It’s a charming characteristic of old houses, one that folks on HGTV demand and MLS listings proudly announce – Built In Bookshelves!
But why is this a thing?
In the 1920’s and 1930’s book sales began seriously lagging and book publishers started to seriously freak out. How could they get more people to buy more books?
Enter our old friend, inventor of modern PR, Edward Bernays! Uncle Eddie was hired by a group of book publishers and given one mission: make buying books cool.
The first thing he did was hire public people to espouse the importance of a private library. Only the coolest, smartest, best dancers with rock hard butts read. You read too, right?
Then (my favorite!) he urged architects designing the popular kit homes to include built-in bookshelves in the plans. ‘“Where there are bookshelves,” Bernays reasoned, “there will be books.”
It worked! Book sales took off. Next time you walk into a charming Sears Kit Bungalow that has built-in bookshelves, take a moment to give props to Ed!
Aunt Mary’s good friend and founder of modern Public Relations, Edward Bernays, was approached by cigarette makers who asked for help in expanding their brand to women. At the time it was considered unseemly for woman to smoke but manufacturers desperately wanted to target this untapped market.
Bernays hired the most glamorous and fashionable women to smoke while walking in the 1929 New York Easter Parade. The parade was a huge deal at the time and photos from it where published all over the county. Women, excited to check out the latest fashions from NYC, were also treated to an eyeful of the contemporary glitterati smoking.
Bernays described cigarettes to the press as “Torches of Freedom” the women could carry in order to show their equality to men.
Within months the market share of cigarettes to women exploded.
During this same time, the image of the modern woman had been given a makeover. The 1920’s woman was daring, lighthearted and eager to join in the fun with the boys. Young flappers were looking for a thin and flat chested physique that would allow them to play sports, dance, sneak into speakeasies and be free like never before. They also needed a symbol that would separate them from the generations before.
But, how was all this to be achieved? Well, with a cigarette of course!
Not Cool, Eddie… but sort of cool ad
Lady Grace Drummond Hay – Journalist and first woman to fly around the world in a zeplin
Cigarette advertising began encouraging ladies to smoke instead of eat. The fat shaming “Instead of reaching for a sweet, reach for a Lucky Strike” campaign came out.
Kind of gross there, old timey folks.