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Copyright Nil Sellheim and courtesy Josef Lebovic Gallery, Sydney

The Seaside Calls, Go by Train, Take a Kodak

Date: 1930s
Dimensions:
Overall: 1020 x 630 mm, 0.05 kg
Medium: Colour lithograph on paper
Credit Line: ANMM Collection
Object Copyright: ©Nicholas Holger Sellheim
Classification:Posters and postcards
Object Name: Poster
Object No: 00029433
Place Manufactured:Melbourne

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    Description
    By the 1930s beach culture was becoming a cornerstone of the Australian way of life. This poster advertising train travel to the beach with its streamlined diver and wave reflects the modernist aesthetic of the day. Artists working for the Australian National Travel Association commonly used imagery emotive of beach culture to promote Australia as an exotic and desirable tourist destination.
    SignificanceThis poster is a vivid symbol of an era when Australia undertook an aggressive campaign of promotion. Posters commissioned for the Victoria Railways, commonly used themes of Australian beach culture, to promote travel to the local and international market. This travel poster is representative of work by acclaimed poster artist, Gert Sellheim.
    HistoryIn the nineteenth century railways emerged as an advocate of domestic tourism. The Australian National Transport Association and Victorian Railways Betterment and Publicity Board, developed posters with striking images and simple slogans to meet the emerging need to market Australia to the international and domestic traveller, increasing the profile of Australia as a desirable tourist destination.

    By the 1930s, beach culture was becoming a cornerstone of the Australian way of life. The Australian National Tourism Association and Victorian Railway developed posters to communicate to the world that Australia, a young country largely unknown to the overseas market and unique in resources and scenic beauty, was worthy of the world's tourist business. People were often the feature of posters developed by the ANTA as a point of identification, transporting their audience to an attractive alternative reality.

    Gert Sellheim, (1901-1970) born in Estonia, studied Architecture in Berlin. He migrated to Australia in 1926 and began producing travel posters in 1931.Sellheim went on to design iconic posters that represent Australian culture and society, Sellheim created recognisable works such as an Aboriginal two shilling stamp in 1948 and the flying kangaroo logo for Qantas. Sellheim was one of the first poster artists to use the semi- abstract style and bold use of colour.
    Additional Titles

    Web title: The Seaside Calls, Go by Train, Take a Kodak

    Primary title: The Seaside Calls Go By Train Take a Kodak

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