Warren Bernard (1)

A handsomely illustrated and well-researched history and compendium of the use of cartoon characters in American advertising from 1870 to 1940. There are separate chapters devoted to subjects such as R.F. Outcalt's "Yellow Kid" and "Buster Brown", cigarette ads (jarring to see characters such as the Yellow Kid, who is after all a kid, and sports figures such as Joe DiMaggio and Bill Tilden blithely talking up how smoking their brand helps their nerves and digestion), cartoon ads in wartime, Dr. Seuss, cartoonized sports figures and celebrities, and cartoonists themselves pitching products, for they were much more celebrated then than nowadays.

A list of the cartoonists and their creations at work would be too lengthy; suffice it to say that seemingly most of them were involved in pitching a multitude of products and causes. This was a most enjoyable and often surprising book, and I look forward to the planned second volume, continuing up to the present. And it was with a small tingle of pleasure that I saw a few of the items portrayed here which I have in my own collection of comic collectibles.… (altro)