Simanaitis Says

On cars, old, new and future; science & technology; vintage airplanes, computer flight simulation of them; Sherlockiana; our English language; travel; and other stuff

A GRAPHIC NOVEL FROM 1930

THE MODERN term “graphic novel,” especially Japanese manga, conjures up vibrant images of mayhem, graphic in both the pictorial sense and also in explicitness. I offer here a historical counterexample, published in 1930 by the California Fruit Growers Exchange. Some might think The Land of Oranges is merely a coloring book for kids, but closer examination reveals the essence of the graphic novel—including several explicit contrasts to the present day.

M

The Land of Oranges, Educational Department, California Fruit Growers Exchange, 1930.

True, The Land of Oranges has a coloring book format. There are 12 straightforward and charming outline illustrations, the front and rear inside covers containing small renditions suggesting coloration for each one.

The book’s size, 4 3/8 x 5 3/4 in., could reflect the frugality of the times. The depth of the Great Depression was still two years off, but the chaos of Black Tuesday, October 29, 1929, was likely fresh in people’s minds. Were I to use The Land of Oranges today as a child’s coloring book, I’d photocopy it to 200 percent.

M

This and other images from The Land of Oranges.

The story tells of Betty and Billy visiting their Uncle Jim, who lives on a ranch in California. “Betty and Billy saw many trees on Uncle Jim’s ranch. ‘Those are orange and lemon trees,’ said Uncle Jim.”

Not exactly “Wow! Zonks! Bam!” But a damnsight more compelling than “See Dick. See Jane. Run, Dick, run. Run, Jane, run,” the sort of thing I was exposed to in pre-phonics reading instruction. And, in fact, the Land of Oranges kids learn about planting orange trees, the importance of sunshine and water in the trees’ nurturing, and even the distribution network that brings the fruit into homes.

Oranges2

Not that crass materialism doesn’t make an appearance: “Uncle Jim said, ‘These oranges are the best oranges. A machine puts the name Sunkist on the best oranges.’ ”

“ ‘We buy Sunkist oranges at home,’ said Betty.”

Clearly this calls for a bit of research. In 1893, P.J. Dreher and his son Edward established the Southern California Fruit Exchange in Claremont, today the home of the Claremont Colleges. By 1905, the cooperative had 5000 members, 45 percent of the California citrus industry and a new name, the California Fruit Growers Exchange. In 1952, this changed to its current name, Sunkist Growers, Inc.

The name Sunkist, proposed “sun-kissed,” originated in 1907. The cooperative identified its brand by wrapping the oranges in paper stamped with the Sunkist name. When the Exchange got word that merchants were foisting off non-Sunkist products, it set up a promotion giving consumers a free spoon in exchange for twelve Sunkist wrappers. One million spoons went out in 1909. By 1910, the Exchange became the world’s largest purchaser of cutlery. The queenofsienna website gives details, including the fact that spoons were manufactured by the likes of Wm. Rogers & Son.

Back to The Land of Oranges. The book’s rear cover has a “Height and Weight Record” that is a telling commentary on the times. Its Health Pledge read, “I wish to join the ‘Up to Weights’ and I promise to follow the Good Health Rules and keep this record.” The rules provide few surprises to today’s readers, though there are some quirks of the era: Sleep “with windows open.” “Have a full bath more than once a week.”

Rules

In contrast to obesity being the focus of today’s nutritional messages, especially governmental, the book’s Height and Weight chart gives Av. Wt. for Height, together with the apparently problematical 7% Underweight.

How times have changed. ds

© Dennis Simanaitis, SimanaitisSays.com, 2015

One comment on “A GRAPHIC NOVEL FROM 1930

  1. Greg Brown
    August 11, 2015

    I would love to find a copy of this. My grandfather started an orange and avocado ranch in Glendora in the early 1920s, and I have many fond memories of running through the groves, even lighting smudge pots. Thanks for this!

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

This site uses Akismet to reduce spam. Learn how your comment data is processed.

%d bloggers like this: