This will be an expanding collection of folk sporting a small eyeglass to give them social distinction.

 TOP ROW

01 Martel Brandy Character , c1953.

02.Heinz Tomato Ketchup , October 1960.

03.Johnny Walker , brand character for whisky,
May 1948 16 x 26cms. "The catchphrase was Johnnie Walker, born 1920 and still going strong. "- that was when the Ayrshire grocer John Walker began his wine and spirit business business in Kilmarnock, Scotland. The striding Regency buck was first used in 1910. If you look in CLASSIC CHAPS , you'll see him in a disconcertingly anachronistic narrative. He was seen with lorgnettes and a monocle.

04.Sharp's Toffee, Sir Kreemy Knut himself, long established brand character. Other monocled buffoons and aristocrats have the jaunty air of somebody who feels guilty with such an elitist piece of equipment. Despite his whimsical name, this character has the stony imperturbable expression of someone born to sport the glass. Typical of British culture that such gravitas is applied to Toffees. June 1954, 11 x 19cms.

BOTTOM ROW

01. Tareyton abandoned the Socialite approach in the pursuit of a more democratic approach, but taking the visual note from the monocle, moved to the Black Eye, July 1964 19 x 24cms.

02 The Tareyton Toff always seen standing behind the pack while the advert concentrates on some smart young thing from the Social register, on this occasion Mrs. Robert Gibb, socialite and accomplished horsewoman (not shown), 2 x 5cms c1952

03. FRAN, the Formfit Gal May 1955, advert for Skippies by Formfit (Panties and Life Bra). The arrival of a brand character from one culture into a narrative in another culture, gives excellent opportunities for dressing up and registering the cultural characteristics of the visited culture. Hence the Corsetted One will appear in Floppy Beret with Mahl Stick (Paris), Furry Hat and Knout (Moscow) or Bullfighting Cape and Goad (Madrid).

Here FRAN has stumbled in the enchanting world of America's London - top hat, monocle and swagger cane. The copy clarifies the issues -

"How to Pick a Dilly in London '
Who'd think my unassuming wiles
Would roll them in the British Isles !....
The blokes around Trafalgar Square ?
Oi 'ad 'em in a fog, for fair."

The exact meaning of the last line has caused debate as long as the course has been running. The use of the archiac/nonsensical "for fair" we calculated as being a rhyming opportunity for "Mayfair", but the verse was deleted.

"A Baron viewed me through a spyglass
And one old Dukey dropped his eyeglass."

concludes the copy.

 

I rest my case.

 

His Royal Majesty,Heinz Tomato Juice (monocle)