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CSBG Archive

I Saw It Advertised One Day #18

We continue a MONTH of I Saw It Advertised One Day! Each day this January you’ll get a piece looking at advertisements in comic books over the decades that amused me for whatever reason. In each installment, we’ll take a look at three ads!

Here is an archive of all installments of this feature.


Oh, you poor, poor bastards.

You’ve never had the joy of having your home turned into an indoor firing range!!!

Thanks, Daisy, you’re the best!!

I won’t lie, these watches look super cool.

But what kind of BS is paying $25 for a tiny watch (look! That’s ACTUAL size!!!) in 1977?!? And the smaller one is “only” $20?!?! That’s crazy!!!

I will admit, it is sort of interesting to see how they worked in a plot about “brands” to segue into talking about Lee Brand Jeans.

But doesn’t the idea of a brand that just adds to an X to make a double diamond sort of not make sense? If you’re that careful, why not just brand your double diamond OVER the X? Seems to be a lot simpler.

That’s all for this installment! If you can think of some goofy comic book ads you’d like to see me feature here, drop me a line at bcronin@comicbookresources.com. Do not make suggestions in the comment section, so that they can still be a surprise for future readers! In fact, I think I’ll just delete comments that contain future suggestions.


What’s really weird is that the branding iron he’s holding clearly IS a double diamond, yet he says it’s not…

I’ve never that particular Daisy ad – and it has to be the funniest. In fact, I’m wondering if the comedy here is intentional. I mean come on, the mom being “almost as tickled with indoor shooting” as her son?

What’s really weird is that the branding iron he’s holding clearly IS a double diamond, yet he says it’s not…

I believe what he’s saying is that it is raised, so that only the edges are actually extended. But yeah, once you’ve designed a brand to be the shape of a double diamond, to then manipulate it to make it not that is bizarre.

I always thought the Lee kid was smart for figuring that out. And I wanted one of those watches so bad. Still do.

That rebranding thing has been done couple of times in Disney comics, Barks story “Sheriff of Bullet Valley” had single diamond and double X, and a Gottfredson story had even more elaborate design…
But in the latter there was an actual specially designed brand iron which didn’t look like anything, except when applied on top of another brand…and in the former I think they just branded the double X on top of the diamond (anyway there was a point that where did those cows disappear which had the diamond branded on them…)

Cardboard box stuffed with paper? Check.
Old blanket (hung from an unspecified location)? Check.

My wife is going to love this indoor shooting range I’ve set up! I’m sure there’s no way the BBs will pass through to whatever’s on the other side of the blanket, or miss the target entirely…

Or that overexcited children might point the rifle in entirely the wrong direction. None of that would ever happen.

It’s no wonder that branding iron plot was also used in other comics, and movies and TV shows as well: it really used to happen. The brands used to alter the marks on the cattle were called “running irons.” Just being caught with one would put a cowboy at risk of being lynched.

I wonder if this ad is a subtle swipe at their competitor, Rustler Jeans!

Those watches aren’t tiny, and $25 for a watch–even in 1977–isn’t outrageous. I wouldn’t wear a watch now that is any bigger than the Superman watch, and the Wonder Woman watch would be the right size for my eight-year-old daughter.

“I’m sure there’s no way the BBs will pass through to whatever’s on the other side of the blanket,”

If you are being sarcastic you’re actually wrong. There is no way a Daisy rifle will go through a blanket, especially if it actually made it through the box filled with paper. I had one as a kid (still have it somewhere) and they aren’t that strong in the first place but the cardboard would slow the bb down drastically.

Ahh, I remember that day well. Mom was tickled– until I shot the cat up the arsehole.

Why do the dads in those Daisy ads always seem more excited than the boys to have the gun? The kid’s not even shown shooting in the ad, the dad is! I wonder who the target audience really was.

Just for context, I bought my first wristwatch, with my own allowance saved up every week. It was a decent quality Timex about the size of the small one and I got it for $3.99 in 1976. $20 was exhorbitant!

Good watch too. Lasted about 20 years.

the jean ad was using the cattle branding x as a dimond as play on words to sell the jeans. the watches. remember those but never actuly saw any one with one. and the daisy ad the mother must really be happy that her son has something to do even if its shooting indoors . for doubtful the execs who okayed the ad ever thought about how power ful a bb gun is and that odds are the bb will not only go through the sheet but also the paper target like into a wall.

I remember first hearing about that trick with branding irons on an old episode of Scooby-Do.

You decide – swipe or homage? ? ?

Is it smart to rush in yelling “surprise!” into a room where you KNOW a kid is holding a BB gun?

THERE’S your indoor firing range!

I love the line, “Gee Mom, Dad’s great!”

And, I agree… a BB isn’t going to go through a blanket much less whatever might be behind it. We used to shoot each other with them in the late 70’s and early 80’s in my neighborhood. Wasn’t pleasant, but we all survived.

This is probably my favorite of the Daisy ads posted thus far. Oh boy, indoor shootin’!

I was always curious why the Joker watch was available in large only? Almost as if they didn’t want kids to have the bad guy watch, so it was adults only kids!

Yeah, the BB gun would only be dangerous fired where you could have a richocet, like an unfinished concrete basement.

As for the watches, the concept of a “cheap” watch being under $20 is an artifact of the computing advances of the 1980s. All these “cheap” watches of the last 20 years are cheap quality ones running on a microprocessor – even the ones with an analog display (hands).

Before 1980, watches had to be “real” mechanical watches, just to fit on your wrist – and those weren’t cheap, except by comparison to doing the same with computer tech. We’re talking about the era when a “Cheap” digital pocket calculator was almost the size of a small e-book reader, and cost several hundred dollars, after all. Consider in that time period, that it was 10 or more times cheaper to do an alarm clock that LOOKED digital from a distance, that actually operated similar to a rolodex (24 hour tabs and 60 minuted tabs, that flipped over mechanically), than doing a real digital display.

Good point, Basara549. BTW, there’s at least one of those watches (a Wonder Woman model) on Ebay as I type this (asking price $58.50). Looks to be of at least reasonable quality from the pics.

A bunch of modern (and much cheaper) watches with superhero logos that look REALLY cool, too….

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