Advert for Mackintoshs Toffee de Luxe 1914
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Advert for Mackintoshs Toffee de Luxe 1914
Christmas eve. Santa Claus: " If I don t stop eating this Toffe de Luxe there won t be any left for the stockings - and I orderec an extra supply this year so folks could send some to their soldier and sailor friends.
1914
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Media ID 8190685
© Mary Evans Picture Library 2015 - https://copyrighthub.org/s0/hub1/creation/maryevans/MaryEvansPictureID/10018654
Foods Gift Gifts Luxe Mackintosh Present Presents S End Sailor Sailors Sending Toffee War Time Ww 1
EDITORS COMMENTS
A Delightful Christmas Eve Tradition: Mackintosh's Toffee de Luxe and the Spirit of Giving in Wartime Britain, 1914 This evocative advertisement from the Illustrated London News in 1914 captures the essence of the holiday season during a time of great upheaval. The image features a jolly Santa Claus, his rosy cheeks aglow with the pleasure of indulging in a box of Mackintosh's Toffee de Luxe. With a twinkle in his eye, he ponders aloud, "If I don't stop eating this Toffee de Luxe, there won't be any left for the stockings - and I ordered an extra supply this year so folks could send some to their soldier and sailor friends." The advertisement speaks to the spirit of giving during the First World War. The soldiers and sailors, far from their loved ones, were a poignant reminder of the sacrifices being made on the home front and the front lines. Mackintosh's Toffee de Luxe became a symbol of comfort and connection, a small luxury that could bring joy to those who were missing the warmth and familiarity of home. The advertisement also highlights the role of the Illustrated London News as a purveyor of visual storytelling. The image of Santa Claus, surrounded by the rich, luxurious packaging of Mackintosh's Toffee de Luxe, creates a vivid and memorable scene. The text, with its playful tone and heartfelt sentiment, adds to the overall appeal and reinforces the idea that this toffee was a special treat, a luxury item worthy of being shared with loved ones, especially those serving in the military. As we reflect on this advertisement from over a century ago, we are reminded of the power of small gestures and the importance of connection, especially during challenging times. The image of Santa Claus, indulging in Mackintosh's Toffee de Luxe and sharing it with those who were far away, is a poignant reminder of the human spirit and the enduring power of tradition.
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