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On Hot Summer Days Cool Off with Tooth's KB Larger

Date: 1940s
Overall: 985 x 740mm
Medium: Photolithograph
Credit Line: ANMM Collection
Classification:Posters and postcards
Object Name: Poster
Object No: 00044240

User Terms

    The modernist graphic design of thid Tooth's poster incorporates the streamlined of figure of a male sunbather. Breweries used outdoor scenes of the beach, sunbathing and sport to promote their products and associate them with a healthy lifestyle.
    SignificancePub paintings were deliberately chosen to emphasise, reflect and reinforce local interests and were designed to compliment each hotel's style. This poster commissioned by Tooth & Co Ltd uses simple emotive slogans with beach culture imagery.
    HistoryThe concept of the pub as a picture gallery came originally from Sydney portrait painter Jules Henry Roy Rousel. Rousel trained at the Royal Art School in Sydney and at the Slade and Royal Academy schools in London. In the 1920s Rousel took over a sign writing business and in 1929 sketched English statesman, Earl Balfour. Rousel's revolutionary idea was to hang the portrait behind glass on the outside of the Lord Balfour Hotel on the corner of Elizabeth and King Streets. The Balfour portrait caused an immediate sensation, crowds gathering to watch the construction of the glass panels on the hotel. This bold new idea took art out of the gloomy cloisters of the galleries and brought it to the people.

    Rousel saw the potential of pub pictorials providing other groups and districts a sense of personal connection with their favorite pubs. From the Tooth's board, Rousel secured a trial batch of pub paintings sporting scenes that included a clear message that Tooth's beer was the breakfast of champions. Rousel was responsible for the development of the pub poster as a popular and iconic addition to the Australian pub. Pub posters became an eye catching and easy way of marketing - with the beach featuring as one of the most popular and iconic subjects.

    Tooth & Co Ltd was established in 1835 and incorporated in New South Wales in 1888, the company was acquired by Carlton & United Breweries in 1983. There was a time in a bygone era when every Australian pub wasn't complete unless it had its own Tooth & Co pub poster.
    Additional Titles

    Primary title: On Hot Summer Days Cool Off with Tooth's KB Larger

    Web title: On Hot Summer Days Cool Off with Tooth's KB Larger

    Related People
    Artist: Parker

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