Whatjamacallit Wednesday: All About Long Faces

Today’s whatchamacallit is a vintage advertising trade card from Long’s Radiator Shop in Grand Forks, North Dakota. This card advertised the local shop as well as their “exclusive agency” for S. J. Radiators (with) Freeze-Proof Cores — something quite valuable up here in the frozen tundra. Because the smart folks at Long’s Radiator Shop knew that a bit of humor would make folks hold onto the card a lot longer than some sales-y pitch, the card has one center illustration of a man which, when tipped, communicates different moods based on his selection of radiator repair shops.

The first, “I Am Mighty Sorry I Did Not Have My Radiator Fixed At Long’s Radiator Shop,” give him a “long face.”


Flipping the 4 inch card, and he gets “the Long’s Face” instead; “I Am Mighty Glad I Had My Radiator Fixed At Long’s Radiator Shop”


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