Advertisement in red and black for John J. McKendry's Aesop: Five Centuries of Illustrated Fables
Advertisement in red and black for John J. McKendry's Aesop: Five Centuries of Illustrated Fables published by the Metropolitan Museum of Art. 11¼" x 15", folded into six quadrants. Gift of William Jenkins, Kenmore, NY, Jan., '92.
This advertisement is extremely clever. The large sheet of heavy paper is folded down to a brochure of about 5" x 5½". As one opens the brochure, one finds four progressive views. First a simple Ulm woodcut detail without words invites a viewer to open the brochure from the left. The next view, of the same size, uses Calder's WC and proclaims "It wasn't an easy task." The next opening offers a view three times as large and uses a sole lion, an LM illustration, and Grandville's TH to describe the complexity of the task. The final foldout makes its offer with a clever remark for each of four illustrations. Thus accompanying Hollar's illustration of the crab and her mother we read "with lessons for parents and children alike." It is a joy to see ingenuity expended on a project like this! For now, I can offer views of only the two first panels.