Charles Matlack Price. Posters : А critical study of the development of poster design in continental Europe, England and America. — New York, 1913

  

 

 

 

 

 

 

 

In the preparation of this book the author was prompted by various considerations, and in its presentation has endeavored to give to these several considerations their proper relative importance.

 

While the book is designed to possess a certain historical value, it is intended primarily to develop an accurate, intelligent, comprehensive and basic critical analysis of poster design in Europe and America.

 

The illustrations, covering the entire range of significant posters to the present date, have been selected and arranged with much care, and with an idea of showing the underlying principles involved in poster-design with the greatest clearness, and only by examples which are the best from the greatest number of points of excellency, taking into consideration the several elements entering into their design.

 

It has seemed advisable not to confuse the purely aesthetic and psychological principles of design with any considerations of technical points relating to the actual details of painting, or with points relating to mechanical processes of reproduction and the like. These no less important practical considerations of the subject may be better presented in books devoted entirely to such matters.

 

A co-relative motive in the selection of the illustrations of the book has also been the desire to preserve, in a permanent and convenient form, many interesting and excellent posters which are hard to obtain, or of inconvenient bulk to preserve.

 

Many of the illustrations have been secured with considerable difficulty, some, indeed, being of a scarcity which makes their acquisition quite impossible to-day. In addition to these, it is my pleasure, owing to the generous co-operation of certain designers, to include some hitherto unpublished drawings.

 

In the matter of the actual size of the reproductions, as they appear, it may be stated at the outset that a poster design is successful or poor regardless of its actual size. The actual dimensions of a poster form its most superficial part, and for this reason I have adhered to a more or less uniform size for the illustrations. The design, not the size, makes the poster, and as considerations of design form the basis of the book, an element so purely arbitrary and unessential as size may be disregarded. The titles of all posters reproduced in the book will be printed in italics, for convenience in reference.

 

I take this opportunity to express my thanks for courteous assistance rendered me by Mr. F. D. Casey of “Collier’s Weekly,” Mr. E. S. Duneka of “Harper’s Magazine,” Mr. J. H. Chapin of “Scribner’s Magazine,” Mr. E. S. Rounds of the Pierce-Arrow Motor Car Company, Mr. Edward Pearson Chapman, Mr. Earnest Elmo Calkins, Mr. Bruce Edwards, Mr. Guernsey Moore, Mr. Robert J. Wildhack, Mr. Adolph Treid-ler, Mr. Edward Penfield, Mr. Hamilton King, Mr. Walter Primley, Mr. Julian E. Garnsey, and Miss Helen Dryden. For valuable suggestions in the preparation of this volume, Mr. H. Calkins, Jr., of Stewart and Company, Publishers. I wish also to express my indebtedness to the following European and American lithographers and printers: Imp. Chaix, Imp. Lemercie, Imp. F. Champenois, Imp. C. H. Verneau, Imp. Edw. Ancourt, Grafia, Schon & Maison, G. Schuh & Cie., Metropolitan Printing Company and the Miner Lithographic Company.

 

In conclusion, I would say that it has been my sincere endeavor to present a collection of thoroughly interesting and significant illustrations, with pertinent text to form a definitive treatise in a field where no work of the kind has hitherto appeared or is now available.

 

New York, September, 1912.

 

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Foreword ... ix

 

Chapter I.—Posters:

The subject in general. Points regarding poster design. The use of color. Psychological impressions. Scale. Some general rules illustrated by reproductions of posters by Thèophile-Alexandre Steinlen, Jules Chéret, Robert J. Wildhack, Tom Hall and Earl Horter. Pages 3-17

 

Chapter II.—The Work of Jules Chéret:

The French Poster as exemplified by the work of Jules Chéret illustrated with reproductions of typical examples of his work. Pages 21-43

 

Chapter III.—Posters Continental and English:

A comprehensive survey of poster design, paying special attention to national characteristics—France; the work of Thèophile-Alexandre Steinlen, Alphonse Mucha, Eugène Grasset, Henri de Toulouse-Lautrec, Pierre Bonnard, George Meunier, Lucien Metivet, A. Cossard, Jean Paleologue, and others.—England; the development of poster design as exemplified by the work of Frederick Walker, Aubrey Beardsley, Walter Crane, R. Anning Bell, the “Beggarstaff Brothers,” J. W. Simpson, Gordon Craig, Dudley Hardy, Maurice Greiffenhagen, J. Hassall, and Will Owen.—Germany; the modern poster; the work of Ludwig Hohlvvein, George Tippel, Otto Obermeier, “P.K.S.” Hans Flato and others.—Belgium; the steamship posters of H. Cassiers.—Italy; typical examples.—Switzerland; the “Société Suisse d’Affiches Artistiques.”—Spain; the slow development of the art; the modern work of “Marco” and others.—Hungary; note on the work of four designers.—Russia; the genius of Léon Bakst.—Japan; poster values in Japanese art; an example by Toyókuni, and recent work of Yoshio Markino. Pages 47-145

 

Chapter IV.—American Posters:

The growth of poster design in America. The dominance of the mechanical over the artistic. The work of Will H. Bradley, Edward Penfield, Frank Hazenplug, W. Carqueville, J. J. Gould, Ernest Haskell, Louis Rhead, Maxfield Parrish, Robert J. Wildhack, The Leyendecker Brothers, Louis Fancher, George Brehm, Adolph Treidler, M. C. Perley, Adrian Gil Spear, Walter Fawcett, and others. Pages 149-227

 

Chapter V.—The Work of Edward Penfield:

A critical analysis of the work of Mr. Penfield paying particular attention to the development of his style. Illustrated with many rare examples. Pages 231-271

 

Chapter VI.—American Theatrical Posters:

The theatrical poster in America. Some of the obstacles in the way of good work. Representative examples by Henry Mayer, F. G. Cooper, Hamilton King, Blendon Campbell, Ernest Haskell, Jean Paleologue, Clarence Tilt and others. Pages 275-307

 

Chapter VII.—Some Magazine Covers:

A critical and comparative study of the poster values of certain recent magazine covers by Edward Penfield, Maxfield Parrish, J. J. Gould, Guernsey Moore, The Leyendecker Brothers, Robert J. Wildhack, John Cecil Clay and Adolph Treidler. Pages 311-365

 

Chapter VIII.—The Capacity of the Poster:

Some concluding theories with regard to the finer points involved in the conception and analysis of poster design. Pages 369-379

 

Index. Page 383

 

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Lait Pur de la Vingeanne, By Thèophile-Alexandre Steinlen ... Frontispiece

Yvette Guilbert. By Jules Chéret ... 11

Scribner’s Magazine Poster. By Robert J. Wildhack ... 15

McClure’s Magazine Poster. By Tom Hall and Earl Horter ... 17

Coulisses de l’opera. By Jules Chéret ... 23

Theatre de l’opera, Carnaval. By Jules Chéret ... 27

Palais de Glace. By Jules Chéret ... 29, 31

La Danse Du Feu, Folies-Bergère. By Jules Chéret ... 35

Job Papier a Cigarettes. By Jules Chéret ... 39

Diaphane Rice Powder. By Jules Chéret ... 41

Saxoléine Petrole. By Jules Chéret ... 43

Yvette Guilbert. By Thèophile-Alexandre Steinlen ... 49

Exposition a la Bodinière. By Thèophile-Alexandre Steinlen ... 51

Medee. By Alphonse Mucha ... 55

Gismonda. By Alphonse Mucha ... 57

La Samaritaine. By Alphonse Mucha ... 59

Salon Des Cent. By Alphonse Mucha ... 61

Job. By Alphonse Mucha ... 63

Divan Japonais. By Henri de Toulouse-Lautrec ... 65

Yvette Guilbert, A Sketch. By Henri de Toulouse-Lautrec ... 66

Jeanne d’Arc. By Eugene Grasset ... 69

La Revue Blanche. By Pierre Bonnard ... 71

Job Papier a Cigarettes. By George Meunier ... 73

A La Place Clichy. By A. Cossard ... 75

Ballet. By Jean Paléologue ... 77

The Woman in White. By Frederick Walker ... 78

Bodley Head. By Aubrey Beardsley ... 81

The Yellow Book. By Aubrey Beardsley ... 83

Don Quixote. By the “Beggarstaff Brothers” ... 84

Hau and Company Champagne. By Walter Crane ... 87

Liverpool Art School. By R. Anning Bell ... 89

Becket. By the “Beggarstaff Brothers” ... 91

Book of Bookplates. By J. W. Simpson ... 93

A Masque of Love. By Gordon Craig ... 95

A Gaiety Girl. By Dudley Hardy ... 97

The Follies. By J. Hassall ... 99

Lux Soap. By Will Owen ... 101

Pall Mall Budget. By Maurice Greiffenhagen ... 103

Bosch Magneto. By “P. K. S.” ... 107

St. Benno Bier. By Otto Obermeier ... 109

Hermann Scherrer, Tailor. By Ludwig Hohlwein ... 111, 113

Boll’s Kindergarderobe. By Ludwig Hohlwein ... 115

Johann Ludwig Ranniger & Sohne Handschuhe. By Ludwig Hohlwein ... 117

Snow Fantasy. By Georg Tippel ... 119

Some Sketches. By Hans Flato ... 121

Lost. By Hans Flato ... 123

American Line. By H. Cassiers ... 127

Red Star Line. By H. Cassiers ... 131

Bianchi Automobile. Anonymous ... 133

Monaco. Anonymous ... 135

Berner Oberland Wintersport. Anonymous ... 137

En Flandes se ha Puesto El Sol. By Marco ... 139

Programme Officiel des Ballets Russes. By Léon Bakst ... 141

Japanese Theatrical Poster. By Toyókuni ... 143

Autumn. By Yoshio Markino ... 145

The Chicago Sunday Tribune. By Will Bradley ... 151

The Chap Book. By Will Bradley ... 153

The Echo. By Will Bradley ... 155, 157

Victor Bicycles. By Will Bradley ... 159

The Poster Calendar. By Edward Penfield ... 163

The Chap Book. By Frank Hazenplug ... 167

Lippincott’s Magazine Poster. By Will Carqueville ... 169

Century Magazine Poster. By Louis Rhead ... 171

Lippincott’s Magazine Posters. By J. J. Gould ... 173, 175, 177

Century Midsummer Holiday Poster. By Maxfield Parrish ... 181

Scribner’s Magazine Poster. By Maxfield Parrish ... 183

Ivory Soap. By J. C. Leyendecker ... 185

Century Midsummer Holiday Poster. By J. C. Leyendecker ... 187

Arrow Collars. By J. C. Leyendecker ... 189

The Pierce Arrow. By J. C. Leyendecker ... 191

The Pierce Arrow. By Robert J. Wildhack ... 195

Scribner’s Magazine Poster. By Robert J. Wildhack ... 197

Century Magazine Poster. By Robert J. Wildhack ... 199

The Circular Staircase. By Robert J. Wildhack ... 201

Sketches. By Robert J. Wildhack ... 203

Arrow Collars. By George Brehm ... 205

Scribner’s Magazine Poster. By Louis Fancher ... 207

Exhibition of Advertising Art. By Walter Fawcett ... 208

A Corner of the Studio. By Adolph Treidler ... 213

Exhibition Poster. By Adolph Treidler ... 215

Alice. By Adolph Treidler ... 217

The Pierce Arrow. By Adolph Treidler ... 219

Ali Ebn Becar. By Adolph Treidler ... 221

The Pierce Arrow. By Gil Spear ... 223

Cigarette Fanchez. By M. C. Perley ... 225

Vanderbilt Cup Race. Anonymous ... 227

Edward Penfield, His Book. By Edward Penfield ... 230

Harper’s Magazine Posters. By Edward Penfield ... 233, 237, 241, 245, 247, 249, 251, 253, 255, 257, 259

Cover Design of “Holland Sketches.” By Edward Penfield ... 261

Holland Sketches. By Edward Penfield ... 263, 265

Silhouettes. By Edward Penfield ... 267

A Spanish Impression. By Edward Penfield ... 269

A Stenciled Calendar. By Edward Penfield ... 271

Bessie McCoy. By Clarence Tilt ... 277

Follies of 1910. By Hy Mayer ... 281

The Soul Kiss. By Hy Mayer ... 283

Bright Eyes. By Edgar Kellar ... 287

The Pink Lady. By Hamilton King ... 289

Monte Carlo Girl. By Hamilton King ... 291

Maude Adams. By Blendon Campbell ... 295

Ethel Barrymore. From a Photograph ... 297

Mabel Taliaferro. By Ernest Haskell ... 299

Miniature Minstrel Mimics. By F. G. Cooper ... 301

Spirit Land. By F. G. Cooper ... 303

Theatrical Posters. By F. G. Cooper ... 305

Valeska Suratt. By Jean Paléologue ... 307

Collier’s Weekly Covers. By Edward Penfield ... 313, 315, 319, 321, 323

Saturday Evening Post Cover. By Edward Penfield ... 317

Metropolitan Magazine Covers. By Edward Penfield ... 325, 327

Saturday Evening Post Cover. By J. J. Gould and G. Moore ... 331

Saturday Evening Post Covers. By “Peter Fountain” ... 333

Collier’s Weekly Covers. By Guernesy Moore ... 335, 337

Saturday Evening Post Covers. By Guernesy Moore ... 339

McClure’s Magazine Cover. By F. X. Leyendecker ... 343

Magazine Covers. By J. C. Leyendecker ... 345

Collier’s Weekly Cover. By J. C. Leyendecker ... 347

Judge—Bohemian Number. By J. C. Leyendecker ... 349

Collier’s Weekly Covers. By Maxfield Parrish ... 353, 355, 357

Collier’s Weekly Cover. By Robert J. Wildhack ... 361

Collier’s Weekly Cover. By Adolph Treidler ... 363

Dramatic Mirror. By John Cecil Clay ... 365

The Great Arrow. By Edward Penfield ... 371

Eugenie Buffet. By Lucien Métivet ... 375

Dans La Rue. By Thèophile-Alexandre Steinlen ... 377

 

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