Dr. "Dutch Boy" Prescribes Lead Paint

We have posted about the "Dutch Boy" as a powerful symbol reprsenting the National Lead Company. In the 1950s, Dutch Boy became the face of an aggressive advertising campaign selling white lead paint.

The document we are highlighting today is another example of this strategy. In this case, Dutch Boy is labeled as a doctor prescribing lead paint for one's house.

The accompanying image in the advertisement depicts Dutch Boy in what looks like a chemical lab, making lead paint. The slogan reads:

"Its blended as carefully as a Doctor's Prescription..."

In addition to associating their paint with the "youthful" and "modern," Dutch Boy Group used such advertising to connect their product with science. By the 1950s, doubts had already arisen about the detrimental effect of lead in paints. However, through the power of Dutch Boy, the National Lead Company projected a public image that showed them in alignment with modern medicine and science. Thus, they tried to set aside any uncertainty about lead paint.

Along with their paint, the lead industry was selling modernity and scientific advancement to the American public. They wanted lead paint not just to be a part of one's house, but integral to The American Home.