MODERN PUBLICITY 1935 – 1936
Commercial Art Annual
Frank Mercer and W. Gaunt [Editors]
London and New York: The Studio Ltd. and The Studio Publications, Inc., 1936. Original edition. Slim quarto. Red cloth decorated in white. 128 [xii] pp. 8 color plates, otherwise fully illustrated in two-color and black and white. Former owners signature to front pastedown, otherwise interior unmarked and clean. Out-of-print. Red cloth uniformly rubbed. A very good copy.
8.375 x 11.5-inch hardcover book with 140 pages and 12 color plates, otherwise fully illustrated in black and white. Modern Publicity still contains traces of more traditional early-twentieth century design. However, the Modern Art Deco influence prevails not only in the book’s overall style and content, but in its vintage trade advertisements. Beautiful.
Contents
- An Advertising A B C: F. A. Mercer
- Pictorial Advertising: Ashley Havinden
- Typography and Layout: W. Gaunt
- Copy Catechism: W. D. H. McCullough
- Photography: Harold Haliday Costain
- Package Design: Norbert J. Dutton
- New Media: J. W. Hobson
- Posters
- Press Advertisements
- Direct Mail
- Packaging
- Two-Colour Illustrations [16]
- Four-Colour Illustrations [8]
Includes work by Ashley Havinden, Misha Black, A. M. Cassandre, Paul Colin, Henry Dreyfuss, E. McKnight Kauffer, Imre Reiner, Hans Schleger (Zero), Raymond Savignac, Edward Steichen, Maximilien Vox, Nathan Zhukov, and many others.