Teachable Moment

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Whatis the Legend of Rudolph, the Red-Nosed Reindeer?

During the Great Depression in had a four and dying of cancer. May was a poor copywriter working for Montgomery Ward in and they tasked him The story he created was that of Rudolph, a reindeer born with a big shiny rednose. Santa’s other reindeer teased Rudolph about his odd nose until oneChristmas eve when thick mistengulfed the earth. Santa al realized that Rudolph’s glowing Ri bright red nose would help him navigate the fog and distribute his toys. He asked Rudolph to guide his sleigh safely to every chimney that night. The embarrassing red nose, which had set Rudolph apart, became his most prized possession. Rudolph’s story embodies the need children

Great Depression 1939 Robert L. May had a four-yearold daughter, and his wife was dying cancer. wasapoorcopywriter Montgomery Chicago,andtheytasked him “cheery with creating a “cheery for for company publicity.

story he created that of Rudolph, a reindeer born with a big shiny nose. Santa’s other teased Rudolph his odd nose until Christmas eve when thick engulfed the earth. Santa that Rudolph’s glowing receive approval special qualities.

While May was still working on the story, his wife died. The booklet became so popular that Rudolph was in great demand for sponsoring products. When in 1946 May received an offer from another company to record the story, he could not because Ward’s held the copywrite. Then president gave May the copywrite, free and clear, after using Rudolph for advertising for one more Christmas season. May resigned from Wards and created his own company to manage Rudolph sales, but later declining sales and the high federal income tax in the 1950s drove him to return to Ward’s to earn a living as a copyeditor where he remained until he retired

have to receive approval for their special individual qualities. While May was still working on the story, his wife died. The booklet became so popular that Rudolph was in great demand for sponsoring products. When in 1946 May received an offer from another company to record the story, he could not accept because Ward’s held the copywrite. Then Ward’s president gave May the copywrite, free and clear, after using Rudolph for advertising for one more Christmas season. May resigned from Wards and created his own company to manage Rudolph sales, but later declining sales and the high federal income tax in the 1950s drove him to return to Ward’s to earn a living as a copyeditor where he remained until he retired in 1970. May died in 1976. Rudolph still occupies a permanent niche in the Christmas legend.

children’s book” for Christmas for the company to give away for publicity.

to every chimney that embarrassing nose, set Rudolph apart, became most prized possession. Rudolph’s embodies the need children asked Rudolph and distribute

in 1970. May died in 1976. still occupies a permanent niche in the Christmas legend.

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