Typophile

1950's newspaper advertisement containing various different types of fonts.

Peter Hansson

I have to admit that I'm no expert when it comes to typographi. Therefore I would appreciate if someone could help me solving, which types of fonds which have been used. I know that the bottom letters are hard to ID, so if it is not possible to ID those, it's perfectly fine.

Thank you in advance

"Chase and Sanborn" = Futura Extra Bold

"If your husband ever finds out" - definitely in the Futura style. The oval-shaped tittle makes this look like Spartan, however other elements don't match. The /s/ is more of a Grotesk style, and then there is the tail on the /u/. There were unfortunately tens, possibly hundreds of Futura lookalikes in circulation about this time, many of which have never made it to digital form. Perhaps someone with some older type specimen books can help more with this.

"you're not store-testing for fresher coffee" and "if he discovers" = Baskerville Italic (Medium?). Seems a little more condensed than most digital versions, but definitely Baskerville.

"Here's how easy it is to be sure" = looks like Futura Bold Oblique

"Pressure Packed" = Hard to tell, but looks more grotesk than Futura. Would need a larger specimen to be sure. Seems to be a slight curve on the leg of the /R/ ... AG Schoolbook?

Rest of text = impossible to say, but likely Baskerville Semibold Italic again.

Thank you so much, Osamu!

You are a life saver. Now I can finish my paper.

The 1950s were an era when ad agencies used fonts prepared by Photo Lettering and similar firms. So they are likely the source of the version of Futura used in "If your husband ever finds out."
By the way, if this ad were to run today it would lead to a massive anti Chase & Sanborn campaign for the patriarchal abuse of women shown in it. Don Draper might have thought it was a great sales attention grabber.
Don

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