Poor Mabel!
Love this? Please support us and...
More from this collection
Related by Where
Research Help!
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
Source: Flickr Commons
Views: 23400
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 CommonsSource: Flickr Commons
Views: 23400
thomasholmesmason
thomasmayne
thomashmasonsonslimited
lanternslides
nationallibraryofireland
bronco
toiletpaper
toiletroll
advertising
cloacopapyrology
roflmao
ad
advert
speechbubble
mabel
broncopaper
britishpatentperforatedpapercoltd
ephemera
fleischmannsyeast
Add Tags
Add Tags
Foxglove
let's roll (!) out the toilet humour
ɹǝqɯoɔɥɔɐǝq
'Bronco' could really wipe the smile off your face!
ɹǝqɯoɔɥɔɐǝq
Sometimes Flickr is amazing! That design of roll was around at least as early as 1934 - via https://www.flickr.com/photos/36844288@N00/ - https://www.flickr.com/photos/36844288@N00/5419257278/in/photostream/ And 1942 (interleaved!) via https://www.flickr.com/photos/32705854@N04/ https://www.flickr.com/photos/32705854@N04/4933800673/
sharon.corbet
The Science Museum in London has a roll.
BultacoFan
The catalogue date has to be wildly inaccurate, by at least 20 years. I would guess early 1930s at the earliest.
sharon.corbet
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]"
B-59
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)
ɹǝqɯoɔɥɔɐǝq
The Bronco Song , probably not safe for work! youtu.be/6LCrRMCNwmU
B-59
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
Carol Maddock
https://www.flickr.com/photos/scorbet Cloacopapyrology must be up there with our best tags ever.
Carol Maddock
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:
National Library of Ireland on The Commons
A great find https://www.flickr.com/photos/66311327@N05 - Nice to see the ad "in the wild" :) Also helps significantly with the dating!
oaktree_brian_1976
Bronco is a horse, most associated with cowboys over here. Yeehaw toilet paper?
oaktree_brian_1976
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...
oaktree_brian_1976
[https://www.flickr.com/photos/66311327@N05] books.google.ca/books?id=goNbAAAAIAAJ&lpg=PA1062&... Copyright entry for Standard Brands, owners of Fleischman's yeast, later known as Nabisco.
Niall McAuley
No-one has yet asked - what the hell is the ad copy about? Mabel has bad skin, so she should ... buy toilet paper?
National Library of Ireland on The Commons
https://www.flickr.com/photos/gnmcauley I am perplexed by the copy too?
BultacoFan
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?
mikeyashworth
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/36844288@N00/28124730320/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!
ɹǝqɯoɔɥɔɐǝq
https://www.flickr.com/photos/36844288@N00 Fascinating - I can almost smell the trough lollies!
National Library of Ireland on The Commons
Does anyone remember the Oifig an tSoláthair Government issue toilet paper? https://www.flickr.com/photos/beachcomberaustralia https://www.flickr.com/photos/36844288@N00 https://www.flickr.com/photos/bultacofan https://www.flickr.com/photos/gnmcauley https://www.flickr.com/photos/66151649@N02 https://www.flickr.com/photos/47297387@N03 https://www.flickr.com/photos/66311327@N05 https://www.flickr.com/photos/foxglove
guliolopez
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/66311327@N05] 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.
Niall McAuley
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!
Niall McAuley
https://www.flickr.com/photos/66311327@N05 https://www.flickr.com/photos/20727502@N00 Proving that I should read the comments more carefully before posting :D
Dr. Ilia
Beautiful.