Wow! Based on the information in this hundred-year-old advertisement in the 1923 edition of the Boston Cooking-School Cook Book, Baker’s Chocolate has been around for 243 holiday baking seasons.
I’m intrigued by this advertisement because, I posted a very similar advertisement in 2021 from the 1921 edition of the Boston Cooking-School Cook Book. Here’s the image I used from the 1921 cookbook:
It’s fascinating how there are many tiny formatting differences there are across the two years. For example, “Registered U.S. Pat. Office” is two lines in the 1921 advertisement but has morphed into one line that says, “Reg. U.S. Pat. Off.” by 1923. The border frame is also slightly different on the two ads, and, most intriguing of all, the woman’s face and hair have been tweaked. Why did a graphic designer decide that these changes were needed?
Everyone also has a better idea. 🙂
How true. 🙂
Interesting. The changes are so minor to us, but advertisers always have a motive.
I can imagine long, boring meetings discussing whether these minor changes should be made.
The face on the latter ad looks older, more mature, a little more buxom. Perhaps that’s what they were looking for,. I like the frame on that one better too!
I can’t figure out why, but I also liked the frame on the latter one better.
I think it looks more finished or something.
The second one also looks a little slimmer. Maybe. Happy Christmas to you with many good things to eat!
Happy Christmas!
Thanks!
To me, the ’21 version was younger, maybe a teen, and has heels on. The ’23 version looked more like a “Mom”, and for me, older is usually better. They know more ; ) Merry Christmas to All, bakers or not lol
Makes sense, but interesting that when it comes to food-related advertisements, “mom” and knowledge eclipse youth.
Do a search for “La Belle Chocolatier” and see what pops up! That will answer the question of why the images are different and why the Baker Chocolate Company chose it for a logo!
Fascinating. This makes me think about how Betty Crocker also evolved across the years.
Very interesting!
It’s nice to hear that you liked this post. I also found it interesting.
Very interesting – the changes are subtle but the overall effect is noticeable!
Not a change, but how smart to say “blue wrapper, yellow label” in a black and white ad. The typography changed for that. Initial caps for all 4 words… An old, formal convention. Looks so quaint now.
The descriptions needed to be more precise back in the days of black and white ads. Interesting how they changed the typography of the patent statement across the two versions of the ad.