Arts and Decoration from 1920s and 1930s

Over the past couple of months – I browsed through 29 volumes of the Arts and Decoration Magazine from the 1920s and 1930s. There are a few color images – dominated by covers and ads. I enjoyed thinking about the history and mood of the times reflected in these periodicals.

In the 1920s – Some company names we still see today show up – Davey Tree Surgeons, Listerine, Armstrong Floors, Heinz, Lincoln, Cadillac; some ads for companies that no longer exist too: Quaker Lace Company, Oil-o-matic Heat, Insulite, Johns-Manville Asbestos Shingles. The depictions of women were changing just as the clothes they were wearing: less constrained. The magazine reflected the quickening pace and almost euphoric mood of the decade. 1923 (vol 18-19), 1923 (vol 19-20), 1924 (vol 20-21), 1924 (vol 21-22), 1925 (vol 22-23), 1925 (vol 23-24), 1926 (vol 24-25), 1926 (vol 25-26), 1927 (vol 26-27), 1927 (vol 27-28), 1928 (vol 28-29), 1928 (vol 29-30), 1929 (vol 30-31), 1929 (vol 31-32)

And then came the crash in the 1930s. The volumes from the 1930s contain less color – except for the covers. Most advertisers were weathering the Great Depression but not paying for color ads – except for Kenwood Blankets and a steamship company. The magazine was depicting the perspective of the wealthy but even they were not as flamboyant and exuberant as in the earlier decade. This was the decade when my parents were born. They were far from scenes depicted in the magazine…living in the middle of the US in rural areas where they had plenty of food their parents grew on their farms. 1930(vol 32-33), 1930(vol 33-34), 1931(vol 34-35), 1931(vol 35-36), 1932(vol 36-37), 1932(vol 37-38), 1933(vol 38-39), 1933(vol 39-40), 1934(vol 40-41), 1934(vol 41-42), 1935(vol 42-43), 1935(vol 43-44), 1936(vol 44-45), 1936(vol 45-46), 1937(vol 44-47)

Browsing magazines is a perspective of the important things of the day – carefully selected by editors to present to their subscribers. It reflects a narrow perspective – probably: wealthy, white, skewed to the east and west coasts. It would be interesting to know the demographics of the subscribers but maybe even the publishes didn’t know that!