Sunshine and Surf, Australia

Artist Gert Sellheim (Australian - German, 1901 - 1970)

Printer Troedel & Cooper Pty Ltd

Datec 1936

Object number00008655

NamePoster

MediumColour lithograph on paper

DimensionsOverall: 1042 × 670 mm, 1.75 kg

ClassificationsPosters and postcards

Credit LineANMM Collection

Terms

DescriptionThis poster advertising travel to Australia features a coloured lithographic image of divers. This poster promotes travel to Australia by representing swimming and beach culture by using simple and emotive scenes and slogans to promote Australian culture. Posters commissioned for the Australian National Travel Association commonly used scenes of popular Australian icons to promote travel. HistoryThe Australian National Travel Association (ANTA) was formed in 1929 to promote Australia as a tourist destination around the world through advertising. To communicate its message to a world that knew little of Australia, the ANTA produced posters with striking imagery and simple slogans representing Australia as a desirable tourist destination. Posters were the main promotion medium for the ANTA, which developed extensive network overseas and had representatives in England, the United Sates and later New Zealand, Canada, India, China, Japan and France. Gert Sellheim, (1901-1970) born in Estonia, studied Architecture in Berlin. He migrated to Australia in 1926 and began producing travel posters in 1931.Sellheim went on to design iconic posters that represent Australian culture and society, Sellheim created recognisable works such as an Aboriginal two shilling stamp in 1948 and the flying kangaroo logo for Qantas.SignificanceThis poster is a vivid symbol of an era when Australia undertook an aggressive campaign of promotion. Commissioned by the Australian National Travel Association to promote travel to Australia. This work represents Australia as a desirable tourist destination by evoking popular and iconic images, simple and emotive slogans of Australian beach culture. This poster is representative of the work by well known poster artist, Gert Sellheim.