The Art of the Scrapbook

 

QUESTION: I’ve been into scrapbooking for about two years. Last year I saw several older ones at a local antique show. One was rather plain, but the other was quite elaborate. The dealer wasn’t sure how old they were, but they looked like they could have been from the late Victorian Era. I’ve always wondered when the idea of pasting pictures and other items into albums began. Can you give me a little history of scrapbooking? 

ANSWER: Throughout the 19th century, scrapbooks that closely resemble what we think of as a scrapbook today began to to be popular. 

Historians believe the first recorded use of the term “scrap book—referring to a book with blank pages into which a person pasted items—was in 1821. People wrote the term as two words, "scrap book" or hyphenated as "scrap-book," but over time, the two words morphed into one, as it appears today. But it wasn’t until 1879 that people started to use the term as a verb,” to scrapbook.”

The invention of the commercial printing press in the early 19th century was responsible for the popular practice of pasting pictures and paper mementos into blank books called albums. Recipients began to view elaborately printed greeting cards, calling cards, postcards, prayer cards, advertising trading cards, and other materials as novelty keepsakes. 

Newspapers went into widespread circulation as well, and readers clipped everything from family mentions to recipes to historic news stories to save.

The increased availability of printed material sparked a new trend. People began filling blank, bound books—previously used for journals or artwork—with clippings, cards and printed memorabilia. Some of these books contained a mix of personal journal entries, hand-drawn sketches, and watercolors, along with various scraps of printed material. 

One of the most popular forms of early scrapbooks was the placement of calling cards into albums. Calling cards had long been used as a form of social etiquette, especially in England. Elaborate rules dictated how people were to use these cards to make attempts at social contacts and to accept or decline them. They were also used as a way to politely extend social greetings after an event like a birth or wedding.  

In a world where social elites hid behind a wall of servants, people didn’t just drop in for a visit. Instead, a person would drop off a card with the corner folded to indicate it was delivered in person. If the recipient wished to receive a visit, they would send their card as a reply. A card delivered in an envelope, however, was a polite brush-off.

Like so many other things in Victorian times, beautiful floral designs and pastoral scenes decorated these cards. The desire to preserve these beautiful pieces of full-color printing and remember friendships led to the growth of calling card albums. 

The Victorians loved decoration—the more the better. They also were very romantic and loved sentimentality and keepsakes. To fulfill their desire for decoration, they used embossed paper images called scraps. 

Also called die cuts or chromos, scraps were small and colorful and sold in sheets by stationers and booksellers. Their diverse subject matter included flowers, trees, fruits, birds, animals, pets, ladies and gents, children, historical people and events, angels, transportation themes, and occupational motifs. People pasted them into albums and also used them to make greeting cards and decorated boxes.

The first scraps originated in German bakers' shops as decoration for biscuits and cakes and for fastening on wrapped sweets. Printers produced the earliest ones in uncut sheets in black and white, then hand colored them. Scraps appeared in Britain in the 1850s and soon became popular as decorative additions to Christmas cards. They were also used to illustrate historical as well as events of the time.

Early in the 20th century, young ladies and children of the middle and upper classes began keeping scrapbooks that contained collections of commercially produced scraps. They organized them thematically with a single subject for the entire book or with several themes arranged by section.

Sometimes, they added lines of poetry, personal notations, inscriptions by family and friends, and drawings. 

Stationery stores sold scrapbooks with tooled leather covers, elaborately embossed bindings, engraved clasps, and brass locks. Some scrapbooks contained printed decorations on their pages, as well as centered oval, circular or square sections into which people could paste items. Other albums held printed pages with theme-setting embossed decoration-like flowers or birds. Many scraps keepers made their own albums by pasting scraps over catalog and magazine pages.

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 Retro style in the Fall 2020 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.

Out of the Mouths of Babes

QUESTION: I discovered my first child’s advertising booklets quite by accident. I was actually looking through a box of assorted vintage paper goods at a local flea market when I noticed a tiny booklet. It was an illustrated nursery rhymes distributed by Clark’s O.N.T. Thread. I’ve seen other advertisements from the late 19th century but never thought anything about it. Why did advertisers use children in their ads? And why did they distribute children’s books to promote their products? I’d like to start collecting these little books, but I don’t know where to begin.

ANSWER:  Advertising products to children isn't new. In fact, it goes back over 100 years to the late 19th century. And while children, themselves, can't buy the products, their parents and grandparents can. As the old saying goes, "Out of the mouths of babes..."

Back then, the way to a parent's pocketbook was through the childrens' advertising booklet. Most people today have never heard of them. But during the late 19th and early 20th centuries, children’s advertising booklets were a common item in many households. Everything from coloring books to junior cookbooks caught the eyes of advertisers.

As early as the 1850s, manufacturers realized the way to a mother's purse strings was through her children. What mother could resist the purchase of Clark's O.N.T. thread when doing so would include an educational booklet of rhymes for her little one? Besides, O.N.T. Black fast thread was "guaranteed never to show white on the seams after being worn or washed” –clearly a win-win situation.

But Clark's O.N.T. thread wasn’t the only company to take advantage of a mother's love for her children. The heyday of consumer advertising in the United States was in the last quarter of the 19th century. This was a time when steam presses and chromolithography made visually appealing promotional material relatively inexpensive, and when manufactured goods proliferated.

The great Centennial Exposition in Philadelphia in 1876, with its myriad of domestic exhibits, inspired thousands of different advertising handouts. Advertisers began to use the image of a comfortable middle-class life as an inducement to purchase their products. Well-fed babies and well-dressed children at play were themselves symbols of material accomplishment. Plus, they portrayed the picture of wholesomeness.

At the same time. advertisers became aware that the woman in the household made most of the buying decisions, especially of household goods. The logical conclusion was that promotions which doubled as toys for children might also attract sales.

Many of these little promotional booklets have survived. So what affects their value? Condition, subject matter, general appeal, author, and illustrator are all important when determining the value of a children’s advertising booklet or an ad with children in it. Though companies hired prominent illustrators to create these booklets, many of them aren’t given credit. Among the more famous ones are W.W. Denslow who illustrated The Wizard of Oz, Johnny Gruelle who did Raggedy Ann, and Maxfield Parrish, who became known for his high fashion Art Deco paintings. So booklets that feature these artists are likely to command a premium. 

The Wonderful Lunch Boxes, illustrated by 20th century children's book illustrator Shirley Kite is a good example. Printed in 1925 and 1927, the book came inside boxes of a variety of Post cereals, including Bran Flakes, Instant Postum and Postum Cereal, Grape-Nuts, Toasties, and a cereal that obviously didn't go over too well----Bran Chocolate.

There was also a wide variety of advertising booklets available. Coloring books, nursery rhymes, and alphabet booklets were particularly successful as advertising promotional material. In most cases, advertisers created ingenious tie-ins with their products, using verse, parody and caricature. Occasionally, advertisers included watercolor “chips” in coloring books, and sometimes interleaved the pages with glassine to protect the images from smearing once children colored them.

However, not all advertising booklets were aimed at children. In 1910, Ivory Soap issued “Elizabeth Harding, Bride,” an advertising booklet with instructions on how to clean everything from blankets and brassware to hardwood floors and rubber plants all using Ivory Snow. It seems new bride Elizabeth feared her housekeeping abilities would be unacceptable to her new husband until Ivory Snow saved the day.

Jell-O was America's first packaged dessert, and owner Orator Woodward had a tough time convincing the public that combining water with white powder would produce tasty fruit-flavored gelatin. In 1902, Woodward hired door-to-door salesmen to hand-deliver Jell-O recipe booklets. The strategy was a key part of Jell-O's marketing for decades. And as with previous booklets, prominent artists illustrated many of them. One of the most famous is Rose O'Neill, best known for the Kewpie doll. A 1915 mint condition example of Jell-O and the Kewpies now sells for over $100.

Collectors can still find great examples of charming booklets for under $100, and many are still priced for less than $50. 

Along with the promotional booklets, advertisers also used children in illustrations for some not-so-common products. One of the most bizarre was “The Dutch Boy’s Lead Party,” a paint book for children. Considering that housepaint used to contain lead, it seems a bit noxious to promote it with children. Then again, maybe that’s supposed to be pronounced “leed.”

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 Retro style in the Fall 2020 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.

Memories of Childhood

 

QUESTION: When I was a kid, I collected flicker rings. I loved the way they produced a flickering image of my favorite super heroes. Trading them with friends became a passion. I forgot about them until I saw a story online about them and did a search on eBay to see if I could find any. Low and behold I discovered some of the ones I had collected as a kid. Heaven knows what happened to them. I’m thinking about collecting them again but don’t know anything about them. Can you tell me how they originated and a little about how they were made?

ANSWER: No problem. There are many little promotion items like flicker rings out there that make wonderful collectibles today. 

A flicker ring has a clear, ribbed lenticular plastic lens over a specially created image underneath. When viewed at different angles, it optically switches between two or more separate images. 

Though invented in the 1950s, it wasn't until the 1960s that flicker rings reached their peak of popularity. Made by the millions, these small plastic pop cultural icons appeared as cereal premiums, were sold in vending machines, hung on display cards at drugstores and supermarkets, and could be found by the box full on counter tops at variety stores across the country. 

The Vari-Vue Corporation perfected the dual image camera that took two separate images and split them into hundreds of fine lines. Then workers applied hundreds of images to a sheet of plastic which had been rolled out by a machine that left lenticular lines, allowing the individual photos to be viewed by slightly tilting the sheet. Unlike the later holographic process, which used laser technology and produced an image with three-dimensional qualities, the flicker consisted of two distinct images. Finally, workers  cut the sheets and applied the flickers to a ring base which was usually made of plastic  in Japan or Hong Kong. Some of the more desirable rings had metal bases or were larger, and some resembled a tiny T.V. set. Vari-Vue often contracted out piece work to local families, who would take thousands of flicker pictures and ring bases home and attach them.

Since there are two pictures on flickers, it's quite common to have linked images. Often  one image is split into a positive and negative form, like the Famous Monsters and Universal Studios Monsters sets. Characters who didn't have a strong tie to a partner appeared in two poses, such as Superman standing and Superman flying with cape out-spread. And then there are the type that show animation such as the Roadrunner with legs in motion. Rings showing pop culture icons of the 1960s are the most sought after by collectors. 

Collectors also seek the multi-image sheets used to make the rings. When Vari-Vue shut its doors in the mid-1980s, much of its stock of uncut sheets made its way into the hands of collectors and dealers. These sheets aren’t all that rare and can be found at toy and collectibles shows.

One of the rarest and earliest rings on the market is the Howdy Doody version from the early 1950s. This ring, along with a set of five premium rings offered by Famous Monsters Magazine in 1968 are two of the most collectible of flicker rings. 

Rock 'n' roll, too, came of age in the 1960s, with the Beatles and the Monkees topping the list of flicker rings. The 1964 World's Fair, the Space Program, television shows, movie characters, political campaigns, and even products, all made their way onto flicker rings.

Along with rings, flickers appeared on pins, earrings, keychains, cufflinks, rulers, in books, ads in magazines, promotional premiums, and on business cards. In fact, the  cardboard cards on which displayed the rings are now more valuable than the rings themselves. Usually a dealer threw away these header cards once he or she sold the stock, which is the reason for their scarcity.

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 Retro style in the Fall 2020 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.