Poor Mabel!

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Where: Unknown

Try to find the spot where the photographer was standing.

When: 01 January 1935

Try to find the date or year when this image was made.
We start the week with this bonkers, but rather glorious ad for Bronco Toilet Paper, from a time when advertising copywriters were more robust in their approach!

B-59 has found a version of this ad "in situ" in a 1935 issue of Radio Stars magazine This would seem to suggest the 1930s as a plausible date/range for this cloacopapyrological image....


Collection: Mason Photographic Collection

Date: Catalogue range c.1890-1910. Clothes and style would suggest much later. Probably early/mid-1930s

NLI Ref: M24/61/8

You can also view this image, and many thousands of others, on the NLI’s catalogue at catalogue.nli.ie

Info:

Owner: National Library of Ireland on The Commons
Source: Flickr Commons
Views: 6583
thomasholmesmason thomasmayne thomashmasonsonslimited lanternslides nationallibraryofireland bronco toiletpaper toiletroll advertising cloacopapyrology roflmao ad advert speechbubble mabel broncopaper britishpatentperforatedpapercoltd ephemera fleischmannsyeast

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  • profile

    Foxglove

    • 28/Jan/2019 08:50:00

    let's roll (!) out the toilet humour

  • profile

    BeachcomberAustralia

    • 28/Jan/2019 09:10:02

    'Bronco' could really wipe the smile off your face!

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    BeachcomberAustralia

    • 28/Jan/2019 09:14:17

    Sometimes Flickr is amazing! That design of roll was around at least as early as 1934 - via [https://www.flickr.com/photos/[email protected]/] - [https://www.flickr.com/photos/[email protected]/5419257278/in/photostream/] And 1942 (interleaved!) via [https://www.flickr.com/photos/[email protected]/] [https://www.flickr.com/photos/[email protected]/4933800673/]

  • profile

    sharon.corbet

    • 28/Jan/2019 09:25:55

    The Science Museum in London has a roll.

  • profile

    BultacoFan

    • 28/Jan/2019 09:28:07

    The catalogue date has to be wildly inaccurate, by at least 20 years. I would guess early 1930s at the earliest.

  • profile

    sharon.corbet

    • 28/Jan/2019 09:39:41

    If anyone is interested in the study of cloacopapyrology, see here for info. It mentions that the British Patent Perforated Paper Co. were "Sole manufacturers of Bronco (formerly called No. 1 Thin) 1894-1958+ [from 1935 described as the de luxe toilet paper in displayed layout]"

  • profile

    B-59

    • 28/Jan/2019 09:45:46

    The same slogan (and photo) was used for Fleischmann's Yeast (where it made more sense IMO), s. advertising in archive.org/details/radiostars7819unse/page/n161 (Publication date 1935)

  • profile

    BeachcomberAustralia

    • 28/Jan/2019 09:54:59

    The Bronco Song , probably not safe for work! youtu.be/6LCrRMCNwmU

  • profile

    B-59

    • 28/Jan/2019 10:04:45

    On the other hand, Fleischmann's Yeast was touted as laxative as well, so the use of 'Bronco' makes sense anyway. en.wikipedia.org/wiki/Fleischmann%27s_Yeast

  • profile

    Carol Maddock

    • 28/Jan/2019 11:13:02

    [https://www.flickr.com/photos/scorbet] Cloacopapyrology must be up there with our best tags ever.

  • profile

    Carol Maddock

    • 28/Jan/2019 14:03:27

    Found a few ads in 1936 and 1937 in the newspapers for Bronco, where a roll was reduced in price to 71/2d. Other brands available were The National; The Chieftain; The Monster; and the aptly named Big Crepe Toilet Roll. And the Irish Independent on 19 October 1989 has a jaunty picture of a man in a top hat looming over a lavatory. The caption says:

    Mr. David Driver de Valle, general marketing manager of British Tissues preparing to flush away the final sheet of hard Bronco toilet paper in an 1890 loo at the Science Museum in London, yesterday. The company has abandoned production of hard Bronco paper after 100 years, claiming that the bottom has dropped out of the market, [ba dum tish!] and that today's consumer prefers a softer option.

  • profile

    National Library of Ireland on The Commons

    • 28/Jan/2019 23:32:19

    A great find [https://www.flickr.com/photos/[email protected]] - Nice to see the ad "in the wild" :) Also helps significantly with the dating!

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    oaktree_brian_1976

    • 29/Jan/2019 01:28:50

    Bronco is a horse, most associated with cowboys over here. Yeehaw toilet paper?

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    oaktree_brian_1976

    • 29/Jan/2019 01:32:02

    contemporary equivalent from Canada, Dreadnought toilet paper from EB Eddy. Complete with battle ship on the wrapper. Aim, Fire! commons.wikimedia.org/wiki/File:Dreadnought_tissue_The_Cl...

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    oaktree_brian_1976

    • 29/Jan/2019 01:36:00

    [https://www.flickr.com/photos/[email protected]] books.google.ca/books?id=goNbAAAAIAAJ&lpg=PA1062&... Copyright entry for Standard Brands, owners of Fleischman's yeast, later known as Nabisco.

  • profile

    Niall McAuley

    • 29/Jan/2019 06:26:39

    No-one has yet asked - what the hell is the ad copy about? Mabel has bad skin, so she should ... buy toilet paper?

  • profile

    National Library of Ireland on The Commons

    • 29/Jan/2019 06:36:19

    [https://www.flickr.com/photos/gnmcauley] I am perplexed by the copy too?

  • profile

    BultacoFan

    • 29/Jan/2019 09:06:11

    [https://www.flickr.com/photos/gnmcauley] Good point - perhaps there is something missing from the end (I was going to say 'bottom', but that one has already been done) of the ad?

  • profile

    mikeyashworth

    • 29/Jan/2019 09:07:23

    [https://www.flickr.com/photos/beachcomberaustralia] The memories of hard toilet paper! We should also recall Bronco's rivals in the market; Izal medicated paper from the once great Newton, Chambers empire based in Sheffield and Jeyes toilet paper who even made their own ceramic paper dispenser! [https://www.flickr.com/photos/[email protected]/28124730320/in/photolist-JRhAts-9fT7oj] [https://www.flickr.com/photos/katyjd/5325130986/in/photolist-pJ8Rxb-oNeMrx-JRhAts-vxa6bv-bjzBe7-CTWwdR-fMQqB8-97yFVd-KtFXPX] As you can see, in wartime, you couldn't get the special paper!

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    BeachcomberAustralia

    • 29/Jan/2019 09:59:14

    [https://www.flickr.com/photos/[email protected]] Fascinating - I can almost smell the trough lollies!

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    National Library of Ireland on The Commons

    • 29/Jan/2019 13:35:01

    Does anyone remember the Oifig an tSoláthair Government issue toilet paper? [https://www.flickr.com/photos/beachcomberaustralia] [https://www.flickr.com/photos/[email protected]] [https://www.flickr.com/photos/bultacofan] [https://www.flickr.com/photos/gnmcauley] [https://www.flickr.com/photos/[email protected]] [https://www.flickr.com/photos/[email protected]] [https://www.flickr.com/photos/[email protected]] [https://www.flickr.com/photos/foxglove]

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    guliolopez

    • 30/Jan/2019 20:10:47

    On the ad copy [https://www.flickr.com/photos/nlireland] and [https://www.flickr.com/photos/gnmcauley], if you look at the "in situ" print ad that [https://www.flickr.com/photos/[email protected]] shares, it seems that the "Mabel" ad and copy were for a different product. Personally I think that what Mason has captured here is two overlapping displays somewhere in a store or something. I don't think that Mabel and the toilet paper have anything to do with each other.

  • profile

    Niall McAuley

    • 31/Jan/2019 10:31:24

    All praise to Google! The Mabel ad is in this .pdf of the Sherbrooke Daily Record of Sep 4th 1935. It's an ad for Fleischmann's yeast anti-pimple treatment. And it has a happy ending for poor Mabel!

  • profile

    Niall McAuley

    • 31/Jan/2019 10:35:03

    [https://www.flickr.com/photos/[email protected]] [https://www.flickr.com/photos/[email protected]] Proving that I should read the comments more carefully before posting :D

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    Dr. Ilia

    • 04/Feb/2019 09:00:08

    Beautiful.