Publicity Brochure - Frigidaire Electric Domestic Refrigerators, 1950 TradeLiterature Reg. No: TL 007764

Brochure printed in Australia dating from 1950, advertising 'Frigidaire' brand electric refrigerators (fridges). Titled ''Your New Frigidaire Built and Backed by General Motors With Money-Saving Meter-Miser'.

The brochure was published by the Frigidaire & Household Appliances Division of General Motors-Holden's Limited. It claimed that 'more than 11 million Frigidaires have been sold throughout the world'. Promotion focused on 4 key points: The 'meter-miser' saved up to 25% on electricity use. (The unique 'meter-miser' was a rotary 'cold-making mechanism' which was automatically oiled and was permanently sealed against moisture and dirt.) Savings on food were made through preventing food spoilage. The refrigerators made ice 'cheaper than you can buy it', and the 'precise engineering' saved money on maintenance. 'Frigidaire' refrigerators featured a '5 year protection plan', and the cabinet had an additional 12 month warranty. A GMAC 'confidential payment plan' was also offered to consumers.

'Frigidaire' refrigerators, commonly known as fridges, came in two de luxe models. They had a 'super-freezer', a food compartment, and a glass topped 'hydrator' for moist-cold storage of fruit and vegetables. They also featured 'quickube' ice trays, and a control dial for the freezer and a defroster setting. They also featured automatic interior lights, porcelain interior food compartment and an exterior made from steel with Dulux colours baked on. 'Frigidaires' used Freon, which the brochure claimed was 'the safest refrigerant known to mankind'.

The brochure does not say whether the fridges were manufactured in Australia or imported. It is possible that the refrigeration components were imported from General Motors in USA and the cabinets fabricated and fitted up locally into finished units.
Paper brochure folded in half and then in half again. Multi-coloured printing, including blue, mustard and black, on a white background.
Acquisition Information:
Unknown from Unknown
Discipline: Trade Literature
Dimensions: 230 mm (Height), 360 mm (Width)

More information

Tagged with: advertising, electric household appliances, manufacturing, marketing, domestic refrigerators, electric refrigerators
Themes this item is part of: Selling Electricity to the Home, Domestic & Community Life Collection, Trade Literature Collection
Primary Classification: DOMESTIC LIFE
Secondary Classification: Food & Drink Preservation
Tertiary Classification: appliances - electric
Primary Subject: Electric Refrigerators
Publication Date: 1950/02
Cover Title: 'Your new FRIGIDAIRE ... with money-saving Meter-Miser ... FA 57-2-50'
Model Name/Number: 750R; 550R
Publication Types: Publicity Brochure; Specification Sheets; Specific Product Catalogue; Accessories List
Printing Types: Limited Colour
Illustration Types: Black & White; Line Drawings; Photographs
Page Size Format: 230 mm x 180 mm
Number of Pages: 4
Manufacturer/Distributor: Frigidaire Australia (Division of General Motors-Holden Ltd)


Peter van der Valk Posted on 27 Jan 2014 5:45 PM
This must be one of the best fridges ever made
I acquired the fridge 2nd hand in 1967 as a wedding present, used it for 6 years as the main fridge and since this year every summer as a stand by unit, when the old rubber wiring finally perished.

Kind regards Pete

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