Happily ever after

Happily Ever After booklet by Julius Schmid, Inc.

Happily Ever After: Allow Julius Schmid, Inc. to explain the secrets of a happy marriage to the new couple.

This booklet on making a happy marriage was produced by Julius Schmid, Inc. in 1956 and comes from the big treasure trove of stuff accumulated by my family over the last century.

Happily Ever After booklet by Julius Schmid, Inc.

The booklet is ostensibly a guide that steps a soon-to-wed couple through an initial consultation with their doctor, where the MD will explain the proper sexual role and expectation of each partner in a happy marriage, as well as moderate discussions about frequency and duration. It’s published by the makers of Ramses and Fourex condoms and is obviously a subtle marketing vehicle, probably distributed solely in doctors’ offices, and almost certainly the most direct birth control advertising that was allowed at the time.

Looking back through old documents like this, it’s hard for the casual observer to tell for sure whether the era was really so wildly different from today, the author was hopelessly naive, or the company was winking and nodding while playing along with the sensibilities of the time in order to market its product. I suspect it’s a combination of all of the above, though it’s mostly nodding and winking as Julius Schmid surely would have expected most of these to end up in the hands of curious teenagers. Either way, it’s interesting to compare the condom marketing of 1956 with the ads on TV today.

Incidentally, if this booklet came to my family at the time of its publication rather than being a later novelty acquisition, it dates from the time when my mother was nine years old and my grandmother was embarking on her second marriage. Which, in either case, ewww.

Scans of the complete booklet are below the fold.

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