Promoting Prosperity: The Art of Early New Zealand Advertising

by Peter Alsop, Gary Stewart

Look to the past in order to forge the future, according to the Maori proverb – hoki whakamuri, kia anga whakamua. Promoting Prosperity is a book about the art of early New Zealand advertising, before colour photography and TV changed the media landscape forever. It is written by the same authors who produced the acclaimed and successful book Selling the Dream in 2012.

With over 600 images and 11 essays by respected commentators, this book fills an important gap in our art history as the first dedicated and extensive collection of this rich material. But more than that, Promoting Prosperity is a celebration of the dreams and aspirations of early New Zealanders, and of our development as an emerging nation. It profiles many of the economic and social foundations that once made New Zealand the envy of the world; successes that offer an inspiring reminder that no challenge is too big to overcome and no opportunity beyond reach.

Promoting Prosperity will leave you in no doubt as to the quality of New Zealand’s early commercial artists, and of our entrepreneurial and creative roots.

442 pages, Hardcover

First published January 1, 2013

Reviews

[Keen Reader · Rating 3 out of 5]

3.5 Stars!

Commercial art, poster art, graphic art or just plain old advertising, call it what you like, either way there are plenty of examples of it in here. As well as some genuinely memorable and at times wonderful art work, there are also eleven essays in here, which vary in quality from dull and dry to informed and interesting. By and large they enhance and strengthen the adverts and often allow us to see many of them in a clearer context.

“BUY EMPIRE GOODS ADVANCE EMPIRE TRADE” clearly takes on more chilling and sinister dimensions when viewed today. There are certainly times when some of the images are so heavy-handed that they skirt dangerously close to the tone and reasoning of communist Russia’s propaganda posters or the US’s hyper-nationalist/ feverish patriotism which is almost tantamount to outright xenophobia.

But of course this is also one of the attractions about many of them, part of the appeal, the extremism and compelling nature of images which would never see the light of day today. The art work is nostalgic with a capital N, the themes and claims veer between the unintentionally hilarious and completely random and of course outright lies. The quality of the art is pretty consistent and gives a really telling insight into the culture of NZ at various periods.

An advert for Smiths City Market Ltd. Of Christchurch could easily be a panel drawn by Daniel Clowes or Adrian Tomine. And a four panelled Winstone ad is only a few steps away from looking like stills from a classic Disney movie. The images of cartoon vegetables telling Kiwis to preserve the quality of their food reminded me of those Garbage Pail Kid cards you got in the 80s. Elsewhere there is the almost ubiquitous presence of Railways Studios as well as a large scattering of Art Deco era work from the likes of Gilbert Meadows and many of the kinds of images that you now see reproduced and sold in many forms, from postcards to weathered ornaments in overpriced boutiques throughout NZ.

Many of the products and the brash methods used to try and sell them, will obviously raise many a smile today. What many of them lack in subtlety they make up for in earnestness. We get some interesting social, political and cultural history which helps put much of these adverts in context. Overall this was an enjoyable look and overview into the history of advertising in New Zealand.

[Carol, She's so Novel ꧁꧂ · Rating 4 out of 5]

NZ Post Book Awards Finalist 2014

Pro tip - whether borrowing from a library or purchasing from a store, make sure you have your transport handy! This book is heavy!

Lavishly illustrated, not much text which is just as well as what there is is only likely to only interest New Zealanders in the advertising trade. However,I very much enjoyed the wonderful Dick Frizzell's contribution. But the artwork is gorgeous - advertising made beautiful! Love,love, love!