Drawing Power: A Compendium of Cartoon Advertising, 1870s–1940s
Fantagraphics
Editors: Rick Marschall and Warren Bernard
Oct 17, 2011 Web Exclusive
Comics are typically something with which we delve into a realm of fantasy or other fiction, but the appeal of Drawing Power: A Compendium of Cartoon Advertising, 1870s–1940s is that the archive of comics were all used in the very real realm of hawking products.
Comics as an advertising tool have a storied history, which is laid out in a very good piece in the front of the book by Rick Marschall. It gives a great context with which to enjoy the rest of the book—the quaint, quirky, clever, whacky, and even some lackluster advert efforts by the “Mad Men” or yore. The essay actually does a fine job of explaining the origins of the popular AMC show’s title; “Mad” being derived from Madison Ave, where most of that industry was based. Also covered: breakfast cereals and mascot origins; the juxtaposition of funny page fantasy and the stark reality of the comic-art ads that accompanied them; and much more. Although evidently you can blame your post-Grape Nuts mouth cuts on the inference that advertising directly on the comic pages saved that gut- and mouth-busting cereal from extinction (perhaps the only time in my life I’ve RESENTED the power of comix).
These are just assorted tidbits from the engaging essay—15 pages that start the book—but there’s plenty of editorial and essay scattered through the rest of the book, which comprises the ads themselves. We’re shown beautifully rendered (perhaps overproduced by today’s standards) pen and ink ads for insurance, pianos, political concerns; icons such as The Yellow Kid (who graces the book’s cover), Buster Brown, and Amos ‘n’ Andy; adverts done in classic cartoon style by, well, classic cartoonists, and oft times their famed creations (Popeye, Mickey Mouse, you name it). A whole portfolio of delightful tobacco/cigarette ads. Dr. Seuss’ beer ads (and other stuff by Mr. Geisel)! Quite a treasure trove.
Don’t let the 128 pages fool you; this oversized (11” x 14.5”) volume is a really meaty book, even more so if you read the full text of each and every ad. It’s probably best approached when in an academic mindset, the better to be informed with a large sprinkling of entertainment, rather than expect light fare and be disappointed by being forced to, well, think. (www.fantagraphics.com)
Author rating: 7/10
Average reader rating: 6/10
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