Figure 1.-- These long stockings had reinforced knees. These would have been primsrily for boys. Notice that the illustration shows a boy playing marbles. |
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One question that needs to be addressed is how accurate the catalog and advertising items are. We believe that generally speaking these items are accurate. This is because they were actually offering items for sales. That means that in writing the ads they had an item in front of them. This is especially true for the ad copy, but probably aslso true for the illustrations as well. They had to be accurate or customers would complain and or return items. What we are less sure about is the items in the illustrations other than the sales item. Here we have found inaccuracies. Another factor that needs to be consideration is the utility of the information in the ads. Just because an ad ppeared in a given year does nor mean it was widely worn. All publications and catalogs had a target audience and this was not always the average consumer.
One question that needs to be addressed is how accurate the catalog and advertising items are. We believe that generally speaking these items are accurate. This is because they were actually offering items for sales. That means that in writing the ads they had an item in front of them. This is especially true for the ad copy., but probably aslso true for the illustrations as well. They had to be accurate or customers would complain and or return items.
We also believe that the illustrations were generally accurate, at least the illustration of the item actually for sale. What we are less sure about is the items in the illustrations other than the sales item. Here we have found inaccuracies. Another factor that needs to be consideration is the utility of the information in the ads.
An illustration in a Wards 1930 ad for long stockings suggests the survival of the ornamental buttons at the hem (a hold-over from earlier decades when knee pants were worn with such buttons). I'm not sure, however, this is an accurate reflection of trouser styles. This is a common problem in catalogs. The item being sold is often accurately drawn, but associated item such as pants here are commonly inaccurately presented. Note a 1930 Sears ad for younger boys suits. Many of the boys are shown wearing patterned long stockings. While patterned kneesocks were very common in 1930, patterned long stockings were much less common. Even more common in the 1920s and 30s was suit ads showing boys wearing strap shoes. While this was not unkown, it was no where as common as suggested in the catalogs. What we are not sure about is why these inaccuracies occurred in the catalogs. They could unintentional or there could be a reason for them. Here we are just not sure. Certainly some of these accuracies were unintentional. We think that some illustrators may be remembering earlier styles rather than contemporary styles. It is possible some of the errors were intentional. Here there could be several reasons. It would be useful to know if these illustrators were men or women in assessing this. The most likely reason that occurs to us is that the illustrator was attempting to make the illustration look more fashionanable or a style that customers (mostly mothers) would like. This is just a matter of making the item look better to improve sales. Another reader may be more practical. In slling hosiery, short pants and skirts would be more practical for showing the item than long pants or long skirts.
Just because an ad ppeared in a given year does nor mean it was widely worn. All publications and catalogs had a target aufdience and this was not always the average consumer. Thus an understanding of the company marketing the close or the publication in which the item was offered is useful in understanding the marketing sector targeted.
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