Victorian Advertisements

Editor: Leonard de Vries Publisher: John Murray, London Publication: 1968, First Edition Binding: Hardcover, section sewn Pages: 136 Size: 220 x 297 Text: English ISBN: 0719518385 (Preface)' A wealth of Victorian advertisements drawn from contemporary magazines and journals. This enthralling book is divided into four sections covering Health, Beauty, Pleasure and Miscellaneous, each introduced by James Laver. It is a mine of information and fascinating detail and covers the period when, for the first time, pictorial advertisements came into general use. Earlier advertisers had felt that to sell a product it was sufficient to print its name repeatedly on the same page. Soon they came to realise that a mere announcement was not enough and instead it was necessary to use new methods for catching the eye: striking images and arresting slogans. Leonard de Vries covers this early period of pictorial advertising and apart from the fun, it provides an insight into the technological advance and the moral climate of the time. How surprised we are to find Pope Leo XIII, drinking Bovril, described as one of the 'two infallible powers', and to discover the whole of Gladstone's Cabinet seated round the council table singing the praises of a particular brand of tea. In the technical sphere all kinds of novelties were being introduced and sold. The penny farthing-and later the safety bicycle-the first refrigerator or 'self-feeding ice safe', revolving heels 'the most useful invention of the Victorian era', and the phonograph as 'loud as a man sings'. 'Vigor's Horse Action Saddle' enabled you to take a ride in your drawing room and 'the improved atmospheric churn' could make butter in five minutes. Present day visual advertising is often regarded as the outcome of a permissive society. But this revealing collection shows that Victorian advertisers could have learned little from us. Their direct approach was lavish to say the least of it.' Condition: Very Good. Shelf ware consistent with age. Light rubbing to cover/edges. Fading to spine/cover. Occasional small ship to DJ. Please note that some product listings use stock imagery, so the item received may not be the item shown. Standard Postage: Provides 'limited cover' for loss/damage only up to £30GBP. Please select the alternative ‘full cover' option at checkout for more valuable items! Excess shipping charges will be reimbursed. Any import charges/taxes, if incurred, to be covered by the buyer. 6563