Keepapitchinin, the Mormon History blog » The Whole Year Through: Beneficial Life, 1958
 


The Whole Year Through: Beneficial Life, 1958

By: Ardis E. Parshall - January 25, 2012

The Church’s decades-long operation of Beneficial Life
meshes with mid-century ideals of middle class
family values in this series of advertisements from 1958 –

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January

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February

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March

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April

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May

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June

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July

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August

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September

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October

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November

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December



3 Comments »

  1. I remember seeing Beneficial Life ads on my mother’s RS Magazines in the late 1960s (after we joined the church). As a kid, I didn’t understand what life insurance was, and I always wondered about advertising a “beneficial” life… Took me some years to put all those pieces together (and to understand the church’s involvement in that company).

    Comment by Paul — January 25, 2012 @ 8:59 am

  2. Heh! They were certainly a mainstay on the back cover of several Church magazines for years — you probably weren’t the only kid who knew “all about” Beneficial before you had any idea what they did!

    Comment by Ardis E. Parshall — January 25, 2012 @ 11:04 am

  3. I doubt that I will ever get “Is your life insurance Beneficial?” out of my head. I wonder when the company quit using that tag.

    Comment by Steve — January 25, 2012 @ 11:49 am

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