Advertisements: Mellin's Milk Modifier (United States, 1927)


Figure 1.--This is an advertisement for another milk product--"Mellin's Food--A Milk Modifier". This appeared in "The Forecast" for July, 1927 (p. 65). Like Eagle Brand, this product was a substitute for breast milk, although three of the boys in the accompanying illustration are long past breast feeding.

This is an advertisement for another milk product--"Mellin's Food--A Milk Modifier". This appeared in "The Forecast" for July, 1927 (p. 65). Like Eagle Brand, this product was a substitute for breast milk, although three of the boys in the accompanying illustration are long past breast feeding. The ad appeared in The Forecast, a food magazine. Here we see a variety of boys' clothing, the styles dependent on the ages of the boys shown. The lads appear to be five brothers.

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.

Mellin's Food Modifier

This advertisement is for another milk product--"Mellin's Food--A Milk Modifier". Like Eagle Brand, this product was a substitute for breast milk, although three of the boys in the accompanying illustration are long past breast feeding. We notice two ads that appeared in The Forecast during 1927.

Clothing July Ad

Here we see a variety of boys' clothing, the styles dependent on the ages of the boys shown (figure 1). This appeared in "The Forecast" for July, 1927 (p. 65). The lads appear to be five brothers. Three of the older boys seem to be wearing knicker suits--two with knickers buckling below the knee (although the cropping of the photograph makes this a bit ambiguous) and one with above-the-knee knickers and long black stockings. The two younger boys wear a short pants outfit in one case and rompers (?) in the other, both with long stockings. Notice the color coordination with the short pants suit. The patch pocket and collar of the shirt seem to match the color of the shorts. Beige long stockings are worn with the shorts. The boy in rompers or one- piece outfit seems to wear white long stockings. One of the older boys wears a single breasted jacket with a white shirt and bow tie; the boy with the above-the-knee knickets wears a Norfolk style jacket. The boy in the center holding his youngest brother on his lap wears a striped sweater with lapels over a shirt with a bow tie.

Clothing September Ad

This image is another ad for "Mellin's Food--A Milk Modifier" and appears in "The Forecast" for September, 1927 (p. 201). Again we have a group of children, in this case playing outdoors, apparently in a back yard or garden. Two of the children ride tricycles while the other two are sitting in a wagon. They are dressed for moderately chilly weather, all of them with long stockings. The girl riding her trike or kiddy-car wears a pleated dress with a wide collar, tan long stockings and sandals. The older boy to the right of her wears a short-sleeved play suit with short pants and long dark stockings. The boy at the right sitting in the wagon wears a cardigan sweater, short pants with long black stockings, hightop shoes, and a flat cap. The little girl wears a white bonnet of some sort, what looks like a dark jacket, dark stockings and hightop shoes. Presumably all these middle-class children are dressed typically for outdoor play on a cool September day.






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