Taking a stroll down the boardwalk in 1935


Let's take a stroll down the boardwalk in 1935 in Atlantic City, New Jersey. I just found this photo, and it really gets me into the mood of time-traveling at a leisurely walk.

And before we take another step I want to say thank you to the nice people at Duke University, who scanned in this photo as part of their ROAD (Resource of Outdoor Advertising Descriptions), and to the photographer who originally took this shot, which was of the billboards. Everything else in the photo is incidental, and that's what I want to look at, but I want to look at the advertising, too.


I suppose that's me there in the tan hat and dark suit, looking around. Is that you with the cigar? You don't see it much nowadays, but back then it was typical for women to walk arm-in-arm. I've even seen men do it, but nowadays it sends a different message, and makes people think of something else (this is the internet, so I don't have to tell you what!). But I just see two typical couples strolling along the boardwalk. I suppose the men are discussing politics, with me being the kind of Pollyanna that believes prosperity is just around the corner (this is in the middle of the Depression), and the women are discussing, well, I don't know. If you're a woman, maybe you know what women talk about, I have no idea. Maybe politics? The New Deal?


The boardwalk was a very popular place for billboards! I'll see if I can read some of them to you, maybe change the subject from politics. I can't read much on the one on the left. Something about Mink skins? The Atlantic City Electric Company is promoting a Hotpoint oven. Enjoy a cool kitchen and hours of freedom. Looks like the product that you could wear five ways was some type of tie clip, by Hickok.


Then there's the Stanley Theatre, KOOL cigarettes, and Hotel Apollo, modern and fireproof. I can't see what's playing at the Apollo, and waay back there was something that says Exide. I haven't a clue. On the right I assume is Ford. OK, enough advertising, let's people-watch!


Hmmm... maybe I should have brought my cane, good idea! What a wonderful day for a stroll. Thank you for walking with me!


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