Carl Tiedemann | 1887

1887 German newspaper ad. Two small children stand on ladders painting large decorative letters reading “Carl Tiedemann”; the ladder on the left forms the letter A of “Alle Sorten Lacke”. Smaller text: Dresden, Marienstr. 27, “Firnisse, Oelfarben”.

Two children on ladders are busy with the letters of a name: Carl Tiedemann, Dresden. In 1887, this firm at Marienstraße 27 sold “Alle Sorten Lacke” (all kinds of lacquers), plus varnishes and oil paints, with further addresses on Amalienstraße and Heinrichstraße.

The ad turns its own typography into the product: the A of “Alle” is a ladder, and one child seems to be painting the C of Carl.

Illustrated lettering like this was a showpiece of the printer's craft.

Long before graphic design had a name, a good ad already knew how to show instead of tell.

Text in the ad

Carl Tiedemann
Dresden, Marienstr. 27.
Alle Sorten Lacke
Amalienstr. 19. · Firnisse, Oelfarben. · Heinrichstr. […]

Translation:
Carl Tiedemann
Dresden, Marienstrasse 27.
All kinds of lacquers
Amalienstrasse 19. · Varnishes, oil paints. · Heinrichstrasse […]

Brand: Carl Tiedemann
Year: 1887
Decade: 19th century
Country: Germany
Medium: Newspaper
Themes: Home, Retail
Original publication: Zeitungs-Umschläge für Sächs. Provinzial- u. Grenzstädte, Dresden, 1887

Carl Tiedemann | 1887 · Vintage Ad Museum

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