{"meta":{"version":"2.1","_links":{"self":{"href":"https://api.vam.ac.uk/v2/object/O76313"},"collection_page":{"href":"https://collections.vam.ac.uk/item/O76313/"}},"images":{"_primary_thumbnail":"https://framemark.vam.ac.uk/collections/2006AP5882/full/!100,100/0/default.jpg","_iiif_image":"https://framemark.vam.ac.uk/collections/2006AP5882/","_alt_iiif_image":[],"imageResolution":"high","_images_meta":[{"assetRef":"2006AP5882","copyright":"© Victoria and Albert Museum, London","sensitiveImage":false}]},"see_also":{"_iiif_pres":"https://iiif.vam.ac.uk/collections/O76313/manifest.json","_alt_iiif_pres":[]}},"record":{"systemNumber":"O76313","accessionNumber":"E.443:1-1932","objectType":"Poster","titles":[{"title":"Empire Buying Makes Busy Factories. Motor Manufacturing","type":"assigned by artist"}],"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":"Landscape format colour lithograph poster depicting an industial factory interior in predominantly reds, greys and ochre. In the foreground, three male figures are operating large drilling machines. Signed, lettered with titles, and printer's name.","artistMakerPerson":[{"name":{"text":"Gardiner, Clive","id":"A7958"},"association":{"text":"artist","id":"AAT25103"},"note":""}],"artistMakerOrganisations":[{"name":{"text":"Empire Marketing Board","id":"A7959"},"association":{"text":"publisher","id":"x32600"},"note":""}],"artistMakerPeople":[],"materials":[{"text":"printing ink","id":"AAT187371"},{"text":"paper","id":"x30308"}],"techniques":[{"text":"colour lithography","id":"AAT190525"}],"materialsAndTechniques":"Colour lithograph","categories":[{"text":"Propaganda","id":"THES48902"},{"text":"Transport","id":"THES48881"},{"text":"Prints","id":"THES48903"},{"text":"Posters","id":"THES252963"}],"styles":[{"text":"Modernist","id":"AAT21474"},{"text":"Cubist","id":"AAT109010"},{"text":"Cubist","id":"AAT21495"}],"collectionCode":{"text":"PDP","id":"THES48595"},"images":["2006AP5882"],"imageResolution":"high","galleryLocations":[{"current":{"text":"74","id":"THES49720"},"free":"","case":"CA001","shelf":"","box":""}],"partTypes":[[{"text":"poster","id":""}]],"contentWarnings":[{"apprise":"","note":""}],"placesOfOrigin":[{"place":{"text":"United Kingdom","id":"x29336"},"association":{"text":"published","id":"x30682"},"note":""}],"productionDates":[{"date":{"text":"1928","earliest":"1928-01-01","latest":"1928-12-31"},"association":{"text":"published","id":"x30682"},"note":""}],"associatedObjects":[{"object":{"text":"E.443:2-1932","id":"O240319"},"association":"Set"},{"object":{"text":"E.443:3-1932","id":"O240318"},"association":"Set"},{"object":{"text":"E.443:4-1932","id":"O240317"},"association":"Set"},{"object":{"text":"E.443:5-1932","id":"O240316"},"association":"Set"},{"object":{"text":"E.443:6-1932","id":"O240315"},"association":"Set"},{"object":{"text":"E.323-1934","id":"O1110550"},"association":""},{"object":{"text":"E.324-1934","id":"O1110549"},"association":""}],"creditLine":"Given by the Empire Marketing Board","dimensions":[{"dimension":"Height","value":"1005","unit":"mm","qualifier":"","date":{"text":"2020","earliest":"2020-01-01","latest":"2020-12-31"},"part":"sheet","note":""},{"dimension":"Width","value":"1515","unit":"mm","qualifier":"","date":{"text":"2020","earliest":"2020-01-01","latest":"2020-12-31"},"part":"sheet","note":""}],"dimensionsNote":"Dimensions 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: 116.2 X 584.2 cm (overall size)","marksAndInscriptions":[{"content":"......The Empire Marketing Board [partially obliterated]","inscriber":{"name":{"text":"","id":""},"association":{"text":"","id":""}},"date":{"text":"","earliest":null,"latest":null},"description":"","interpretation":"","language":"","medium":"","method":"lithography","position":"left of bottom margin","script":"","translation":"","transliteration":"","type":"Distributor's identification","note":"Distributor's identification; left of bottom margin; lithography"},{"content":"Printed for HM Stationery Office by Waterlow & Sons Ltd. London, Dunstable & Watford.","inscriber":{"name":{"text":"","id":""},"association":{"text":"","id":""}},"date":{"text":"","earliest":null,"latest":null},"description":"","interpretation":"","language":"","medium":"","method":"lithography","position":"right of bottom margin","script":"","translation":"","transliteration":"","type":"Maker's identification","note":"Maker's identification; right of bottom margin; lithography"},{"content":"Clive Gardiner","inscriber":{"name":{"text":"","id":""},"association":{"text":"","id":""}},"date":{"text":"","earliest":null,"latest":null},"description":"","interpretation":"","language":"","medium":"","method":"lithography","position":"within the image in lower left corner","script":"","translation":"","transliteration":"","type":"Signature","note":"Signature; within the image in lower left corner; lithography"}],"objectHistory":"","historicalContext":"","briefDescription":"One of a six part colour lithograph poster entitled  'Empire Buying Makes Busy Factories: Motor Manufacturing'. Designed by Clive Gardiner. Issued by the Empire Marketing Board. Great Britain. 1928.","bibliographicReferences":[{"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>Victoria & Albert Museum Department of Prints and Drawings and Department of Paintings, Accessions 1932. </u> London: HMSO, 1933"}],"production":"One of a six part poster entitled  'Empire Buying Makes Busy Factories'.\n\nReason For Production: Commission","productionType":{"text":"Mass produced","id":"THES48863"},"contentDescription":"","contentPlaces":[],"associatedPlaces":[],"contentPerson":[],"associatedPerson":[],"contentOrganisations":[],"associatedOrganisations":[],"contentPeople":[],"associatedPeople":[],"contentEvents":[],"associatedEvents":[],"contentOthers":[{"text":"factory","id":"AAT6232"},{"text":"motor vehicles","id":"AAT42934"}],"contentConcepts":[{"text":"labour","id":"x35786"},{"text":"industry","id":"AAT55718"},{"text":"propaganda","id":"AAT55539"},{"text":"British Empire","id":"x46648"}],"contentLiteraryRefs":[],"galleryLabels":[{"text":"Man and machine\n\nThe Empire Marketing Board (EMB) commissioned this poster in the late 1920s to promote industrially-produced goods from countries that formed part of the British empire. The short-lived EMB was established in an effort to boost trade between Britain and the countries it had colonised to sustain the empire. Portraying the factory as an industrious place of work, this dramatic image champions the partnership between man and machine.\n\nPoster celebrating automation \n‘Motor Manufacturing’, 1928 \nDesigned by Clive Gardiner \nIssued by the Empire Marketing Board, UK \nColour lithograph \nGiven by the Empire Marketing Board \nMuseum no. E.443:1-1932\n\nThe object sits in the 'Automation and Labour' section of the Design 1900-Now gallery opened in June 2021.","date":{"text":"2021","earliest":"2021-01-01","latest":"2021-12-31"}}],"partNumbers":["E.443:1-1932"],"accessionNumberNum":"443","accessionNumberPrefix":"E","accessionYear":1932,"otherNumbers":[],"copyNumber":"","aspects":["WHOLE"],"assets":[],"recordModificationDate":"2026-05-13","recordCreationDate":"2003-03-08","availableToBook":false}}