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page 48 -- A.S.T.Co., American Shoe Tip Co., John Mundell & Co.

updated 6 December 2016
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The reverse of the card above:

On the left of the card below, note the child pointing to the improvement in the new horse-drawn shoe. Presumably the "old woman" picked up all the children that fell out on her way back home.

A.S.T.Co. is the American Shoe Tip Company, 56 Pearl St., Boston MA
Additional info on the Company is on pages 28 and 43 of
The Earl J. Arnold Advertising Card Collection - 1885.

Featured in Advances in Consumer Research Volume 302003     Pages 27-33,  (Russell W. Belk (2003) ,"Shoes and Self", in NA - Advances in Consumer Research Volume 30, eds. Punam Anand Keller and Dennis W. Rook, Valdosta, GA : Association for Consumer Research, Pages: 27-33.Russell W. Belk's presentation, Shoes & Self  notes: 
There are strong elements of magical beliefs in our regard for shoes. As the many Cinderella tales suggest, we often believe that shoes can transform us. Not only will our appearance be different with coveted shoes upon our feet, our lives will be changed utterly. With the right brand and model we will become mysteriously alluring, amazingly swift, prodigiously agile, and delightfully rhythmic. For this we are often willing to endure the pain of tortuously designed shoes. We long for the day we can first wear high heels, leather shoes, or any shoes at all. Shoes have long been involved in our rituals from home building to marrying and from coming of age to death. While athletic footwear may be portrayed as the epitome of high technology and engineering, dress shoes are better regarded as works of art. At both of these extremes shoes are ideally imbued with magic.
How often are "magical beliefs" used in advertising? Magical beliefs are one of the foundations of high volume sales.

As Matthew Hutson said in his Psychology Today post of 13 July 2008, Advertising is Magic, "advertising is a form of sorcery."
"Consider the use of brand logos. These are words or symbols with little inherent meaning that have come to signify expansive and often emotion-laden concepts. Just as a witch might summon spiritual interference via pentagrams, a marketer can call forth thoughts and behaviors by wielding the visual mark of a product or corporation. Symbols bring reality into being."  [emphasis added]
Scholarly, are you? In the above article, Matthew Hutson cites a scholarly discussion of the results of a study on this subject: Automatic Effects of Brand Exposure on Motivated Behavior: How Apple Makes You “Think Different” Author(s): Gráinne M. Fitzsimons, Tanya L. Chartrand, and Gavan J. Fitzsimons Source: Journal of Consumer Research, Vol. 35, No. 1 (June 2008), pp. 21-35 Published by: Oxford University Press. Jstor Stable URL: .  Here's the article summary:

(Hopefully, you'll see some improvement in the promotion of the Earl J. Arnold Advertising Card Collection based on my understanding of these concepts!)

Meanwhile Digital Commonwealth presents a trade card that demonstrates the use of magical branding in advertising (as well as other persuasive techniques):

a magical trademark, for sure!

(from Diver collection)
 The American Shoe Tip Company also manufactured shoes with copper tips, as per this Google Book article:

Duke University Library's Digital Collection features advertising "bills" issued by the American Shoe Tip Company as shown below:


cor. 13th & Cherry St., Philadelphia PA
John Mundell & Co. sponsored a locally famous amateur baseball team, "The Solar Tips" (of course). Click the link above to go to the Society for American Baseball Research site.

John Mundell, Jr., son of the company founder, became an "Army Shoe Inspector" according to this Google Books reference:

John Mundell, Jr.
From Digital Commonwealth, the back of a Solar Tip trade card:

Prominent and Progressive Pennsylvanians of the Nineteenth Century, via Google Books, contains good biography of John Mundell, founder of the company:

John Mundell, Sr.

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