{"meta":{"version":"2.1","_links":{"self":{"href":"https://api.vam.ac.uk/v2/object/O1419736"},"collection_page":{"href":"https://collections.vam.ac.uk/item/O1419736/"}},"images":null,"see_also":null},"record":{"systemNumber":"O1419736","accessionNumber":"38041800781577","objectType":"Periodical","titles":[{"title":"Modern publicity","type":""}],"summaryDescription":"","physicalDescription":"Modern publicity. \r\n  \r\nPublisher:  \r\nLondon : The Studio Ltd. [etc.], 1930-1985. \r\n \r\nDescription:  \r\n46 v. : ill. (some col.) ; 30 cm. \r\n \r\nNotes:  \r\n1941 issue bears additional title : Modern publicity in war. \r\nPublication suspended, 1942-1947 (but a vol. designated \"1942/48\" published in 1948). \r\nYear coverage varies ; some are designated (e.g.) 1933/34, others with just a single year. \r\nFrom no. 22 (1951/52) onwards, issue numbers are assigned. \r\nSupplement to : Commercial art (1930-1931), and to : Commercial art and industry (1932) (all subtitled : Commercial art annual). From 1933/34 vol. onwards, issued as an independent annual publication by The Studio Ltd. (From <1980?> onwards, publisher changed to Cassell Ltd.). \r\nMain text in English ; from <1949?> introduction in some vols. appears also in French, German and Spanish. \r\nPreceded 1927-1929 by : Posters and publicity [which was also an annual supplement to 'Commercial art']. \r\nSucceeded from 1985 onwards by : World advertising review. \r\n38041800727836 Exhibited in NAL touring exhibition 'Inspiration by Design: Word and Image from the National Art Library at the V&A', State Library of Victoria, Melbourne, 20 March 2015-14 June 2015 and State Library of New South Wales, Sydney, 8 July 2015-27 Sept. 2015. Displayed open at pp.20-21. \r\n \r\nPublication History:  \r\n1930 - 1932 ; 1933/34 - 1939/40 ; 1941 ; 1942/48 ; 1949 ; 1950/51 ; then no. 22 (1951/52) - no. 53 (1984/85). \r\n \r\nFrequency:  \r\nAnnual. \r\n \r\nSubjects:  \r\nPosters -- Periodicals. \r\nCommercial art -- Periodicals. \r\nPosters -- Periodicals. \r\nAdvertisement art -- Periodicals. \r\n \r\nGenre or Form:  \r\nPeriodicals -- England 1930-1985 \r\n \r\nAdded Title:  \r\nStudio (London, England). \r\n \r\nAdded Title:  \r\nModern publicity in war. \r\n \r\nContinues:  \r\nPosters & publicity \r\n \r\nContinued by:  \r\nWorld advertising review \r\n \r\nSupplement to:  \r\nCommercial art \r\nCommercial art and industry \r\n \r\n \r\n","artistMakerPerson":[],"artistMakerOrganisations":[{"name":{"text":"The Studio Ltd. [etc.]","id":""},"association":{"text":"publisher","id":"x32600"},"note":""}],"artistMakerPeople":[],"materials":[],"techniques":[],"materialsAndTechniques":"","categories":[{"text":"National Art Library","id":"THES271541"}],"styles":[],"collectionCode":{"text":"NAL","id":"THES48605"},"images":[],"imageResolution":"low","galleryLocations":[{"current":{"text":"NAL","id":"THES251738"},"free":"","case":"","shelf":"","box":""}],"partTypes":[[{"text":"periodical","id":"AAT26657"}]],"contentWarnings":[{"apprise":"","note":""}],"placesOfOrigin":[{"place":{"text":"London","id":"x28980"},"association":{"text":"published","id":"x30682"},"note":""}],"productionDates":[{"date":{"text":"1930-1985","earliest":"1930-01-01","latest":"1985-12-31"},"association":{"text":"published","id":"x30682"},"note":""}],"associatedObjects":[],"creditLine":"","dimensions":[],"dimensionsNote":"","marksAndInscriptions":[],"objectHistory":"","historicalContext":"","briefDescription":"Periodical, Modern Publicity, 1937-8.","bibliographicReferences":[],"production":"","productionType":{"text":"","id":""},"contentDescription":"","contentPlaces":[],"associatedPlaces":[],"contentPerson":[],"associatedPerson":[],"contentOrganisations":[],"associatedOrganisations":[],"contentPeople":[],"associatedPeople":[],"contentEvents":[],"associatedEvents":[],"contentOthers":[],"contentConcepts":[],"contentLiteraryRefs":[],"galleryLabels":[{"text":"Promoting Commercial Art: The Initiative of 1936\r\n\r\nAfter the economic crash of 1929–30, commercial graphics were considered a major tool in efforts to stimulate consumption and revive the world economy.\r\n\r\nIn 1936, the Library devised a project to extend its considerable collection of commercial graphics. It solicited samples of work from significant designers throughout Europe and America to create an ‘open reference collection [representing] the trend of typographic design, both in [Britain] and abroad’ for the benefit of students. The idea that graphic art was essential both in business and in shaping consumer taste recalls some of the founding principles of the Museum.\r\n\r\nA small exhibition, Modern Commercial Typography, publicised the collection. Current but traditional work was displayed next to material that showed the influence of progressive developments in architecture and photography. Simplicity was valued over ornamental detail and typography given a dramatic role. Included in the exhibition were examples of new techniques such as airbrushing and photomontage.\r\n\r\nE. McKnight Kauffer (1890–1954) and others\r\n‘Three show-cards . . .’, in Modern Publicity, 1937–8\r\nLondon, 1938\r\n\r\nMcKnight Kauffer’s mechanistic design for Shell Lubricating Oil contrasts with the illustrative but still modernist landscapes on these pages. They all represent Shell-Mex’s corporate patronage of modern artists and significant designers. The periodical Modern Publicity regularly highlighted work of this kind in its annual review. \r\n\r\nPublished by The Studio Ltd\r\nPrinted magazine\r\nMuseum no. 38041800781577\r\n","date":{"text":"","earliest":null,"latest":null}}],"partNumbers":["38041800781577"],"accessionNumberNum":"38041800781577","accessionNumberPrefix":"","accessionYear":null,"otherNumbers":[],"copyNumber":"","aspects":["WHOLE"],"assets":["2019LN7172","2019LV3046","2019LW2412"],"recordModificationDate":"2025-11-03","recordCreationDate":"2017-10-27","availableToBook":false}}