advertising posters

The posters in this The posters in this exhibition were chosen to exhibition were chosen to represent the depth and represent the depth and

breadth of that collection. breadth of that collection. They range in date from They range in date from

1849 to 1951, and 1849 to 1951, and represent a wide variety of represent a wide variety of printing formats, graphic printing formats, graphic

styles, manufacturers, styles, manufacturers, implements, and implements, and

marketing approaches.marketing approaches. The McCormick-The McCormick-

International Harvester International Harvester Collection includes about Collection includes about 3,000 advertising posters. 3,000 advertising posters.

Poster artist at work, ca. 1905Poster artist at work, ca. 1905Visual Materials Archive,Visual Materials Archive,

Wisconsin Historical Society,Wisconsin Historical Society,

Letterpress with wood engraving, 1849James J. Langdon (Chicago) for C.H.

McCormick & Co. (Chicago)24.25" x 18.75"

This is the earliest This is the earliest poster discovered in the poster discovered in the

collection so far. collection so far. Posters of the 1840s Posters of the 1840s

and 1850s usually and 1850s usually featured small featured small

illustrations and dense illustrations and dense text. They often text. They often

explained the technical explained the technical features of the products features of the products

they advertised and they advertised and included endorsements included endorsements

from satisfied from satisfied customers.customers.

Letterpress with wood engraving, ca. 1855Printed by Clapp, Matthews & Co.

(Buffalo) for Chautauque Co. (Westfield, NY)22.25" x 16"

Before the introduction Before the introduction of lithography, posters of lithography, posters

tried to capture the tried to capture the viewer’s attention with viewer’s attention with

different sizes and different sizes and styles of type. The styles of type. The

engraved illustrations engraved illustrations on this poster add on this poster add

information and graphic information and graphic interest, but they are interest, but they are

confined by the overall confined by the overall typographical layout typographical layout

and are difficult to see and are difficult to see from a distance. from a distance.

Occasionally advertisers Occasionally advertisers printed a headline in printed a headline in red, but most posters red, but most posters from this era are black from this era are black

and white.and white.

Color lithograph, ca. 1870Printed by Edward Mandel (Chicago)for C.H. McCormick & Bro. (Chicago)

23.75" x 36"

Nineteenth-century poster artists adopted Nineteenth-century poster artists adopted features of popular contemporary prints features of popular contemporary prints

celebrating American rural life. Both prints and celebrating American rural life. Both prints and advertisements featured sentimental, nostalgic advertisements featured sentimental, nostalgic

scenes of pleasant homesteads, lush landscapes, scenes of pleasant homesteads, lush landscapes, and happy families. and happy families.

The popular The popular prints rarely prints rarely showed the showed the

actual work of actual work of farming, and farming, and

when they did, when they did, old-fashioned old-fashioned

hand tools hand tools prevailed. In prevailed. In

the the advertising advertising

posters, posters, however, however,

machines took machines took center stage.center stage.

Color lithograph, 1876Printed by Charles Shober & Co.

(Chicago)for Gammon & Deering (Chicago)

14" x 17.75"

The theme of progress occurs over and over in The theme of progress occurs over and over in nineteenth-century advertising, but it is rarely nineteenth-century advertising, but it is rarely stated as directly as in this small poster. Inset stated as directly as in this small poster. Inset

views of obsolete harvesting technologies helped views of obsolete harvesting technologies helped portray the Marsh Harvester as the pinnacle of portray the Marsh Harvester as the pinnacle of mechanical genius and the foundation of rural mechanical genius and the foundation of rural

prosperity. prosperity. The Marsh The Marsh Harvester Harvester

itself would be itself would be superseded superseded

within a within a decade by the decade by the twine binder.twine binder.

The introduction The introduction of color of color

lithography into lithography into the United States the United States in 1840 began a in 1840 began a

revolution in revolution in graphic design. graphic design.

Before Before lithography, color lithography, color illustrations were illustrations were

expensive and expensive and uncommon uncommon

because they had because they had to be produced to be produced

by hand one at a by hand one at a time. time.

Lithography allowed production of multiple Lithography allowed production of multiple copies of complex, multi-colored images. By copies of complex, multi-colored images. By

the 1880s, inexpensive color prints had the 1880s, inexpensive color prints had flooded American homes, businesses and flooded American homes, businesses and

public spaces and changed the visual public spaces and changed the visual expectations forever.expectations forever.

Color lithograph, ca. 1876Printed by Clay and Co. (Buffalo and Chicago)

for C.H. & L.J. McCormick (Chicago)

22.25" x 28"

Some Some nineteenth-nineteenth-

century century poster poster artists artists

borrowed borrowed ideas from ideas from

genre genre paintings, paintings,

which which depicted depicted

folksy folksy scenes from scenes from

everyday everyday life.life.

Here, the theme of progress is Here, the theme of progress is illustrated by a group of old-timers illustrated by a group of old-timers

reminiscing about days gone by.reminiscing about days gone by.

Color lithograph, ca. 1883Unknown printer for William Deering & Co. (Chicago)

21.5" x 27.5"

To find the best To find the best arrangement of arrangement of

mechanical mechanical components, components,

inventors inventors experimented experimented

with many with many different different

implement implement designs, most of designs, most of

which were which were unsuccessful. In unsuccessful. In most nineteenth-most nineteenth-century mowers, century mowers,

the driver sat the driver sat directly behind a directly behind a team of horses team of horses and the cutter and the cutter

bar extended to bar extended to the driver's right.the driver's right.

In this design, In this design, however, the horses however, the horses

are separated and the are separated and the cutter bar is mounted cutter bar is mounted

between them.between them.

Color lithograph, ca. 1885Printed by Mayer, Merkel & Ottmann Lith.

(New York) for Eureka Mower Co. (Towanda, PA)

22.25" x 28.5"

Popular Popular mythology of mythology of

the nineteenth the nineteenth century held century held

that European that European settlers were settlers were destined to destined to conquer and conquer and inhabit North inhabit North America from America from sea to sea. sea to sea.

The theme appeared in many graphic The theme appeared in many graphic variations, including this poster based on variations, including this poster based on

Emanuel Leutze’s fresco in the United Emanuel Leutze’s fresco in the United States Capitol, “Westward the Course of States Capitol, “Westward the Course of

Empire Takes Its Way.”Empire Takes Its Way.”

Color lithograph, ca. 1886Color lithograph, ca. 1886Printed by Shober & Carqueville Printed by Shober & Carqueville

Lithog. Co. (Chicago)Lithog. Co. (Chicago)for McCormick Harvesting Machine for McCormick Harvesting Machine

Co. (Chicago)Co. (Chicago)27.5" x 39.75" 27.5" x 39.75"

IIllustrations of the llustrations of the American West were American West were enormously popular enormously popular

throughout the throughout the nineteenth century. As nineteenth century. As

western settlement western settlement closed the frontier, the closed the frontier, the interest in Western life interest in Western life became more intense became more intense

and nostalgic. The and nostalgic. The cowboy assumed an cowboy assumed an

almost mythic place in almost mythic place in American culture, American culture,

encouraged by the work encouraged by the work of artists such as of artists such as

Frederic Remington and Frederic Remington and Charles Russell. Charles Russell.

Because it evokes Because it evokes toughness, toughness,

independence, and independence, and masculinity, the cowboy masculinity, the cowboy image is still a powerful image is still a powerful

advertising icon.advertising icon.

Color lithograph, 1913Color lithograph, 1913Printed by Hayes Lithographing Co.Printed by Hayes Lithographing Co.

(Buffalo) for International Harvester(Buffalo) for International Harvester

Co. (Chicago) 29" x 19.75" Co. (Chicago) 29" x 19.75"

One of Cyrus One of Cyrus McCormick’s earliest McCormick’s earliest

triumphs was winning a triumphs was winning a Council Medal, the Council Medal, the

highest honor offered highest honor offered at the 1851 Crystal at the 1851 Crystal Palace Exhibition in Palace Exhibition in

London. The McCormick London. The McCormick Company quickly Company quickly

licensed its patents to licensed its patents to English manufacturers English manufacturers and eventually created and eventually created

subsidiaries and subsidiaries and operated factories operated factories

throughout the world. throughout the world. By 1910, International By 1910, International

Harvester had Harvester had expanded the business expanded the business

from Budapest to from Budapest to Buenos Aires.Buenos Aires.

Color lithograph, 1913Color lithograph, 1913Printed by Hayes Lithographing Co.Printed by Hayes Lithographing Co.(Buffalo) for International Harvester(Buffalo) for International Harvester

Co. (Chicago)Co. (Chicago)29.5" x 20" 29.5" x 20"

D.M. Osborne & Co. of D.M. Osborne & Co. of Auburn, N.Y. was a Auburn, N.Y. was a

prominent prominent manufacturer of twine manufacturer of twine binders and a major binders and a major

competitor of the competitor of the McCormick Harvesting McCormick Harvesting Machine Co. Although Machine Co. Although it was not part of the it was not part of the

1902 merger that 1902 merger that created International created International

Harvester Co., Harvester Co., International International

purchased Osborne purchased Osborne the following year. The the following year. The company continued to company continued to market the Osborne market the Osborne

line until 1918, when it line until 1918, when it agreed to sell the agreed to sell the

Osborne and several Osborne and several other lines to settle an other lines to settle an

anti-trust lawsuit.anti-trust lawsuit.

Color lithograph, 1913Printed by Hayes Lithographing Co.(Buffalo) for International Harvester

Co. (Chicago) 29" x 20"

Farm equipment Farm equipment posters rarely posters rarely

broke new broke new stylistic ground, stylistic ground, but advertisers but advertisers sometimes used sometimes used popular design popular design trends to draw trends to draw attention. The attention. The fanciful curves fanciful curves

and sinuous lines and sinuous lines of this poster of this poster evoke the Art evoke the Art

Nouveau style.Nouveau style.

Color lithograph, 1914Printed by Hayes Lithographing Co.(Buffalo) for International Harvester

Co. (ChicagoChicago) 29.5" x 19.75"

Since ancient Since ancient times, times,

Western Western cultures have cultures have

depicted depicted material material

abundance as abundance as a mythic, a mythic,

female figure female figure often carrying often carrying

sheaves of sheaves of wheat. wheat.

Goddesses of Goddesses of plenty plenty

appeared on appeared on many many

implement implement and farm and farm supply supply

catalogs in catalogs in the late the late

nineteenth nineteenth century.century.

The The tradition tradition

continued continued into the into the

twentieth twentieth century, century, but by but by

then the then the factory had factory had

become become the new the new

symbol of symbol of abundanceabundance

..


Co. (Chicago)Co. (Chicago)29.25" x 19.75"29.25" x 19.75"

Using children and Using children and animals to help sell animals to help sell

goods is a time-goods is a time-honored advertising honored advertising

tradition. Advertisers tradition. Advertisers sometimes worked sometimes worked

products into products into childhood scenes in childhood scenes in

fanciful ways; in fanciful ways; in other instances there other instances there was little connection was little connection

between between merchandise and merchandise and

scene. Illustrations of scene. Illustrations of pets or children pets or children

presumably made presumably made buyers feel buyers feel

affectionate toward affectionate toward the advertisers’ the advertisers’

products.products.


Co. (Chicago) 28.75" x 20" Co. (Chicago) 28.75" x 20"

The introduction of The introduction of gasoline-powered traction gasoline-powered traction engines in the early 1900s engines in the early 1900s

marked a revolution in marked a revolution in American farming. Tractors American farming. Tractors provided a cheaper, more provided a cheaper, more

versatile and reliable versatile and reliable source of power than the source of power than the

huge, self-propelled steam huge, self-propelled steam engines introduced to engines introduced to American farms in the American farms in the

1870s. This poster captures 1870s. This poster captures a moment in tractor a moment in tractor

evolution just before the evolution just before the industry settled into the industry settled into the

basic design familiar today, basic design familiar today, and sales exploded. In and sales exploded. In

1915, 25,000 tractors were 1915, 25,000 tractors were in use on American farms in use on American farms and by 1920 the number and by 1920 the number

had mushroomed to had mushroomed to 246,000.246,000.

Photolithograph, 1915Photolithograph, 1915Unknown printer for Illinois TractorUnknown printer for Illinois Tractor

Demonstration (Chicago)Demonstration (Chicago)30" x 18"30" x 18"

Before implement Before implement makers could expect makers could expect

farmers to buy farmers to buy complicated and complicated and expensive new expensive new

machinery, they had to machinery, they had to teach them to operate teach them to operate

and maintain it properly. and maintain it properly. This was just as true This was just as true when International when International

Harvester introduced its Harvester introduced its tractors in 1906 as it tractors in 1906 as it had been when Cyrus had been when Cyrus

McCormick began selling McCormick began selling reapers in the 1840s. To reapers in the 1840s. To make farmers confident make farmers confident

enough to buy, the enough to buy, the company sponsored free company sponsored free

“tractor schools” “tractor schools” throughout rural throughout rural

America.America.

Photolithograph, 1919Photolithograph, 1919Printed by Harvester Press (Chicago)Printed by Harvester Press (Chicago)for International Harvester Companyfor International Harvester Company

of America (Chicago)of America (Chicago)25" x 19"25" x 19"

International Harvester Company artists spared International Harvester Company artists spared no effort even on the most mundane pieces of no effort even on the most mundane pieces of

equipment. The detailed rendering and equipment. The detailed rendering and harmonious composition of this poster are harmonious composition of this poster are impressive, and the muted monochromatic impressive, and the muted monochromatic

background makes the manure spreader almost background makes the manure spreader almost leap off the page.leap off the page.

Like many Like many examples of examples of

1920s 1920s commercial commercial lithography, lithography, the design is the design is

attractive, yet attractive, yet subordinate subordinate

to the product to the product being sold.being sold.

Color lithograph, 1920Color lithograph, 1920

Printed by Magill-Weinsheimer Co. (Chicago)

Printed by Magill-Weinsheimer Co. (Chicago)

for International Harvester Co. of America

for International Harvester Co. of America

(Chicago) 24" x 36.25" (Chicago) 24" x 36.25"

Photolithograph, 1924Photolithograph, 1924Printed by Herman Lithographing Co.Printed by Herman Lithographing Co.(Chicago) for International Harvester(Chicago) for International Harvester

Co. (Chicago) 31" x 21" Co. (Chicago) 31" x 21"

The Arabic text The Arabic text on this poster on this poster

makes it makes it particularly particularly striking and striking and

exotic to Western exotic to Western eyes. A closer eyes. A closer look, however, look, however,

reveals reveals traditional traditional

American farm American farm scenes, including scenes, including

clapboard clapboard buildings that buildings that

must have looked must have looked equally exotic to equally exotic to

Arab viewers.Arab viewers.

In 1931 International In 1931 International Harvester produced Harvester produced many publications, many publications, films, events, and films, events, and advertisements to advertisements to commemorate the commemorate the centennial of Cyrus centennial of Cyrus McCormick’s first McCormick’s first

reaper. While much of reaper. While much of this effort was self-this effort was self-

conscious myth making, conscious myth making, the impulse to draw on the impulse to draw on historical sources for historical sources for

imagery was well-imagery was well-established. This poster established. This poster recalls the pioneers in recalls the pioneers in

covered wagons of covered wagons of McCormick's earlier McCormick's earlier

"Westward the Course "Westward the Course of Empire" poster.of Empire" poster.

Photolithograph, 1931Photolithograph, 1931Printed by Magill-Weinsheimer Co.Printed by Magill-Weinsheimer Co.

(Chicago) for International Harvester(Chicago) for International HarvesterCo. (Chicago) 38" x 28" Co. (Chicago) 38" x 28"

Introduced in 1924, the Introduced in 1924, the multipurpose Farmall multipurpose Farmall

tractor was designed not tractor was designed not only for drawbar, power only for drawbar, power

take off, and pulley work, take off, and pulley work, but also for cultivation of but also for cultivation of

row crops. The Farmall row crops. The Farmall became one of the most became one of the most popular tractors ever; popular tractors ever;

within six years within six years International Harvester International Harvester

had sold 100,000 of them. had sold 100,000 of them. The company redesigned The company redesigned and expanded the Farmall and expanded the Farmall line in the early 1930s to line in the early 1930s to include three different include three different

models, of which the F-12 models, of which the F-12 was the smallest and was the smallest and

cheapest. With so many cheapest. With so many Farmalls on public roads, Farmalls on public roads, International Harvester International Harvester

switched from gray to red switched from gray to red paint as a safety feature in paint as a safety feature in

1936.1936.

Photolithograph, 1937Photolithograph, 1937Unknown printer (United States) forUnknown printer (United States) for

International Harvester Co. (Chicago) 38" x International Harvester Co. (Chicago) 38" x 28" 28"


International Harvester Co. (Chicago)International Harvester Co. (Chicago)38" x 28"38" x 28"

In a series of In a series of posters from the posters from the

late 1930s, late 1930s, International International

Harvester used Harvester used images of images of

engineering engineering marvels to enhance marvels to enhance

the reputation of the reputation of its industrial its industrial

equipment. This equipment. This poster shows the poster shows the

Trylon and Trylon and Perisphere, the Perisphere, the

signature buildings signature buildings of the 1939 New of the 1939 New

York World’s Fair. York World’s Fair. Together, they Together, they

became popular became popular symbols of symbols of

modernism and modernism and progress.progress.

In an effort to diversify In an effort to diversify its product line, its product line,

International International Harvester began Harvester began

selling freezers and selling freezers and refrigerators in 1947, refrigerators in 1947,

and its advertising and its advertising reflected the change. reflected the change.

The company invented The company invented the term “femineered” the term “femineered”

to indicate its to indicate its responsiveness to the responsiveness to the

needs of female needs of female consumers. This poster consumers. This poster

shows women as shows women as happy customers happy customers

rather than as eye rather than as eye candy for male buyers.candy for male buyers.


International Harvester Co. (Chicago) 38" x International Harvester Co. (Chicago) 38" x 28" 28"

advertising posters

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