History Award goes to Melbourne adverting collection from 1800s
A collection showcasing 19th century Melbourne through classic brands was largely hidden in the State Library of Victoria. But a law academic has now revealed the colourful images in an award-winning new book. Here’s a sneak peek.
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A law academic has won the Premier’s history award for her book about Melbourne’s rich history through posters, labels and letterheads for some of the biggest brands of the time.
Amanda Scardamaglia took the prize for her book, Printed on Stone: the Lithographs of Charles Troedel, which brings to life 19th century Melbourne through print advertising.
Lithography is the technique of printing on stone and helped revolutionise how goods could be advertised.
Troedel, a renowned lithographer who opened his Melbourne business in 1953, designed thousands of prints and is responsible for Australia’s most early advertising.
Prof Scardamaglia, an associate professor at Swinburne Law School, said lithography meant colour was placed into every home.
“Advertising went from black and white classifieds to colourful, artistic masterpieces,” Prof Scardamaglia said.
“Lithography transformed the production of print advertising the same way the printing press transformed the production of literary works.
“Charles Troedel was an award-winning printer and lithographer, who brought colour to the lives and homes of Melburnians during the nineteenth century.
“The images also tell a story about Melbourne, its people, its culture, about its history. It’s a story for everyone.”
Five years ago Prof Scardamaglia came across an archive of Troedel’s work at the State Library and began a fellowship there to gain access to the works which until now were largely hidden.
The book has more than 70 prints from the collection on lithographs telling the story of how advertising can capture a city and mix with technology and art.
Royal Historical Society of Victoria President Professor Richard Broome said the past provided inspiration.
“With 176 entries in 2020, many of a very high standard, it is impossible to honour all deserving entries with an award or commendation,” he said.
“Congratulations to all who have inspired us with stories from Victoria’s past.”
The award was presented by the Public Record Office Victoria and the Royal Historical Society of Victoria.
The full list of winners is available at historyvictoria.org.au
Printed on Stone: the Lithographs of Charles Troedel is available to buy online and in select bookstores.
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Contact Grace at grace.mckinnon@news.com.au