Send No Money!

Send No Money!

Advertising History, Oliver Typewriter Company, Typewriter Manufacturing, Sales, Marketing

Full-page ad for the Oliver No. 9 typewriter with the title "Send No Money" Published in the April 7, 1922, issue of The American Legion Weekly, a post-World War I magazine distributed to American veterans. Offering a five-day free trial, an extended payment plan, and a discounted price, the advertisement exemplifies typical marketing techniques used by the mail-order industry in the early 20th century. Along with a comprehensive coupon for mail ordering, it visually displays the typewriter.

ID: Oliver typewriter (model No. 9) taking up the top two-thirds of the page which is large and centered. The machine is topped by a block of text stating the offer “FREE TRIAL — Over a Year To Pay” with circular badges saying “Was $100” (left) and “Now $55” (right). A bold, large headline stating “Send No Money!” is placed under the image and in large text, and goes from the left side of page to the right. The headline is followed by a paragraph copy explaining the free trial and payment plan, smaller print with testimonial references and a boxed mail-order coupon at lower right for fields of name, address, city/state, and occupation. The left margin features “Famous Users of the Oliver” (various companies). Fine print discloses the trial period (five days), return policy, and installment terms ($3 after trial then $4/month). The whole layout makes use of strong typographic contrast to grab attention to price and the “no money” offer.

Physical Dimensions: 11”x 8”

Oliver Typewriter Company

From the collection of Lydia E. Ferguson

The American Legion

April 7, 1922

Zaria Jordan

This material is subject to copyright law and is made available for private study, scholarship, and research purposes only.

JPG

English

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