One of the joys for a researcher is finding something that no one else appears to have found; I say appears because  a vast amount of research is never published for one reason or another; adverts are, arguably,  the most likely source of this particular reward . In view of the fact that the majority of defunct companies have left very little in the way of historical records behind  and extant companies are either reluctant to disclose or have no records themselves; any source with any information needs to be carefully examined. In any case if,  like me,  you want to  know more about the people who wore the buttons and what they were doing, this is one way of doing so outside of other peoples books and articles.

 The actual information contained in the advertisement varies enormously; I have prepared the following list, ( with links), to illustrate just what can be gained from this source.

1/ Perhaps the most obvious is that the company was in existence at the time of compilation and if applicable were using a particular logo. Do bear in mind that Almanacs, Directories and many other annuals are compiled in the year before publication. 

2/ Company title is invariably given, ( not always as accurately as one might like),  a useful adjunct to directory entries for example.

3/  Dates of establishment are not uncommon Callenders came from the South American Yearbook 1951 and the Factory Guards System  from  The Fire Protection Yearbook 1962.

  images/archive1/armyandnavystores080.jpg       images/companyads/bankadverts/bancoportuguesdobrasil078.jpg

4/  Logos and Trade marks can help to date & identify obverse designs and backmarks; click on image to see advert 

Occasionally you will come across connections between companies that you wouldn't be made aware of in the Directories and other sources like this one from a page marked The Gunner Advertisements [no year].     images/archive1/pipemcgill093.jpg

6/  Company speciallities and activities, (other than button production in the case of manufacturers),  are often listed; assisting the collector with the knowledge of what they were producing, or doing,  at a particular date or in the past as in this Wilkinson advert from Dress & Insignia Worn at Court 1929. . images/companyads/advertarticle/wilkinson096.jpg      

7/  Pictures of buttons and uniforms sometimes appear the Charles Rowley advert is from a City Directory and the Morris advert from Dress & Insignia Worn at Court 1929. 

  images/archive1/charlesrowley009.jpg         images/companyads/advertarticle/morrisangel098.jpg

8/  Pictures of premises; again from Dress & Insignia Worn at Court 1929 : 

images/companyads/advertarticle/hawkes097.jpg             

The strangest advertisement I have used wasn't published in the usual way but rather on the Label of a white shirt marked United Airlines and a blue logo; associated with the shirt  were a skirt &  blue  blazer  with blue buttons bearing a different logo to that of the shirt  the blazer did not have a badge and the label had been removed (presumably name tagged), I was able to say  with certainty they belonged together only when I noticed the label below bearing a double advert one for United the other for Brookhurst.

One  last word;  it's not really  about the advert , necessarily, or what's in it ,  but  while you're looking through the,  largely irrelevant, material you  get a real feel for the period in which you cast your net.

So now you have seen what can be gained from looking; why not start your own advert bank today?

Don't forget to submit the examples you find to this website and dare I hope the odd confirmed identification for a button?