Richard Roberts Archive

How do you bring a fresh approach to publicising a product that everyone knows? This is often where the creative skill of the copywriter can work wonders. In this 1953 advertisement the reader is encouraged to think of their Anglepoise as a friendly but disciplined assistant. “Come on, get started…” it seems to say. #history #richardrobertsarchive #printadvertising

The Book of the Braemar Gathering was read by visitors to that extremely exclusive annual event, attended always by royalty. So this advertisement from 1952 made the link between a fine traditional Scottish skill to the skill in making the finest solid fuel appliances, bought by the most discerning customer. #history #richardrobertsarchive #printadvertising

Advertisements are always provide a fascinating insight into the fashions of the time. This advertisement from 1957 may be for a rather prosaic product - underlay - but it shouts modernity in the hairstyle, the clothes and the furniture. #history #richardrobertsarchive #printadvertising

In 1955 it might be thought that Dunlop would stress durability and performance. Not a bit of it: this elegant illustration and its associated copy are designed to promote a tyre as a fashion accessory. Well, it’s worth a try… #history #richardrobertsarchive #printadvertising

When a company with a truly distinguished reputation wishes to remind customers that they should really continue to buy its wares, a load of explanation is unnecessary. Coalport in 1952 just needed a photo, the “fine bone china” name, and the date of foundation: 1750. #history #richardrobertsarchive #printadvertising

By 1952 many advertisers had submitted to the seductive charms of colour photography for their images. But lighthearted messages often demanded cartoons, as here for the popular liqueur. And, in case things got too superficial, four Royal warrants helped to confirm the drink’s appeal in the highest circles of society. #history #richardrobertsarchive #printadvertising

Celanese synthetic acetate yarn had a challenge: how to overcome the stigma attached to the new materials that were trying to replace natural cotton and silk. In this 1952 advertisement, the company cleverly used the association with Norman Hartnell, dressmaker to the Queen, and the bearskin-hatted soldiers, to polish its image. #history #richardrobertsarchive #printadvertising

This company has been going since 1856, but here in 1952 the use of colour photography has brought the company’s advertising into a new era. The setting, almost certainly in a London park, and the Royal warrant, stress the upmarket exclusivity of the brand. #history #richardrobertsarchive #printadvertising

This 1951 advertisement has a finely judged balance of a beautiful image (the result) and persuasive information on technology (how the result is created). For the camera nerd, a focal plane shutter would make the mouth (Derwent?) water. #history #richardrobertsarchive #printadvertising

This advertisement from 1952 shows that humour helps to sell. One can imagine that parents could recite the simple piece of verse if the young offspring is reluctant to have a bath or wash hands. #history #richardrobertsarchive #printadvertising