Life – a user's manual Part II - Boksidan

Barometern, 1935
Beverages
Health products
Farming equipment
Clothes
Food
Journals and books
Note! The ads for movies
hasn’t disappeared, they are
just excluded from the
presentation from now on.
Sweden was electrified
The trends that appeared in the Borås daily five years earlier
is now further enhanced. Clothes, journals & books, food and
health are the dominant elements. In addition to that beverages
(coffee) and agricultural equipment, etc. (mainly seeds and fertilizers)
has a fairly large proportion of theads. The latter difference is
probably because magazine has more farmers among their readers
(Barometern is based in Kalmar). The announcement of food is
more diversified and the kind of food ads that we often see today are
seen (1 kg Macaroni 1 SEK, see 1940 below).
Among advertising for journals and books, the most notable
Ones are for the magazine itself, but there are also quite
a few ads for magazines. Notably, it also appears isolated ads for
flowers, watches, cameras and vacation travel (to Portugal
and Poland).
Throughout the first half of the century
most people warmed their homes with
direct heat sources such as
wood stoves. In 1935 (Tamm-
Hallström K 1993), only 7% of
households in the country and 38% of
homes in the larger urban areas had
central heating (common radiators).
But more than half (52%) of
households in rural areas, and almost
all (99%) in larger urban areas had
electricity already retracted.
The electricity was at first used very
sparingly, primarily to a ceiling light in
every room, a single table or floor
lamp and of course to the radio. As
people got better economy and the
products became cheaper in the 50s,
electric stoves and refrigerators
became common. With the large
expansion of housing and
modernization of old ditto many
people in the fifties received
approximately the same standard that
we have today, except that they lacked
freezers and were overcrowding. Of
course, they had no
modern machines such as dishwashers,
TV:s and dryers.
A car ad from that time.
In the past, companies often appear to have been named after a
person. When looking, for instance, under "Car Repair and rubber,
etc. "in 1927: year of the Stockholm telephone directory, one finds
that approximately 67% of business names included a personal
name, like" Jönsson car repairs. "The situation was much the same
20 years later. But now it's just a few firms, according to the
telephone directory, has a personal name in the business name.
Many dwelling were heated only with
ceramic stoves.
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