Like most companies in the mid-Twentieth Century, U.S. Steel relied on full page advertising to promote the value of their products. To display their uses in the home, U.S. Steel employed the talent of artist Keith Ward to create a happy home scene. Keith Ward (1906–2000) provided many illustrations for magazines such as Child’s Life, Boy’s Life and other magazines of the day. Ward was the illustrator for the ‘Dick and Jane’ series of books and his illustrations were used in advertising for companies such as Elmer’s Glue, Phillips 66 and of course U.S. Steel. The first U.S. Steel ad pictured above was printed in the Ladies’ Home Journal and featured a young girl, freshly bathed, being dried off by her mother in a bathroom filled with useful steel products. Interesting to note is the strategically held puppy in the girl’s hands. Much like the Avon ad in an earlier post, this image would never find a home in a magazine in today’s society.
(Last Updated On June 4, 2022)