Finding aid for the Collection on racism and religious intolerance in American advertising 6233
Bo Doub
USC Libraries Special Collections
2021 June
Doheny Memorial Library 206
3550 Trousdale Parkway
Los Angeles, California 90089-0189
specol@usc.edu
Contributing Institution:
USC Libraries Special Collections
Title: Collection on racism and religious intolerance in American advertising
Creator:
Lord, Daniel A. (Daniel Aloysius), 1888-1955
Creator:
Lunsford's Reno Printing Company
Identifier/Call Number: 6233
Physical Description:
0.21 Linear Feet
1 box
Date (inclusive): 1880-1950
Date (bulk): 1880-1900
Abstract: A collection of sixty-one advertisements featuring racist stereotypes of Black, Indigenous, and other people of color -- along
with a 1937 booklet advocating against marriages between two individuals of differing faiths and a 1950 flyer promoting the
opening of a restaurant. The collection includes a 1950 flyer promoting the opening of the Santa Clara Kitchen, advertising
"Home Cooking by a Genuine Colored Cook"; an advertisement for Lautz Bros' & Co's Soaps, in which a man is showing the effectiveness
of the soap by washing the color off a young man's face; an advertisement featuring an image of Christopher Columbus claiming
land while Native Americans lurk and bow to the explorer and his party; and various advertisements featuring stereotypical
depictions of Asian Americans. Creation dates for material in the collection range from 1880 to 1950, with the bulk of the
material dating between 1880 and 1900. A previous collector of the material grouped and categorized many of the items in the
collection.
Language of Material:
English
.
A collection of sixty-one advertisements featuring racist stereotypes of Black, Indigenous, and other people of color -- along
with a 1937 booklet advocating against marriages between two individuals of differing faiths and a 1950 flyer promoting the
opening of a restaurant. The collection includes a 1950 flyer promoting the opening of the Santa Clara Kitchen, advertising
"Home Cooking by a Genuine Colored Cook"; an advertisement for Lautz Bros' & Co's Soaps, in which a man is showing the effectiveness
of the soap by washing the color off a young man's face; an advertisement featuring an image of Christopher Columbus claiming
land while Native Americans lurk and bow to the explorer and his party; and various advertisements featuring stereotypical
depictions of Asian Americans. Creation dates for material in the collection range from 1880 to 1950, with the bulk of the
material dating between 1880 and 1900. A previous collector of the material grouped and categorized many of the items in the
collection.
Advance notice required for access.
All requests for permission to publish or quote from manuscripts must be submitted in writing to the Manuscripts Librarian.
Permission for publication is given on behalf of Special Collections as the owner of the physical items and is not intended
to include or imply permission of the copyright holder, which must also be obtained.
[Box/folder no. or item name], Collection on racism and religious intolerance in American advertising, Collection no. 6233,
Special Collections, USC Libraries, University of Southern California
Immediate Source of Acquisition
Purchased from Eclectibles, March 8, 2021.
Many of the descriptive notes in this finding aid were adapted from descriptions by the immediate source of the material,
Eclectibles.
Subjects and Indexing Terms
Discrimination in the advertising industry -- United States -- Archival resources
Interfaith marriage -- United States -- 20th century -- Archival resources
Racism -- United States -- 19th century -- Archival resources
Racism -- United States -- 20th century -- Archival resources
Racism against Asians -- United States -- Archival resources
Racism against indigenous peoples -- United States -- Archival resources
Religious institutions -- United States -- 20th century -- Archival resources
Advertisements
Advertising cards
Fliers (printed matter)
Religious texts
Lord, Daniel A. (Daniel Aloysius), 1888-1955 -- Archives
Lunsford's Reno Printing Company -- Archives
Box 1
Advertisements with racist depictions of Black, Indigenous, and other people of color 1880-1945
Physical Description: 61 Items
Box 1
Flyer promoting the opening of Santa Clara Kitchen 1950
Lunsford's Reno Printing Co. Reno NV. [1950]. A 9" x 6" paper broadside for the
opening of the Santa Clara Kitchen. Text on the flyer includes: "Who Does not love good Home Cooking by a Genuine Colored
Cook - Chef Woodward comes to you with 25 Years Experience. Chef to former Governor Brady of Idaho, the Old Owyhee Hotel,
the Dewey Palace and the famous Shosone." The flyer goes on to announce the grand opening of the restaurant and concludes
with "We Solicit the Patronage of the Best White People of Reno."
Box 1
Marry Your Own, A Discussion of Mixed Marriage 1937
Marry Your Own, A Discussion of Mixed Marriage. Daniel A. Lord, S. J. The Queen's Work Eighth Edition. St. Louis, MO. 1937.
This booklet advocates against a mixed marriage, which it defines as a marriage between two individuals of differing faiths,
specifically Catholic and any other faith. The booklet supports its claims by telling a story of a conversation between a
Catholic priest and two twin siblings, Dick and Sue, who are both currently dating individuals outside of their own faith.
Father Hall bases his position on the fact that "the greatest source of fallen-away Catholics is mixed marriages" and that
spouses of a differing faith will either "regard religion with indifference as something not particularly interesting, or
will consider the faith he or she professes to be really important." The priest then continues on to discuss other possible
problems of mixed marriages, such as, what religion with the child be raised in? The booklet also briefly addresses the issue
of birth control, claiming that if both spouses are not practicing Catholics one might pressure the other into using birth
control. While the booklet does mostly define a mixed marriage as being an interfaith marriage, it does, in one section, also
incorporate race into the argument by essentially stating that since the siblings, Dick and Sue, have no trouble understanding
why an interracial marriage won't work, it makes no sense why they don't also understand why interfaith marriages are bad
as well. At the end of the booklet Father Hall concedes that the only way interfaith marriages work is if the non-Catholic
spouse converts, however this has to be done prior to the marriage itself. Since "marrying a person to convert him is almost
like marrying a man to reform him. Sometimes it's done. But the odds in the open market are ten to one against it." The booklet
ends with three advertisements, mostly regarding other booklets about marriage and faith that one can order. This item is
identified as the eighth edition of the booklet, with the original published in 1929.