The World's Fare

Artist:Edward Brewer
Date:1923
Medium:Oil on Canvas with Mixed Media Photograph
Dimensions:Sight size 31" x 40" Framed 34" x 44"
Condition:Excellent
Original Use:Cream Of Wheat Advertisement
Price:Sold
Full view of oil on canvas illustration

Full view of oil on canvas illustration

The artist's signature lower right

The artist's signature lower right

Color Proof sheet of The World's Fare - 1923 used in Delineator Magazine included in sale.

Color Proof sheet of The World's Fare - 1923 used in Delineator Magazine included in sale.

Grapefruit Moon Gallery is delighted to offer "The World's Fare," a rare surviving archived Cream of Wheat original oil painting. This 1923 artwork was reproduced as a full page advertisement in hundreds of American magazines. Featuring the iconic chef 'Rastus' feeding a host of ethnically diverse, exotically dressed and cleverly posed children. Along with other selections from the archive, "The World's Fare" was loaned out in the late 1980s for a touring gallery exhibition. Each original piece of artwork used in Cream of Wheat advertising was carefully stored and archived at the Cream of Wheat headquarters in northeast Minneapolis. The unusual care taken to protect this thorough, well-maintained archive is testament to the foresight of Emery Mapes, who presided over the Cream of Wheat advertising campaign. Most advertising illustration in the early 20th century was considered expendable, and was quickly destroyed, lost or thrown away. Mapes employed the finest talents working as illustrators to help developed Cream of Wheat's folksy nostalgic iconography. Artist's included N.C. Wyeth, Jessie Willcox Smith, Phillip Goodwin, J.C. Leyendecker, James Montgomery Flagg, and Edward V. Brewer. With the help of this stable of talent, the Cream of Wheat advertising campaign came to define some of the most enduring visions of American hearth and home.

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The advertising also created one of the most recognizable, storied, and controversial fictional personalities in American history; Rastus the Chef. Based upon a photograph of African American chef Frank White, Rastus presided over Cream of Wheat boxes and appeared in the company's color advertising campaign from much of the 20th century. His face was often presented as a photo element within the artwork so as to brand a single image of the iconic character. This photo element would be applied to the canvas and painted over and colored as needed by the artist. After the urging of the NAACP Cream of Wheat abandoned the name Rastus (one of many derogatory names used as racial slurs in the late 19th/early 20th century), but the chef remained an integral part of the brand. Always shown smiling, benevolent, and offering comfort, the chef presents an idyllic view of traditional America. This America holds a pre-industrial sense of the bounty of the heartland and also many of the racial tensions inherent to this agrarian image of America. The tension between the sometimes uncomfortable depictions of the Chef and the incredibly poignant nostalgic visions of a timeless America only adds to the historic significance of this uniquely American art.

Verso view

Verso view


Verso filing notation labels

Verso filing notation labels


Applied to canvas paper title of "The World's Fair"

Applied to canvas paper title of "The World's Fair"


Detail

Detail

Between 1911 and 1926 Edward Brewer created 102 original paintings for the Cream of Wheat Company. "The World's Fare" is a clever riff on the great cultural exhibition that captivated America. Brewer's style is often compared to that of Norman Rockwell; both artists relied on familiar surroundings, family and friends and captured the innocence of childhood and the traditional values of family life. A published full page tear sheet of artwork is included in sale.

Above: The artist's family posing for a Cream of Wheat ad
Above: The artist at work
Above: A view of the archives


 

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