"Outdoor Advertising" by Wilmot Lippincott - 1923
While researching an article I’m doing for an upcoming subject on 1920s posters, I pulled several books off my shelf to leaf through hoping to find some supplemental material. One of the volumes I grabbed was “Outdoor Advertising” by Wilmot Lippincott published by the McGraw-Hill Company in 1923. A relatively unassuming looking book from the outside – 8 ¾” X 5 ¾”, 340 pp, no dust jacket, simple binding, almost textbook (which I suppose it was) in appearance. I remember picking it up at a sidewalk book sale years ago, and I also remember how books like these could be had for a song, 20 or 30 years ago. Even Barnes & Noble would sell them for a couple bucks in their basement used-book section. I’d forgotten how tasty this modest little tome was! It traces the history and application of outdoor advertising. Posters, billboards, and all the various techniques used in the 1920’s are explained and analyzed.
But what I found captivating was the 30 page color section provided in the middle. All the plates are printed on glossy stock and although they all use photographs as source material, they’ve been so heavily retouched and modified to present their case that they’re closer to paintings than documentary snapshots. Some of them feel oddly Edward Hopper-ish.
After perusing this particular tome I decided to reacquaint myself with some of the other similar books in the studio’s library. I pulled a handful of other titles that were equally luscious in their production value and just as bland in their outward appearance. I’ve included some images from them below as well. . . Enjoy!
From "Advertising Production Methods" by Albert W. Dippy 1929. The top left image is an actual silk screened print bound into the book.
From "The Advertising Handbook" by S. Roland Hall 1930
From "Light And Color In Advertising And Merchandising" by M. Luckiesh 1923. The second image from the top utilizes actual fabric swatches glued to the page.
From "Time and Motion Study" by Stewart M. Lowry, Harold B. Maynard and G.J. Stegemerten 1940.
From "Illustration In Advertising" by W. Livingston Larned 1925.
Thank you to Corrie Lebens for help preparing this article!
Resources Recommended by Imprint
- Available now: Print Magazine's Guest Art Director Digital Collection
- Register now for expert help on running an in-house design studio
- Get an inside look at logo design from Chermayeff & Geismar
- Design TV: Improve your design skills with help from experts in the design industry.
{ 7 comments… read them below or add one }
Wow, very interesting! Thanks for sharing!
I j'adore Plate No. 7. Really great article ... THX!!
Brilliant! I love this era and quality publication, design as art! Would love to know how to get hold of a copy.
Fabulous illustrations.
J.J., This stuff is very tasty. Those billboards show a lost, innocent America (streetcars, oh yeah). Never imagined advertising could look so beautiful (no offense): the subtle use of brighter palette on the page helps it bounce out of the backbround. Illustrators' pictures of public illustrations, now republished online. Is this some kind of meta process?
The Time-Motion images also thrill me in their absolutely sincere studied concentration, esp. that lady in her shapeless industrial uniform loading books into the box (two-handed to increase productivity!).
Thanks ever so.
Fun article J.J. It's nice to know that our work is rooted in timeless best practices and simple physics.
I love all the pics you posted here. I'm gonna try to "steal" a few to put on my office walls. "Those were the days,my friend. We thought they'd never end..."
Ode to a simpler time.