Vintage Toronto Ads: Short Cuts 3

Listerine Kills Germs and Body Odour

Originally published on Torontoist on July 21, 2009.

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Maclean’s, July 15, 1923.

If Listerine can freshen your breath and kill bacteria in the mouth, why can’t it do the same to the rest of your body? It’s safe!

Deodorants and antiperspirants were still in their early stages of evolution when Listerine made today’s pitch—the first commercial underarm deodorant, Mum, had arrived on the market in 1888, with the first antiperspirant, Everdry, following fifteen years later. After you read descriptions of the composition and application of early antiperspirants, Listerine’s claims begin to make sense. Early products were wet, clammy, aqueous alcoholic solutions of aluminum chloride that were poured onto a cotton ball before being dabbed on the body, a technique that Listerine’s model appears well acquainted with. Drying was a slow, sticky process that, once you got past the skin irritations and damaged clothing, reduced one’s stink.

Is That Landmark Sealed with Polysulfide?

Originally published on Torontoist on August 4, 2009.

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Canadian Architect, January 1985.

These three local towers were…

While searching for information regarding Morton Thiokol and polysulfides that didn’t involve deep scientific analysis of the chemical composition of the sealant used in these Toronto landmarks, we ran into an interesting tidbit from the current manufacturer: the sealant should have a “twenty-year service life under normal conditions.”

Makes you want to watch your head while passing by any of these structures, doesn’t it?

Why You Shouldn’t Steal a White Glove Girl

Originally published on Torontoist on September 1, 2009.

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Time, February 10, 1967.

Translation: the “temporary” relationship clause in a White Glove Girl’s contract refers to the amount of time she has remaining on this mortal plane. Until then, we’re happy to shuffle temps around from employer to employer, keeping our White Glove Girls under lock and key until the next call comes in. Sometimes we’ll let them out of the dunge…asset pool for a few minutes to take care of their “happy homemaker” duties. Anyone thinking of stealing one of our assets should be aware that we’ve spent years working on glove-tracing technology—we’ll know when you’ve stolen our assets!

A Toast to Good Hydro Services

Originally published on Torontoist on December 8, 2009.

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(Left) The Globe, November 1, 1929, (right) Toronto Star, November 19, 1936.

We’re not sure which of the images conjured up by today’s ads is more disturbing. Is it the trio of factory workers depicted in a manner usually reserved for nursery rhyme characters or World War I casualties? Or is it the deified toaster (whose cost, if translated into modern money, would start at around $228) trained to act with the utmost style and refinement for a classy late-dinner gathering?

Both ads are fine examples of the large quantity of newspaper advertising the Toronto Hydro Electric System bought during the 1920s and 1930s. Besides trained toasters, the utility’s retail arm offered customers technological marvels for the home such as electric ranges.