1. Chromolithography and the Advertisement of the Brand

2. Where we left off…

3. Printing was unchanged for 300 years! Broadsides were one of the first form of Advertising.

4. 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.

5. 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.

6. 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.

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

8. 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.

9. 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.

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

13. Chromolithography and Branding Because chromolithogra phy produced such bright and colorful images, they were ideal for the use in advertising labels.

14. 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

15. 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.

16. A Few Examples…

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