Charles Troedel

This new book is the first to document the visual history of print advertising in Australia and in so doing provides a valuable illustrated social history of Australia.

This new book is the first to document the visual history of print advertising in Australia and in so doing provides a valuable illustrated social history of Australia.

Charles Troedel (1835–1906) was a master printer and lithographer, and the face behind the production of most of Australia’s early advertising posters, product labels, and other print ephemera, as well as the iconic Melbourne Album plus select images from the New South Wales Album. Troedel’s catalogue of lithographs trace the production and evolution of nineteenth century commerce and culture—in the home, at the bar, in health, hygiene and housework, with fashion and style and in leisurely pursuits—defining the legal categories under which this content was protected and the way advertising came to be regulated.

Troedel’s company, which traded in Melbourne under various names, and for a short period operated out of Sydney, was retained by colonial firms and European businesses to produce labels for their goods as well as posters advertising their wares.

Details

Quarto, laminated boards, pp. 256, illustrated with more than 70 colour prints from the Troedel archive, plus full reproduction of all 24 plates of The Melbourne Album (lithographic views of Melbourne from 1863–1864).

The book – early access

The general release is delayed until February 2021 due to the COVID-19 virus, but it can be purchased now signed by the author.  (If you don’t want an autograph, let Douglas know.)

The price is $69.95, available in-store, or $10 post exclusively from ESA member Douglas Stewart

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NOTES: The author, Amanda Scardamaglia, was a creative fellow at the State Library of Victoria: the purpose of the honorary fellowship project was to learn more about Troedel’s career, his role in the colonial trademark system, and his influence in shaping the style of early colonial trademarks and commercial art. She also explored the connection between commercial art and the law. In the process, her project paid homage to Troedel’s creative contribution to the commercial art industry and the colonial community.

 

 

3 Comments.

  • roma guerin
    28 April 2020 9:45 am

    I look forward to this publication. My grandfather was a lithographer and worked for Mr Troedel for his whole working life. My father told me that one of the highlights of Grandfather’s life was working on prints of the Horn Expedition. Dad had a collection of loose pages of coloured plates from the Expedition which I gave to the State Library in 2007. I have a framed picture of a native animal (the family called it “the rat”) which hung in my grandfather’s hall when I was a child. It does not have his name on it so I have always assumed he must have admired the lithographer’s work – R. Wendel. The Library didn’t want it, but I hope somebody does. My children will not.

  • mbede
    29 April 2020 1:39 pm

    I wonder why the State Library didn’t want it. See this link https://cbdnews.com.au/charles-troedel-a-great-melbourne-lithographer/

  • Roma guerin
    3 May 2020 12:48 pm

    I think because they already have a lot in their archive already.