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Record 139 of 6102
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Citrus fruit is nature's way to keep you fit for work and play!
Bib ID 7790045
Format PicturePicture [still image, text, sheet]
Printer Melb. J.E. Hackett, Print
Description [Melbourne] : H.C. Studios, [1924?] 
1 poster : colour ; 102 x 64 cm 
Series

Victorian Railways poster ; no. 48

Summary

A poster promoting sale of citrus fruits with the image of a giant orange and two lemons, around which tiny people are playing at a wide variety of recreational activities, including football, skiing, tennis, golf, swimming, flying a kite, and reading under the shade of the orange. The main text appears in green capitals in the lower portion of the poster ...

Biography/History

Sir Harold Winthrop Clapp, Chairman of the Victorian Railway Commissioners from 1920 to 1939, was responsible for significantly improving and expanding the Victorian Railways network, which he linked to other industries through his first “Eat More Fruit” campaign. He reasoned that, “If the demand for fruit can be stimulated, more will be required, consequently more will be grown, and so more transportation will be demanded.” Clapp promoted the railways with his own design studio (H.C. Studios), creating posters to encourage consumer demand, as indicated in this poster for fruit. “From 1 July 1923 he took over the whole railway advertising business, previously leased to a private company. He produced pamphlets and posters, and by 1924 had begun in earnest his famous campaign of slogans, which included such watchwords as ‘Citrus fruit is nature’s way To keep you fit for work and play.’” (Patsy Adam-Smith, ‘Clapp, Sir Harold Winthrop (1875–1952)’, Australian Dictionary of Biography, http://adb.anu.edu.au/biography/clapp-sir-harold-winthrop-5657/text9549, viewed July 2018, and Consumer Australia: Historical Perspectives, edited by, Robert Crawford, Judith Smart and Kim Humphery, 2010, page 29.

Notes

Caption title.

Text continues “H.C. Studios. J.E. Hackett, Print., Melb. Victorian Railways Poster no. 48.”

National Library of Australia's copy is linen backed, repaired minor tears to edges, slight stains.

Subjects Citrus -- Australia -- Posters.  |  Posters, Australian.  |  Australia -- Posters.  |  Australian
Other authors/contributors H. C. Studios, issuing body  |  Victorian Railways, issuing body
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