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Cream of Wheat Advertising Racially Toned 1917-22 6 Magazines +1 Edward V Brewer
Cream of Wheat Advertising Racially Toned 1917-22 6 Magazines +1 Edward V Brewer
Cream of Wheat Advertising Racially Toned 1917-22 6 Magazines +1 Edward V Brewer
Cream of Wheat Advertising Racially Toned 1917-22 6 Magazines +1 Edward V Brewer
Cream of Wheat Advertising Racially Toned 1917-22 6 Magazines +1 Edward V Brewer
Cream of Wheat Advertising Racially Toned 1917-22 6 Magazines +1 Edward V Brewer
Cream of Wheat Advertising Racially Toned 1917-22 6 Magazines +1 Edward V Brewer

Cream of Wheat Advertising Racially Toned 1917-22 6 Magazines +1 Edward V Brewer

$ 50.16

Availability: 100 in stock
  • All returns accepted: Returns Accepted
  • Refund will be given as: Money Back
  • Return shipping will be paid by: Seller
  • Character Family: Rastus the Chef
  • Color: Multi-color
  • Brand: Cream of Wheat
  • Type of Advertising: Magazine
  • Condition: The tension between the sometimes-uncomfortable depictions of the Chef and the incredibly poignant nostalgic visions of a timeless America only adds to the historic significance of this uniquely American art.
  • Theme: Cereal
  • Item must be returned within: 30 Days
  • Language: English
  • Country/Region of Manufacture: United States
  • Original/Facsimile: Original
  • Restocking Fee: No
  • Modified Item: No

    Description

    Building Your Great Collection; One Fine Book at a Time
    6 Needlecraft magazines with inside front cover Cream of Wheat Advertising plus one cover with advertising. 7 pieces in total.
    1917 - 1922
    The tension between the sometimes-uncomfortable depictions of the Chef and the incredibly poignant nostalgic visions of a timeless America only adds to the historic significance of this uniquely American art.
    Edward V. Brewer (1883-1971) of St. Paul was Minnesota's answer to famed illustrator Norman Rockwell. From 1911 until 1926 Brewer created the enormously popular full-page Cream of Wheat advertisements that appeared monthly in dozens of national magazines.
    The advertising also created one of the most recognizable, storied, and controversial fictional personalities in American history; Rastus the Chef. Based upon a photograph of African American chef Frank White, Rastus presided over Cream of Wheat boxes and appeared in the company's color advertising campaign from much of the 20th century.
    His face was often presented as a photo element within the artwork so as to brand a single image of the iconic character. This photo element would be applied to the canvas and painted over and colored as needed by the artist.
    After the urging of the NAACP Cream of Wheat abandoned the name Rastus (one of many derogatory names used as racial slurs in the late 19th/early 20th century), but the chef remained an integral part of the brand. Always shown smiling, benevolent, and offering comfort, the chef presents an idyllic view of traditional America.
    This America holds a pre-industrial sense of the bounty of the heartland and also many of the racial tensions inherent to this agrarian image of America.
    “
    What De’Debil’ You-All Laughin’ at Anyhow
    ?” Thrasher, Leslie (1889-1936) (Illustrator) Needlecraft Magazine, January 1919. Also a color advertisement for Argo Corn Starch on the rear cover with Native American Woman.
    “
    That’s It-The Breakfast Food of The Nation
    ” Painted by Edward V. Brewer; April 1920. Rear cover Colgate Ribbon Dental Cream [Advanced spine wear; interior no flaws to note]
    “
    Sic’un, Tige
    ”  Painted by Edward V. Brewer; May 1922 [Two Caucasian boys encouraging their dog to “attack” a billboard] Rear Cover, Gold Seal Congoleum Rugs
    “
    An Old Friend
    ” Painted by Edward V. Brewer; September, 1922. Rear Cover Colgate Ribbon Dental Cream.
    “
    Dat’s Mah Boy
    .”  Painted by Edward V. Brewer; December 1918. Rear Cover Old Dutch Cleanser. [Wraps partially detached]
    “
    Here You Are.
    ” Painted by Edward V. Brewer; March 1917.  Rear Cover Pompelan Night Cream.
    “
    Ah’ Reckon As How He’s De Bes’ Known Man In De Worl
    ’” Rowland M Smith, Illustrator, February, 1919 [Print only, Needlecraft cover on verso]
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