I got hold of three Female magazine cookbooks published in Singapore between 1985 and 1988, and what turned out to be more intriguing than the recipes are the print ads of food products, which we don’t see so often these days. Back in the 80s long copy ads were still popular and they dominated these cookbooks. These ads may be grouped into a few categories to help explain why more words used to be better.
To explain new products or special features.
To highlight a new packaging.
To showcase a wider range of products or functions.
The advertisers sometimes get creative…
Recipes used to be an attractive gift since people didn’t have the internet and the alternative was to shell out money for cookbooks.