Dove Soap Could Learn Something About Stereotyping from Children’s Books

The week in business was a reminder that those who know little history are condemned to repeat it.  Whether it was inadvertent or deliberate, Dove’s allusion to the ancient topos of turning dark-skinned people white to advertise soap, a product with a tradition of exploiting race in its promotion, was a public relations nightmare.

As CEO of Neutrogena, Mr. Cotsen accumulated ephemera about the product his company made that documented the history of promoting the product his company made.  As a children’s book collector, he looked for illustrated pamphlets about soap that were either directed at children or featured child sponsors.  Over the years he selected examples that offer really interesting insights into the way literature and the concepts of  blackness and whiteness have been used to encourage cleanliness in the early twentieth century.   Here are some of the most interesting ones…

Cotsen 12917.

Under the direction of advertising immortal Artemas Ward, Sapolio Soap drove old-fashioned general household cleaners like bath-brick and rotten-stone out of the cupboards of modern housewives.  Among the brand’s sponsors were the precocious Gemini Twins, Luck and Pluck, featured here on a two-sided accordion-folded strip.  Once they have cleaned all their friends and relations, the two chubbins mount a ladder into the sky and scrub the moon’s face shiny bright.  So bright that the amount of light radiated increased exponentially.

Gemini: A Sapolionic Tale . New York: Enoch Morgans’ Sons, Co, ca. 1900?. Cotsen 17195.

Their boyish antics contrast sharply with the pictures on the other side of the strip showing female servants hard at work keeping the household’s silverware, dishes, metal, bath tubs, and marble mantels spotless with Sapolio.   But only the African-American woman sings the product’s praises in dialect on her hands and knees scrubbing the floor.

Princeton Department of Rare Books and Special Collections has an archive of the Enoch Morgans’ Sons business papers, if you want to learn more about the early history of Sapolio Soap…

Other soap manufacturers hired well-known author-illustrators to design promotional brochures that incorporated their iconic characters.   Palmer Cox, the creator of the Brownies, was more than happy to let his little elves pitch all kinds of merchandise.  Neither Cox nor the executives of Oakley’s American Glycerin Soap had any reservations about the Brownies breaking into the company’s premises to steal quantities of product to wash their faces.

Oakley’s American Glycerine. N.p., n.d. Cotsen 8099.

Chicago firm N. K. Fairbanks commissioned E. W. Kemble, whose stereotypical illustrations of African-American children were considered adorable then, to draw those “dear little, queer little Gold Dust Twins”  with their “rolling black eyes and roguish grins” making their work into play as if they were circus performers.  Dressed only in their trademark short skirts, they romp barechested through the laundry, ironing, dish washing, pot scouring, mirror polishing, stair scrubbing, etc. in record time.  The ugly old stereotype of the happy-go-lucky darky makes an appearance at the end of this ostensibly delightful brochure when the two break into  a celebratory clog dance.

E. W. Kemble. The Gold Dust Twins at Work and Play. Chicago: N. K. Fairbanks Co., c. 1902. Cotsen 61770.

Here is a 1908 reimagining of the Gold Dust Twins by an uncredited artist for comparison.   More submissive than the Kemble’s little imps, the ones here sign the text to the lady of the house as “your servants” and they are depicted as bald with coal black skin and big red fleshy lips.

Who are We? N.p.: N. K. Fairbank Company, c. 1908. Cotsen 28337.

One of the most intriguing brochures in the collection is this one published by Larkin Soap.  It contains a heartwarming story of girlish entrepreneurial spirit: Fannie admires the Chatauqua Desk at Margaret’s house and learns that if she sells just $10.00 of Larkin Soap to friends and family (just two afternoons’ work, according to Margaret), she too can purchase her own solid oak desk!  The second story on the back panel which brings us back full circle to this week’s misfired Dove advertisement.   Three Turkish princes are spurned by three “white Caucasian maids” until they agree to try and “erase the dark disgrace with the help of Sweet Home Soap.”  The bars of soap works their magic and turns the boys’ faces milky white, removing all obstacles to immediate marriages.

Cotsen unprocessed item 7160339.

This story is a variant of the Aesopian fable, known as “The Ethiopian washed white” or “The Blackamoor,” in which the master foolishly believes that the dark skin of his new enslaved man is simply dirt and filth.  He orders the man to be washed clean, but of course, his servants can make no “progress” and succeed  causing the  poor man’s death from cold.  Obviously, this fable cannot  be included in anthologies for children and probably only older adults remember it.  Below is one of the less objectionable illustrations of the fable by William Mulready that appeared in William Godwin’s Fables.At the turn of the nineteenth century, however, children were still being exposed to the trope of washing a dark-skinned person or thing skin white.

May Byron. The Poor Dear Dollies. Illustrated by Rosa C. Petherick. London: Henry Frowde and Hodder & Stoughton, ca. 1905. Cotsen 19786.

Rudyard Kipling’s  “How the Leopard Got His Spots” also plays with the idea that skin color can be altered and the resulting transformation is life changing.  To survive in a new environment, the Ethiopian must change his skin from “greyish, brownish-yellowish” to black.  In order to help his hunting companion the leopard, he stamps spots on his coat using the excess pigment on his fingers…

Rudyard Kipling, The Just So Stories. Color plates by Gleeson. New York: Doubleday & Co., 1949. Cotsen 9736.

There’s some profit in knowing a thing or two about the history of children’s books, even if for titans of business…

Toy Book Adaptations of Shakespeare

Prospero’s storm from The Tempest – detail from cover of Shakespearean Tales in Verse (Cotsen 72670)

Shakespeare isn’t exactly “kid stuff,” is it?  Ask any high-schooler struggling with blank verse, now-obscure Elizabethan slang, or plots so complex that some student guides actually diagram the plot (and sub-plots) in an effort to make clear who’s who and who does what to whom, and when and where it happens..

Tragedies like Titus Andronicus, Macbeth, King Lear, and Hamlet present a veritable catalog of horrors and villains too. And what are we to make of “comedies” like The Merchant of Venice or The Taming of the Shrew, which often seem distinctly unfunny and potentially offensive to audiences in our time?  Literature for children?

Nothing will come of nothing… Hand-colored frontispiece of Charles Lamb’s version of King Lear (embellished with three copper plates), issued by the Juvenile Library, 1808 (Cotsen 151360)

Yet, with the exception of the gristly Titus, all the plays mentioned above were included in Lamb’s classic Tales from Shakespeare, prose adaptions of the plays by Charles and Mary Lamb, intended to provide “easy reading for very young children,” as the Lambs themselves phrased it in their “Preface.”  The Lambs were not the first to adapt Shakespeare for children or those without refined reading skills, nor will they be the last.  Some adapters over the years have taken a more sensationalist tack, turning the plays into lurid Penny Dreadfuls for adults, sometimes featuring garishly-colored covers or illustrations, like the Shakespearean Novelette Series, discussed recently by our colleagues at the Folger Shakespeare Library in a recent blog posting.

The Merchant of Venice – upper wrapper of the “Tales from Shakespeare” toy book  published by Warne & Co. (ca. 1868-88; found on Ebay by the writer)

Reading about these over-the-top, pulp-fiction adaptations, and seeing photos of their publisher’s paper wrappers decorated with chromolithographed illustrations, I couldn’t help but think of some of Cotsen Library’s “toy books” — cheap children’s reading that also feature greatly simplified texts, illustrated paper wrappers, and chromolithograph or  chromoxylograph (color-printed wood blocks) illustrations — issued in the thousands by publishers like Routledge, Warne, and McLoughlin Brothers from the 1860s through the 1920s.  Although “cheap,” these publications usually cost a shilling in Britain, (twelve pence in pre-decimal currency) and anywhere from a dime to a quarter in the USA, a fair amount more than the penny novelettes.  Accordingly, the production values of the toy book versions  seem a little higher than those of the penny novelettes.

Upper cover of Shakespearian Tales in Verse for Children by McLoughlin Bros., (© 1882) (Cotsen 72670)

Routledge, Warne, and McLoughlin Bros. also offered more deluxe versions of these toy book publications by combining several individual titles together and issuing them in a cloth-backed books, usually with a color-printed paper onlay on the upper cover.  (The publishers termed these “picture books,” to distinguish them from the paper-wrappered toy books of individual titles.)  McLoughlin’s Shakespearian (sic) Tales in Verse for Children (©1882) is a prime example, presenting sixteen-page versions of four plays — The Taming of the Shrew, The Tempest, The Merchant of Venice, and A Winter’s Tale — in four-line stanzas (one rhyming and three with alternately-rhyming lines).  This seems like a curious selection of plays, in terms of both  subject matter, potential interest, or general suitability for children, and also as a group. What’s the common denominator?  It’s possible that these four plays were just the ones that the publisher had on hand at the time this collective title was issued — perhaps they were part of a projected series of all Shakespeare plays, which never seems to have been taken further?

McLoughlin’s editorial contribution to Shakseperian Tales: a new title page, adding an attribution to “Mrs Valentine.”

McLoughlin Bros. stamped an 1882 copyright notice on the foot of the cover of this edition of Shakespearian Tales, an act of real chutzpah.  While McLoughlin could legally protect their work from other American publishers, they were copyrighting what was essentially a book they’d pirated from Warne, routine practice by McLoughlin with a sizeable portion of their output, pirated from English publishers, in particular Warne and Routledge.  Except for the new cover design, binding, and a new title page, the material in Shakespearian Tales is taken right out of Warne’s “Tales from Shakespeare” toy book editions.)

The four plays in Shakespearian Tales are all presented in a similar design format; sixteen illustrated pages with verse and color-tinted illustrations nicely integrated into the page design. Each play begins with a large caption title, part of a large illustration occupying about 3/4 of the page and running down the left side of the page for its whole height.

Tiger, tiger, burning bright? 
The first page of  Taming of the Shrew, but why the fierce tiger and Cupid?

The Taming of the Shrew, the first play in the Shakespearian Tales collection, has a particularly nicely-done opening page, I think — notice how the first word “once” has been rendered as part of the illustration.  But take another look at the illustration… It’s a little enigmatic, isn’t it?. What does the fierce tiger and Cupid have to do with the Shrew story of two adversaries-turned-lovers?  The tiger seems to represent Kate — aka “the shrew” — and love (or perhaps Petruchio?) is depicted as Cupid, approaching the “fierce” tiger holding up his empty bow and an arrow in separate hands, as if in a gesture of peace.  (Cupid seems to have no intention of shooting his arrow at the tiger, in contrast to his usual tactic with lovers!)  Somehow this peaceful approach works for, as we see in the last vignette of this adaption, cupid — having “tamed a shrew” — is shown riding off on a beautiful, contented-looking cat.  A metamorphosis, as well as a happy-ending love story!  Visually, this suggests the triumph of gentleness or love over ferocity or willfulness, a fierce spirit calmed — a reconciliation, of sorts — not a harsh “taming” of a woman by a man, as Shakespeare’s plot presents (an aspect that has troubled audiences and probably contributed to a relative lack of productions of this play, compared with most others.  Yet it’s also worth pointing out that the Lambs were quite comfortable with Shrew as an object lesson in a how a “shrewish lady” with “fiery temper” became “an obedient and duteous wife,” a starchier lesson than “love conquers all” which actually appears in background of two scenes in the toy book version.)

Cupid tames the snarling tiger and turns her into a tame cat to ride upon: the “Taming of the shrew… or, “Love conquers all”?   (Virgil filtered through Chaucer’s Canterbury Tales’ Prioress…)

The verse adaption of the text in this version presents a rendition of the story that’s more closely related to the original play, but one adapted for children, and as such, without the harsh battling between Kate and Petruchio.  The triumph of love is the real force here. There is an illustration of a musician and his broken lute –smashed over his head by a raging Kate — but it’s after-the-fact, and most of the other illustrations in this edition are curiously inexpressive, with an emphasis on “old” costumes and decor.  Kate generally looks quite demure.

With that, her cheeks all fiery red,/
She beat the lute about my head, /
Through the broken wood it passed, /
And I was in a pillory fast!

No supper Kath’rine had that night, /
But hungry work with morning’s light, /
And putting haughtiness aside /
Went forth to get her wants supplied.

The other three Shakespeare adaptations in the picture book volume follow a similar basic pattern: greatly simplified versions of the stories with an emphasis on reconciliation and happy endings: The Winter’s Tale ends with marriage and celebration — an abandoned child is revealed as a royal princess; The Tempest with the newly-free Ariel “rejoicing” and singling as he soars off with Miranda and Ferdinand betrothed lovers sailing back to Milan; and The Merchant of Venice with Antonio (the merchant from whom Shylock sought to extract a pound of flesh), “repaid for all the love he bore his friend [with better fortune from henceforth.”  The good prosper, and seem ready to live “happily ever after,” while bad repent and are forgiven.

The Merchant begins with a composite scene of Venetian tourist delights: the Realto Bridge, the Doge’s Palace, and a canal with some gondolas, as well as a couple of merchant’s ship — all things that a child of this time might associate with Venice, a fabled Grand Tour site in the late nineteenth century.

Opening illustrated page of The Merchant featuring a Venetian backdrop

Shylock, one of the most famous of all Shakespeare’s characters, features prominently in the illustrations for this version, as we might expect.  He is shown as being virtually transformed by his “wolfish hate” of Antonio and the extremity of his demands for vengeance from a dignified old man into a savage fury, knife-in-hand, in several scenes.

Shylock proposing the bond

Shylock ready to extract his bond

After Portia’s “quality of mercy” judgement on Shylock takes away all his wealth and money and denies his demand for extraction of the pound of flesh, he is described in the toy book version as being left a “poor, broken-hearted man… with heavy heart” — a monument to understatement, perhaps intended to soften the ending for children.

The version of The Tempest in Shakespearian Tales uses the same opening-page design format we’ve seen in the other two plays.  But as you can see, it invents a an opening scene not found in Shakespeare’s play at all (which begins with Prospero’s conjured storm  — the tempest, for which the play is names) or in the Lamb’s retelling (which begins with a fairy-tale like opening: “There was a certain island in the sea, the only inhabitants of which were an old man, whose name was Prospero, and his daughter Miranda…”).  Instead, young readers were provided with a story beginning with Prospero and Miranda finding themselves in a small boat “on the foaming waters wild” long before the actual events in the play take place, with an accompanying two-color illustration.
(Contrast this visual with the “more accurate” one of Prosperso and Ariel conjuring the storm in which the ship founders, shown at the top of this posting, and taken from a cover detail.)

The opening page of The Tempest

Perhaps the authors of both adaptations of The Tempest thought the narrated story-within-a-story history that Prospero provides to Miranda after the storm he himself conjures up was too complex for young readers?  And of course, any narrative version will lack the tremendous dramatic impact of The Tempest’s opening storm on-stage.

Sweet music floated on the air…

The story of a magician and his daughter marooned on a magical island would always hold a a certain interest for your readers. But this toy book version foregrounds all the magical creatures on Prospero’s island, partly due to the toy book format’s inherent stress on illustration, but mostly due to inspiration of the illustrator (possibly J.H. Howard), who concocts several scenes calling to mind A Midsummer Night’s Dream world of fairies and sprites. Just take a look at them!  Illustrated books about fairies, sprites, and elves have long been an audience-pleasing staple of children’s literature and the ones here must have strongly appealed.

For he was skilled in magic arts …

… and could call spirits from the deep.

After the visual enchantments of The Tempest, the version of The Winter’s Tale that closes out Shapespearian Tales seems like a somewhat unexciting variation of the overall design theme, as well as a blander text, at least to me.  But take a look and decide for yourself:

The opening page of The Winter’s Tale

“The sea ran high, the winter wind / Wailed o’er a desert, rocky shore…”?  Shades of a “It was a dark and stormy night…”  But then again, Mary Lamb’s version in Tales from Shakespeare seems a little uninspired to me too, with its opening: “Leontes, king of Sicily and his queen, the beautiful Hermione, once lived in the most perfect harmony together…”  Not the best of her work in that volume, I’d say.

The toy book version does add a novel, if perhaps not entirely successful, visual wrinkle to its conclusion: a depiction of some old men telling winter’s tales around a roaring fireplace, while some children look on quite happily.  Are they the tellers of the tale we’ve just read? The depiction recalls the traditional frontispiece illustration for Mother Goose, which we’ve looked at before here on the Cotsen blog: an old woman tells tales to children while seated in front of a fire.  But again, you be the judge. Like some stories, some illustrations are perhaps best left to be enjoyed for their own sake, rather than critically anatomized by commentators?

Telling winter’s tales that children like on a cold winter night…

But while we can’t tell how these verse adaptions of the plays were received by child-readers, I think it’s safe to say that the whimsical color illustrations in at least several of them must have been “a hit, a palpable hit.”