Taking a look at Manhattan in 1934


Let's time-travel to Manhattan in 1934. We're standing looking north on W. 46th Street and 7th Avenue towards Broadway. I found this image on the Duke University site ROAD (Resource of Outdoor Advertising Descriptions), and it's just fascinating me. Come on!

The whole point of the Duke ROAD site, and the reason why this photo was taken in the first place, is the world of advertising. Scholars study historic advertising, and while it was the annoying commonplace of the day, here on Broadway at least it was (and still is!) the best of the best. Let's take a look.


The first thing that catches my eye is what's showing over at Globe: "Frankenstein the Killer". It's a sensation!  The thrill picture of a century. By the way, that's what people called movies in those days, pictures. I suppose that it was more sophisticated than "flickers" or "talkies", and people had long gotten used to the pictures moving, and even talking. Looks like the New York American says, "Guaranteed for Gasps. This thriller hypnotizes the audiences. I have to admit that at first glance I was wondering why the word "hypno" was on a theater marquee.

And if anyone wants to get in the world's most boring argument about whether Frankenstein was the monster or the doctor (he was the doctor), you can point them to movies like this which made it confusing for people to know. Now let's take a look at some of the billboards.


I'm going to tell you what I can read from here. Tell me if you think I'm reading it wrong! There's "The Real Malt Beer with that high creamy head: Trommer's. White label, also dark and light beers". The next billboard says, "Thousands more are working again (this photo was taken in the middle of the Great Depression), and saving at the Bowery Savings Bank". The next one says, "Hit the peak of vacation happiness, the Grossinger Hotel and Country Club, Ferndale, N.Y., Golf, Tennis, Swimming, Dancing, Entertainment". Then there's "Good Bitin'!" Taystee Bread, not sure what it says at the bottom: "__af of bread in to___? The next billboard says "Electricity, the New York Edison Company (not sure about the rest), and then "Camels, wake up your energy! (yeah, they could get away with saying that kind of stuff back then), "Costlier Tobaccos".


And then there's Gottfried's Bakery Products ask for Golden Crust Bread at your grocer. I'm an old graphic designer, so don't get me started on clumsy word placement!


Whiskey was so popular in those days that a gigantic ad like this just needed to advertise the name: Hiram Walker Canadian Club.


At least Maybelline explains what its product was all about: For long dark lashes instantly.


And here's another ad for Camel cigarettes, in case you missed the other one. I can read "Costlier Tobaccos", not sure what it says there in block letters: "Never Tire___ Your Nerves__?


Here are ads for Chevrolet, and Squibb Dental Cream. I'm assuming "A name you can trust, "Reliability, Purity Efficacy" goes with Squibb, and long with "For teeth and gums".


I've always like Coca-Cola ads, and this one is wonderfully subtle. It just saying "Cooling" (although there may be more to it that we can't see from here) and there are some snowflakes falling. Coke has always been good about paying attention to seasons, especially winter, although this photo was taken in July! And my eye goes to those graphics flanking Kayser. They look kinda like the silhouettes that I used to see on truck flaps, but not quite. Your opinion?


There's a Jimmy Cagney picture playing over at the Strand! Here comes the Navy, with Gloria Stuart, Pat O'Brien, and Frank McHugh. Let's go watch a matinee! What's that you say? You're more of an Edward G. Robinson fan? That's fine, the Central is showing "Outside the Law" with Shirley Temple.


There sure is a lot of hustle and bustle here in Manhattan! What an energy! Thank you for visiting there with me today, in 1934!




Update: I just found the same view at night. Looks like the Coke ad really does just say "Cooling". Cool!

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