I found a June 3, 1940, issue of Life magazine in an unexplored file from my parents’ home. The cover featured a stark, nighttime photograph of the Statue of Liberty and the theme of the issue: “America and the World.”
Advertisements ranged from automobiles to health aids to clothing to cigarettes and whiskey. A new Plymouth coupe could be purchased for $645, which included “front and rear bumpers, a spare wheel and tire, front and rear ashtrays and a sun visor.” An ad for a DeSoto convertible highlighted Scottish plaid upholstery, a top that could be raised with the press of a button, and a gearshift attached to the steering column.
Health products offered wide-ranging benefits. Bosco, an iron-laced supplement given at bedtime, promised improved energy: “Where there’s pep, there’s iron.” Fleishmann’s Yeast advised eating two cakes per day to maintain good health. Bromo-Seltzer, a concoction of acetaminophen, sodium bicarbonate and citric acid, promised: “eases pain, steadies nerves, and settles the stomach.” Daily consumption of a packet of Knox gelatin dissolved in water assured an end to fatigue.
For $31.50, a man could purchase a mohair and worsted wool, two-piece suit. Rayon stockings for women ranged from $.79 to $1.35 a pair.
Cigarette ads promoted mildness, flavor and slower-burning tobacco.