Figure 1.--This advertisement is for Gail Borden Eagle Brand Condensed Milk. It appeared in "The Forecast" for September, 1917 (p. 3a). It shows "An `Eagle Brand' Baby" (a boy of about 3) wearing a white sailor suit with a large colored bow, white long stockings, and ankle strap shoes. The boy is "the picture of health" because his mother gives him Eagle Brand condensed milk: "Mother's Milk is the only perfect food for babies, but when it is not available, Cow's Milk of the right quality offers the best substitute.

This advertisement is for Gail Borden Eagle Brand Condensed Milk. It appeared in "The Forecast" for September, 1917 (p. 3a). It shows "An `Eagle Brand' Baby" (a boy of about 3) wearing a white sailor suit with a large colored bow, white long stockings, and ankle strap shoes. The boy is "the picture of health" because his mother gives him Eagle Brand condensed milk: "Mother's Milk is the only perfect food for babies, but when it is not available, Cow's Milk of the right quality offers the best substitute."

The Forecast

The Forecast: America's Leading Food Magazine was published by the Forecast Publishing Company of Philadelphia with editorial offices in New York City. This magazine was a homemaker's magazine, similar to Good Housekeeping, but concentrating mainly on various food products. The magazine appealed strongly to mothers who were concerned for the proper care and especially the feeding of their children. It flourished during the 1910s, 1920s and 1930s in the United States and carried many advertisements, some of them interestingly illustrative of children's clothing. Milk products were particularly emphasized since this was considered such an important part of the diet of growing boys and girls.

Eagle Brand Condensed Milk

Ad Image

The ad shows "An `Eagle Brand' Baby", a boy about 3 years old. The boy is "the picture of health" because his mother gives him Eagle Brand condensed milk: "Mother's Milk is the only perfect food for babies, but when it is not available, Cow's Milk of the right quality offers the best substitute." The boy in the illustration seems to be too old for breast nursing and is also too old to be called "a baby" by the standards of the 21st century, but condensed milk was obviously fed to children for several years after they were weened. Fresh milk delivered daily was not always available in some areas of the country. The boy in the illustration does indeed look very plump and healthy. Plump babies at the time were seen as especially healthful babies. Eagle Brand Condensed Milk published a series of such advertisements during the period.

Clothing

The boy wears a white kneepants sailor suit with a large colored bow, white long stockings, and strap shoes. Note the ankle strap which was a popular style in the 1910s.

Created: April 13, 2004
Last updated: April 23, 2004