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Ivory Soap Advertising Collection

American History Museum

Advertisements
There are restrictions for re-using this image. For more information, visit the Smithsonian's Terms of Use page .
Finding aid
There are restrictions for re-using this image. For more information, visit the Smithsonian's Terms of Use page .

Object Details

sova.nmah.ac.0791
GUID
https://n2t.net/ark:/65665/ep88550648b-e85c-4b62-9ccb-f8e6872e4a86
Creator
Procter & Gamble Company
Leyendecker, J. C., 1874-1951
Smith, Jessie Willcox, 1863-1935
Elliott, Elizabeth Shippen Green
Topic
advertising
Soap
Provenance
Procter & Gamble donated this collection to the Archives Center, National Museum of American History, Smithsonian Institution on October 24, 2001.
Creator
Procter & Gamble Company
Leyendecker, J. C., 1874-1951
Smith, Jessie Willcox, 1863-1935
Elliott, Elizabeth Shippen Green
See more items in
Ivory Soap Advertising Collection
Summary
Print advertisements covering almost the entire history of Ivory Soap, including advertisements designed by artists including Jesse Wilcox Smith, Elizabeth Shippen Green, and J. C. Leyendecker.
Biographical / Historical
In 1837, candle maker William Procter and soap maker James Gamble formed a partnership in Cincinnati, Ohio, to sell their products. The new company prospered, and by 1859 Procter & Gamble sales reached one million dollars. Contracts with the United States Army during the Civil War to supply soap and candles increased Procter & Gamble's customer base and reputation. In 1879, James Norris Gamble, son of the founder, developed an inexpensive pure white soap. A factory worker who forgot to shut off the soap-making machine when he left for lunch inadvertently improved the product. When he returned, the soap mixture was frothy due to the air that had been whipped into it, and the resulting soap cakes floated in water. There was immediate demand for the "floating soap." After considering many names for the new product, Harley Procter, son of the founder, finally named the soap "Ivory" after Psalms 45:8: "All thy garments smell of myrrh and aloes and cassia, out of the ivory palaces whereby they have made thee glad." Chemical analyses of the soap in 1882 revealed that 56/100 of the ingredients were not pure soap. Harley Procter subtracted that amount from one hundred and the slogan "99 and 44/100% pure" was born. The first ads appeared in 1882 in The Independent, a weekly newspaper. Innovations in production, distribution, and market research contributed to Procter & Gamble's success. Procter & Gamble also developed other products such as Ivory Flakes, Chipso (the first dishwasher soap), and Crisco. By 1945, Procter & Gamble had become a nearly $350 million company. The company also was an innovator in advertising, developing creative print advertisements aimed at different target groups, sponsoring radio shows and comic strips, and airing its first television commercial (for Ivory Soap) during the first televised major league baseball game. Procter & Gamble is now a global company, selling more than 250 products, including Ivory Soap, to five billion customers in 130 countries.
Extent
10 Cubic feet (30 boxes)
Date
1883-1998
Archival Repository
Archives Center, National Museum of American History
Identifier
NMAH.AC.0791
Type
Collection descriptions
Archival materials
Advertisements
Photomechanical reproductions
Citation
Ivory Soap Collection, 1883-1998, undated; Archives Center, National Museum of American History. Gift of Procter & Gamble.
Arrangement
The collection is arranged into two series. Series 1: Ivory Soap Products Advertisements, 1883-1998, undated Series 2: Publications, 1883-1969, undated
Processing Information
Processed by Laura E. Hunt, 2003 and Anne Jones, volunteer, 2017.
Rights
Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Genre/Form
Advertisements -- 20th century
Photomechanical reproductions
Advertisements -- 19th century
Scope and Contents
The collection consists of print advertising and publications covering almost the entire history of Ivory Soap. Researchers may use this collection to examine the evolution of advertising strategies and techniques from the very early days of mass-produced brand-name consumer products to the present. From the beginning, Ivory advertisements proclaimed the product's "99 and 44/100%" purity, its ability to float, and its versatility. The collection, however, is much more than a glimpse into advertising history. It is an extremely rich resource for a wide range of cultural studies. Ivory advertising was primarily aimed at women, and it contains many images of women, babies, and young children. The depictions reflect contemporary attitudes toward class structure, race, immigrants and residents of other countries, cleanliness, and domestic relationships. The advertisements often play upon the guilt of women, suggesting that their main concerns should be their husbands, children, and dishpan hands. Many advertisements associate cleanliness with social and religious propriety, physical fitness, and athleticism. There also are many images of men and women performing every-day tasks in gender-defined situations.
Restrictions
Collection is open for research.
Related Materials
Several collections in the Archives Center have materials relating to Ivory Soap. The J. Walter Wilkinson Papers contain art he created for Ivory Soap advertisements. The Ivory Soap 1940 Essay Contest Collection consists of documents relating to the contest and its winner, Helen Nixon. The Procter & Gamble Product Packaging Collection, 1940s-1970s, includes Ivory brand products. The Warshaw Collection of Business Americana's "Soap" subject category contains documents relating to Procter & Gamble and other manufacturers. About twenty-five per cent of the advertisements in this collection are reproduced in the Archives Center's digital image library.
Separated Materials
Artifacts donated to the Division of Medicine and Science.
NMAH.AC.0791
Large EAD
https://n2t.net/ark:/65665/ep88550648b-e85c-4b62-9ccb-f8e6872e4a86
NMAH.AC.0791
ACAH
Record ID
ebl-1562730500512-1562730500716-0

  • Images 634 Filter by term plus Exclude term minus
  • Archival materials 845 Filter by term plus Exclude term minus
  • Print advertising 309 Filter by term plus Exclude term minus
  • Photographs 148 Filter by term plus Exclude term minus
  • Comics 26 Filter by term plus Exclude term minus
  • Pamphlets 8 Filter by term plus Exclude term minus
  • Point-of-purchase displays 3 Filter by term plus Exclude term minus
  • Cartoons (humorous images) 2 Filter by term plus Exclude term minus
  • Comic strips 2 Filter by term plus Exclude term minus
  • Proof sheets 2 Filter by term plus Exclude term minus
  • Tear sheets 2 Filter by term plus Exclude term minus
  • Advertisements 1 Filter by term plus Exclude term minus
  • Narrative cycles 1 Filter by term plus Exclude term minus
  • Paintings 1 Filter by term plus Exclude term minus
  • Portraits 1 Filter by term plus Exclude term minus
  • Stamp albums. 1 Filter by term plus Exclude term minus
  • Jews 5 Filter by term plus Exclude term minus
  • African Americans 1 Filter by term plus Exclude term minus
  • 1900s 1 Filter by term plus Exclude term minus
  • 1910s 1 Filter by term plus Exclude term minus
  • 1920s 36 Filter by term plus Exclude term minus
  • 1930s 102 Filter by term plus Exclude term minus
  • 1940s 110 Filter by term plus Exclude term minus
  • 1950s 35 Filter by term plus Exclude term minus
  • 1960s 21 Filter by term plus Exclude term minus
  • 1970s 4 Filter by term plus Exclude term minus
  • 1980s 2 Filter by term plus Exclude term minus
  • 1990s 1 Filter by term plus Exclude term minus
  • Washington (D.C.) 3 Filter by term plus Exclude term minus
  • Minneapolis (Minn.) 2 Filter by term plus Exclude term minus
  • Pittsburgh (Pa.) 2 Filter by term plus Exclude term minus
  • Boston (Mass.) 1 Filter by term plus Exclude term minus
  • Canada 1 Filter by term plus Exclude term minus
  • Del Monte (Calif.) 1 Filter by term plus Exclude term minus
  • Honolulu (Hawaii) 1 Filter by term plus Exclude term minus
  • Macon (Ga.) 1 Filter by term plus Exclude term minus
  • Massachusetts 1 Filter by term plus Exclude term minus
  • Memphis (Tenn.) 1 Filter by term plus Exclude term minus
  • New York (N.Y.) 1 Filter by term plus Exclude term minus
  • Seattle (Wash.) 1 Filter by term plus Exclude term minus
  • Ivory Soap Advertising Collection 845 Filter by term plus Exclude term minus
  • Ivory Soap Advertising Collection / Series 1: Ivory Soap Products Advertisements 440 Filter by term plus Exclude term minus
  • Ivory Soap Advertising Collection / Series 1: Ivory Soap Products Advertisements / Advertisements- Trade 171 Filter by term plus Exclude term minus
  • Ivory Soap Advertising Collection / Series 1: Ivory Soap Products Advertisements / Advertisements- Newsprint 109 Filter by term plus Exclude term minus
  • Ivory Soap Advertising Collection / Series 2: Publications / 2.6: Publications Relating to Soap Sculpture 23 Filter by term plus Exclude term minus
  • Ivory Soap Advertising Collection / Series 2: Publications / 2.5: Other Uses for Ivory Soap 15 Filter by term plus Exclude term minus
  • Ivory Soap Advertising Collection / Series 1: Ivory Soap Products Advertisements / Advertisements- Compton 11 Filter by term plus Exclude term minus
  • Ivory Soap Advertising Collection / Series 2: Publications / 2.1: Informational and Promotional Publications about Ivory Soap 10 Filter by term plus Exclude term minus
  • Ivory Soap Advertising Collection / Series 2: Publications / 2.2: Personal Grooming 10 Filter by term plus Exclude term minus
  • Ivory Soap Advertising Collection / Series 1: Ivory Soap Products Advertisements / Advertisements- 7 Filter by term plus Exclude term minus
  • Ivory Soap Advertising Collection / Series 2: Publications 7 Filter by term plus Exclude term minus
  • Ivory Soap Advertising Collection / Series 2: Publications / 2.4: Publications for Children 7 Filter by term plus Exclude term minus
  • Ivory Soap Advertising Collection / Series 2: Publications / 2.3: Publications Relating to Baby Baths 6 Filter by term plus Exclude term minus
  • Ivory Soap Advertising Collection / Series 1: Ivory Soap Products Advertisements / Advertisements- Magazine 5 Filter by term plus Exclude term minus
  • Ivory Soap Advertising Collection / Series 1: Ivory Soap Products Advertisements / Advertisements undated 4 Filter by term plus Exclude term minus
  • Ivory Soap Advertising Collection / Series 1: Ivory Soap Products Advertisements / Advertisements- Japanese-language 4 Filter by term plus Exclude term minus
  • Ivory Soap Advertising Collection / Series 2: Publications / 2.7: Activity Publications 4 Filter by term plus Exclude term minus
  • Ivory Soap Advertising Collection / Series 1: Ivory Soap Products Advertisements / Advertisements- Hebrew-language undated 2 Filter by term plus Exclude term minus
  • Ivory Soap Advertising Collection / Series 2: Publications / 2.2: Personal Grooming / Ivory Handbooks for Mothers 2 Filter by term plus Exclude term minus
  • Ivory Soap Advertising Collection / Series 2: Publications / 2.1: Informational and Promotional Publications about Ivory Soap / Booklet for the Laundry Salesman 1 Filter by term plus Exclude term minus
  • Ivory Soap Advertising Collection / Series 2: Publications / 2.3: Publications Relating to Baby Baths / Bathing Your Baby the Right Way 1 Filter by term plus Exclude term minus
  • Ivory Soap Advertising Collection / Series 2: Publications / 2.3: Publications Relating to Baby Baths / Bathing Your Baby –The Right Way! 1 Filter by term plus Exclude term minus
  • Ivory Soap Advertising Collection / Series 2: Publications / 2.3: Publications Relating to Baby Baths / How To Bathe And Care For Your New Baby 1 Filter by term plus Exclude term minus
  • Ivory Soap Advertising Collection / Series 2: Publications / 2.3: Publications Relating to Baby Baths / The "How To" Book On Baby Bathing 1 Filter by term plus Exclude term minus
  • Ivory Soap Advertising Collection / Series 2: Publications / 2.7: Activity Publications / Captain Tim's Ivory Stamp Club Album 1 Filter by term plus Exclude term minus
  • Children 82 Filter by term plus Exclude term minus
  • Women 77 Filter by term plus Exclude term minus
  • Soap 59 Filter by term plus Exclude term minus
  • hands 57 Filter by term plus Exclude term minus
  • Baths 54 Filter by term plus Exclude term minus
  • Skin 53 Filter by term plus Exclude term minus
  • Men 44 Filter by term plus Exclude term minus
  • Physicians 36 Filter by term plus Exclude term minus
  • Hotels 34 Filter by term plus Exclude term minus
  • Wives 33 Filter by term plus Exclude term minus
  • Complexion 32 Filter by term plus Exclude term minus
  • Mothers 32 Filter by term plus Exclude term minus
  • Premiums (Retail trade) 32 Filter by term plus Exclude term minus
  • Dishwashing 31 Filter by term plus Exclude term minus
  • Women in advertising 27 Filter by term plus Exclude term minus
  • Husbands 26 Filter by term plus Exclude term minus
  • Patients 20 Filter by term plus Exclude term minus
  • Marriage 17 Filter by term plus Exclude term minus
  • Nurses 17 Filter by term plus Exclude term minus
  • Beauty, Personal 15 Filter by term plus Exclude term minus
  • Men in advertising 15 Filter by term plus Exclude term minus
  • Children in advertising 14 Filter by term plus Exclude term minus
  • Hospitals 14 Filter by term plus Exclude term minus
  • Laundry 14 Filter by term plus Exclude term minus
  • Soap dispensers 13 Filter by term plus Exclude term minus
  • CC0 845 Filter by term plus Exclude term minus
  • Yes 641 Filter by term plus Exclude term minus
  • No 204 Filter by term plus Exclude term minus
  • ead_component 845 Filter by term plus Exclude term minus

Clear facet(s):

Excluded:

  • Remove Set Name: Ivory Soap Advertising Collection / Series 1: Ivory Soap Products Advertisements / Advertisements close
  • My Improved Ivory Soap is the Talk of the Town! [Print advertising.]

  • What More Can You Ask of a Soap for Hospital Use? [Print advertising.] Hospital management publications

  • It's a Guest Pleaser On Every Count! [Print advertising.] Motel industry publications

  • ["You won't find romance in a book.."]. [Print advertising.] Newspapers

  • Ivory cut our operating costs-and it's the soap most .. [Print advertising.] Hospital management publications

  • A Pleasant Reminder. [Print advertising.] Hotel industry publications

  • 75 Years of growing younger! [Print advertising.] Current Medical Digest

  • 12 Days from Today your HANDS can be LOVELIER! [Point-of-purchase display.] Newspapers

  • Is this healthy for your business? [Print advertising.] [Grocery trade papers.]

  • Don't ask your tenants to go...through this into this. [Print advertising.] Buildings and Building Management

  • In wartime, keep your colors flying!...Get up to TWICE THE WEAR... [Print advertising.]

  • Why a daily odorless Ivory bath keeps my skin silken. [Print advertising.] American Weekly

  • Can I take tub baths right up to the last minute, Doctor? [Print advertising.] Medical Economics

  • No-oh..he doesn't look like a Movie Hero! [Print advertising.] New York Mirror

  • O.K. From Every Angle. [Print advertising: equipment publications,]

  • And Now May I See Your Washrooms? [Print advertising.] Nations School, The

  • Ivory Soap Products Advertisements

  • Her skin is sensitive so her soap is Ivory. [Print advertising.] Saturday Evening Post

  • 75 years young. [Print advertising.] Hotel industry publications

  • Everybody Loves My Improved Ivory Soap! [Print advertising.]

  • The "Good Old Days" are coming back! [Print advertising.] [Hotel industry publications.]

  • Where do pretty models come from? [color advertisement]

  • How Judy, age 1 taught Jane, age 22 to look more beautiful. [Print advertising.] Chicago Tribune

  • Lady, Beware of Strong Soap In Your Dishpan! [Print advertising.]


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