Publicity Brochure - Frigidaire Electric Domestic Refrigerators, 1938 TradeLiterature Reg. No: TL 008097

Brochure titled 'Frigidaire - Better Than Ever Before!', dating from 1938, advertising 'Frigidaire' brand electric refrigerators (fridges) distributed in Australia by Warburton Franki (Melbourne) Limited for General Motors-Holden's Ltd.

The brochure promotes 'Frigidaire' refrigerators as bringing savings on electricity, upkeep, ice wastage and food, due to the 'meter-miser' refrigeration unit in this brand of appliance. The new silent 'meter-miser' came with a '5 year protection plan'. The 'Frigidaire' featured a 'Double-Easy Quickube Tray', 'Hydrator' for storing fruit and vegetables, an automatic defroster, a 9-way adjustable interior, sliding shelves, Cold Control, automatic tray release and air cushion door seal. It also had a 'Food Safety Indicator' which showed when food is in the safety, freezing or danger zone. It is made from a steel cabinet with Dulux or porcelain finish, and the interior is stainless procelain. The all steel cabinet provides up to 223% more insulation. It uses F-114 refrigerant, a form of Freon, which was developed especially for the 'meter-miser'. A set of 3 matching refrigerator and ovenware dishes and jug were also available with the refrigerators.

General Motors-Holden's parent company General Motors is promoted as the one of the largest industrial and research organisations in the world, and as the world's largest manufacturer of mechanical refrigerators. 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.
Colour brochure folded into half and then into three, featuring white and blue background, with black text, and black and white photographs. The front features a hand tinted photograph.
Acquisition Information:
Unknown from Unknown
Discipline: Trade Literature
Dimensions: 650 mm (Height), 470 mm (Width)

More information

Tagged with: advertising, electric household appliances, 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: 1938/09
Cover Title: 'Frigidaire - Better than ever before! ... 40M-9/38'
Model Name/Number: Special D4-38; Master Model 4-38; Special 5-38; Master Model -5-38; De Luxe 5-38; CD-2; D3-A
Publication Types: Publicity Brochure; Specific Product Catalogue; Accessories List; Specification Sheets
Printing Types: Limited Colour
Illustration Types: Black & White; Photographs; Line Drawings
Page Size Format: 240 mm x 200 mm
Number of Pages: 12
Publisher: Frigidaire Australia (Division of General Motors-Holden Ltd)
Agent/Distributor: Warburton Franki


Elizabeth Browne Posted on 12 Feb 2010 2:16 AM
I am planning to replace my Frigidaire Custom Imperial Dishwaher soon. It is a DW-IUH stainless steel under-counter model in working condition. Installed before 1967. Is there a Frigidaire appliance museum that would be interested in this model? I also have original booklet.
Discovery Centre Posted on 12 Feb 2010 1:43 PM
Museum Victoria Comment
Hi Elizabeth! Whilst I can find no reference to any Frigidaire-specific collections, you are welcome to make a donation offer via our "Ask the Experts" link above (see Donations tab for more info and guidelines), or perhaps you would like to approach a local historical society. All the best!

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