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The reverse of the card above:
|A.S.T.Co. is the American Shoe Tip Company, 56 Pearl St., Boston MA|
Additional info on the Company is on pages 28 and 43 of
The Earl J. Arnold Advertising Card Collection - 1885.
There are strong elements of magical beliefs in our regard for shoes. As the many Cinderella tales suggest, we often believe that shoes can transform us. Not only will our appearance be different with coveted shoes upon our feet, our lives will be changed utterly. With the right brand and model we will become mysteriously alluring, amazingly swift, prodigiously agile, and delightfully rhythmic. For this we are often willing to endure the pain of tortuously designed shoes. We long for the day we can first wear high heels, leather shoes, or any shoes at all. Shoes have long been involved in our rituals from home building to marrying and from coming of age to death. While athletic footwear may be portrayed as the epitome of high technology and engineering, dress shoes are better regarded as works of art. At both of these extremes shoes are ideally imbued with magic.
How often are "magical beliefs" used in advertising? Magical beliefs are one of the foundations of high volume sales.
As Matthew Hutson said in his Psychology Today post of 13 July 2008, Advertising is Magic, "advertising is a form of sorcery."
"Consider the use of brand logos. These are words or symbols with little inherent meaning that have come to signify expansive and often emotion-laden concepts. Just as a witch might summon spiritual interference via pentagrams, a marketer can call forth thoughts and behaviors by wielding the visual mark of a product or corporation. Symbols bring reality into being." [emphasis added]Scholarly, are you? In the above article, Matthew Hutson cites a scholarly discussion of the results of a study on this subject: Automatic Effects of Brand Exposure on Motivated Behavior: How Apple Makes You “Think Different” Author(s): Gráinne M. Fitzsimons, Tanya L. Chartrand, and Gavan J. Fitzsimons Source: Journal of Consumer Research, Vol. 35, No. 1 (June 2008), pp. 21-35 Published by: Oxford University Press. Jstor Stable URL: http://www.jstor.org/stable/10.1086/527269 . Here's the article summary:
(Hopefully, you'll see some improvement in the promotion of the Earl J. Arnold Advertising Card Collection based on my understanding of these concepts!)
Meanwhile Digital Commonwealth presents a trade card that demonstrates the use of magical branding in advertising (as well as other persuasive techniques):
a magical trademark, for sure!
(from Diver collection)
Duke University Library's Digital Collection features advertising "bills" issued by the American Shoe Tip Company as shown below:
|cor. 13th & Cherry St., Philadelphia PA|
|John Mundell, Jr.|
Prominent and Progressive Pennsylvanians of the Nineteenth Century, via Google Books, contains good biography of John Mundell, founder of the company:
|John Mundell, Sr.|
This site includes historical materials that may contain negative stereotypes or language reflecting the culture or language of a particular period or place. These items are presented as part of the historical record, and do not represent or in any way reflect the personal views of the author of this blog, his ancestors, or his family.
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