Do it Yourself

This cartoon by Merrill Coffin, created in the 1950s, offers a glimpse into the artist’s sharp observational humor—and the social norms of the era he was responding to. At first glance, the scene is simple: a shop counter labeled “Do-It-Yourself Kits for a Handy Man,” two clerks behind the counter, and a customer standing patiently with a red booklet in hand. But the meaning unfolds in the caption below:

“We don’t care if he’s handy, just so he’s a man—!”

Seen through a mid-century lens, the cartoon reflects—and quietly skewers—the rigid gender expectations common in postwar America. Coffin’s humor is dry and understated, relying on timing and contrast rather than exaggeration. The clerks’ casual confidence and the customer’s subdued posture amplify the joke.

What makes the cartoon especially compelling today is its historical context. Created in the 1950s, it captures a moment when marketing, labor, and identity were tightly bound to traditional roles. 

Stylistically, Coffin keeps the drawing economical: loose ink lines, expressive faces, minimal background. This restraint keeps the focus on the idea rather than the setting, a hallmark of effective cartooning. It also highlights Coffin’s versatility as an artist—equally adept at painting landscapes and delivering pointed social commentary with a pen.