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Poster promoting migration to Australia, 1948.

Date: 1948
Image: 986 x 730 mm
Overall: 1018 x 764 mm, 0.05 kg
Sheet: 1018 x 164 mm
Display Dimensions: 1018 x 764 mm
Medium: Colour lithograph on paper
Credit Line: ANMM Collection
Classification:Posters and postcards
Object Name: Poster
Object No: 00029428
Place Manufactured:Australia

User Terms

    This brightly-coloured poster was one of 75,000 produced by the Commonwealth Department of Information in 1948 to extol Australia's virtues in European migrant camps, hostels and immigration centres. With its storybook style illustration, it highlighted the benefits of raising children in Australia. The rural idyll depicted is distinctly European and seems to suggest a less confident Australia - unsure of promoting its uniqueness to the world.

    SignificanceThe poster relates to a significant period in Australia's post-World War II immigration history, when the Australian Government aimed to bolster the population with European immigrants in a bid to 'populate or perish'.
    HistorySince Federation in 1901 the Australian Government has produced a range of evocative and emotive posters to encourage migration to Australia. In the early 1900s, government advertising campaigns emphasised the necessities of land settlement and the virtues of a white Australia. This campaign intensified in the years after World War II, as the government expanded its advertising market to European nations in a bid to 'populate or perish'. Posters promoted Australia as a place of opportunity and prosperity - the land of tomorrow.
    Additional Titles

    Web title: Australia land of tomorrow poster designed by Joe Greenberg

    Primary title: Poster promoting migration to Australia, 1948.

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