Jun 18, 2020 - Sale 2538

Sale 2538 - Lot 147

Price Realized: $ 594
Show Hammer Price?Final Price Realized includes Buyer’s Premium added to Hammer Price
Estimate: $ 700 - $ 1,000
OTIS SHEPARD (1894-1969) WRIGLEY'S JUICY FRUIT / GIVE YOUR TASTE A TREAT. Trolley card. Circa 1951.
11x28 inches, 28x71 cm.
Condition A-: slight toning at edges. Printed on card.
Perhaps Shepard's most enduring campaign for Wrigley's was for Doublemint Gum, yet all of the same symbolism and graphic technique (such as the airbrush, with which he was an acclaimed master) that he used for those images are present here. His philosophy was that "car-card and poster advertising is the art of telling the truth attractively. Tell a lie attractively and it won't last. Tell the truth unattractively and few will see it" (Moving Images p. 6). And indeed his images were "graced by an optimism" (ibid. p. 67). For this image, part of a series featuring women watching their men participating in various sports, "Shep" "developed the sports metaphor and various mating metaphors to their easygoing zenith of stylization, and he always made it look simple" (ibid. p. 78).