National Geographic : 1940 Apr
Once in a lifetime...comes a great new discovery like the FRIGIDAIRE COLD-WALL A Revolutionary New Principle of Refrigeration... proven by the experi ence of thousands of enthusiastic users. Saves Foods' Natural Moisture; Pre serves Precious Vitamins, Freshness, Color and Flavor... Ends nuisance a aof covering foods! - t, -Now at New Low Prices! Discriminating homes of America will welcome this new contribution to food excellence and wholesomeness. The Frigidaire Cold-Wall brings life-giving Scold to your foods in a way that prevents them from drying out-withoutthe need ofcovering them in any way whatever. Moisture is the very lifeblood of food. When it dries out, food wilts, loses color, freshness, gives up its nutritional value. The Cold-Wall Principle protects foods from loss of their nat ural moisture. It keeps them fresh and dewy protects color, flavor and edibility days longer, and prevents objectionable transfer of food odors. More important, the Frigidaire Cold-Wall saves precious vitamins and natural goodness in foods ... saves their nourishing, healthful values. It is an amazing discovery-this new Frigidaire Cold-Wall. It will be the modern refrigerator for years to come. Yet, at today's new low prices, a Frigidaire Cold-Wall costs no more than or dinary "first-line" refrigerators. See it today. FRIGIDAIRE DIVISION General Motors Sales Corporation Dayton, Ohio Toronto, Canada C 'I ' ' 1 What This Means to Your Food. The Dew-Fresh Seal is a glass In the Upper Compartment air is in the Cold-Wall compartment Now fresh vegetables and shelf that divides the inte- dry because its moisture air is moist, being cooled fruitsretainpreciousvitamins, nor into two compartments changes to frost as it circu- through the walls by con- vital freshness and other food - each of which provides a latest past the freezer. This cealed chilling coils, instead values; fresh and cookedfoods different and vitally essential provides proper cooling for of by circulation of air as in remain more tender and pal food-keeping service foods not subject to drying. other types of refrigerators. atable over a longer period. A WORD OF CAUTION. Some stores may use the name "FRIGIDAIRE" loosely to identify other makes of refrigerators and thus confuse the pub lic. Don't be fooled! If a refrigerator does not bear the "FRIGIDAIRE" nameplate, it is not a FRIGIDAIRE and will not offer the advantages set forth in this advertisement. FRIGIDAIRE is the trade-mark of the refrigerator manufactured by the Frigidaire Division of General Motors-world-wide leaders in the refrig erator, range and motor car industries. Be sure the store you go to sells FRIGIDAIRE, made only by General Motors.