Step back to 1928 with vintage ads from Argosy Magazine. Discover how mail-order suits, classified job listings, and patent ads sold the American Dream to the public just before the Great Depression.
Table of Contents
Book Information
- Title: The Masked Barmaid
- Author: Don McGrew
- Publication: Argosy All-Story Weekly
- Volume: 198
- Number: 2
- Publication Date: Saturday, September 29, 1928
Selling the American Dream: A Look at Vintage Ads from Argosy Magazine (1928)
Flipping through the pages of a 1928 issue of Argosy All-Story Weekly offers more than just thrilling tales. The advertisements themselves are a captivating time capsule, revealing the aspirations and economic realities of the late Roaring Twenties. Below are the transcriptions and analyses of two fascinating ads from that issue.
Transcriptions of the Advertisements
| Advertisement | Transcribed Text |
|---|---|
| Advertisement 1: The All Wool Blue Serge Suit | All Wool Reg. $35.00 Value only $29.95Guaranteed Blue Serge  Think of it! For only $1.00 down you can have a suit made to measure from this splendid fine weave all wool winter weight blue serge suiting. Soft and silky in texture, thoroughly preshrunk, the finished suit will stand lots of wear and also hold its shape. Tailored in first class style, full lined with lustrous wool alpaca. Coat is cut in the new 3-button “Executive Model” making an ideal businessman’s suit. Five button no-collar vest. Stylish fitting trousers with medium fullness, with or without cuffs as ordered. You take no risk as we stand back of this suit as to the fit, style and quality. Just give us your measurements also height and weight. Have a tailored suit that you’ll be proud to wear. Sizes 34 to 44. Order by No. A-9 F. Terms: $1.00 with coupon, then only $4.85 a month 6 Months to Pay!Not only can you save money but you get the benefit of easy terms besides. You need not pay the $29.95 in a lump sum. Try it and see. Blue Serge is always stylish, ideal for business, forensics, the most practical suit any man can own. Elmer Richards makes it easy. You are not to pay a cent C.O.D. on arrival. Try it on—see the perfect fit—examine the cloth. If not fully satisfied, return and we will refund your $1.00. It will take 6 months to pay the special price. Send coupon and $1.00 Now. Elmer Richards Co. – Dept. 0826 W. 35th Street, Chicago I enclose $1 deposit. Send All Wool Navy Blue Serge Suit No. A-9 F. If I am not perfectly satisfied I can return it and get my money back. If I keep it I will pay $4.85 a month until I have paid $29.95 in all. Height…….. Weight…….. Chest…….. Name………………………………………….. |
| Advertisement 2: The Classifieds Page | The Purpose of this Departmentis to put the reader in touch immediately with the want or the need of the home, office, farm, or person; to offer at low cost an unusual business opportunity, or to suggest a new article, or to perform some satisfactory through correspondence. It will pay a housewife or business man equally well to read these advertisements carefully. Classified Advertising RateRate in The Munsey Combination comprising: Sample Listings:
|
Analysis of the Advertisements
The Promise of Success: The Blue Serge Suit
The full-page advertisement for an “All Wool Blue Serge Suit” is a masterclass in 1920s marketing. For just a “$1.00 deposit,” a man could have a stylish, “Executive Model” suit sent directly to him for approval. This ad speaks directly to an audience that values professional appearance but might not have the cash on hand. The “6 Months to Pay!” plan made success affordable, highlighting the rise of consumer credit. The detailed mail-in coupon showcases the dominance of the mail-order industry, the Amazon of its day. This wasn’t just selling a suit; it was selling confidence and a ticket to the business world.
A Marketplace of Ambition: The Classifieds
The second image offers an even more granular look into the era’s hopes and hustles. This classifieds page was the 1928 equivalent of a modern job board and online marketplace rolled into one. The listings are a fascinating snapshot of what was on the minds of average Americans. There are calls for “Agents & Salesmen,” industrial jobs for “Firemen, Brakemen,” and intriguing land offers, including free land in Panama if planted with bananas. The entrepreneurial spirit is alive and well with ads for “Patent Attorneys” and “Photoplays Wanted” for Hollywood. This page functioned as a bridge, connecting the dreams of people in small towns across America with the centers of industry and entertainment.
