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Art of the poster label
Imperial War Museum, 1932 :
Austin Cooper (1890-1964)
Gouache
Like Kauffer, the Canadian born Cooper made his reputation as a 'British' poster designer. His approach varied to suit the subject matter, rather than prevailing trends in art. Both men believed that lettering was integral to the finished design.
'The functions of a poster are dual: to arrest the attention and then, having caught the eye of the passer-by, to deliver a message swiftly, convincingly, effectively.'
Austin Cooper, poster designer, 1938
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The range of entertainment on offer in London provided countless vibrant and enticing subjects for transport posters. Rather than advertising specific venues or events, posters usually promoted general activities such as shopping or going to the theatre. Many aimed to encourage travel to the city in the evenings and at weekends. Others encouraged regular commuters to stay in the city after work, rather than travelling home at rush hour. In the 1930s, posters were also issued with listings of specific events scheduled for that week.
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London Transport posters have promoted travel to almost all of the capital's many museums and galleries. Some advertised the institutions themselves, whilst others promoted special exhibitions. The exotic and eclectic collections offered the poster artist inexhaustible subject matter. Unlike other London attractions, museums and galleries could be represented by subjects and imagery not normally associated with the city, ranging from dinosaurs to ancient Egyptian sculpture.
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