Historical Context

Massey-Harris

An example of Arthur Hider's Massey-Harris calendars and the incorporation of civilized women.

    The poster was made during the early 1900s, during the rise of Massey-Harris before the merger in 1953. It is also evident that this was in the beginning of the twentieth century due to the clothing worn by both the men and women, creating a more classical environment. The early 1900s was a time period which did not provide many opportunities to women. The Massey-Harris company strategically used women within their posters, as it emphasized that the agricultural company and its machinery was for both genders. During this time, the poster emphasized the importance of farm and rural life to consumers, as families depended on farming for food, production and profit. Within the late 1800s and beginning of the 1900s, the world moved from general to specialized agricultural production (Dick & Taylor, 2007), ultimately allowing the Massey Harris company to gain prominence through the introduction of many different machineries.

    Massey-Harris was a predominant agricultural company established within Ontario. The merger of Massey and Harris, created the start of years of innovation and agricultural success, expanding manufacturing plants in both North America and European countries (Vincent, 2013). By 1947, the company was the world’s largest producer of tractors, engines and a variety of other farming machinery (Vincent, 2013). Through Massey-Harris’ domination in the agricultural industry, it is evident that their posters effectively depict this image of success that they thrived towards.