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When the Mundane was Novel–Sears Sells a Flashlight

Most of the household items we use are so familiar that we cannot imagine instructions were ever needed to understand them. But all things were new and strange once. Consider the entry below from the 1908 Sears catalog—but first, a word about Sears.

Sears Roebuck and Company was a mail-order business in 1908. There […]

Selling the New Tech

When a new technology appears, some people buy it just because it’s new. Then come the ads that justify it to everyone else.

First, here is a car ad like none you have seen before. In 1913, Ford ran this spot against their main competition, the establishment technology, the horse. The ad copy shoots […]