Digitizing Milwaukee’s Polonia: Stanislaw Kielar’s Advertising Structures

Michael Doylen

The Kwasniewski photographs include some great images of the South Side of Milwaukee when that area was primarily Polish-American. The collection includes photos of churches, businesses, local organizations, sports teams, street scenes, green spaces, and . . . a few curiosities, as well. Consider these photographs taken by Kwasniewski to document Stanislaw Kielar’s advertising display invention.
Stanislaw Kielar demonstrating his invention (kw001105)
Stanislaw Kielar demonstrating his invention (kw001105)

In 1920, Kielar filed a patent application with the U.S. Patent Office for a “certain new and useful Improvement in Advertising Structures.” His invention was intended specifically for use of displaying cigarette packs “in designs and with effects which will prove pleasing to the eye of the beholder.” Apparently, in the early part of the twentieth century, cigarette displays tended frequently to topple due to the lightness of the packages and the inability to effectively secure them in a structure. To solve this problem, Kielar cut a series of wood blocks to the size of cigarette packs, and connected the blocks with a series of specially designed spring clips inserted in notches cut into the blocks. “When all of the blocks which it is desired to thus unite in an advertising structure have been assembled and secured together,” explained Kielar, “it will be found that the manner of attachment or connection is such that the several blocks in the structure will retain the positions which they are intended to occupy in the completed design.” Problem solved! Kielar boasted that there was “no limit to the range of the designs in which advertising structures outlining [his] invention may be embodied.” A sample of this range is provided by the photographs shown here. Kielar’s application was approved in 1924 (patent number 1,493,679), and may be accessed online at the U.S. Patent Office site.

Kielar's adversting structure for cigarettes (kw001106)
Kielar’s adversting structure for cigarettes (kw001106)

Another possible arrangement using Kielar's advertising structure (kw001108)
Another possible arrangement using Kielar’s advertising structure (kw001108)

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