Babies were an important part of mid-century advertising. During the baby boomer years of 1946 to 1964, infants and children were big business. It must have been an interesting time as the world was recovering from World War II. Families were quickly forming and Americans were anxious to get back to normal. I looked through my collection of mid-century women’s magazines in search of images of moms and babies. They were not hard to find.
The sweet closeup of a baby wrapped in a towel after bath time came from a Ivory Soap ad. It was found in the October 1963 issue of Good Housekeeping.
Ivory soap was known for its purity. Ivory soap ads were common in mid-century women’s magazines as they sold the idea of a gentle soap for baby.
Here’s the full ad.
A similar ad was found a few years earlier. This baby was used in an Ivory soap ad from October 1958.
Here the emphasis was not on baby, but on mom.
Wash you face regularly with Ivory soap. Gentle enough for a baby’s skin – a very special soap for yours!
Ivory Soap Ad – Good Housekeeping October 1958
Advertising with cute babies is good. However, advertising with babies and attractive moms with flawless skin is even better. Here are a few examples from the 1960s.
Mom and Baby Ivory Soap ads from the 1960s
Mid-Century Page 
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