|November 23rd, 1917|
If 1916's was gauzy, and the year before it was grim, this year's scene is nostalgic, domestic, and cozy. (And the one in 1914.)
The text betrays anxiety, however (yes, it's in CAPS):
BUY FROM YOUR NEIGHBORHOOD STORE? YOU CAN BUY AS CHEAPLY AT ALL TIMES AND IN SOME INSTANCES MUCH CHEAPER. ANYWAY YOU WOULD NOT WANT YOUR NEIGHBORHOOD STORE TO MOVE. LETS TALK ABOUT THANKSGIVING. WE HAVE MANY GOOD THINGS TO EAT FOR LITTLE MONEY.This is evidence for change in the neighborhood store. At least in these tiled full-page ads, it's is the first hint of national or regional chains, store consolidation, and larger auto-oriented stores with parking lots and deployed farther from the neighborhood. Previously there were ads supporting "home industry," construed as city or region, but not down to the micro-scale of "neighborhood store." I read this concern as a significant shift, the first tremor of the coming changes in retailing and suburban development.
There is also theme of war-time austerity, both voluntary and involuntary.
|Marion Apartments on Commercial at Union|
completed in 1916 (image via Discover Salem)