Ever walked through a beautifully designed hotel or restaurant and noticed those eye-catching vintage advertisements on the wall? There's something special about these pieces that draws us in... maybe it's the bold designs, the glimpse into another era, or simply their ability to make us stop and look twice. What many people don't realize is that some of the 20th century's most groundbreaking artistic work wasn't hanging in galleries, it was selling cigarettes, gracing magazine covers, and catching eyes from store displays.
Why Collect Vintage Commercial Art?
Commercial art from the early-to-mid 20th century represents a fascinating intersection of art, culture, and commerce. During this golden age of illustration, publishers and advertisers commissioned leading artists to create works that would captivate audiences. Today, these pieces are increasingly sought after by collectors and museums alike, combining artistic excellence with cultural significance and genuine rarity. Despite being mass-produced initially, few original pieces survived the decades with their vibrant colors and delicate details intact.
Three Masterpieces of Commercial Design
Let's explore three pieces from our collection that show just how extraordinary this commercial art could be:
Fortune Magazine Cover (October 1939) by Antonio Petruccelli
Here we see commercial art at its most sophisticated. Petruccelli's modernist interpretation of a corporate boardroom meeting transforms a mundane subject into a striking geometric abstraction. Antonio Petruccelli (1907-1994) was one of Fortune magazine's most innovative cover artists during the 1930s and '40s, creating 26 covers that helped define the magazine's groundbreaking visual style. The bold use of red against deep brown, the perfect radial symmetry, and the innovative aerial perspective demonstrate why Fortune's covers from this era are now considered landmarks of Art Deco design. This cover exemplifies how leading publications approached their covers as works of fine art, commissioning leading artists to create images that would be both visually arresting and conceptually sophisticated.
Old Gold Cigarettes Advertisement (1935) by George Petty
George Petty (1894-1975) revolutionized advertising illustration with his idealized 'Petty Girl' who became a cultural icon of American glamour in the 1930s and '40s. Working primarily in airbrush, Petty developed his signature style while working for Esquire and major advertising clients, creating images that embodied the era's sophisticated aesthetic and continue to influence pin-up art to this day. This piece showcases why Petty's work is so highly collectible - his masterful art deco technique, the elegant line work, and the subtle color palette create an image that transcends its commercial origins. The way he handled color and form in this piece - particularly in the flowing coral-colored dress - shows why his work now hangs in major museums. When you see one of these originals properly framed, it's absolutely striking.
Judge Magazine Cover (1896) by Victor Gillam
Victor Gillam (1858-1920) was among the most incisive political cartoonists of the Gilded Age, known for his sharp-witted illustrations in Judge magazine that captured America's social and political tensions. "Uncle Sam's Crown of Thorns" demonstrates political illustration at its finest. Gillam's powerful cover uses sophisticated visual metaphors- Uncle Sam wearing a crown of thorns made from the issues of the era including Disorder, Socialism, and Anarchy- to tell a complex story through a single powerful image. The technical skill is impressive, but it's the creative metaphor that really grabs you.
The Value of Vintage Advertising Art
What makes these pieces truly special isn't just their artistic merit- it's their rarity. Think about it: these were meant to be temporary, disposable items. Most magazine covers and advertisements ended up in the trash. The few that survived, especially in good condition, are genuine treasures of American graphic design history.
That's why we're so selective about the pieces we offer. Whether it's the innovative modernism of Fortune's covers, Petty's glamorous advertising work, or powerful political illustrations, each piece needs to be more than just old- it needs to be significant, both artistically and historically. When you frame one of these pieces and hang it on your wall, you're not just displaying a vintage advertisement, you're showcasing a piece of artistic history that happens to work beautifully as decor.
Browse our curated collection of vintage magazine covers and advertising art or visit our La Jolla gallery - we're always excited to help people discover these hidden gems of graphic design history.
