No surprise: I’m an enormous Mad Men fan. One of the most compelling elements of the show is the portrayal of how the advertising industry commodified family life in order to sell products. Recipe pamphlets from the ’50’s, ’60’s, and ’70’s are a prime example. I love them for many reasons: because I love food and recipes in general, for the vernacular design and typography, for the frequent embrace of “convenience foods.”
A couple of months ago we went to an estate sale on Fairview where the garage was packed full of (literally) thousands of cookbooks and recipe pamphlets. Perhaps the family was in the restaurant business; I have a dim memory of getting some background, but I no longer recall. Anyway, we left with a boxful of books, pamphlets, and a couple of scrapbooks full of clippings. Here are a few of my favorites:
The Culinary Art Perfected to Pleasing Certainty , Geo. D. Roper Corporation
Though the typography is pretty fabulous, the title is my favorite ingredient in this pamphlet. It sounds like something Peggy Olson might write, no?
Sample copy: “When the dessert course appears, the successful hostess uses care to make it the most unusual and colorful of all served. This acts as the climax of the entire dinner” (from “Correct Table Service,” p. 32).
Meat Recipe Rally, “A service of National Livestock and Meat Board – Home Economics Department”
Key adjective: “Bohemian,” as in “Pot Roast-Bohemian Style” and “Bohemian Beef Dinner.”
Sample recipe: “Meat Salad Hideaways”:
1 can (12 ounces) canned luncheon meat, finely chopped
1/2 cup grated cheddar cheese
1/2 cup chopped stuffed olives
2 tablespoons finely chopped onion
2 hard-cooked eggs, chopped
3 tablespoons mayonnaise
3 tablespoons catchup
12 frankfurter buns
Combine meat, cheese, olives, onion, eggs, mayonnaise and catchup. Mix well. Spread each bun with approximately 1/3 cup mixture. Wrap in foil and bake in a hot oven (400 F.) for 10 minutes. Yield: 12 sandwiches.
Microwave Magic, “Recipes from Your Oklahoma Peanut Commission”
The mere existence of this publication makes me happy. Recipes include peanut butter and jam cake, chocolate peanut pie, mushroom-bacon pate, “Mexinut Dip,” and “Autumn Mini-Chip Ring.” Who knew there were so many desserts you can prepare in the microwave, and with peanuts to boot? I’m overwhelmed with curiosity and will undoubtably try at least one recipe from the bunch.
Cooking with a Surprising Difference, the Carnation Company (1966)
I’ll have to scan some of the interior pages of this pamphlet, which is chock full of amazing photos in addition to its breathy copy. One example:
Make it easy on yourself with Carnation cooking! You can pop pork chops or chicken into the oven to cook themselves (and neither one will become dry or tasteless!). You can glamorize a plain hamburger (that is always juice right through cooking), serve an off-the-shelf Shrimp Rarebit, Tuna Chinese Style or a salad and a cool drink … in minutes.
Unfortunately, I couldn’t figure out what the dessert pictured on the front cover is supposed to be. And it looks so appetizing, too….
Herbs and Spices: Let’s Season for a Reason, Cooperative Extension Service, Kansas State University (December 1974)
“Homemakers find time today for a new hobby,” writes Elsie Lee Miller, extension specialist in food science and meal management. The new hobby is growing herbs, and Ms. Miller guides the curious housewife through their many uses. Sample copy:
As an adventure in seasoning, it is most important to consider every seasoning as a potential flavor developer. Learn its use by adding only a soupcon [sic], as an angel scatters stardust.
Time to leave the world of “Oriental” recipes, stroganoff/romanoff, and food in the shape of logs behind.
Until next time–happy thrifting.