Harper's Bazar, January 1928
The January 1928 issue of Harper's Bazar (62nd year, number 2583), Hearst's fashion and society monthly, in about 115 scanned pages that start at page 41. The editorial side mixes Paris fashion reports (Marjorie Howard on the mid-season collections, drawings by Reynaldo Luza, a portfolio of shoes drawn by Malaga Grenet), Baron de Meyer on gifts and parties, a men's page on correct evening dress, and society features: Charles Hanson Towne on young people as thoroughbreds, Zelda and F. Scott Fitzgerald's "The Changing Beauty of Park Avenue", Glenna Collett on golf and romance, and fiction by Louis Bromfield and Lloyd Osbourne.
What it is
The January 1928 issue of Harper's Bazar (62nd year, number 2583), Hearst's fashion and society monthly, in about 115 scanned pages that start at page 41. The editorial side mixes Paris fashion reports (Marjorie Howard on the mid-season collections, drawings by Reynaldo Luza, a portfolio of shoes drawn by Malaga Grenet), Baron de Meyer on gifts and parties, a men's page on correct evening dress, and society features: Charles Hanson Towne on young people as thoroughbreds, Zelda and F. Scott Fitzgerald's "The Changing Beauty of Park Avenue", Glenna Collett on golf and romance, and fiction by Louis Bromfield and Lloyd Osbourne. Around it run advertisements for Paris couture houses, Pond's creams endorsed by the Duchesse de Vendôme, Camel, Packard, Campbell's Bouillon, Whitman's Sampler, cruises and resorts, and the magazine's own School Department.
Why read it now
Read it as a lesson in how a luxury title sells its audience to advertisers. The editorial promise is taste and access: Paris first, named designers, society names, famous bylines. The ads borrow that authority. Pond's buys a royal endorsement and frames it with the duchess's salon; Packard lets owners do the selling with "Ask the man who owns one"; Camel attacks rivals' throat claims without naming them. Two things still hold. Reviews of celebrity-endorsement studies find the effect is modest and depends on fit between endorser and product, so a duchess sells face cream better than she would sell tyres. And the Fitzgeralds' picture of shoppers who "need nothing, want nothing" is still the core brief for selling to the rich: sell ease and belonging, not need. What has dated: health claims for cigarettes and sunlamps, and a readership defined by débutante calendars. Use: before briefing a premium campaign, list three names, places or makers your buyer already trusts, and build the ad around borrowing one of them.
Passages worth keeping
where the trades-people are accustomed to a clientele who need nothing, want nothing, and buy freely because they have large leisure and filled purses.
تجار بارك أفنيو اعتادوا زبائن لا يحتاجون شيئًا ولا يريدون شيئًا، ومع ذلك يشترون بسخاء لأن عندهم الوقت والمال.
Their character really depends upon whether well-dressed women as a whole are pleased with the mode of the moment, or whether they are longing to see it modified.
طابع مجموعات منتصف الموسم يتحدد برضا الأنيقات عن الموضة الحالية أو رغبتهن في تغييرها، فالمصمم يقرأ مزاج العميلات قبل أن يقرر التجديد أو التحسين.
A special enchantment emanates from the woman whose complexion sparkles with youth, is kept fresh with the dew of exquisite care.
أميرة من الأسرة المالكة البلجيكية تشهد بأن البشرة النضرة تمنح المرأة سحرًا خاصًا، والإعلان يربط هذه الشهادة بكريمات «بوندز».
If all cigarettes were as good as Camel you wouldn’t hear anything about special treatments to make cigarettes good for the throat.
الإعلان يلمّح إلى منافسين يروّجون لمعالجات خاصة تحمي الحلق، ويقول إن الجودة الأصلية تغني عن هذه الادعاءات، دون أن يسمي أحدًا.
ASK THE MAN WHO OWNS ONE
الشركة تترك الإقناع للمالكين أنفسهم، فشهادة من جرّب السيارة أقوى من كلام البائع.
The scanned text has OCR errors. The passages are quoted from it, with only obvious slips fixed.
What it teaches best
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