Chromolithography and the Advertisement of the Brand

1. Chromolithography and the Advertisement of the Brand

2. New Technology in Printing • Lithography: Invented in Anois Senefelder in 1798. • The first major advance in printing in 300 years. • Invented when writing a grocery list.

3. How Lithography Works • A negative image is drawn onto a flat stone using a water repelling substance, such as wax, oil, etc. • The stone is then kept wet.

4. How Lithography Works, Part II • Ink is then added to the stone and the ink flows away from the water repellant areas to the wet areas. • The stone is then pressed onto paper and the ink is transferred.

5. Chromolithography • Use of multiple plates, one for each color of a work, brings about the first color printing

6. Unsafe Products • With the coming of the Industrial Revolution, there were lots of “products” on the market. • Many products were frauds, scams or outright dangerous.

7. The Birth of Branding • In order to separate themselves from “snake oil” salesman, large and reputable companies began using a brand name that would be recognizable by customers.

8. Sex in Advertising • Even from earliest times, advertising has tended to include pictures of attractive women to draw the customer.

11. Chromolithography and Branding • Because chromolithography produced such bright and colorful images, they were ideal for the use in advertising labels.

12. The Fruit and Vegetable Crate Label • Branding was most prominently and artistically seen in the creation of fruit and vegetable labels, which were created using chromolithography through the 1940s

13. Characteristics of the Chromolithographic Fruit Label • Prominent and colorful graphic. • Brand name relating to the graphics. • Layered 3-D effects. • Bright, colorful and fancy lettering, esp. the Brand Name. • Bright and colorful border to the label.

14. A Few Examples…

34. Your Assignment: Develop your own “Advertising Label”