The Golden Age of Advertising: A Journey Through Iconic 1930s Ads
In the midst of the Great Depression and the rise of the Nazis, the 1930s emerged as a decade of innovation, resilience, and a surge in creativity. This period witnessed a golden age of advertising, a time when brands dared to be different and creativity bloomed in the face of adversity.
1. Guinness: A Legacy of Expressive Ads
Guinness’ collaboration with artist John Gilroy resulted in a series of expressive ads that captured the public’s imagination. These ads, characterized by their humor, ingenuity, and enduring impact, revolutionized advertising art. One iconic ad featured a toucan perched on a bottle of Guinness, with the caption “Guinness is Good For You.” The ad’s simplicity and clever use of imagery made it an instant classic.
2. Bovril: Iconic Imagery and Timeless Appeal
Bovril’s advertising campaigns showcased a distinct art style that epitomized the 1930s. Featuring bold colors, wholesome imagery, and memorable slogans, these ads cemented Bovril’s position as a British household name. One particularly striking ad depicted a group of hikers enjoying a steaming cup of Bovril in the midst of a snowy landscape. The ad’s tagline, “Bovril keeps you going,” perfectly encapsulated the brand’s message of strength and vitality.
3. Coca-Cola: Shaping the Image of Santa Claus
Coca-Cola played a significant role in shaping the image of Santa Claus as we know him today. Haddon Sundblom’s paintings, commissioned by Coca-Cola, depicted Santa as a warm, jolly character with rosy cheeks, a white beard, and twinkling eyes. This portrayal became an enduring symbol of the holiday season. Sundblom’s Santa Claus ads were so popular that they are still used by Coca-Cola today.
4. Agfacolor Neu: A Revolution in Photography
The introduction of Agfacolor Neu, a multi-layer color reversal film, revolutionized photography. This innovative product required an equally captivating advertisement, and Agfa delivered with a visually striking ad highlighting the film’s vibrant colors and ease of use. The ad featured a series of stunning photographs taken with Agfacolor Neu, showcasing the film’s ability to capture life’s most precious moments in stunning detail.
5. Dubonnet: A Sequence of Pure Delight
Dubonnet’s ad, created by renowned artist A.M. Cassandre, showcased a three-step sequence depicting the pleasure of interacting with the drink. This elegant and clever ad effectively conveyed the brand’s emotional message. The ad featured a series of images showing a hand reaching for a glass of Dubonnet, pouring it into a glass, and then enjoying a sip. The ad’s simple yet effective design made it an instant classic.
6. Taxol: Communicating Precise Information with Bold Design
Pharmaceutical advertising, often overlooked in discussions of great ads, can also serve as a source of inspiration. This ad for Taxol, a constipation medication, exemplifies how bold graphic styles can communicate precise information in an engaging manner. The ad featured a series of simple yet striking illustrations depicting the drug’s mechanism of action. The ad’s clear and concise design made it easy for consumers to understand how Taxol worked.
7. Cadillac: A Symphony of Luxury and Elegance
Cadillac’s 1930s ads exuded luxury and elegance. The simple yet iconic illustrations of the cars, combined with the Art Deco style, provided a glimpse into the lifestyle of Cadillac owners. One particularly memorable ad featured a sleek Cadillac driving down a winding road, with the tagline “The Standard of the World.” The ad’s sophisticated design and evocative imagery perfectly captured the essence of the Cadillac brand.
8. Doxa: A Bold and Heroic Composition
Doxa’s ad, featuring a watch seamlessly integrated into a sail, is a testament to the power of composition and bold use of color. The angle and composition of the watch evoke a sense of heroism and strength. The ad’s tagline, “The Watch That Wins,” perfectly encapsulates the brand’s message of precision and reliability. The ad’s striking design made it an instant classic.
9. Ford: Minimalism and Modern Art in Advertising
Ford’s ad, designed by A.M. Cassandre, challenged advertising conventions by embracing European minimalism. The striking all-seeing eye, bold typography, and delicate alignment of elements elevated the ad to the realm of modern art. The ad’s simple yet powerful design made it an instant classic. The ad’s tagline, “The Universal Car,” perfectly encapsulated the brand’s message of affordability and accessibility.
10. London Underground: A Timeless Legacy of Design
The London Underground’s iconic roundel and map are symbols of London’s rich history. Alan Rogers’ beautiful advertising posters for the Underground seamlessly incorporated the roundel into bold, modernist designs, turning OOH posters into pieces of art. One particularly striking poster featured a series of concentric circles in bright colors, with the tagline “London Transport.” The poster’s simple yet effective design made it an instant classic.
11. Kodak: Capturing Moments and Creating Memories
Kodak’s advertising played a crucial role in making photography accessible to the general public. Their memorable slogans and creative strategies, such as giving away cameras to children on their 50th anniversary, embedded the brand into the hearts and minds of generations. One particularly memorable ad featured a young boy holding a Kodak camera, with the tagline “You press the button, we do the rest.” The ad’s simple yet effective message perfectly captured the ease of use and accessibility of Kodak cameras.
The 1930s ads showcased in this article serve as a reminder that even in times of adversity, creativity can flourish. These ads transcended their time, becoming timeless works of art that continue to inspire designers today.