Advertising poster titled 'Australia for Sun and Surf'

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

Date1936

Object number00009215

NamePoster

MediumPhotolithograph on paper.

DimensionsOverall: 1056 x 618 mm, 0.35 kg

ClassificationsPosters and postcards

Credit LineANMM Collection

Terms

DescriptionThis poster advertising travel to Australia features a photographic image on a coloured lithographic background. The poster uses iconic imagery of sunshine and surfing, imagery emotive of beach culture and simple slogans to promote travel to Australia. Posters commissioned for the Australian National Travel Association commonly used scenes of popular Australian icons to promote travel and mould notions of Australian identity. 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 and mould notions of Australian identity. 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. This work was commissioned by the Australian National Travel Association and represents Australia as a desirable tourist destination. The poster evokes popular and iconic images of Australian culture, using simple and emotive slogans reflective of beach culture to promote travel to Australia. This poster is representative of the work by well known poster artist, Gert Sellheim.