The Whole Year Through: Beneficial Life, 1958
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
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
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
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