It wasn't unusual at the time for each weekly advert to be different, and for the ad to be a thinly disguised "story" about trendy subjects or current events. They always ended with a product pitch. It's fun to see the copy writers contort themselves in order to bring all the elements together.
Here's a typical "story" advertisement from December 17, 1927. How do you write Lady Pepperell sheets, the Lindburgh crossing, and female pilots into a single advert? In case you were wondering, here's how THEY did it:
Nancy Lee had been brought up to fear neither God nor the Devil. Always two jumps ahead of her crowd when it came to trying something new and reckless--she was the first to get a pilot's license. Apparently no stunt was too difficult for her.The poor writer! What's with the baby? Either it's a reference of some kind to Lindburgh's flight, or it's been slipped in there for readers who think Nancy Lee should become a housewife instead of being a dare-devil pilot.
Then came the thrilling achievement of that lone youth who courageously crossed the ocean. Nancy couldn't wait to follow in his path of glory.
Up before dawn on the day of her hop-off for Europe, she started to examine her beloved plane. Imagine her surprise when she saw an infant cozily sleeping in the pilot's seat.
Golden fuzz and pink cheeks, just visible in a snowy white bundle, captivated Nancy's heart completely. But naturally she couldn't take the baby so she took for good luck the sheet in which he was wrapped--a Lady Pepperell.
And after the flight--during which she triumphantly established a flying record for women--she found that Lady Pepperells were as conducive to much-needed sleep as to world records.
These "story" advertisements were prominent in the world of radio, where it was extremely cheap to keep the audience's attention by re-writing the brief script every week. Some companies did this exceptionally well -- I'm thinking of the "stealth" advertisements of Lever Brothers -- but others made only a minimal effort.
In the latter case are the Odgen's tobacco advertisements from 1944's "The Weird Circle." The scripted connection between the show's plot and their tobacco is always embarassing to listen to. For instance, their adaptation of Frederick Marriot's "The Werewolf" is repeatedly interrupted by this sort of thing: "Werewolves frequently appear in folk literature throughout the ages. Something else you'll frequently see is Odgen's tobacco...easy to roll, delightful to smoke."