Advertiques Foster Nostalgia

 

QUESTION: A few years ago, I visited one of those local historical museums which had a country store exhibit. I found the many containers with advertisements printed on them very interesting. I didn’t realize that advertising was so much in use in the 19th century. Since then, I’ve purchased a number of items sporting advertisements for the companies that made them. I’d really like to know the origin of advertising and the range of objects I have to chose from for my collection. 

ANSWER: “Advertiques,” or objects with some sort of advertising, are popular with collectors. It’s not unusual for collectors to pay big bucks for some of the larger and rarer items. And the variety of objects available is great, enabling collectors of every financial level to assemble a fine collection.

Manufacturers in the 19th century couldn’t resist employing useful items to promote their products, for at the time, promoting products was the key, unlike today where promoting the benefits to consumer is more the style. String holders, ashtrays, fans—all served as a promotional medium.

Advertising wasn’t limited to just trade cards, posters, and signs, originally used to advertise a business. Objects, like coffee mills, flour and coffee bins, and gum and candy machines, on the other hand, promoted a product. All were necessary to the functioning grocery or dry goods store of the late-19th and early 20th centuries. 

One reason collectors like these “advertiques” is that advertising is a vital part of doing business today. With other types of antiques, both the object and its function are now obsolete. But the advertising techniques used by business have changed very little since the late 19th century. Posters, free samples, and mass advertising are still in as much use today as they were over 125 years ago. 

One of the most widely collected form of promotion was the advertising poster. These first appeared in the late 18th century as black-and-white woodcuts. But the introduction of lithography in the 1850s led to a proliferation of brightly colored tin and paper posters.

While most people probably couldn’t recall any 19th-century advertising poster, there’s one that older people still remember from their childhood—the circus poster. Color lithography helped to spread the news of upcoming shows across the country.

Trade cards were miniature versions of advertising posters. Business owners paid small boys a few pennies to hand these out to passersby. These cards urged to recipient to a product, such as a cologne, or a patent medicine, or directed him or her to a specific store that sold the product.

Every grocery store had a least one coffee mill in which to ground roasted beans. Some of these cast-iron behemoths stood as tall as four feet, were handpainted in bright colors, and often bore the name of a particular brand of coffee. Today, the Coca Cola, vending machine, with the name “Coca Cola” emblazoned on its facade, does much the same sort of promotion.

And many store owners didn’t forget about their customer’s children. An array of gum, nut, and candy machines, with brand names such as Baby Grand and Delicious, gave the little ones something to do with their pennies. 

Wholesalers provided store owners with bins to hold flour, tea, and coffee—all featuring the brand name of a the product. One of the most popular with collectors were the sturdy oak cabinets that displayed Diamond Dyes and Coats Spool Thread. Coffee and tin bins, usually made of tin, featured colorful lithographed decoration, featuring everything from exotic locales to American warships. There were other dispensers, also. Wooden boxes with colorful lithographed labels held biscuits.

All of these objects bore an advertiser’s message. The blackboard that displayed the daily prices for eggs and butter came from a wholesaler, as did the string dispenser used to wrap meats at the meat counter. There were also match safes, calendars, and even thermometers—all with bearing an advertiser’s name. 

Some items had practical uses, such as serving and tip trays. Most brewers had metal trays made to serve beverages in taverns and soda fountains. Collectors today seek them out for their colorful graphics and sentimental renditions of popular scenes. 

To promote hair and beauty care products, manufacturers gave away tiny tin-and-glass mirrors, each bearing an advertiser’s message. They often featured the likenesses of famous stage actors and later movie stars. 

While not as common as tin or paper promotional items, pottery advertising memorabilia, such as stoneware jugs were also popular. Jugs bearing the name of a distiller or brewery or a soda like Hires Root Beer are favorites with collectors. Cereal bowls promoting Cream of Wheat feature images of the famous 20th-Century Limited train while sets of dishes promoted Buster Brown Shoes. 

No area of collecting is so passionate about condition as that of advertiques. Collectors shy away from rusted tine containers and water-stained paper goods. These collectibles need to be in pristine shape to be worth anything at all

To read more articles on antiques, please visit the Antiques Articles section of my Web site.  And to stay up to the minute on antiques and collectibles, please join the over 30,000 readers by following my free online magazine, #TheAntiquesAlmanac. Learn more about "folk art" in the 2023 Winter Edition, online now. And to read daily posts about unique objects from the past and their histories, like the #Antiques and More Collection on Facebook.

When It Comes to Coca Cola Collectibles—Buyer Beware

 

QUESTION: Several years ago, I began collecting advertising items made for Coca Cola. I have several calendars, stuffed animals, and matchbooks. They seem to be everywhere, so it wasn’t hard to begin collecting them. Recently, I purchased a serving  tray, supposedly dating from the 1930s, with a woman in a yellow swimsuit holding a bottle of Coca Cola at a local antique show which features mostly lower to middle priced late antiques and collectibles for sale. This was the most expensive Coca Cola piece I had yet purchased, so I was a bit hesitant at first. But the dealer assured me that it was authentic. Considering its age, I was surprised how bright and crisp the colors were, but I just assumed it had been used very little. How can I tell if the tray is authentic?

ANSWER: Because Coca Cola has been around for over 130 years, there’s a huge number of collectible items on the market. And with the launching of online auction and sales sites, the number has steadily grown. But this means there’s an even greater chance that some of these items are reproductions or outright fakes. 

John Pemberton, a pharmacist, created Coke syrup in 1886. He convinced a nearby soda fountain in Atlanta to add carbonated water and give it a try. At first the drink was only a modest success, Pemberton and his partner, Frank Robertson, came up with the  name Coca-Cola, scripted in a flowing hand by Robertson. That, plus a series of hand-painted banners encouraged passers-by to "Drink Coca-Cola," was the beginning of a successful marketing campaign that lives on to this day.

Coca-Cola has used its particular shade of red in its merchandising for more than a century, and its distinctive trademark has remained virtually unchanged from the original. 

Coca-Cola collectibles can be found at a variety of prices all over the Internet. EBay alone lists over 200,000 collectibles for sale, ranging from original 6.5-ounce glass bottles for 99 cents each to lifetime assortments well into six figures. Restored and working vending machines can cost $10,000 or more. Early porcelain signs and those with original neon enhancements frequently sell for thousands as well. And because of the huge variety of merchandise, many collectors tend to specialize by era, type or size.

Even though Pemberton and Robertson founded the company in the late 1890s, collecting Coca-Cola advertising items---beautiful models printed on trays, calendars, signs, and even tiny pocket mirrors—didn’t begin to get popular until the early 20th century. Coca-Cola print advertising onto just about anything and gave these items out at state fairs and schools in towns all across the country.

Coke’s advertising department placed many of the large, gorgeous cardboards and metal advertisements with store owners and gas stations as temporary promotional displays intended for seasonal use. Many ended in the trash just like those of today. People used signs to patch holes in roofs, line attic walls, or for target practice.

The overwhelming number of reproductions in this category makes it imperative that collectors learn as much as possible Coca-Cola items. Beginners can learn a lot from price guides and online forums.

Collectors typically like items produced from the late 1800s to the 1960s. But with so many items on the market, it’s only natural that some will be fake. The difference between a reproduction and a fake is that there never was an original item like the fake. At first, the Coca-Cola Company made it easy to make their reproductions look like the originals produced 50 to 100 years before. For example, the reproduction trays from 1974 had only a small written notice on the rim of the trays to say they were recently made. But savvy sellers could easily remove the notice by scraping it off with a pocket knife. 

Reproduction serving trays from the 1930s have a note on the back saying so. The original had sharper lithography with a dark-colored back while the reproduction trays had less-than-sharp lithography and a light colored back.

The location of the trademark notification has also varied throughout the years. Early on, the trademark appeared inside the long trailing C in “Coca.” Starting in the 1940s, The company moved it to a position under the entire word “Coca-Cola.” That happened because the Coca-Cola Company lost a court case. The result was the loss of the trademark control over of “Cola” since the trademark notification was only under “Coca,” not under both parts of the logo.

This change was great for collectors who want to date Coca-Cola items as being before 1940 but can lead to many problems for dating items made after 1940. Naturally many novice collectors don’t know the difference and end up paying way too much for items produced more recently.

It’s a good idea for beginning collectors to do research before making an expensive purchase and to consult more than one source for information.

To read more articles on antiques, please visit the Antiques Articles section of my Web site.  And to stay up to the minute on antiques and collectibles, please join the over 30,000 readers by following my free online magazine, #TheAntiquesAlmanac. Learn more about the "Pottery Through the Ages" in the 2022 Winter Edition, online now. And to read daily posts about unique objects from the past and their histories, like the #Antiques and More Collection on Facebook.

Sorting Through the Often Confusing World of Antiques

 

QUESTION: Every time I go into an antique mall, I become overwhelmed by all the items. Booth after booth of what seems like junk. Yet I know there must be some interesting and perhaps valuable antiques hidden there. How can I make sense of it all?

ANSWER: Perhaps your mind and senses have gone into antiques and collectibles overload. So many items—bits of furniture, pottery, piles of old jewelry, dolls, old Coca-Cola signs, and things that look like the cat dragged them in. So where’s the good stuff? 

It all seems so confusing. And the prices for some items seem ridiculous, especially if you’re a beginning collector. But don’t despair. There’s a method to all that antique madness.

Generally, antiques fall into two categories—those of the real world and those of the  rarefied one that most people can only ooh and aah at. And T,V. programs like The Antiques Roadshow, Pickers, and Pawnstars haven’t helped matters. In fact, all of them have brought the world of antiques to a world-wide audience. No longer are antiques in the realm of the rich—the realm of the “Don’t touch that.”

But antiques and collectibles can be broken down into manageable categories.

When most people think of antiques, they think of furniture. And although furniture makes up a good percentage of antiques out there, smaller items, known as “smalls” in the antiques business—ceramics, glassware, silverware, toys, and commemorative items—all play important roles in the overall history of modern culture.

All in all, there are about 15 major categories and 75 sub-categories. Within these there are other, more specialized areas, such as antique musical instruments and automobiliana, two very specialized categories.

Even though antiques can be categorized generally, dealers and serious collectors use historical periods—Jacobean, Colonial, Victorian, Civil War, Western and Retro—to sort things out. Often, these terms also indicate different styles.

For instance, in the world of furniture, you’ll probably see examples of English, French, and American styles in most antiques shops and malls, as well as at antiques shows or auctions. Most English furniture falls into historical periods such as Jacobean,  pre-Victorian, or Victorian while American furniture tends to fall into different types according to region of manufacture—New York, New England, Pennsylvania, or Southern. 

Porcelain or pottery pieces tend to fall into categories associated with the country in which they were produced—England, Germany, France, United States, China and Japan. The four you’ll see most are English, German, Japanese, and American. You’ll soon become familiar with names such as Royal Doulton, Staffordshire, and Meissen, Blue Willow, Limoge, Belleek and Sevres, especially if you frequent the better antiques shops and shows.

Glassware is the third most popular category. You’ll see all types, including Depression, Venetian, English, and Bohemian glass. Most glassware collectors specialize in a particular produce line–bowls, tumblers, decanters, etc. There’s also a refined category known as art glass in which you’ll find all those pretty vases blown in amberina, peach blow, and ruby.

Silverware is also a very popular antique. Here again, English, German and American silverware predominates. Like glass, product type defines this category. Collectors actively seek teapots, candlesticks, flatware, and bowls. Classification in this category is by make and markings generally stamped on the back of the products. Sterling and Sheffield silver are the two most recognizable types. EP is often seen as a marking and stands for silver Electro Plate. Sheffield silver is a combination of a layer of silver and copper beaten together to give a silver surface with a warm sheen.

Next up comes clocks and watches. This is a very popular general category, particularly among men, who seem to like the mechanical nature of timepieces. English, French and Austrian clocks dominate. In the "Longcase," or pendulum grandfather clocks, the English manufacturers stand out with the value of the clock being as much in the beauty of the cabinetry as in the mechanical workings. A beginner should get familiar with clockmakers names such as Thomas Field, McCabe, and Japy Freres. The same applies to watches. Names like Hamilton, Seiko, and Waltham are popular with collectors.

And finally there are collectibles, which cover everything from blue willow patterned ceramics, which are popular with women, to the war medals popular with men. Just remember what a collectible is. It is an object of limited supply, gathered or accumulated for pleasure or as a hobby. A very trendy category, collectibles nevertheless have basic product lines, such as ceramic plates, perfume bottles, pocket watches, stamps, and even figurines that continue to grow year after year.

These are just some of the main categories of antiques that you can begin to collect. While some tend to be higher priced, you’ll find plenty of small pieces of furniture, ceramics, and glassware to get you started in collecting.

To read more articles on antiques, please visit the Antiques Articles section of my Web site.  And to stay up to the minute on antiques and collectibles, please join the over 30,000 readers by following my free online magazine, #TheAntiquesAlmanac. Learn more about railroad antiques in "All Aboard!" in the 2021 Summer Edition, online now. And to read daily posts about unique objects from the past and their histories, like the #Antiques and More Collection on Facebook.

NEXT WEEK: We’ll take a look at some of the specialty categories of antiques and collectibles. 

Keeping Track of Days

QUESTION: I recently came across an old Coca Cola wall calendar from 1913. It’s in reasonably good shape. Can you tell me anything about how wall calendars got their start?

ANSWER: You may have a prize collectible. Coca Cola memorabilia always sells for good prices if the items are in good condition. In 1913, the Coca Cola Company printed a million of these calendars. Unfortunately, most people threw them away since they had only one picture on them.

During the latter part of the 19th-century, trade cards, the forerunners of business cards, often included a small printed calendar. In 1869, the detachable calendar pad appeared. The pad made it possible to use a calendar picture for more than one year. To most residents of farmhouses, country cottages, and log cabins, these beautifully printed calendars were the only art they knew.

Insurance companies were the biggest producers of early calendars, giving them away to every premium holder. Some of the big insurance firms made use of their company logo for their calendar's artwork, but most chose pictures of dogs, children, or elegant ladies.

Other businesses soon capitalized on the booming demand for wall-art calendars. The Coca-Cola Company, which began distributing calendars in 1891, had printed one million by 1913 and more than two million by 1924. In the 1890s, the Grand Union Tea Company, the Singer Company, and Armour Meat Company had their calendars hanging in shops and markets from coast to coast.

Soon, small business owners began to have their names and addresses printed on stock calendars. Printers of stock calendars offered voluminous catalogs of artwork from which the customer could choose, and the demand for calendar artwork kept many an illustrator from finding another line of business. So many feed mills, lumberyards, grocery stores, and other small businesses distributed calendars in the early 20th century that it is possible to assemble a fairly complete inventory of retailers from that era by listing the sponsors of old calendars.

New techniques in the printing industry called for intricate embossing and die-cutting, and the calendar became a lavish palette of complex colors and textures.

Printers employed many famous illustrators, including Palmer Cox, Edward Penfield, and Louis Rhead, to produce artwork for their calendars. Cox, a noted magazine illustrator of the time, created a community of impish cartoon elves he called the Brownies in 1883. His mischievous little Brownies were a favorite subject for calendars prior to the turn of the century.

The Minnesota-based firm of Brown and Bigelow, the world's biggest manufacturer of calendars, commissioned Maxfield Parrish and later Norman Rockwell. From 1925 through 1975the Boys Scouts of America authorized Brown and Bigelow to reproduce Rockwell illustrations for the official Boy Scout calendar.

By the 1930s, calendar advertising had become less effective than radio and mass circulation magazine ads. But the tradition lived on with calendars from automobile service stations and garages—important new features of family life. However, the calendars they commissioned were often less elaborate. In the 1940s and 1950s, neighborhood drug stores and heating oil companies continued to print wall-art calendars that featured detachable monthly date pads and simple illustrations.

Although calendars from well-known firms cost up to $100, you can purchase ones from the less famous names for $35-$65. You can often find calendars printed after 1920 for less than $30.

Today, calendars appear everywhere. You may still get a calendar annually from your insurance agent, but many people now use their cell phones to keep track of what day it is. If you still want to hang a calendar on the wall, you can get some nifty ones at dollar stores across the country.