertops. Between 1947 and 1950, more than 2 million new homes were designed with Formica brand laminate for kitchens and bathrooms.
Formica's advertising campaigns, initially aimed at industry, were transformed to speak to the new decorative needs of consumer society, in particular the American housewife. Formica hired design consultants, Brooks Stevens, and, later, Raymond Loewy who launched extensive advertising campaigns. Advertising themes of durability, cleanliness, efficiency, and beauty abound in promotional material of this time. Advertisers promised that the plastic laminate, known as "the wipe clean wonder," was resistant to dirt, juices, jams, alcohol stains, and cigarette burns. Atomic patterns and space-age colors, including Moonglo, Skylark, and Sequina, were introduced in homes, schools, offices, hospitals, diners, and restaurants across America.
The post-war period was also marked by expansion, specifically with the establishment of Formica's first international markets. In 1947, Formica signed a licensing agreement with the British firm the De La Rue Company of London for the exclusive manufacture and marketing of decorative laminates outside North America, and in South America and the Pacific Basin. In 1948, Formica changed its name from the Formica Insulation Company to the Formica Company. In 1951, Formica responded to growing consumer demand by opening a million square foot plant in Evendale, Ohio, devoted to the exclusive production of decorative sheet material. In 1956, the Formica Company became the Formica Corporation, a subsidiary of American Cyanamid Company. A year later, the international subsidiaries that Formica formed with De La Rue Company of London were replaced by a joint company called Formica International Limited.
The plastic laminate was not merely confined to tabletops and dinette sets. Formica laminate was used for skis, globes, and murals. Moreover, well-known artists and architects used the decorative laminate for modernist furniture and Art Deco interiors. In 1960, Formica's Research and Development Design Center was established, adjacent to the Evendale plant, to develop uses for existing laminate products. In 1966, the company
opened the Sierra Plant near Sacramento, California. Such corporate expansion enabled Formica to market its laminates beyond the traditional role as a countertop surface material.
In 1974, Formica established its Design Advisory Board (DAB), a group of leading designers and architects. DAB introduced new colors and patterns of laminate that gained popularity among artists and interior designers in the 1980s. In 1981, DAB introduced the Color Grid, a systematic organization of Formica laminate arranged by neutrals and chromatics. The Color Grid was described as the first and only logically arranged collection of color in the laminate industry. DAB also developed the Design Concepts Collection of premium solid and patterned laminates to serve the needs of contemporary interior designers.
In the 1980s and 1990s, the corporation continued to produce laminates for interior designers, artists, and architects. In 1982, Formica introduced COLORCORE, the first solid-color laminate. Due to its relatively seamless appearance, COLORCORE was adopted by artists for use in furniture, jewelry, and interior design. The introduction of COLORCORE also marked the emergence of a wide variety of design exhibitions and competitions sponsored by the Formica Corporation. In 1985, Formica Corporation became independent and privately held. Formica continues to be one of the leading laminate producers in the world with factories in the United States, England, France, Spain, Canada, and Taiwan.
For additional information on the history of the Formica Corporation, see:
DiNoto, Andrea. Art Plastic: Designed for Living. New York: Abbeville Press, 1985.
Fenichell, Stephen. Plastic: The Making of a Synthetic Century. New York: Harper/Collins, 1996.
Jeffers Grace. 1998. Machine Made Natural: The Decorative Products of the Formica Corporation, 1947-1962. Master's thesis. Bard Graduate Center for Studies in the Decorative Arts.
Lewin, Susan Grant, ed. Formica & Design: From Counter Top to High Art. New York: Rizzoli, 1991.
Related Materials:
Materials at the Archives Center
Leo Baekeland Papers, 1881-1968 (AC0005)
DuPont Nylon Collection, 1939-1977 (AC0007)
J. Harry DuBois Collection on the History of Plastics, circa 1900-1975 (AC0008)
Earl Tupper Papers, circa 1914-1982 (AC0470)
The Division of Medicine and Science holds artifacts related to this collection. See accession # 1997.0319 and #1997.3133.
Provenance:
This collection was assembled by Grace Jeffers, historian of material culture, primarily from materials given to her by Susan Lewin, Head of Formica's New York design and publicity office when the office closed in 1995. The collection was donated to the Archives Center by Grace Jeffers in September 1996.
Restrictions:
Collection is open for research but is stored off-site and special arrangements must be made to work with it. Researchers must use reference copies of audio-visual materials. When no reference copy exists, the Archives Center staff will produce reference copies on an "as needed" basis, as resources allow. Contact the Archives Center for information at archivescenter@si.edu or 202-633-3270.
Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.
The Nike Advertising Oral History and Documentation Collection is the result of a two-year study of advertising of Nike athletic shoes. The effort was supported in part by a grant from Nike, Inc. Thirty-one oral history interviews were conducted with advertising, marketing and product development executives at Asics, Nike, John Brown & Co., Chiat/Day/Mojo and Wieden & Kennedy. A variety of related materials were gathered by the Center for Advertising History staff. The objective of the project was to create a collection that documents, in print and electronic media, the history and development of the company and its advertising campaigns.
Scope and Contents:
This collection consists of thirty-one oral history interviews conducted by historian Scott Ellsworth with advertising, marketing and product development executives at Asics, Nike, John Brown & Co., Chiat/Day/Mojo and Wieden & Kennedy and related materials collected by the Center for Advertising History staff. There are audiocassettes (original and reference), 1/4" open reel audiotape (master), 3/4" videotapes, and VHS videotapes.
Arrangement:
The collection is rganized into seven series.
Series 1, Research Files, 1979-1992
Subseries 1.1, Materials Compiled by the Center for Advertising History, 1979-1992
Subseries 1.2, Material Compiled by Nike, 1982-1992
Series 2, Interviewee Files, 1990-1992
Series 3, Oral History Interviews, 1990-1992
Subseries 3.1, Original Audiotapes (audio cassette), 1990-1992
Subseries 3.3, Preservation masters (1/4 inch audiotape), 1990-1992
Series 4, Television Commercials, 1977-1990 and undated
Subseries 4.1, Master Copies, 1977-1990 and undated
Subseries 4.2, Researcher copies, 1977-1990 and undated
Series 5, Print Advertisements, 1985-1993
Subseries 5.1, Ad Slicks, 1985-1993
Subseries 5.2, Slides, 1989 and undated
Series 6, Trade Catalogues and Photographs, 1958-1982
Series 7, Administrative Files, 1982-1990
Biographical / Historical:
The Nike Advertising Oral History and Documentation Collection is the result of a two-year study of advertising of Nike athletic shoes. The effort was supported in part by a grant from Nike, Inc. Thirty-one oral history interviews were conducted with advertising, marketing and product development executives at Asics, Nike, John Brown & Co., Chiat/Day/Mojo and Wieden & Kennedy. A variety of related materials were gathered by the Center for Advertising History staff. The objective of the project was to create a collection that documents, in print and electronic media, the history and development of the company and its advertising campaigns.
The consistently high quality of this advertising, its award-winning artistic and creative innovations, and its contribution to the fitness movement in America combine to make this a significant chapter in the history of contemporary American advertising.
One aim of the project was to record the process of decision-making in the creation of successful ad campaigns, a process not often documented in the surviving records. Topics addressed in the oral history interviews include the origins of Nike and Nike advertising, the relationship between corporate culture and advertising, the place of advertising in overall marketing strategy, the development of brand image and identity, the nature of the creative process in producing effective advertising images, the use of athletes as endorsers, and Nikes's impact on the popular culture. Well-known campaigns are examined in depth, including Nikes's, use of the Beatles tune "Revolution", the "I Love L.A Spots" produced in conjunction with the 1984 Olympics, the controversial billboards campaign, the award-winning "Bo Knows" spots, and a series of commercials directed by African-American filmmaker Spike Lee. The collection is also a rich source of visual imagery for researchers interested in the portrayal of athletes, women and African-Americans.
Related Materials:
Materials in the Archives Center
Alka-Seltzer Documentation and Oral History Collection, 1953-1986 (AC0184)
N. W. Ayer Advertising Agency Records, 1849-1851, 1869-1996 (AC0059)
Campbell Soup Advertising Oral History and Documentation Project, 1904-1989 (AC0367)
Cover Girl Make-Up Advertising Oral History and Documentation Project, 1959-1990 (AC04374)
Federal Express Oral History and Documentation Project Collection, 1972-1987 (AC0306)
Caroline R. Jones Collection, circa 1942-1996 (AC0552)
Marlboro Oral History and Documentation Project, circa 1926-1986 (AC0198)
Pepsi Generation Oral History and Documentation Collection, 1938-1986 (AC0092)
Rob and Julie Strasser Collection, 1970-1990 (AC0525)
Provenance:
The collection was donated by Nike, Inc. in 1991 and 1992.
Restrictions:
Collection is open for research but the master (preservation) tapes are stored off-site and special arrangements must be made to work with it. Contact the Archives Center for information at archivescenter@si.edu or 202-633-3270.
Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.
The Cover Girl Make-Up Advertising Oral History and Documentation Project, 1923-1991, is the result of a year-long study in 1990, which examined the advertising created for Noxell Corporation's Cover Girl make-up products from 1959 to 1990. The objective of the project was to document, in print and electronic media, the history of Cover Girl make-up advertising since its inception in 1959.
Scope and Contents:
Twenty-two oral history interviews (conducted by Dr. Scott Ellsworth for the Archives Center) and a variety of print and television advertisements, photographs, scrapbooks, personal papers, business records and related materials were gathered by the Center for Advertising History staff. The objective was to create a collection that provides documentation, in print and electronic media, of the history and development of advertising for Cover Girl make-up since its inception in 1959.
Collection also includes earlier material related to other Noxell products, including Noxzema, with no direct connection to the Cover Girl campaign.
Arrangement:
The collection is arranged into eight series.
Series 1: Research Files
Series 2: Interviewee Files
Series 3: Oral History Interviews
Series 4: Television Advertising Materials
Series 5: Print Advertising Materials
Series 6: Company Publications and Promotional Literature
Series 7: Photographs
Series 8: Scrapbooks
Biographical / Historical:
George Avery Bunting founded the Noxzema Chemical Company in Baltimore, Maryland in 1917. In the 1890s, he left behind a teaching job on Maryland's Eastern shore to move to Baltimore, where he hoped to pursue a career as a pharmacist. He landed a job as errand boy and soda jerk at a local drugstore, where he worked while attending classes at the University Of Maryland College of Pharmacy. Valedictorian of the Class of 1899, Bunting was promoted to manager of the drugstore, which he purchased. Bunting began to experiment with the formulation of medicated pastes and compounds, which he marketed to his customers. In 1909, he began refining a medicated vanishing cream, which he introduced in 1914. "Dr. Bunting's Sunburn Remedy," an aromatic skin cream containing clove oil, eucalyptus oil, lime water, menthol and camphor, was mixed by hand at his pharmacy. Marketed locally as a greaseless, medicated cream for the treatment of a variety of skin conditions, including sunburn, eczema, and acne, the product was renamed "Noxzema" for its reputed ability to "knock eczema." By 1917, the Noxzema Chemical Company was formed. During the 1920s, distribution of the product was expanded to include New York, Chicago, and the Midwest and, by 1926, the first Noxzema manufactory was built in northwest Baltimore to accommodate the demand for nearly a million jars a year.
Having achieved a national market by 1938, Noxzema Chemical Company executives pursued product diversification as a means to maintain the corporate growth of the early years. In the 1930s and 1940s, line extensions included shaving cream, suntan lotion and cold cream, all with the distinctive "medicated" Noxzema aroma.
In the late 1950s, Bill Hunt, director of product development at Noxzema, suggested a line extension into medicated make-up. Creatives at Sullivan, Stauffer, Colwell & Bayles, Incorporated (SSC&B), Noxzema's advertising agency since 1946, suggested that the advertising for the new product focus on beauty and glamour with some reference to the medicated claims made for other Noxzema products. In contrast to other cosmetics, which were sold at specialized department store counters, Noxzema's medicated make-up would be marketed alongside other Noxzema products in grocery stores and other mass distribution outlets. After experimenting with names that suggested both glamour and the medicated claims (including Thera-Blem and Blema-Glow), Bill Grathwohl, Noxell's advertising director, selected Carolyn Oelbaum's "Cover Girl," which conveyed the product's usefulness as a blemish cover-up, while invoking the glamorous image of fashion models. These three elements of the advertising, wholesome glamour, mass marketing, and medicated make-up, remain central to Cover Girl advertising nearly a half-century later.
Beginning with the national launch in 1961, American and international fashion models were featured in the ads. The target audience was identified as women between eighteen and fifty-four and, initially, the "glamour" ads were targeted at women's magazines, while the "medicated" claims were reserved for teen magazines. Television ads featured both elements. Cover Girl advertising always featured beautiful women -- especially Caucasian women, but the Cover Girl image has evolved over time to conform to changing notions of beauty. In the late 1950s and 1960s, the Cover Girl was refined and aloof, a fashion conscious sophisticate. By the 1970s, a new social emphasis on looking and dressing "naturally" and the introduction of the "Clean Make-up" campaign created a new advertising focus on the wholesome glamour of the "girl next door," a blue-eyed, blonde all-American image. In the 1980s, the Cover Girl look was updated to include African-American, Hispanic and working women.
In January 1970, SSC&B bought 49% of the Lintas Worldwide advertising network. After SSC&B was acquired by the Interpublic Group of Companies in 1979, the entire Lintas operation was consolidated under the name SSC&B/Lintas in 1981. With the Procter & Gamble buy-out of the Noxell Corporation in September 1989, the cosmetics account was moved to long-time P&G agency Grey Advertising, in order to circumvent a possible conflict of interest between P&G competitor Unilever, another Lintas account. In 1989 SSC&B/Lintas, Cover Girl's agency since its launch in 1961, lost the account it helped to create and define, but the brand continues to dominate mass-marketed cosmetics.
This project is the result of a year-long study of advertising created for the Noxell Corporation's Cover Girl make-up products, 1959-1990. The effort was supported in part by a grant from the Noxell Corporation. The target audience was identified as women 18-54, and initially, the "glamour" ads were targeted at women's magazines, while the "medicated" claims were reserved for teen magazines. Television ads featured both elements. Cover Girl advertising has always featured beautiful women (especially Caucasian women), but the Cover Girl image evolved over time to conform with changing notions of beauty. In the late 1950s-1960s, the Cover Girl was refined and aloof, a fashion conscious sophisticate. By the 1970s, a new social emphasis on looking and dressing "naturally" and the introduction of the "Clean Make-up" campaign created a new advertising focus on the wholesome glamour of the "girl next door," a blue-eyed, blonde all-American image. Through the 1980s, the Cover Girl look was updated to include African-American and Hispanic models and images of women at work.
Related Materials:
Materials in the Archives Center
Warshaw Collection of Business Americana (AC0060)
N W Ayer Advertising Agency Records (AC0059)
Separated Materials:
"The Division of Home and Community Life, Costume Collection (now Division of Cultural and Community Life) holds eighty-six cosmetic items and one computer that were also donated by the Noxell Corporation in 1990 in conjunction with the oral history project. These artifacts include lipstick, manicure sets, brushes, make-up, eye shadow, blush, powder puffs, eyelash curler, nail polish, and mascara. See accession number 1990.0193.
"
Provenance:
Most of the materials in the collection were donated to the Center for Advertising History by the Noxell Corporation, 1990. All storyboards and videoscripts, and a large collection of business records and proofsheets were donated by George Poris in June 1990. All mechanicals were donated by Art Weithas in June 1990. (These contributions are noted in the finding aid).
Restrictions:
Collection is open for research but a portion of the collection is stored off-site and special arrangements must be made to work with it. Contact the Archives Center for information at archivescenter@si.edu or 202-633-3270.
Patent and trademark documents, advertisements, sales and marketing material, market research, photographs, packaging, company newsletters and magazines, and business records documenting the history of the Maidenform Company from 1922 to1997.
Arrangement:
Collection organized into eleven series.
Series 1, Company History, 1922-1990
Series 2, News Articles, 1941-1997
Series 3, Patents, Trademarks, and Registrations, 1871-1979
Series 4, Publications, 1931-1997
Series 5, Sales and Marketing Materials, 1929-1997
Series 6, Advertising, 1929-1997
Series 7, Photographs, 1927-1993
Series 8, Patterns, circa 1950s
Series 9, World War II Activities, 1941-1946
Series 10, Labor Relations, 1937-1990
Series 11, Miscellaneous Unprocessed Materials
Biographical / Historical:
The history of Maidenform, Incorporated began at Enid Frocks, a small dress shop in New York City owned and operated by Enid Bissett. Ida Rosenthal was a Russian Jewish immigrant and seamstress at Enid's shop. In 1922, Ida and Enid decided that the fit and appearance of their custom-made dresses would be enhanced if improvements were made to the bandeaux style bras then in vogue. They gathered the bandeaux in the middle in a design modification that provided more support in a manner they believed enhanced, rather than downplayed, a woman's natural figure. Ida's husband, William, added straps and further refined the style. The called their bras "Maidenform", in counterpoint to the "Boyish Form" brand then in vogue. Initially, the bras were given away with each dress they sold. As the bras gained popularity they began selling them, and eventually the bras became so popular they stopped making dresses altogether and shifted to full-scale brassiere manufacturing. The first Maidenform plant opened in Bayonne, N.J. in 1925. After World War II, the company began marketing heavily in Europe and Latin America. Eventually, Maidenform operated plants in West Virginia, Florida, Puerto Rico and the Dominican Republic.
Documentation for the development and manufacture of a "pigeon vest" is also included in the collection. The pigeon vest allowed troopers to carry homing pigeons with them as they parachuted behind enemy lines. During World War II, Maidenform manufactured these pigeon vests and silk parachutes for the war effort.
Maidenform advertising campaigns were enormously successful, and generated controversy as well as praise. The now famous "I Dreamed" campaign was launched in 1949; this campaign ran for 20 years, making it one of the longest running campaigns in the history of advertising. The advertisements featured models in everyday or fantastic situations, elaborately costumed but wearing only a Maidenform bra above the waist. This campaign was followed by the "Maidenform Woman" campaign which was credited with boosting sales by 200 percent in some stores. The "Dares to Dream" campaign played off the "I Dreamed" tagline in 1984, and in 1987, the "Celebrity" campaign began. The "Celebrity" ads were notable for the absence of women in lingerie; instead, well-known male actors discussed their feelings about women and lingerie in print and commercial advertisements. The tone of the advertising shifted in 1992 with a series of ads called "The Women's Advocacy" campaign.
Maidenform was family owned and operated until 1997. After the death of William Rosenthal in 1958, his wife, Ida, became the president of their company. In 1963, she suffered an incapacitating stroke. At this time, son-in-law Dr. Joseph Coleman became head of the company. Upon his death in 1968, his wife (the only surviving child of Ida and William) Beatrice Rosenthal Coleman, gained complete control over the business until her death in 1990.
The Ida and William Rosenthal Foundation, a philanthropic and charitable institution founded in 1953, is run by granddaughter Catherine Brawer.
Related Materials:
Materials at the National Museum of American History
The Division of Home and Community Life (now Division of Cultural and Community Life) holds Maidenform artifacts including brassieres, girdles, and "long-lines," and two of the costumes used in the "I Dreamed" campaign.
Other Resources
Undergarment ads in the United States, 1947-1970
Provenance:
The collection was donated by Maidenform, Incorporated in May 1997.
Restrictions:
The collection is open for research use. Only reference copies of audiovisual materials may be used for research.
Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning intellectual property rights. Archives Center cost-recovery and use fees may apply when requesting reproductions.
The donor has imposed restrictions on reproduction, broadcast or use of the collection for commercial purposes of any kind by third parties. Reproduction, broadcast or other use of the collection for commercial purposes of any kind by third parties is subject to prior written consent. These permissions will be required until July 2047. Please see the repository for further details.
The collection documents the work of Dolores Valdes-Zacky and her advertising firm Valdes-Zacky Associates, who specialize in the Hispanic consumer market.
Scope and Contents:
The collection includes guidebooks on marketing to Hispanics; business records; letters and emails; photographs; an award; case studies; ad campaign proposals; story boards; press releases; print advertisements for the agency and for its clients, as well as for products; a DVD of commercials; newsletters; magazine and newspaper articles. Some items in the collection relate to Valdes Zacky's work with the J. Walter Thompson firm.
Arrangement:
The collection is divided into two series.
Series 1: Background Materials, 1955-1999
Series 2: Advertising and Marketing Materials, 1989-1999
Biographical / Historical:
Dolores Valdes-Zacky started her career in advertising with the J. Walter Thompson agency. She left to start her own firm, Valdes-Zacky Associates in 1987, specializing in tapping the Hispanic consumer market. Some of the agency's clients have been Mitsubishi Motors, Adolph Coors Company, Arrowhead Puritas Waters, Vons Grocery, and the Partnership for a Drug Free America.
Provenance:
Collection donated by Dolores Valdes Zacky, 2016.
Restrictions:
Collection is open for research.
Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Reproduction of a photograph with text in Yiddish. Very coarse reproduction. Also includes smaller line illustrations: baby being bathed, a woman's arm cleaning a door jamb, and a bar of Ivory soap.
Local Numbers:
Ivorydata4 743
0207910747 (Scan No.)
Restrictions:
Unrestricted research use on site by appointment. Reproduction restrictions due to copyright.
Collection Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Collection consists of print and television advertisements and promotional materials created by Revlon, Incorporated, 1936-1986.
Scope and Contents:
Collection consists of print and television advertisements and promotional materials created by Revlon, Incorporated for its products dating from 1936 to 1986. Revlon experienced substantial growth using these materials and semi-annual promotions to become one of the leading brands of the cosmetics industry. The materials provide insight into the depiction and importance of beauty throughout the decades. Additionally, the names of models and photographers are identified on the materials. The collection is arranged in two series: Series 1, Revlon Advertisements, 1936-1986; and Series 2, Other Revlon Incorporated Brand Advertisements, 1965-1986.
Arrangement:
The collection is arranged in two series.
Series 1, Revlon Advertisements, 1936-1986
Series 2, Other Revlon Incorporated Brand Advertisements, 1965-1986
Historical:
Revlon began as a single product company in New York in 1932. The founders of the company American businessmen Charles Haskell Revson (October 11, 1906- August 24, 1975), Joseph Haskell Revson (October 11, 1906-August 24, 1975), and chemist Charles Lachman started the business with a desire to create a mainstream market for nail enamel. With an innovative manufacturing process and the introduction of new colors every year the company was able to build a successful brand and dedicated market. Revlon introduced lipstick in 1940 and continued to expand its product line to include skincare, cosmetics, hair color, fragrances, and beauty tools.
Source: New York Times obituary for Charles Revson, August 25, 1975.
Related Materials:
Materials in the Archives Center
Warshaw Collection of Business Americana (NMAH.AC.0060)
Albert W. Hampson Commercial Artwork (NMAH.AC.0561)
Cover Girl Advertising Oral History and Documentation Project (NMAH.AC.0374)
NW Ayer Advertising Agency Records (NMAH.AC.0059)
Provenance:
The collection was donated by Martin Stevens in 2007.
Restrictions:
The collection is open for research use and access on site by appointment.
Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Speculates on prospective developments on women in advertising, the growth and impact of cable TV, and taxes on advertising.
Collection Restrictions:
Collection is open for research.
Collection Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Collection Citation:
Barton Cummings Collection, 1938-1990, Archives Center, National Museum of American History.
This collection is the result of a year-long study of Campbell's "Red and White" Soups advertising and marketing, supported in part by a grant from the Campbell Soup Company. Thirty-one oral history interviews were conducted by Dr. Barbara Griffith for the project, and a variety of related materials were gathered by the Center for Advertising History staff. The objective of the project was to create a collection that provides documentation, in print and media, of the history and development of advertising for Campbell's Red and White Soups in the decades following World War II.
Scope and Contents:
This collection is the result of a year-long study of Campbell's "Red and White" Soups advertising and marketing campaigns. Oral histories conducted by Smithsonian Institution staff with individuals involved with the Campbell's Soup Corporation and its advertising campaigns form the core of the collection. Also included are clippings and background research files, abstracts of the oral history interviews, television and radio commercials, company publications, and promotional items and packaging.
A 2015 addition to the collection was born digital and consists of materials from the groundbreaking "Real Life Campaign" which featured inter-racial couples as well as a gay couple. These materials include storyboards, scripts, consumer feedback both postive and negative, focus group material, labels, commercials, supporting documentation on the development and implementation of the campaign. These materials are available in the Smithsonian Institution DIgital Asset Management System (DAMS).
Arrangement:
Collection is organized into nine series.
Series 1, Research Files, 1939-1989
Series 2, Interviewee Files, 1989-1990
Series 3, Oral Histories, 1989-1990
Series 4, Television Commercials, 1957-1990
Series 5, Radio Commercials, 1966-1975
Series 6, Print Advertisements, 1905-1989
Series 7, Promotional Items and Packaging, 1968-1991
Series 8, Company Publications, 1983-1988
Series 9, Real Life Campaign, 2015
Biographical / Historical:
The Campbell Soup Company's "Red and White" advertising campaigns are remarkable not only for their longevity, but for the consistency of the advertising message. Since 1898, when the red and white label was incorporated, the packaging and the message have changed only marginally. When Andy Warhol painted his pop art Campbell Soup cans in the early 1960s, he presented an immediately recognizable image with which all of America could identify.
Campbell's condensed soups, first marketed in 1897, have become a staple of the 20th century American household. The Joseph Campbell Preserve Company, a canning concern which grew out of an 1869 business partnership between a fruit merchant and an ice box manufacturer, was well established by the time Arthur Dorrance succeeded Joseph Campbell as president. When Dorrance's nephew, John T. Dorrance, a chemical engineer and organic chemist trained at MIT, developed a process for making condensed soup, the company was faced with the task of successfully marketing the revolutionary new convenience food. The soup won a gold medallion for excellence at the 1900 Paris Exposition, and the company incorporated the image on its labels and in its advertising.
In the developing consumer culture which began to grow during and after the industrial revolution, women were identified as the primary consumers of household goods and services. Homemakers have been the target of Campbell' s Red & White advertising since its inception, and this focus is reflected both in the content and the placement of the advertising. The identification of a predominately female consumer market was also influential in the creation of a widely recognized and long-lived symbol, the Campbell Kids, created in 1904 by Grace Gebbie Drayton. The Kids were meant to convey a sense of wholesomeness and physical well-being associated with eating Campbell Soups.
The advertising of the early teens and twenties most often consisted of black and white or two-color depictions of the can and the product, often accompanied by images of the rosy-cheeked Kids. A large portion of the ad was devoted to narrative description of the soups' healthful properties, suggesting that"Campbell Soups Give Vigor and Strength", "I Couldn't Keep House Without Campbell's Tomato Soup", and "If Every Woman Realized How Much Her Husband Likes Soup - She Would Serve It Everyday".
The advertising of the 1930s tended towards idealized illustrations of women and children; the Kids were less visible during the 1930s and 1940s, deemed too "chucklesome" for the Depression years, and too old-fashioned
during World War II. Ad copy continued its appeal to women's sense of responsibility for the well-being of husbands and children, with slogans suggesting "It Takes a Bright and Sparkling Flavor to Attract Children", "When a Man Says It's Good, It's Good", and "Wouldn 't I Be Silly to make It Myself?"
Campbell broadened the scope of its advertising by sponsoring radio programming, beginning in 1931 with the "Hollywood Hotel" program on CBS. Later radio sponsorships included the George Burns and Gracie Allen show, "Campbell Playhouse", "Amos and Andy", the "Jack Carson Show", "Hildegarde", and "Edward R. Murrow with the News", among others . The jingle "M'm M'm Good" was first aired during the radio broadcasts of this period, and was reinforced in the print advertising. Beginning in 1950, Campbell began to sponsor television shows, continuing its focus on women and children as primary purchasers and consumers of suop. Most notable among these sponsorships were "The Donna Reed Show" and "Lassie" . Print ads of the 1950s featuring Johnny Carson, Donna Reed, and the cast of the Lassie Show helped to reinforce the Company's sponsorship of these popular shows.
In 1954, Campbell moved its $10 million dollar condensed soup account from Ward Wheelock Company, the Philadelphia firm which had handled the account since 1910, to Batten, Barton, Durstine & Osborn (BBDO) of New York. By 1966, BBDO account executives urged "selective but not major" use of the Kids and the slogan "M'm M'm Good", choosing instead to employ advertising that stressed health claims and fitness issues rather than the wholesome, comforting associations of hot soup. The Kids became more athletic and less rotund.
Reflecting changes in American social and family structures Campbell' s advertising, began to depict the working wife and the busy schedules of a family "on the go". A 1960 ad declares "Good Things Begin to Happen When Working Girls Have Soup and Crackers" or "Somethings Happened to Supper". In light of the women 's movement, which was gaining momentum during this period, Campbell advertising remained decidedly traditional. In the 1970s, "Give Me the Campbell Life" recognized women 's expanded roles as working mothers, but "They Always Eat Better When You Remember the Soup" and "Get Your Campbells Worth" reveal a more conservative pitch to homemakers responsibilities. Other societal changes are suggested in the advertising, for instance, the "Soup is Good Food" and "Health Insurance" campaigns of the 1980s reflected a new emphasis on health and fitness.
In 1981 the company transferred the soup account to another New York firm, Backer Spielvogel and Bates . The 1980s saw a renewed emphasis on network primetime, strategic radio advertising (where ads for hot soup are tagged to reports of rain or snow, or are aired just before the noon lunch hour), and regional marketing of specialized products or packaging designed to appeal to local tastes and changing nutritional standards. These new products have engendered some changes in Campbell' s time-honored red and white label to emphasize the "new and improved" characteristics of the products
In 2015, Campbells developed the "Real Life" campaign. This campaign was groundbreaking in many ways. The commercials portrayed not only inter-racial couples but also a gay couple, two fathers and their son. This campaign had a product tie in with the 2015 release of the new installment in the motion picture franchise, Star Wars. The campaign received commentary from the public both pro and con. Campbells continued the campaign without revising or pulling any of its commercials. While running in selected markets, the campaign made nationwide headlines and pointed up the continuing change in the make-up of the American family.
Provenance:
Paul N. Mulcahy, V.P. Marketing Services, Campbell Soup Company,1990. Made for the National Museum of American History, Smithsonian Institution by the Center for Advertising History, 1989-1990.
Restrictions:
Collection is open for research.
Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Color advertisement with six photographic reproductions of women in the Army; photographer unidentified.
Local Numbers:
AC0059-0000040.tif (AC Scan)
Restrictions:
Unrestricted research use on site by appointment. Photographs must be handled with cotton gloves unless protected by sleeves.
Collection Rights:
Publication and production quality duplication is restricted due to complex copyright, publicity rights, and right to privacy issues. Potential users must receive written permission from appropriate rights holders prior to obtaining high quality copies. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Woman doing a yoga headstand and talking on the telephone to another woman (inset) in the same pose.
Arrangement:
In Series 4, Box ?, Folder ?.
Local Numbers:
AC0059-0000237 (AC Scan)
Collection Restrictions:
The collection is open for research use.
Physical Access: Researchers must use microfilm copy. Researchers must handle unprotected photographs with gloves. Researchers must use reference copies of audiovisual materials. When no reference copy exists, the Archives Center staff will produce reference copies on an "as needed" basis, as resources allow.
Technical Access: Viewing the film portion of the collection without reference copies requires special appointment, please inquire; listening to audio discs requires special arrangement. Do not use original materials when available on reference video or audio tapes.
Collection Rights:
Publication and production quality duplication is restricted due to complex copyright, publicity rights, and right to privacy issues. Potential users must receive written permission from appropriate rights holders prior to obtaining high quality copies. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Image depicts Ann Basinger and her daughter Kim Basinger. Reproduction of a pastel portrait.
Arrangement:
Box 2, Folder 4.
Local Numbers:
Ivorydata4 1113
03065101 (Scan No.)
Restrictions:
Unrestricted research use on site by appointment. Reproduction restrictions due to copyright.
Collection Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Full caption: "Breck Shampoo brings out the shine in your hair. Like brushing 100 strokes." Portrait of Helen Kisk [?].
Local Numbers:
Ivorydata4 1114
03065102 (Scan No.)
Restrictions:
Unrestricted research use on site by appointment. Reproduction restrictions due to copyright.
Collection Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Patricia Dow as Christmas Bride wearing gown by Priscilla of Boston.
Local Numbers:
Ivorydata4 1115
03065103 (Scan No.)
Restrictions:
Unrestricted research use on site by appointment. Reproduction restrictions due to copyright.
Collection Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Reproduction of a pastel portrait of Dianne Harris.
Published Sept.-Nov. 1973.
Local Numbers:
Ivorydata4 1116
03065104 (Scan No.)
Restrictions:
Unrestricted research use on site by appointment. Reproduction restrictions due to copyright.
Collection Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Unrestricted research use on site by appointment. Reproduction restrictions due to copyright.
Collection Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Unrestricted research use on site by appointment. Reproduction restrictions due to copyright.
Collection Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Unrestricted research use on site by appointment. Reproduction restrictions due to copyright.
Collection Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Unrestricted research use on site by appointment. Reproduction restrictions due to copyright.
Collection Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Unrestricted research use on site by appointment. Reproduction restrictions due to copyright.
Collection Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.
