SCHMIDT LITHOGRAPH COMPANY RECORDS.
ADVERTISING LABELS, Volume VI., ca. 1950.

Advertisement, Warrior brand oranges
[BANC MSS 67/171 c v. 6]

The use of Native American imagery in commercial advertising is replete with depictions of Indian warriors, maidens, children, and stereotypical "injuns."

The use of the American Indian is sometimes designed to evoke thoughts of a romanticized wilderness, and to imbue a product with all the benefits of a natural, unadulterated climate. On other occasions illustrations are used to create an atmosphere of mythical goodness and purity by presenting "simple creatures" that live uncomplicated lives.

The use of Indians in advertisements was sometimes tied to articles and foods associated with western tribes, such as blankets and salmon, although on other occasions Indian images adorned such products as housepaint, coffee, and margarine.

The advertising labels for "Warrior" (above) and "Mountain Chief" (right) brand oranges offer a noble, romanticized depiction of North American Indians, while "Skookum" (below) brand apples provides a caricature of the smiling, happy-go-lucky Native American.

Advertisement, Mountain Chief brand oranges
[BANC MSS 67/171 c v. 6]

Advertisement, Skookum brand apples
[BANC MSS 67/171 c v. 43]

The Schmidt Lithograph Company proudly promoted its advertising products for a wide range of fruits and other crops; canned goods, including fish and tobacco, and other commercial products. Corporate publications announced that "Schmidt Labels Encircle the World!!"

The Schmidt Lithographic Company employed a bevy of artists and craftsmen to produce the finest quality labels and posters, and maintained the highest production standards.

MASS MARKET
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