Currently at a modest 50 items, Advertising – Paper & Printing deserves to be cultivated more (and the depths of my hermit-packed, cave like office could certainly provide the materials). Illustration Westvaco (1927-1954), which has been around far longer than this infantile subject, are essentially printing advertisements in booklet form. These are single-page ads culled from publications such as Communication Arts, Fortune Magazine, and Graphis, ranging from the late 1940’s to the early 1980’s.
We have a number of chivalrous Champion Paper ads, some of which are variations on the below but with a different background saturation color.
The Automation of the Gaze:
If it is an ad placed in a late 1940’s or early 1950’s Fortune Magazine, there is a one in three chance that a hand will feature prominently.
Consolidated boasts about landing the coveted American Airlines Account.
Seymour Chwast illustrated this, equal parts regal and far-out, irrational fear of mushrooms.
Tucked away in the 130+ years of the Picture Collection’s Illustration categories is a sub-category with its feet in four decades. Illustration – Westvaco (1927-1954) contains 40 issues of The West Virginia Pulp and Paper Company’s publication Inspiration for Printers. Unlike the majority of content in the Picture Collection, this category contains whole magazines (as opposed to mounted individual sheets culled from magazines, books, pamphlet, etc.). It featured reprints of advertisements as well as original art and design and was itself an advertisement aimed mostly at designers and advertising agencies. The idea was to showcase paper types and printing processes to encourage the sale of paper and services. They are gorgeous and their continued vibrancy is a testament to the superior quality.
From the inside cover of n. 105 (1937):