Aug 20 (edited) in Swipe File
Using Format to Appeal to Identity -- 1919 Kiddie-Kar
The Ladies' Home Journal for November, 1919
- A/S = Unaware audience ("what is this toy?"), Stage 1 Sophistication; never heard of this specific toy before, but also bumps against other kid toys in the market (stage 3)
- The format itself lends to the audience = poetic, whimsical motherhood, to literal poetry, helped it stand out a bit but also to more deeply connect with readers.
- Note this is just before Christmas, and they're make sure you know that! Market-Timing relationship
"LITTLE brother, would you be
Very tall and strong like me?
Then you will, if you are wise,
Take your daily exercise."
- The leading appeal = "Do you want your kid to grow up to be tall and strong?", framed in a letter to a sibling.
- homemaking and child-rearing were main focus of women's life at the time, would've been a lot of social pressure for this.
Even though you cannot talk,
And have not begun to walk
You are big enough to own
A Kiddie-Kar, and ride alone.
- a very poetic and story-like way to communicate quickly the age-range for the product.
Don't you think that it is pleasant
To have a birthday and a present?
Now that you are one year old
You must be a warrior bold.
- This ad was run in November, giving the idea of a "present" would have had consumers thinking about Christmas as well, increasing sales
- Age-range statement and "Warrior Bold" a sentiment for men to grow up and be strong (post WW1)
I'm sure you will enjoy it more
Than simply creeping on the floor.
There is very little to it,
Let me show you how to do it.
- stating the toy is fun and easy (exactly what the reader wants for kids this age) leads into demonstration copy
Never fear that you will fall,
See, it does not tip at all.
Sit upon this comfy seat
And push it onward with your feet.
- zero risk of injury (no tipping)
- comfy and simple to use
Then as soon as you can learn
To travel swiftly and to turn,
You shall come outdoors and see
What fun it is to race with me.
- IT gets better as you learn to use it!
Gaily, gaily we shall ride
On our journeys, side by side.
And come in these frosty nights
With O! such awful appetites!
- having a great deal of fun with their siblings!
KIDDIE-KAR
Be sure this mark
is on the seat.
- branding/authenticity mark
KIDDIE-KAR is the one universal
vehicle for children of all ages,
from babyhood up to seven or eight
years. Your child should have one
on the first birthday, or the first Christ-
mas, after passing one year old. It is
a great help in learning to walk.
- not only is it fun, it also helps strengthen legs to learn to walk
And for the older children, both girls and
boys it affords healthful exercise, out-
doors and in.
- appeals to the desire of the mother to want their kids to grow up strong, healthy, and happy
It is the only practical in-
door vehicle and is used the year round.
- but it's useable indoor and out (versatility)
It is perfectly safe-close to the
ground, and almost impossible to tip
over-nothing to pinch fingers-no
sharp corners-no paint to come off-
no adjustments to get out of order.
- perfectly safe, as kids toys have to be (objection hurdle)
You will find Kiddie-Kar wherever
juvenile vehicles are sold..
Note the list of sizes and prices at
the lower left-hand corner of this page.
Don't wait until Christmas. Your
dealer may be sold out.
- Clearly a plug to buy before Christmas, urgency/scarcity
REAL KIDDIE-KARS ARE MADE ONLY BY WHITE
Made in five sizes
No. 1-for 1-2 years, $1.25
No. 2-for 2-3 years, 2.00
No. 3-for 3-4 years,
No.4-for 4-5 years,
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Using Format to Appeal to Identity -- 1919 Kiddie-Kar
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