The Kellogg Cure
A weathered 36-page booklet from my collectibles file addresses the root of many of mankind's problems: Constipation.
Of course, that 1938 compendium—The Housewife's Almanac—was published by the good folks at Kellogg, who have been selling All-Bran to the afflicted masses since 1916. But this nifty little guide for the Little Woman does offer plenty of instructive information along with its underlying advertising theme. Articles titled "Important Historical Events," "Astronomical Data," "Outdoor and Indoor Games," "Amusing Facts from the World of Science," "Pointers for Safe Driving," "Horoscopes," "Dreams and Their Meanings," to list a few.
In scouring the almanac's contents I came up with some interesting tidbits from the pre-Boomer era:
We're all familiar with the company's mainstays. You could pop over to your local grocery store right now and grab a box of Kellogg's Corn Flakes (18 ounces for $5.23 versus 18 ounces for 18 cents in the late 30s). But you've probably never heard of Pep Bran Flakes, Whole Wheat Crumbles, Wheat Krispies, or Kaffee Hag Coffee—"made from the finest coffee beans, but with the harmful effects removed. It lets you sleep!"
And did you ever play Pluck the Peach, Mysterious Tag, Gardener and Mole (the game, not the landscaping challenge), or Match-Box Relay?
As for wedding planning, there is this unique idea: "A wedding which takes place at eight o'clock in the morning is not unusual. In the case of an early-morning wedding, breakfast can be a real breakfast consisting of bacon, eggs, toast and coffee." (Trying to coordinate the cooking of eggs and toasting of bread for more than three-or-four people? The mind boggles.)
Also, according to the folks in Battle Creek, "Wedding presents are, by law, the property of the bride..."—her consolation prize if the groom is a no-show, perhaps? And, "No wedding is so small that it does not rate a best man." Pre-WWII couples obviously were not into nuptial extravaganzas.
Other articles cover a broad range of topics:
•"To dream of apples implies success in one's undertakings."
•"If you want people to like you, forget all about yourself. Let [others] talk about themselves to their heart's content."
•"Keep on the sunny side," since "Folk who are grouchy and glum are not likely to win or hold many friends." And how do you avoid grouchiness? By getting plenty of fiber, which is "… supplied in appetizing, healthy form by Kellog's All-Bran"!
•"Fish, according to scientific studies, cannot hear."
•"Coupon – koo' pon" is one of the 100 most mispronounced words in English.
•"Your Grocer provides one of the soundest roads to continued good health and happiness."
Can it be that life was all so simple then? I wonder if today's fifty varieties of flavored potato chips plus those seemingly endless aisles of soft drink offerings are tripping up the 21st-century shopper on the "road to good health" and the happiness it promises.
But not to worry. Just grab a box of All-Bran on your way to the checkout counter.