The new century brought a booming economy and a burgeoning middle class to the Western world. Their increasing wealth harnessed the fruits of science and technology to enhance life, work and leisure time.
The “International Hygiene Exposition” in Dresden had a swimming pool with artificial waves. It looks like great fun but our more puritanical editors felt the need to justify a visit by concluding, “persons may derive benefit from the massage effected by the moving water.”
A novel idea: just being on a boat, stopping off at interesting places around the world, just for fun. The Prinzessin Victoria Luise is considered to be the first ship purpose-built just for pleasure cruising. The $650 cost of an around-the-world cruise advertised in 1912 is equivalent to $15,000 today
A growing number of people had enough disposable income to spend on travel, cameras and film. Thus began the great tourist tradition of standing around ignoring the delightful scenery while fiddling with your camera.
Travel was becoming more like a luxury hotel and less like steerage. (A century later that trend seems to be reversing.) Such advertisements encouraged family travel just for the fun of it--as well as dragging the kids to see the widely flung relatives. Image:
This advertisement appeared 58 years after Henry David Thoreau wrote about his life at Walden Pond. The star is Wilderness, but (as with Thoreau) one easily within reach of “palatial trains” and “good hotels.”
The cachet of the upper crust, without the expensive chauffeur. The advertisement says this battery-driven “society car” goes “faster than you will want to drive.” A top speed of only 20 m.p.h. proved this last to be untrue.
This message from 1912 is not only selling an internal-combustion car but also a lifestyle ideal: a pleasant ride in the country with your fashionably dressed friends and family (without any old-fashioned mechanical rudeness).
Power boats for racing “may well be called a ‘rich man’s toy.’” The article noted, however, the trickle-down effect when millionaires pushed the science and art of boatbuilding. Here, a racing boat bristles with exhaust pipes.
Privacy was becoming more widespread. This new reality gave people a chance to play games in the private space of their own homes.
This advertisement may imply that being a model middle class citizen in 1912 means having the opportunity, perhaps even the duty, of taking care of yourself in a way that your parents did not or could not.