{"meta":{"version":"2.1","_links":{"self":{"href":"https://api.vam.ac.uk/v2/object/O172591"},"collection_page":{"href":"https://collections.vam.ac.uk/item/O172591/"}},"images":{"_primary_thumbnail":"https://framemark.vam.ac.uk/collections/2016JK3402/full/!100,100/0/default.jpg","_iiif_image":"https://framemark.vam.ac.uk/collections/2016JK3402/","_alt_iiif_image":[],"imageResolution":"low","_images_meta":[{"assetRef":"2016JK3402","copyright":"© Victoria and Albert Museum, London","sensitiveImage":false}]},"see_also":null},"record":{"systemNumber":"O172591","accessionNumber":"E.735-1994","objectType":"Print","titles":[{"title":"Cycling to the Distillery","type":"assigned by artist"}],"summaryDescription":"For a press campaign for the whisky distillery Glenmorangie, the advertising agency commissioned wood engravings after market research undertaken by Gliddon & Gliddon found that the technique invoked notions of tradition and craftsmanship. The campaign focussed on the work and pastimes of the men who worked at the Glenmorangie Distillery, so artist George Tute (born 1933) was sent to meet the individuals who worked there. A reproduction is at E.734-1994 and a colour proof is at E.735-1994.","physicalDescription":"Wood engraved proof of a press advertisement. It shows George MacKenzie, the mashman, on his way to the regular evening check of the mash. A reproduction is at E.734-1994 and a colour proof is at E.735-1994.","artistMakerPerson":[{"name":{"text":"Tute, George","id":"A16438"},"association":{"text":"artist","id":"AAT25103"},"note":""}],"artistMakerOrganisations":[{"name":{"text":"TBWA","id":"C8266"},"association":{"text":"commissioned by","id":"x28662"},"note":""}],"artistMakerPeople":[],"materials":[{"text":"ink","id":"AAT15012"},{"text":"paper","id":"x30308"}],"techniques":[{"text":"wood engraving","id":"AAT53303"}],"materialsAndTechniques":"Wood engraving on paper","categories":[{"text":"Advertising","id":"THES49001"},{"text":"Prints","id":"THES48903"},{"text":"Images Online","id":"THES48937"},{"text":"Illustration","id":"THES48938"}],"styles":[],"collectionCode":{"text":"PDP","id":"THES48595"},"images":["2016JK3402"],"imageResolution":"low","galleryLocations":[{"current":{"text":"LVLC","id":"THES49171"},"free":"","case":"EW","shelf":"151","box":""}],"partTypes":[[{"text":"print","id":""}]],"contentWarnings":[{"apprise":"","note":""}],"placesOfOrigin":[{"place":{"text":"Great Britain","id":"x32019"},"association":{"text":"made","id":"x28654"},"note":""}],"productionDates":[{"date":{"text":"1984","earliest":"1984-01-01","latest":"1984-12-31"},"association":{"text":"made","id":"x28654"},"note":""}],"associatedObjects":[{"object":{"text":"E.734-1994","id":"O172585"},"association":"Reproduction"},{"object":{"text":"E.743-1994","id":"O172598"},"association":"Version"}],"creditLine":"","dimensions":[{"dimension":"Height","value":"30.8","unit":"cm","qualifier":"","date":{"text":"","earliest":null,"latest":null},"part":"sheet","note":""},{"dimension":"Width","value":"24.6","unit":"cm","qualifier":"","date":{"text":"","earliest":null,"latest":null},"part":"sheet","note":""}],"dimensionsNote":"","marksAndInscriptions":[{"content":"George Tute RE 1984","inscriber":{"name":{"text":"","id":""},"association":{"text":"","id":""}},"date":{"text":"","earliest":null,"latest":null},"description":"","interpretation":"","language":"","medium":"","method":"","position":"","script":"","translation":"","transliteration":"","type":"","note":"Signed and dated in pencil"},{"content":"Cycling to the Distillery 6/75","inscriber":{"name":{"text":"","id":""},"association":{"text":"","id":""}},"date":{"text":"","earliest":null,"latest":null},"description":"","interpretation":"","language":"","medium":"","method":"","position":"","script":"","translation":"","transliteration":"","type":"","note":"Inscribed in pencil"}],"objectHistory":"Acquired in connection with the display A Fine Line - Commercial Wood Engraving in Britain, V&A, 10 October 1994 - 26 March 1995.","historicalContext":"","briefDescription":"Wood engraved proof of a press advertisement for Glenmorangie, designed by George Tute; British, 1984.","bibliographicReferences":[{"reference":{"text":"","id":""},"details":"","free":"Tute, George. <u>Approaches to Wood Engraving</u>. MA Thesis, Royal College of Art,London, 1984."}],"production":"","productionType":{"text":"Proof","id":"THES48870"},"contentDescription":"","contentPlaces":[],"associatedPlaces":[],"contentPerson":[],"associatedPerson":[],"contentOrganisations":[],"associatedOrganisations":[],"contentPeople":[],"associatedPeople":[],"contentEvents":[],"associatedEvents":[],"contentOthers":[{"text":"bicycle","id":"AAT212636"},{"text":"man","id":"x35641"},{"text":"owl","id":"x30399"},{"text":"foliage","id":"x42645"},{"text":"trees","id":"AAT132410"}],"contentConcepts":[],"contentLiteraryRefs":[],"galleryLabels":[{"text":"<b>George TUTE (born 1933)</b>\n\nPress advertisement and proof for Glenmorangie Whisky. 1991\nAdvertising agency TBWA Holmes Knight Ritchie\nColour offset lithograph and wood engraving\nE.734, 735-1994\n\nThe following is an extract from the market research report carried\nout for the agency:\n\nThe medium used for the illustrations in Glenmorangie advertising\nwas seen as an important consideration. Respondents were aware\nthat if any illustration looked cheap, shoddy, hurriedly executed or\ntoo modern in style, these attributes would gradually rub off onto\nthe Glenmorangie brand itself... What a wood cut did suggest was:\n\n- <i>Age</i>. Respondents saw it as an 'old' technique...\n\n- <i>Tradition</i>. Respondents saw the wood cut as having a long and\nhonourable history: it was not craze or passing fancy.\n\n- <i>Craftsmanship</i>. Making a woodcut was expected to be a difficult,\nspecialised art, learned and practiced over many years...\nRespondents had little difficulty in recognising the work of a master\ncraftsman in this execution.\n\nGeorge Tute was sent up to Scotland to the distillery to meet the\nindividuals who worked there. The campaign focused on the\ninterests of these men. For example George Mackenzie, the\nMashman, is shown on his regular evening check of the mash. ","date":{"text":"1994","earliest":"1994-01-01","latest":"1994-12-31"}}],"partNumbers":["E.735-1994"],"accessionNumberNum":"735","accessionNumberPrefix":"E","accessionYear":1994,"otherNumbers":[],"copyNumber":"6/75","aspects":["WHOLE"],"assets":[],"recordModificationDate":"2025-04-09","recordCreationDate":"2008-11-18","availableToBook":false}}