1917 Baker’s Cocoa Advertisement

Source: Good Housekeeping (December, 1917)


This is the third year that I’ve posted Baker’s Cocoa advertisements that were on the back cover of the  hundred-year-old December issue of Good Housekeeping magazine. The 1915 and 1916 advertisements were much warmer and fuzzier than the 1917 one. By 1917, World War I was raging, and the advertisement reflected the nation’s focus on the soldiers who were fighting in the war.

10 thoughts on “1917 Baker’s Cocoa Advertisement

  1. It’s a charming, cozy scene: perhaps meant to soothe the anxieties of those at home. That’s not entirely a bad thing: no matter how dire the circumstances, a pause for a bit of celebration or refreshment can be important.

  2. Merry Christmas to you, Sheryl!
    I love these ads: always good to keep in our thoughts & prayers those away from home. Times change, people don’t. xo

  3. Isn’t it interesting that our ads reflect the problems and the joys of the times? This one encourages support and comfort for our troops in a frightening period of war.

  4. And woman as nurturer. Fascinating picture. And this is what my mother and father saw in the year they were married. By the way, my father’s best friend and their best man was killed in France only a few days before the Armistice. They never stopped grieving.

  5. The ads are fascinating social history–and I think shoreacres point is a great one–this is so cozy it seems mostly designed to help people believe that Christmas could still be Christmas, in spite of the reality of war.

  6. “Somehow” . . .maybe they are not. But what are the holidays for, if not a desire for quiet on the home front, wherever that may be? Have a very peaceful holiday season, Sheryl!

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