Poster art flourished as printing technology improved and allowed for the greater use of color and detail. In the 1800's such an advertising as this theater poster was called a broadside and this term was in use from the 16th Century. Originally limited to black ink, the evolving technology allowed for the use of color beginning in the mid-1800's and by the late 1800's, large multi-color advertising posters were seen everywhere. The format was perfect for the many traveling theater programs such as this one presenting Shakespeare's, "Romeo & Juliet."

After the Civil War, large advances were made in printing technologies and coupled with the emergence of local and regional brands of consumer goods, demand for the posters exploded. The concept of a consumer culture was shaping the methods of bringing advertising to the buyer. This form of poster was popular and served as the beginning of what became outdoor advertising. "Targeted" marketing was a necessity and insuring the placement of the posters as close to the intended audience was an expense issue in the early years. As costs came down, advertising posters were found everywhere. As the technology continued to improve, larger and more colorful signs emerged and became the billboards that continue to play a large role in the overall advertising strategies of the twenty-first century.

Strobridge Litho Co. was one of the premier printers for several decades and their designs and printing are still in high demand by the poster collecting public and institutions.

Medium : 1 print (poster) : lithographic, color

Created/Published : Strobridge Litho. Co., Cincinnati; New York, 1903

Part of the Theatrical Poster Collection housed in the Prints and Photographs Division of the Library of Congress.

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Product #: var1417