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Grapefruit Moon Gallery

Original Art from the Grand Age of American Illustration

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Sorry, It's Sold

Elsie The Cow Illustration For Borden’s Milk

Artist:Walter Early (attrib).
Date:1944
Medium:Gouache on Illustration Board
Dimensions:Image size 14" x 15" on a board measuring 16.75" x 18"
Condition:Very good with soiling and wear in the margins
Original Use:Advertising Illustration for Borden Dairy Company
Price: Sold
Detail

 

The image as published in a magazine. Tear sheet included in sale.

 

Detail

 

A wholesome, all-American advertising illustration, this gouache on board features the iconic Elsie the Cow. Named one of the Top 10 Advertising Icons of the Century by Ad Age in 2000, Elsie the Cow has been among the most recognizable product logos in the United States. In this ad campaign, Elsie and her family are seen in the lobby of a picture house walking past a photo of a dashing Hollywood star dressed as a soldier during the height of World War II. Elsie looks toward her husband and quips, “Why can’t you smile like husbands in the movies?” Her unamused husband scowls in response.

When the United States went to war in December 1941, so did Hollywood. Studio executives, filmmakers, actors, and directors knew that movies were essential for boosting the morale of troops overseas and Americans at home. The Roosevelt administration asked Hollywood to ask itself, “Will this picture help win the war?” With the growth of the film industry came the growth of the influence of Hollywood celebrities. Hollywood stars appeared in advertisements and toured the country to encourage citizens to purchase war bonds to support their country in the war.

Though unsigned, we believe this to be by American illustrator Walter Early created for Young & Rubicam ad agency on behalf of the Borden Dairy Company. Young & Rubicam was founded in 1923 and is still a marketing and communications company going strong today. This original illustration includes a magazine tear sheet of the published advertisement from 1944. Painting is handsomely matted and shrink wrapped and ready for display of framing.

Matted and shrink wrapped view

 

Verso of illustration board

 

Verso notations detail

 

Full view of unframed illustration

Elsie The Cow Illustration For Borden’s Milk

Artist: Walter Early (attrib).
Price:  Sold

Filed Under: Sorry, It's Sold
Tagged With: advertising, Borden's Milk, Elsie The Cow, WWII
Added to Gallery: June 26, 2015

 

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    About Grapefruit Moon Gallery

    Grapefruit Moon Gallery, based in Minneapolis MN, specializes in vintage pin up and original illustration art.  We are the proud home of the Bunny Yeager archives.

    Since 2003, Grapefruit Moon Gallery has been a leading dealer of exclusive original paintings by Gil Elvgren, Alberto Vargas, Earl Moran, Rolf Armstrong and Henry Clive, as well as vintage photographs, prints, and period decorative arts in ceramic and metal.

    All artworks featured are original, accurately represented, and guaranteed to be the work of the named artist.

    Interested buyers may view pieces by appointment and we are happy to answer any questions you may have. [Contact Us]

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