Ad from Cities Service for its Rust Remover in “The Saturday Evening Post, August 4, 1951. Art by Walter W. Seaton.
The ad is a striking example of marketing that leans heavily on historical metaphor. The depiction of Colonel Townsend’s injury—whether fictionalized or loosely based on historical accounts—is unusually intense for a product pitch, especially one about rust removal. But it fits a broader trend in postwar advertising: using patriotic imagery and emotional storytelling to elevate mundane products into symbols of national resilience and technological progress.
Advertisers in the 1950s were experimenting with heroic storytelling and historical drama to lend gravitas to everyday goods. The metaphor of rust as a “red enemy” cleverly ties into Cold War anxieties, while the wounded Colonel evokes sacrifice and endurance. It's a bold move, and Seaton’s art makes it work by grounding the drama in human emotion.
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Walter Wallace Seaton (1895–1957) was a prolific American illustrator known for his work in major magazines and children's books. His art often blended dramatic realism with emotional depth, making him a compelling choice for evocative advertising like this Cities Service ad.
Seaton was a regular contributor to major publications such as “The Saturday Evening Post,” “Collier’s,” “Ladies’ Home Journal,” and “Cosmopolitan.” He illustrated numerous children’s books, especially for the Junior Deluxe Editions published by Nelson Doubleday. Titles included “Dickens’ Christmas Stories,” “National Velvet,” “East o’ the Sun and West o’ the Moon,” and “Black Beauty.” In 1915, he won the Jules LeFebvre Paris Prize from the San Francisco Institute of Art—a prestigious recognition of his early promise. He was also a War Bond artist, contributing to patriotic campaigns during WWII.
Seaton’s landscapes often depicted rural Woodstock and the Maine coast, while his illustrations captured dramatic moments with cinematic flair. The Cities Service ad is a prime example, using Seaton’s skill to make rust removal feel like a battle for national integrity.
[Source: Bing Copilot]
Ad from Cities Service for its Rust Remover in “The Saturday Evening Post, August 4, 1951. Art by Walter W. Seaton.
The ad is a striking example of marketing that leans heavily on historical metaphor. The depiction of Colonel Townsend’s injury—whether fictionalized or loosely based on historical accounts—is unusually intense for a product pitch, especially one about rust removal. But it fits a broader trend in postwar advertising: using patriotic imagery and emotional storytelling to elevate mundane products into symbols of national resilience and technological progress.
Advertisers in the 1950s were experimenting with heroic storytelling and historical drama to lend gravitas to everyday goods. The metaphor of rust as a “red enemy” cleverly ties into Cold War anxieties, while the wounded Colonel evokes sacrifice and endurance. It's a bold move, and Seaton’s art makes it work by grounding the drama in human emotion.
--------------------------------------------------
Walter Wallace Seaton (1895–1957) was a prolific American illustrator known for his work in major magazines and children's books. His art often blended dramatic realism with emotional depth, making him a compelling choice for evocative advertising like this Cities Service ad.
Seaton was a regular contributor to major publications such as “The Saturday Evening Post,” “Collier’s,” “Ladies’ Home Journal,” and “Cosmopolitan.” He illustrated numerous children’s books, especially for the Junior Deluxe Editions published by Nelson Doubleday. Titles included “Dickens’ Christmas Stories,” “National Velvet,” “East o’ the Sun and West o’ the Moon,” and “Black Beauty.” In 1915, he won the Jules LeFebvre Paris Prize from the San Francisco Institute of Art—a prestigious recognition of his early promise. He was also a War Bond artist, contributing to patriotic campaigns during WWII.
Seaton’s landscapes often depicted rural Woodstock and the Maine coast, while his illustrations captured dramatic moments with cinematic flair. The Cities Service ad is a prime example, using Seaton’s skill to make rust removal feel like a battle for national integrity.
[Source: Bing Copilot]