The postcard depicts a woman in a ‘poster costume’ advertising Hunky Dory boot polish and Hoxo Pad Rubber Heels for ‘no more sore feet’. While she wears a lady’s shoe atop her head, her feet are clad in roller skates. During the early part of the century, skating rinks frequently hosted fancy dress events, including poster competitions. In 1906 Wellington’s Elite Skating Rink, offered prizes of ball-bearing skates for the best fancy dress costume, the best poster costume and the most graceful skater.
Fancy dress events were a popular form of fundraising in the early part of the 20th century. Poster Balls and competitions were introduced to New Zealand from Australia in late 1900. While one reporter described it as a new ‘species of fancy dress’, another called it ‘a new phase of advertising’. It was a novel combination of both. As the name ‘Poster Ball’ infers, ball-goers were required to wear costumes that represented ‘poster advertisements of well-known goods, or the goods themselves’. For the privilege of advertising their wares, companies paid an entry fee and provided printed material for the models’ costume.
Hailed as a ‘decided improvement on the ordinary fancy ball’, Poster Balls remained a popular entertainment throughout the first half of the 20th century both as fund-raisers and general entertainment. They were organised by a wide array of groups, from patriotic and benevolent societies to sports clubs.
Advertisers are smarter in the 21st century. Now we buy their branded clothing (because it’s cool) and they don’t give us a cent.