{"meta":{"version":"2.1","_links":{"self":{"href":"https://api.vam.ac.uk/v2/object/O134542"},"collection_page":{"href":"https://collections.vam.ac.uk/item/O134542/"}},"images":{"_primary_thumbnail":"https://framemark.vam.ac.uk/collections/2007BM8276/full/!100,100/0/default.jpg","_iiif_image":"https://framemark.vam.ac.uk/collections/2007BM8276/","_alt_iiif_image":[],"imageResolution":"high","_images_meta":[{"assetRef":"2007BM8276","copyright":"©Victoria and Albert Museum, London","sensitiveImage":false}]},"see_also":{"_iiif_pres":"https://iiif.vam.ac.uk/collections/O134542/manifest.json","_alt_iiif_pres":[]}},"record":{"systemNumber":"O134542","accessionNumber":"E.320-1934","objectType":"Oil Painting","titles":[{"title":"Autumn","type":""}],"summaryDescription":"The Empire Marketing Board (EMB) was established in 1926 to encourage the British public to buy Empire products instead of those from Britain’s emerging economic and industrial rivals after the First World War. The output served as propaganda for the British Empire in projecting an image of unity, peace, and prosperity for all who lived within it, also intended to galvanise support for the continuation of British imperialism in the 20th century. The Empire was at its largest size in the 1920s, controlling just under a quarter of the world’s population and land mass. \r\nA major part of the EMB’s seven years of activity were poster campaigns directed by Frank Pick who had overseen highly successful advertising schemes and brand development for the London Underground. Around 800 different designs were commissioned. The artists were paid very well and, in some cases, sent on trips to West Africa to sketch people and landscapes for the poster designs. Around 27,000 schools were on the mailing list to receive new posters as they were issued and at its peak, 1800 advertising hoardings were rented around the country for their display. The EMB folded in 1933 having spent most of its money on the poster campaigns, almost half a million pounds in total (around £23 million today), leading to questions over its value for money and efficacy overall. The Empire Marketing Board archives are held at the National Archives at Kew who note that: ‘The actual impact of the Empire Marketing Board posters was difficult to estimate even at the time, due to the very broad objectives of the Board and the lack of any systematic method of surveying the population.’\r\n","physicalDescription":"Still-life of a basket of fruit (including a pineapple, grapes, apples and pears) on a wooden table with a red and white tablecloth. An original design in oil on canvas.","artistMakerPerson":[{"name":{"text":"Mark Gertler","id":"A19380"},"association":{"text":"painter (artist)","id":"AAT25136"},"note":""}],"artistMakerOrganisations":[],"artistMakerPeople":[],"materials":[{"text":"oil paint","id":"AAT15050"},{"text":"canvas","id":"AAT14078"}],"techniques":[{"text":"oil painting","id":"AAT178684"}],"materialsAndTechniques":"Oil on canvas","categories":[{"text":"Paintings","id":"THES48917"},{"text":"Designs","id":"THES48968"},{"text":"Posters","id":"THES252963"}],"styles":[{"text":"British School","id":"x30967"}],"collectionCode":{"text":"PDP","id":"THES48595"},"images":["2007BM8276"],"imageResolution":"high","galleryLocations":[{"current":{"text":"WS","id":"THES49603"},"free":"","case":"R","shelf":"22","box":"L"}],"partTypes":[[{"text":"oil painting","id":""}],[{"text":"poster design","id":""}]],"contentWarnings":[{"apprise":"","note":""}],"placesOfOrigin":[{"place":{"text":"Great Britain","id":"x32019"},"association":{"text":"painted","id":"x30138"},"note":"probably"}],"productionDates":[{"date":{"text":"1931","earliest":"1931-01-01","latest":"1931-12-31"},"association":{"text":"painted","id":"x30138"},"note":""}],"associatedObjects":[{"object":{"text":"E.321-1934","id":"O134543"},"association":"Series"},{"object":{"text":"E.322-1934","id":"O134545"},"association":"Series"}],"creditLine":"Given by the Empire Marketing Board","dimensions":[{"dimension":"Height","value":"38","unit":"in","qualifier":"","date":{"text":"","earliest":null,"latest":null},"part":"approx.","note":""},{"dimension":"Width","value":"58","unit":"in","qualifier":"","date":{"text":"","earliest":null,"latest":null},"part":"approx..","note":""},{"dimension":"Height","value":"96.5","unit":"cm","qualifier":"","date":{"text":"","earliest":null,"latest":null},"part":"","note":""},{"dimension":"Width","value":"147.3","unit":"cm","qualifier":"","date":{"text":"","earliest":null,"latest":null},"part":"","note":""}],"dimensionsNote":"First pair of dimensions taken from: <i>Summary catalogue of British Paintings</i>, Victoria and Albert Museum, 1973 \r\n\r\nSecond pair of dimmensions taken from: <u>Summary Catalogue of British Posters to 1988 in the Victoria & Albert Museum in the Department of Design, Prints & Drawing</u>. Emmett Publishing, 1990. 129 p. ISBN: 1 869934 12 1","marksAndInscriptions":[],"objectHistory":"This is an original design for a poster for the Empire Marketing Board.\n\nHistorical significance: The Empire Marketing Board was established in 1926 to promote trade with the Colonies and Dominions and to encourage British people to buy goods from the Empire. Communication with the public was at the heart of the project, and posters with slogans like 'Buy Empire Every Day' and 'Follow the Flag in all your Purchases' were a vitally important part of the Board's campaign. The Secretary of the Board formed a Poster Sub-Committee to which Frank Pick, Chief Executive of London Transport, was appointed. Pick believed passionately in the importance of design and was responsible for commissioning lettering, maps and posters for London Transport in the interwar period, including commissioning Edward McKnight Kauffer to design advertising posters, and Jacob Epstein to create the 'Night and Day' figures for  St James's Park underground station. \r\n\r\nThe Publicity Committee of the Empire Marketing Board recommended that the Board restrict itself to posters of 'real artistic value. It is thought that such work makes a deeper and more arresting appeal to the public than ordinary commercial work while being more in consonance with the character of the Board's campaign.' (Quoted in Mark Haworth-Booth, <u>E. McKnight Kauffer: a designer and his public</u>, London: V&A, 2005, p. 50.) Consequently the Board employed some of the best known artists and graphic designers of the era; in addition to Mark Gertler (1891-1939), these included Paul and John Nash, William Nicholson, McKnight Kauffer and Stanley Spencer. \r\n\r\nThe posters were displayed on specially-designed hoardings, to be used only by the Empire Marketing Board. These hoardings were constructed from English oak and British Columbian pine, and by the end of 1928 they occupied nearly 1000 sites around the country. The hoardings had three large landscape-format panels, each measuring 40 by 60 inches, with two smaller portrait-format panels between them. The three large panels were designed for pictorial posters, and the two smaller, along with a space at the top of the hoarding, for lettering. (Haworth-Booth, p. 49.)\r\n\r\nPick commissioned Gertler to produce three posters, upon which the artist worked in early 1931 (Sarah MacDougall, <u>Mark Gertler</u>, London: John Murray, 2002, p. 269). Gertler used the three-poster format to illustrate three seasons: spring, summer and autumn. Each painting depicts a lavish display of the fruit available in Britain during each season. As this fruit was imported from the tropical countries of the Empire, the elements are the same in all three: bananas, a pineapple, grapes and so on. The message is that, thanks to Britain's trading links with the Empire, exotic and unseasonal fruit can be purchased all year round. \r\n\r\nGertler was essentially a painter rather than a graphic designer, and this was an unusual commission for him. However, the project fitted well with the brilliant colour, strong outlines and heavy, sculptural forms which characterise his work. In the event Gertler's designs were not used, as they proved too expensive to print; presumably the tertiary colours he used were not conducive to colour reproduction. \r\n\r\nWhen the Empire Marketing Board was closed in 1933 as a result of government cuts, an exhibition of the original designs for the posters was held at the Imperial Institute in South Kensington, an organisation which had been established for the purpose of carrying out research into the resources and raw materials of the Empire. From there a selection, including these designs by Gertler, was presented to the Museum by the Board in 1934.","historicalContext":"","briefDescription":"'Autumn'. Still-life of a basket of fruit. Original poster design, in oil on canvas, for the Empire Marketing Board. By Mark Gertler. Great Britain. 1931.","bibliographicReferences":[{"reference":{"text":"","id":""},"details":"","free":"<u>V&A Review 1934</u> (published March 1935), 'Designs for Posters', p. 20."},{"reference":{"text":"","id":""},"details":"","free":"<u>Summary Catalogue of British Posters to 1988 in the Victoria & Albert Museum in the Department of Design, Prints & Drawing</u>. Emmett Publishing, 1990. 129 p. ISBN: 1 869934 12 1"},{"reference":{"text":"","id":""},"details":"","free":"<u>V&A Review 1934</u> (published March 1935), 'Designs for Posters', p. 20 (illustrated plate II)."},{"reference":{"text":"","id":""},"details":"","free":"<u>Victoria & Albert Museum Department of Engraving, Illustration and Design & Department of Paintings Accessions 1934</u> London: Published under the Authority of the Board of Education, 1935"}],"production":"","productionType":{"text":"Unique","id":"THES48864"},"contentDescription":"","contentPlaces":[],"associatedPlaces":[],"contentPerson":[],"associatedPerson":[],"contentOrganisations":[],"associatedOrganisations":[],"contentPeople":[],"associatedPeople":[],"contentEvents":[],"associatedEvents":[],"contentOthers":[{"text":"fruit","id":"AAT11868"},{"text":"basket","id":"AAT194498"},{"text":"table","id":"AAT39548"},{"text":"still life","id":"x35544"},{"text":"pineapple","id":"x31919"},{"text":"apples","id":"x31913"},{"text":"grapes","id":"x30300"},{"text":"bananas","id":"x43943"},{"text":"pears","id":"x37236"},{"text":"curtains","id":"AAT37564"}],"contentConcepts":[],"contentLiteraryRefs":[],"galleryLabels":[],"partNumbers":["E.320-1934"],"accessionNumberNum":"320","accessionNumberPrefix":"E","accessionYear":1934,"otherNumbers":[{"type":{"text":"V&A microfiche","id":"THES50288"},"number":"15/C11"}],"copyNumber":"","aspects":["WHOLE"],"assets":[],"recordModificationDate":"2025-06-02","recordCreationDate":"2007-05-09","availableToBook":false}}