It is a marvellous narrative conceit that in the midst of the Mass
market, the unit of volume production is brought to you on an individual
basis. Hence the invention of the Brand Character who is a maid, a
butler, the Gardener, anybody who can lean forward with an ingratiating
but subservient smile, while holding out the PRODUCT.
Chef Boy-Ar-Dee has an uncomfortable resemblance to
Adolf Hitler, here a detail from an ad from 1958.
Here (right) is an example of the Retainer, named Old Hethers, and
he is known by his formidable mutton chop whiskers and bald head.
He offers us a bottle of the stuff. But hold - look at the copy, "All
play is thirsty work, Sir," so
this unisex product has been brought by Old Hethers to the Master of the House.
How light wristed and debonair the gesture, how conspiratorial the glance.
July 1952
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