1925 New Advertising

Nová reklama III. Sborník pro nové směry a zvelebení reklamy [New Advertising III: A Yearbook for New Directions and the Improvement of Advertising]. Edited and published by Vít Říha. Prague, 1925.4to. Ca. 60pp. Original printed wrappers.

Third issue of one of the most important Czech interwar periodicals devoted to modern advertising, commercial art, and graphic design. Edited and published by Vít Říha, this issue was produced in conjunction with the Exhibition of Industrial Advertising (Výstava průmyslové propagandy), held in Prague in March–April 1925 under the auspices of the Institute for the Promotion of Industry of the Prague Chamber of Commerce and Trades. It documents a pivotal moment in the professionalization of advertising and commercial graphics in Czechoslovakia.Contributors include many of the leading Czech authorities on advertising and commercial art, among them Emil Pacovský, Arnošt Orenstein, Slavoboj Tusar, Josef Janovič, Karel Herain, and Zdeněk Matouš. Essays address industrial advertising, exhibition design, trademarks and corporate identity, advertising ethics, modern British poster design, typography in advertising, foreign advertising methods, and the effective use of printed publicity.The volume is especially rich in visual material, reproducing contemporary Czech and international posters, trademarks, logotypes, packaging, commercial typography, exhibition graphics, and advertisements for printers and industrial firms. Included are examples from the Prague Sample Fair (Pražské vzorkové veletrhy), German industrial advertising, and progressive European commercial graphics. Among the inserted supplements is material issued by the Czechoslovak Werkbund (Svaz Československého Díla), reflecting the close relationship between advertising, industrial design, and the applied arts during the formative years of Czech modernism.