Ephemera is a broad term used to describe items of paper that were created for use in a short time span and meant to be thrown away after one or two uses. Items generally put into the ephemera category of collecting would be sheet music, posters, stock certificates, post cards, cigarette cards, magazines, catalogs, and the like.

Wednesday, January 5, 2011

Mademoiselle Magazine, March 1942

In a box of goodies from our last haul of Madeline's Memories, I discovered 3 very old copies of  "Mademoiselle" magazine.  The magazine was first published in 1935 as a sister publication to "Glamour".  The magazine was known for publishing short stories by authors who later became quite famous (Truman Capote, Jane Smiley, Sue Miller, Sylvia Plath) and for their internships. Sylvia Plath wrote of her experiences during the summer of 1953 as a guest editor at Mademoiselle in her novel, The Bell Jar.  The final issue was published in November 2001.  I always preferred Mademoiselle to Glamour.  (I wonder what that means!)

This is the cover of the March 1942 issue.  She wrote her name on the cover as I'm sure the magazine was coveted at the University of New Hampshire.   From looking at this cover, you would never know that World War II was about to happen in just a few months.  (Click on photos to enlarge and enjoy.)

Shoe advert could be in "Vogue" today!

"We're going to be a sterling family."  I think you'll find stainless steel much easier to clean, lady.

I draw your attention to the ad on the bottom left, "For Smoking Drivers".  Touch a button and a lit cigarette can be yours!  Love that it touts "Makes for safety while driving"!  Only $2.95.

Wonder why this never caught on?!  I think in theory it is a good idea, but ever since Oprah proclaimed that women did not need to wear slips, I threw all mine away. 

What they were thinking in 1942.

Pretty dresses.  Classics always stay in style.

Pants!  When they were just an option. (Sort of like skirts are today.)

I found this article interesting.  I was an Army wife for 22 years and lived in a few temporary places, but I just sucked it up and counted the days (usually just a few months) before we moved into a more permanent home (permanent for a few years, anyway).  The pic below is the reverse side of the page; the boxes match up.  Take a minute to read them, especially if you need a laugh.

So she's only engaged because she uses Ponds?  I've used Ponds since I was a teenager and didn't get engaged until I was 26.  Guess it doesn't work on everyone!

Lady in Waiting maternity slip.  I didn't even need Oprah to tell me I wasn't going to wear a slip when I was pregnant.

Funny article about the den.  We call them man-caves now.  Not much has changed.

I really enjoy looking through old magazines.  This was a 234 page tome!  There are many more ads from this magazine to share as well as two more magazines to go through.  Sometimes I imagine someone in 2025 picking up a copy of the January "Martha Stewart Living" and laughing about us and our notions. 


  1. Great commentary on these advertisements. Funny how much things have changed since then.

    "So she's only engaged because she uses Ponds? I've used Ponds since I was a teenager and didn't get engaged until I was 26. Guess it doesn't work on everyone!" Rather like the ads for Axe Body Wash, use our product and the women will fight over you. Times change, but ad man remain the same.

    I check this site every day for new updates. Keep them coming, Ann. This is good stuff.

  2. What a wonderful find! I don't think that Mademoiselle magazines from that era are very easy to come by.

    Love your fun commentary on the ads. I think the Blou-Slip is a great idea. So, now I'm curious why Oprah said that there's no need for us to wear slips? What about static cling? And does she think it's fine to show off legs underneath see-through dress fabric? I'm not sure I could pull that off in the office!


  3. Susan, Oprah said that in the 90's some time, she said slips were unnecessary on a daily basis. I have to agree that it was liberating for me. I'm not a big Oprah follower, but that one worked for me. The magazines were in the attic and found by my son. (He just put the doll house together for me! Pics to come.)