The Language of Old Magazines [by Amy Allara]

After seeing Laura Orem’s post on old Atlantic Monthly clippings I had the idea to go through some of my old Etude magazines.  The Etude was a music magazine published from 1883-1957 by Theodore Presser and was comprised of articles related to music and the study of music(sometimes branching out to history, literature, and politics), piano sheet music from old and new composers, and of course a whole series of advertisements throughout.  I pulled out the November issue from 1946—on the cover is a portrait of Princess Elizabeth who had just received her degree in music from the University of London. 

On the back cover is this ad for Wurlitzer:

Below the question “What does a mother want for her little girl?” it reads, and I am not making this up:

“Admit it, mother.  You want everything –beauty, brains, beaus. 

Fine clothes, poise, personality.

You want her to be a good dancer, to stand straight and true, to play better

tennis and golf than other girls. 

But are you giving her that extra insurance? 

Are you giving her the background of music?  Music to enjoy, if’s she’s alone—if the beaus aren’t as frequent as you hoped? Music to make up for other things that aren’t as plentiful as you planned?  Music to keep her heart happy and her soul occupied?”

Quite a strategy to sell musical instruments—I think the best part is: “…if she’s alone—if the beaus aren’t as frequent as you hoped?”  I can’t wait to send this to my mother, who kept me going for eight years in my childhood with piano lessons (resorting to the occasional bribe when I would ask to quit.)  And since she is probably convinced that I am headed towards eternal spinsterhood, at least now she will know I have “music to keep [my] heart happy and [my] soul occupied”—

I also can’t resist commenting on the line “Music to make up for other things that aren’t as plentiful as you planned?” What might these “things” be I wonder?  Is it a 1940’s euphemism for something else? Maybe a reason these “beaus” aren’t calling on your daughter? And who are these poor “beaus” anyway?

Here’s another approach by Baldwin—a slightly less ridiculous one.  Trying to appeal to the buyer’s intellect perhaps?  It reads “How much Chemistry is there in a BALDWIN?” In the background of the ad one can see scales and microscopes and other laboratory items.  It then goes on to explain how the best materials are being used, the best scientific methods and devices employed, in order to provide the highest quality piano.

At one point it is stated, “It is for this reason that precise chemical formulae for all materials of this nature have long been kept in a meticulously prepared and jealously guarded file…” What I like about this ad’s style and language is that unlike so many contemporary ads, it at least tries to appeal to something other than the lowest common denominator.  I’m not sure if it increased sales at all though—perhaps Wurlitzer’s absurd plea to overbearing mothers had more success?

And lastly, an article that caught my attention is one titled, “The Wit and Humor of Musicians” by Paul Nettl.  It reads, “The intensive intellectual occupation of the creative musician of higher type makes regular recreation almost an absolute necessity.  It is, therefore, only natural that in the lives of great musicians there is a mixture of serious work and merry carryings on.  In this sense the words of Goethe fit musicians:

“Tages Arbeit—Abends Gäste

Saure Wochen—frohe Feste.”

Translation: “Hard work—In the evening guests/Unhappy weeks—joyful festivals”

And here’s the best part—“It is a well known fact that many serious people occupied with intellectual work, in their free time like to “let themselves go.”  They speak nonsense like children and behave almost like babies.  According to Freud it is commonly observed that this intellectual disposition is explained by the wish inherent in human beings to return to their childhood.”

Again, what might “let themselves go” mean?  Is this another 1940’s euphemism?  The article focuses mostly on musicians like Mozart for example, “perhaps an eternal child…” but I wonder do writers and poets let themselves go and behave like babies as well?

   

Comments

[Laura Orem]

Isn't it amazing how much cultural values are reflected in advertising? I wonder what people 50 years from now will think about us when they look at our ads?

Fun post! (And how often I consoled myself at the piano when the gentlemen callers didn't show up!)

[Wayne T. Reynolds]

What mother want for their daughters? Thank you for that wonderful "find."