One weekend I happened two drop my Grandson off so he could participate in working a computer project which focused on the future; I stopped at a flea market and picked and found some Art Deco magazines from the 1930’s which focused on the future at that time.
The Advertising is bold, strong lines, and even in the Depression; bright, expensive silver ink is seen most are for cars or items for in home as the Prohibition against Liquor. Prohibition was bad for the economy though you could drink what you had stashed away, theaters and restaurants lost money, many lost lives drinking “bathtub gin”. Some States didn’t bother to enforce it. By 1932 it was it repealed. These magazines are from 1931 so they all have root beer ads and car advertising. Cars were expensive then, you have do the numbers and figure what someone made. A Cadillac was out of most person’s reach.
The most surprising was the Cadillac , unemployment was at it lowest in 1931. Cadillac went overseas to France and hired the well know illustrated Leon Benigni (1892-1948) , who had already done 1930’s advertising for Cadillac, as well as Lucien Lelong, Edward Molyneux and Jean Patou to create incredible matching fashions along with these stunning automobiles. The gold and silver inks used in the advertising make these works of art. They were featured in 17 magazines. They had a V8,V12,v16 Cadillac and LaSalle featured. In the case of the Cadillac and LaSalle there were many variation of the same illustration in color, so you may find several varieties of the same car.
They were not the only ones to use the expensive silver futuristic ink in advertising. Alcoa did as well. The bright Art Deco designed aluminum showed how products would look in the future and the curved lines had already had begun to be popular. The curved lines of my Father’s generation’s have become popular once again; look at your phones, computers, the popular home decorating magazines and you see the Art Deco lines. The technological promise and excitement of an older generation is seen in a younger one trying to save the world from climate change, war, disease, making the world use renewable energy, and so much more.