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.

Are Coffee Tables Antique?

 

QUESTION: I just purchased an antique coffee table and would like to know more about it. What can you tell me about my table? Is it a valuable antique?

ANSWER: I hate to burst your bubble, but your table isn’t an antique. In fact, coffee tables are a modern invention. No one knows exactly where they came from or who designed the first one.

The current definition a coffee table is a low, wide table placed in front of a couch or sofa to receive drinks, TV remotes, magazines, ashtrays, and miscellaneous other items, including feet. Yes, some people do prop their tired feet up once in a while. But a quick look back in time doesn't show many similar tables in our Western history. Old photos of late Victorian room settings show taller tables, often placed behind a sofa to receive cups and glasses when not in use. The only other table offering close to the service of a coffee table was the parlor table, often placed in the middle of the room with a gas lamp on it. Here, the lady of the house could serve coffee or tea to guests.



During the latter half of the 19th century, wealthy people became interested in the exotic furniture of Turkey. They would set up a special corner or an entire room using pillowed benches and ornately carved, low, round tables from which they drank strong Turkish coffee and tea.

Americans became especially fond of Japanese design after the Philadelphia Centennial Exposition in 1876. They particularly liked the idea of sitting on pillows on the floor and eating at low tables like the Japanese do. When the Aesthetic Movement took hold in the 1880s, furniture designers blended Eastlake and Renaissance Revival styles with Turkish and Asian ones.

While some sources note the production of low tables in various Revival styles during the last decade of the 1800s, no one has ever seen any.

The coffee table appeared in the 20th century, most likely in the 1920s and 1930s. As Americans began to purchase parlor sets, consisting of perhaps a couch, two chairs, and several small tables, the coffee table idea became more popular.

In 1903, F. Stuart Foote founded the Imperial Furniture Company in Grand Rapids, Michigan. He had learned the furniture business from his father, E. H. Foote, who had founded the Grand Rapids Chair Company in 1872. Foote claimed to have invented the coffee table himself while helping his wife prepare for a party. He simply lowered the legs on an existing table, and a new type of furniture came into being. Unfortunately, so far this hasn’t been proven.

Prohibition may have also played a role in the development of the coffee table. From 1920 to 1933, America was legally "dry." That led to a shortage of well blended, smooth tasting liquor. “Bathtub gin" and "white lightning" to the place of traditional spirits but both had quite a kick.  To soften that kick, people began mixing fruit juices and other beverages with the hootch which eventually led to the invention of the "cocktail."

During Prohibition, people often used this low table to serve coffee to their guests. But with the repeal of the law, they could once again legally serve cocktails, so it became known as a “cocktail table.” Sales for these low tables soared even during the Depression.

To make them seem older than they were and thus more elegant, many furniture manufacturers began producing their coffee/cocktail tables using stylized designs of the past. This was a direct result of the appearance of the Colonial Revival style of the early 20th century which encouraged furniture makers to create pieces in supposedly “colonial” styles. All of a sudden coffee tables appeared in the Queen Anne, Chippendale, Federal, and even Jacobean styles. Thus, many people today are fooled into thinking that their coffee tables are really antiques.

The only way to have a truly antique coffee table is to cut down an existing antique table as F. Stuart Foote did in 1903. And while your coffee table will be a true antique, it won’t be worth very much.

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 Sears Catalogue and the items sold in it in "Sears' Book of Bargains" in the 2021 Fall 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.

The Cream of the Crop

QUESTION: Last year I went antiquing in the English Cotswolds. In nearly every shop I went into, I saw at least one or more little cow creamers waiting for new homes. How did these little ceramic accessories come about and why did they choose to make them in the shape of a cow?

ANSWER: Originally made in England, then in Scotland and America, these unique creamers were the pride and joy of many late 18th and early 19th-century English housewives, both rich and poor. They kept these spotted bovines sitting on top of their dining room dressers, ready to use on special occasions.

These pottery cow creamers are little jugs standing firm on all four legs. They’re  usually about six inches long and four to five inches high. Housewives would pour fresh cream through a hole in the cow’s back, then seal up the whole with a cover. Unfortunately, many a cow creamer today is missing its cover. The cow’s curved tail served as the handle while its mouth served as the spout.

Cow creamers are among the oldest forms of decorative tableware still in existence today. Their ancestry can be traced back  to a decorative European jug used for washing the hands before and during a meal called an “aquamanile.” These jugs were very fancy and often doubled as a centerpiece. Ironically, an aquamanile had many of the same features as a cow creamer—a body in the shape of an animal standing square on its legs, a tail arched to meet its back that served as a handle, a hole in its back by which the jug could be filled, and a gaping mouth from which to pour the water.

Made from gold, silver, bronze, or pewter, the aquamaniles were most commonly shaped like lions, sometimes encrusted with precious stones.

It was the Dutch that chose the cow as the shape for the cow creamer which became a luxury accessory.

During the 18th century, coffee drinking became popular among the social elite of Europe. The new coffee ritual demanded novelty jugs to hold the cream. Those depicting a cow with a bee perched on its back were the most popular.

Initially, silversmiths created cow creamers in different sizes but using the same freestanding cow. There were all sorts of whimsical variations—some had garlands around their necks, hinged lids, or handles shaped like flies, bees, or flowers. But when the Dutch began making the creamers in tin-glazed Delftware, the fencegates opened and a whole herd of creamers rushed out.

The first cow creamer came from the Whieldon Pottery, which imitated the silver cow jugs made in 1755 by John Schuppe. The most well-known of these had a mottled brown tortoise shell-type glaze. Others had brown and yellow spots, black with a criscrossed yellow pattern, and even light blue with yellow circles.

But the clay was more difficult to control and sculpt than metal, so the potters introduced a few changes to the design to make it conform more to the different material. While a silver cow could stand directly on its legs, a pottery cow could not. This necessitated the addition of a base to help stabilize and strengthen the clay.

It seems every potter added his touch of whimsy. In fact, there are almost as many different decorations as there are creamers.

 potters also crafted these unique little jugs, essentially copying from the earlier Whieldon design. None of these have markings on the bottom. The Welsh potters added their own creative touches to their cow creamers. Many decorated them freehand or applied transfer designs of rustic farm scenes. After 1850, the Scots developed a love affair with the cow creamer. Scottish potters experimented with sponged decoration and brightly colored glazes.

After the American Revolution and into the early 19th century, imported English pottery became too expensive, so the United States Pottery in Bennington, Vermont, began making its own version of the cow creamer. Each cow had crescent-shaped nostrils, open eyes, folds in the neck, and visible ribs. I guess the American cows weren’t as well fed as their English, Scottish, and Welsh cousins. After Bennington closed in 1858, its potters sought work at potteries in Ohio, Maryland, and New Jersey, taking their skill at making cow creamers with them.

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  La Belle Epoque in the 2020 Spring 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.

How Low Can You Go

QUESTION: I just purchased an antique coffee table and would like to know more about it. What can you tell me about my table? Is it a valuable antique?

ANSWER: I hate to burst your bubble, but your table isn’t an antique. In fact, coffee tables are a modern invention. No one knows exactly where they came from or who designed the first one.

The current definition a coffee table is a low, wide table placed in front of a couch or sofa to receive drinks, TV remotes, magazines, ashtrays, and miscellaneous other items, including feet. Yes, some people do prop their tired feet up once in a while. But a quick look back in time doesn't show many similar tables in our Western history. Old photos of late Victorian room settings show taller tables, often placed behind a sofa to receive cups and glasses when not in use. The only other table offering close to the service of a coffee table was the parlor table, often placed in the middle of the room with a gas lamp on it. Here, the lady of the house could serve coffee or tea to guests.



During the latter half of the 19th century, wealthy people became interested in the exotic furniture of Turkey. They would set up a special corner or an entire room using pillowed benches and ornately carved, low, round tables from which they drank strong Turkish coffee and tea.

Americans became especially fond of Japanese design after the Philadelphia Centennial Exposition in 1876. They particularly liked the idea of sitting on pillows on the floor and eating at low tables like the Japanese do. When the Aesthetic Movement took hold in the 1880s, furniture designers blended Eastlake and Renaissance Revival styles with Turkish and Asian ones.

While some sources note the production of low tables in various Revival styles during the last decade of the 1800s, no one has ever seen any.

The coffee table appeared in the 20th century, most likely in the 1920s and 1930s. As Americans began to purchase parlor sets, consisting of perhaps a couch, two chairs, and several small tables, the coffee table idea became more popular.

In 1903, F. Stuart Foote founded the Imperial Furniture Company in Grand Rapids, Michigan. He had learned the furniture business from his father, E. H. Foote, who had founded the Grand Rapids Chair Company in 1872. Foote claimed to have invented the coffee table himself while helping his wife prepare for a party. He simply lowered the legs on an existing table, and a new type of furniture came into being. Unfortunately, so far this hasn’t been proven.

Prohibition may have also played a role in the development of the coffee table. From 1920 to 1933, America was legally "dry." That led to a shortage of well blended, smooth tasting liquor. “Bathtub gin" and "white lightning" to the place of traditional spirits but both had quite a kick.  To soften that kick, people began mixing fruit juices and other beverages with the hootch which eventually led to the invention of the "cocktail."



During Prohibition, people often used this low table to serve coffee to their guests. But with the repeal of the law, they could once again legally serve cocktails, so it became known as a “cocktail table.” Sales for these low tables soared even during the Depression.

To make them seem older than they were and thus more elegant, many furniture manufacturers began producing their coffee/cocktail tables using stylized designs of the past. This was a direct result of the appearance of the Colonial Revival style of the early 20th century which encouraged furniture makers to create pieces in supposedly “colonial” styles. All of a sudden coffee tables appeared in the Queen Anne, Chippendale, Federal, and even Jacobean styles. Thus, many people today are fooled into thinking that their coffee tables are really antiques.

The only way to have a truly antique coffee table is to cut down an existing antique table as F. Stuart Foote did in 1903. And while your coffee table will be a true antique, it won’t be worth very much.

To read more articles on antiques, please visit my Web site.  And to stay up to the minute on antiques and collectibles, please join the other 17,000 readers by following my free online magazine, #TheAntiquesAlmanac.











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A Spoonful of Memories

QUESTION: I was recently going through a box of junk that belonged to my grandfather and in it I discovered a silver spoon with the name Rolex on the handle. It had the Rolex crown at the top with the word Rolex under it. On the back it said Bucherer Switzerland. It this any affiliation with the watch company? What can you tell me about this spoon?

ANSWER: You found a Rolex souvenir spoon, given to the purchaser of a Rolex watch from Bucherer Jewelers in Lucerne, Switzerland. Customers only received one of these spoons after they bought a Rolex. Bucherer never sold the spoons separately.

Besides its main store in Lucerne, Buckerer has outlets in major luxury hotels in other cities. These hotels often gave their guests silverplated Rolex spoons as a welcome gift, hoping that they would purchase a Rolex to take home. Though Rolex Geneva wholly endorses the marketing effort by Bucherer, the company doesn’t make the spoons.

The spoons feature the names of eight different cities—Lucerne, Lugano, Basel, Zurich, Interlaken, Geneva, and others—where Bucherer has a store. The Lucerne spoon is the most common. The one marked "New York" and with a Statue of Liberty motif is the hardest to find because Bucherer no longer has a New York City store. The jewelry company has been handing out the Rolex spoons since the 1950s.

Because there are thousands of these silver-plated spoons available, they usually sell for under $15, with the older, rarer examples selling for $25-35.

Sterling silver and silver-plated souvenir spoons have been around since the late 16th century in Europe. The first ones served as religious souvenirs. Made of either silver or gold and often encrusted with jewels, they also served as a form of currency.

The first souvenir spoons in the United States acted as first gifts to babies by their sponsors at christenings. The idea was that a child no sooner learned to feed himself, using his own spoon, than he began to acquire knowledge.

In 1887, as souvenir spoons became the fad in European cities, Daniel Low, of Salem, Mass., made a trip to Europe where he purchased spoons from skilled craftsmen. From these, he conceived the idea of a spoon showing the traditions and legends of Salem. His son, Seth F. Low, designed the first "witch" spoon. Its handle carries the figure of a witch, the word "Salem," and three witch pins similar to those
preserved in the courthouse at Salem.

Low’s witch spoon launched the souvenir spoon craze of the late 19th-century in this country. It was the first to be made in this country from a special die, of a design suggestive of some particular place.

Victorian women loved serving tea and used souvenir spoons whenever they had guests. The spoons also served as conversation pieces with after-dinner coffee and other beverages. They also became badges of travel as Victorians began to travel and attend world expositions.

The Rolex spoons, however, fall into the advertising category. Displaying such a spoon indicates that the owner or someone in the home had purchased a Rolex watch, which for some is a status symbol in itself. 

It's All in the Cards

QUESTION: I recently purchased a scrapbook full of brightly colored cards displaying advertisements for various products. Can you tell me about these types of cards and about how old they might be?

ANSWER: You seem to have stumbled on a scrapbook full of advertising trade cards. While
T.V.  commercials, as well as magazine and Internet ads  promote everything from cars and medicines to food products, during the latter part of the 19th century, trade cards did the selling.

In the 1890s, manufacturers focused their advertising efforts nationwide. Although the Industrial Revolution gave them the know-how to mass-produce consumer goods, they needed a way to show off their new products. At the time, magazines were just beginning to show ads. A new inexpensive method of color printing called chromolithography appeared in the 1870s and paved the way for trade cards. Reproduced by the millions, these colorful handouts flooded the country, becoming at once an effective business device, as well as folk art. Companies mailed them. Merchants gave them to their customers. Traveling salesmen distributed them door to door. And consumers saved them, often trading them with friends.

Although most were about the size of a playing card, others measured up to 3 x 5 inches. The typical card featured a colorful picture on one side and a sales pitch on the other. Frequently, the manufacturer left a blank space for a merchant to add his name and address.

The most common trade cards are flat pieces of colorful cardboard, however even more popular are die-cut cards—those cut in the shapes of the objects they advertise. Particular favorites include such varied subjects as pickles or teacups. Some are two-sided, with a different scene on either side, each of which promotes one of the company's products. Others fold or have movable parts.

Metamorphic cards have flaps that fold out to reveal pictures different from those seen when closed. Some cards encourage the viewer to open the flap to discover what happens next. One titillating card pictures a woman sitting in a bathtub with her knees visible. When opened, the card reveals her serving drinks to two bald men.

Cards with movable parts are fragile and often in poor condition. Unfortunately, few of these cards with all their parts intact have survived decades of wear and tear. Hold-to-light or see-through cards are even more fragile. The picture changes or words come into view when the card is held up to the light, completing the advertisement.

At the Philadelphia Exposition of 1876, manufacturers put thousands of these bright little pasteboard salesmen into the hands of a product hungry public. Grocers handed them out for every imaginable product, from soup to soap! Manufacturers inserted some cards right into packaging. People saved the cards with a passion, pasting them into scrapbooks.

As their popularity grew, trade cards evolved into trading cards which manufacturers frequently packaged as serialized premiums in products such as cigarettes and coffee. Arbuckles' Coffee, for example, offered  a 50-card series of states and territories.

Some of the products most heavily advertised by trade cards, included those involving medicines, food, tobacco, clothing, household goods, sewing items, stoves, and farming tools. Two of the most popular categories were medicine and tobacco. In the late 19th century, claims made for patent medicines weren’t  regulated by law, and trade cards advertising these medicines often promised miraculous results.

Tobacco companies inserted trade cards into cigarette packs as stiffeners to protect the contents. Allen and Ginter in the U.S. in 1886, and British company W.D. & H.O. Wills in 1888, were the first tobacco companies to print advertisements. Several years later, colorful lithographic illustrations began to appear on these cards which featured a variety of topics ranging from sports to nature. By 1900, over 300 tobacco companies produced thousands of tobacco card sets. Children would often stand outside of stores to ask customers who bought cigarettes if they might give them the trade cards in their packs. By the 1950s, trading cards boy began to collect sports, military, and automobile cards contained in packs of bubble gum.

The popularity of trade cards peaked around 1890, and then almost completely faded by the early 1900s when other forms of advertising in color, such as magazines, became more cost effective.
The more common antique trade cards sell for about $1 to $15, depending on quality and condition.