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“Make something high, wild, and handsome tonight.” Breast O’Chicken Tuna ad

Contributed by Florian Hardwig on Oct 25th, 2018. Artwork published in
June 1967
.
    “Make something high, wild, and handsome tonight.” Breast O’Chicken Tuna ad
    Source: https://www.flickr.com Classic Film. License: All Rights Reserved.

    Vintage magazine ad for Breast O’Chicken Tuna, 1967, with a recipe for Tropical Tuna Salad, published in Woman’s Day, June 1967, Vol. 13 No. 9.

    The headline typeface is an obliqued version of Neptun, originally released by the Aktiengesellschaft für Schriftgießerei und Maschinenbau in Offenbach/Main in 1900. Its German roots show in the asymmetrical W with closed right counter and the T with curved stem—two features that can be found back in blackletter typefaces, see e.g. Alte Schwabacher. Chances are that this is Photo-Lettering’s film adaptation, which appeared in Vol. 2 of their Alphabet Thesaurus from 1965 as “Xenotype 3471”.

    Steve Mehallo posted another ad from 1954, and comments:

    Not quite Chicken of the Sea, Breast-O’-Chicken was another product designed to confuse Americans about where tuna actually comes from.

    See also this book with recipes by Frank Decatur White, published by Westgate-Sun Harbor Company in 1949, and an ad from 1952.

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