ETTA LORING

Maker Henry W Peabody & Co Australian Line (American, founded 1867)

Date1871

Object number00006895

NameClipper card

MediumInk on paper

DimensionsOverall: 105 x 166 mm

ClassificationsEphemera

Credit LineANMM Collection Purchased with USA Bicentennial Gift funds

Terms

DescriptionThis clipper card is advertising freight and passengers on board the ETTA LORING's 1871 voyage from Boston to Melbourne. It features the American and Australian Coat of Arms with the logo of the Henry W Peabody & Co shipping line. This pocket sized card was suitable for distribution on the dock and was produced at a time when clipper ships were no longer dominating maritime transport.HistoryClipper ship cards were one of the advertising methods used by ship owners to promote their vessels and transport schedules. In colourful print and bold designs they publicised the supposedly superior qualities of each vessel, often using images of maritime scenes, mythology, patriotism and women to promote their cause. The cards were largely manufactured during the late-19th century and were designed to be handed out at the docks. They were brighter and more appealing than the newspaper advertisements of the time but often used similar wording. They could be printed in up to seven different colours including blue, red, green white, black, brown, and yellow. Some printers also used gold, bronze and purple. The majority of clipper cards were produced when the popularity of the clipper ship was dwindling and merchants were opting for faster steam powered vessels. Clipper ships were largely active between 1845 and 1875. Their design concentrated on speed instead of cargo capacity, which was a great benefit for shipping companies eager to transport goods quickly. The sleek and graceful ships generated a sense of romance, competition, national pride and innovative technology. They were a symbol of American modernity and fundamental to the expanding global economy. The ETTA LORING was an A1 class clipper bark of 719 tons used for transporting freight and passengers to Australia. In 1871 it was under the command of John Loring for the Australian shipping line, Henry W Peabody & Co.SignificanceThis is a rare surviving example of a clipper ship card as they were often discarded when the ship left the port. This card highlights the movement of passengers and cargo between America and Australia during the late 19th century.