DOI Heft:
The International Studio (May, 1908)
DOI Artikel:Calkins, Earnest Elmo: Exhibition of advertising art
DOI Seite / Zitierlink: https://doi.org/10.11588/diglit.28254#0474
Advertising Art
ADVERTISING DESIGN
BY GUERNSEY MOORE
A very interesting, but wholly inadequate, ex-
hibition was made of printed matter; that is,
typography applied to advertising work. Some
good things of this kind were shown by Guernsey
Moore and Benjamin Sherbow.
An interesting exhibition was that of the cover
designs in The Woman’s Home Companion prize
contest, the first prize of which, fifteen hundred
dollars, was won by Earl Stetson Crawford.
Another interesting exhibit was an original design
by the late Hubert von Herkomer, made as a cover
design for the Aeolian booklet. This was the last
work of the great painter.
One of the most interesting exhibits was the
poster work of W. J. Wildhack. This work was in
flat color but very delicate tones; yet in spite of its
delicacy it was strong poster style, meaning adver-
tising power. This is the sort of work that can be
reproduced easily and printed easily—two great
requirements in advertising work—while at the
same time having powerful appealing qualities
with considerable delicacy and refinement. This is
the combination which we so often find in the
French posters, but in which our American posters
so often fail, being too often too loud or too delicate.
Another very interesting treatment of poster
work in a very different class was the work of
Guernsey Moore, a combination of lettering and
designing particularly happy in its effect. Beside
each original was hung a reproduction, and the
excellence of this work for reproduction was shown
by the fact that it was difficult to tell the reproduc-
tion from the original. Of course, all advertising
art must be considered in connection with the
possibility of reproduction either by zinc etching,
half-tone, three-color work or lithography.
The exhibition was one of the most popular ever
held by the Arts Club, and was inspected by thou-
sands of people. It is the only annual exhibition of
this kind, and next year it will be repeated on a far
better plan. The committee has learned much
from experience this year, and it is hoped that next
year’s exhibition will be more representative in
advertising art, and also an attempt will be made
to secure the attendance at the exhibition of all
people interested in advertising.
cx
ADVERTISING DESIGN
BY GUERNSEY MOORE
A very interesting, but wholly inadequate, ex-
hibition was made of printed matter; that is,
typography applied to advertising work. Some
good things of this kind were shown by Guernsey
Moore and Benjamin Sherbow.
An interesting exhibition was that of the cover
designs in The Woman’s Home Companion prize
contest, the first prize of which, fifteen hundred
dollars, was won by Earl Stetson Crawford.
Another interesting exhibit was an original design
by the late Hubert von Herkomer, made as a cover
design for the Aeolian booklet. This was the last
work of the great painter.
One of the most interesting exhibits was the
poster work of W. J. Wildhack. This work was in
flat color but very delicate tones; yet in spite of its
delicacy it was strong poster style, meaning adver-
tising power. This is the sort of work that can be
reproduced easily and printed easily—two great
requirements in advertising work—while at the
same time having powerful appealing qualities
with considerable delicacy and refinement. This is
the combination which we so often find in the
French posters, but in which our American posters
so often fail, being too often too loud or too delicate.
Another very interesting treatment of poster
work in a very different class was the work of
Guernsey Moore, a combination of lettering and
designing particularly happy in its effect. Beside
each original was hung a reproduction, and the
excellence of this work for reproduction was shown
by the fact that it was difficult to tell the reproduc-
tion from the original. Of course, all advertising
art must be considered in connection with the
possibility of reproduction either by zinc etching,
half-tone, three-color work or lithography.
The exhibition was one of the most popular ever
held by the Arts Club, and was inspected by thou-
sands of people. It is the only annual exhibition of
this kind, and next year it will be repeated on a far
better plan. The committee has learned much
from experience this year, and it is hoped that next
year’s exhibition will be more representative in
advertising art, and also an attempt will be made
to secure the attendance at the exhibition of all
people interested in advertising.
cx