We continue our look at comics-related ads that appeared in Life Magazine, previously begun here. This time, just for fun, we’ll go in reverse-chronological order and start at the tag-end of the 1950s. I was but a wee bairn of two months and twenty-five days old (and Stevenson B. Canyon was once again crossing paths and trading barbs with “The Copperhead,” Copper Calhoon) when this ad for Teacher’s Scotch, starring the one-and-only Milton Caniff, appeared in Life‘s October 12, 1959 issue:
Tag Archives | ads
In various LOAC books we’ve shown (and discussed) examples of the intersection between comics and the world of advertising, yet it’s not a topic we’ve lingered over in this space. I decided to change that just a bit recently, when going through the contents of a bunch of Life Magazines. (One of the perks of this job is being able to sift through old magazines and newspapers, to get a look at — or in some cases, remember — The Way It Used to Be.) These Lifes had a variety of comics-based advertisements, so I snagged a batch of them to share with you.
The earliest Life ad I found with a comics connection was in the magazine’s April 15, 1940 issue. I knew Bud Fisher’s Mutt and Jeff were popular, but until I saw this I had no idea they were experts on digestive difficulties …
We sometimes have more artwork and photos than we can squeeze into the text features of our books. We’re just putting a wrap on Steve Canyon Volume 7, for example, and we have such an abundance of 1959-60 riches related to Milton Caniff and his creation that we’ll likely do a feature in this space showcasing some of the artifacts that didn’t make the cut as the book gets closer to its on-sale date.
Sifting through the files I’ve amassed related to a couple other recent books, I saw some newspaper promotional ads that we didn’t use. Here’s a “Kigmy”-related ad supporting Li’l Abner, circa 1949:
And from that same year, an ad that does double duty, both as a promotion for Abner and as a contest pushing Proctor & Gamble products:
I’m also partial to this 1933 ad for Tim Tyler’s Luck that we found while preparing our jumbo-sized LOAC Essentials/King Features Essentials Volume 2 devoted to Alex Raymond’s brief-but-memorable stint on that series.
Seeing those items, and given my own soft spot for this type of material, I thought I’d sift through a batch of newspapers and see what other comic strip promotional ads I could find. The earliest one I located was from the year of the stock market crash, 1929, and is hyping Percy Crosby’s delightful and influential kids strip, Skippy:
Fans of Gasoline Alley (myself included) may get a kick out of this 1930 advertisement, suggesting readers send in their summertime addresses and get the Pittsburgh Post-Gazette delivered while on vacation in order to stay current with events in the Wallet household:
And I was delighted to find this 1934 ad from the Asheville, North Carolina Citizen as the paper prepared to bring Little Orphan Annie into its lineup of daily comics. The ad symbolically reminds readers how “Daddy” Warbucks’s red-haired charge typically ends up in hot water :
Not every ad was as elaborate as the Annie, of course. In 1940, when this ad promoting the Golden Age Superman was appearing in client newspapers across America, The Man of Tomorrow was scarcely two years old. How many readers in 1940 could have imagined the strange visitor from planet Krypton would still be entertaining millions, more than seventy-five years after this modest advertisement saw print?
The sophistication and graceful action shown in this 1952 ad for Rip Kirby strikes me as resonating very closely with what Alex Raymond was presenting on the comics page as he chronicled the adventures of the ’50’s first modern detective:
One of the strips I always enjoyed as a youngster was Andy Capp. I liked the “Englishness” of his world, its rough-and-tumble nature, and I’m heartened that Andy has successfully continued his visits to the local more than a decade after his creator’s death (Reg Smythe passed away in 1998). The copy in this 1967 ad from the Pittsburgh Press certainly reflects the tenor of those “Swingin’ Sixties” times, doesn’t it?
Finally, here’s a March, 1971 ad for Doonesbury, only five months into its existence. It serves as a reminder of how the art style, themes, and characters in this sprawling, sometimes controversial, sometimes powerful, always-worth-reading strip have changed!
Keep watching this space, because we’ll be back soon with, as the Monty Python troupe used to say, “something completely different” …