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In rural communities, the boy irks for a glimpse of town now and then – so does the girl. “Nobody realizes better than Mother the tendency of the present day family to drift apart. A woman, clearly the targeted mother, sits at the bottom of the ad, on what appears to be a porch, knitting, and not noticing the boy or man looking out, scratching his chin, at the vehicle driving away. The ad begins with a large “Mother-” written out over a young country man or old boy painted peering out a fence after a car driving off down the road.
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There was a fear of freckles, healthy cigarettes and unusual uses for popular household products Canadian consumers likely still have in their refrigerators, purses and medicine cabinets. Among other insights, when I sifted through catalogue advertisements and marketing archives from 100 years ago last weekend, I could see a country shifting its economic, social and gender values, expanding its use of electricity, popularizing the household vehicle and slowly changing some of the roles women played in the home. Whether it was just cutting out wish lists near Christmas time, – or all year- or closing their eyes and pointing at an item on an Eaton’s catalogue page to pretend that was something you were getting or your only tool for an adventure, mail-order catalogues have left a strong impression on Canadian family life since the late 1800s.īeyond facilitating consumerist dreams, looking through old, antique and vintage catalogues and magazines gives you a glimpse of the nation at other times. As I grew up and mentioned this game to others, I learned other Canadians had their own memories of games played with mail-order catalogues of different eras. When I was a young kid, a game I played with my sister involved us cutting out items from a Sears catalogue and gluing them to paper to decorate a room or house we had drawn, or to create fashionable outfits on top of a person we had drawn. Back in the 1920s, doctors could write you alcohol prescriptions, mothers bought cars to keep the family together, freckles were called “ugly masks” and long-johns cured influenza.