VIEW-24535 | Milk advertisement, poster by Keister, copied for Mr. Desbarats 1929

 
Photograph
Milk advertisement, poster by Keister, copied for Mr. Desbarats 1929
William Notman & Son
1929, 20th century
Silver salts on glass - Gelatin dry plate process
25.3 x 20.2 cm
Purchase from Associated Screen News Ltd.
VIEW-24535
© McCord Museum
Description
Keywords:  Miscellaneous (671) , Photograph (77678)
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Keys to History

The strong growth of the urban dairy industry was not due solely to the sale of necessities like pasteurized milk. As early as the second decade of the 1900s, most dairies that had the resources to do so tried to diversify their range of products. They sold butter, which they often made themselves, cream and, as soon as technology made it possible, ice cream. Slowly but surely, this range was broadened further. By the late 1920s, Montrealers could buy homogenized milk, certified raw milk, pasteurized Jersey milk with 5.58% fat, table cream and whipping cream, buttermilk and even cream cheese. It was around this time that a new product - designed to appeal especially to young people - appeared on the Montreal market: chocolate milk!

  • What

    In 1929 the Notman studio reproduced this advertising poster, created by Keister, for a Mr. Desbarats.

  • Where

    The story behind this poster remains a mystery. We can imagine that the Desbarats Advertising Agency succeeded in placing this advertisement, but we know nothing about the identity of the customer or the place of publication.

  • When

    The Desbarats Advertising Agency played a key role in the emergence of modern advertising agencies in Canada. In the early years of the 20th century, it employed a staff of copywriters and artists capable of designing and producing advertisements.

  • Who

    Notman's client could well have been Édouard Desbarats, the owner of the Desbarats Advertising Agency, which was founded in Montreal in 1892.