Tag Archives: advertising

Mr Hassall’s art school

First, a little bit of colour:

blackpool 4 - Copy

4 colours combine to make a single image.

Blackpool 05 final

The solitary child wondering “when’s the fun begin?”

After becoming interested in John Hassall it was pointed out to me by my friend Carrie that we had some material from Hassall’s correspondence school in what we call the manuscript collection – many shelves of identical cardboard boxes, most of which contain deeds and other legal documents, but some of which have Local Studies gold. I’ve used some examples before (like this one) . In this case in one plain box was a set of lessons for Hassall’s students of art and design.

Some of the lesson sheets are concerned with basic elements

Lesson 12 - expression

Tickling the fancy of Mr Everyman.

Or cartooning dogs and chicks:

Animal form

Some are concerned with techniques, like texture:

Textures 04

Or simple line drawing:

Lesson 3 simple pen drawing

And using different materials as in this “Charcoal Girl”.

Lesson 3 charcoal head

Others with anatomy:

Lesson 7 - arms

On the surface, and within:

Lesson 7 - arms sheet 3

And sometimes composition:


Whether a big, grand subject,

or a small one:

Lesson 15 - pen and ink

As he states, Hassall used his own works as examples:


Compare it with a published version

Study in red

He also looked at parody. Do you remember the vacuum cleaner poster from the first post?

Parody 01

He has reversed the subject of the cartoon to show it can be used in a number of ways.

And goes on:

Parody 02

Culminating in one of those pre-humorous Punch cartoons.

As well as these sheets, there was a great deal of text for the students all on duplicated type-written sheets, and comments in letter form like this one:


So the students got their money’s worth. Instructions, and personalised feedback, with practical advice on getting work as an illustrator.

I don’t know how many of them went on to equal, or surpass the master.

John Hassall remains an intruiging artist, poised as many are between commerce and art. But he was a man with a vision, demonstrated here with this a realistic slant on a classic tale.

Pied Piper

The Pied Piper leans casually against a tree like a steward marshalling a crowd. They could be evacuees.  I can’t say whether this image was connected:

Textures - dead rat

We started with colour, so let’s end with another colourful image from the theatre:

Sporting Girl


I mentioned our Great War website http://www.kcworldwar1.org.uk in the first post about Hassall and one or two of you went to have a look. So I’m mentioning it again – new material is being posted regularly by my colleague Lucy Yates who will be guest blogging here soon.

John Hassall: the poster man

You may not have heard of the artist John Hassall. But you’ve almost certainly seen his most famous work, the Jolly Fisherman. (You know the one: “Skegness – it’s so bracing”). You may have even have seen his other famous advertising creation, the Kodak Girl.

Take a Kodak with you, advertisement for Kodak cameras, British, c 1910.
But have you seen this?

Kensington Battalion Poster  A3

Oddly modern for a WW1 recruitment poster it has the intensity of a panel in a comic, demonstrating Hassall’s ability to create a striking graphic image. Hassall lived in Kensington and was probably known to Sir William Davison, the Mayor of Kensington during the Great War who may have commissioned the picture.

John Hassall (1868-1948) worked in advertising from the late 19th century and was also an illustrator of children’s books. In 1900 he started the New Art School and School of Poster Design in Kensington. One of his pupils was H M Bateman. He closed the school at the start of World War 1 and afterwards started a correspondence college, the John Hassall Correspondence School.

I became interested in Hassall when we used the poster image on our World War One website: http://www.kcworldwar1.org.uk  . A little research told me that Hassall was a local man, living in Kensington Park Road. We even found that Lord Kitchener had corresponded with Davison about the picture and suggested some minor uniform changes.

I haven’t found out if Hassall made any other contributions to the local war effort but I now realised he was an interesting artist

This picture from “The Sketch” has one of those captions which don’t seem to add much to the image.


Make one up yourself. It’s like one of those competitions Punch used to have where the readers made up captions to old cartoons which were invariably funnier than the originals (to modern ears anyway). Here’s another:


I’ve left you the caption in this case but the humour in the words evades me. The picture is still funny though – the expression on the shopkeepers face, the shape of the woman’s dress. And the incidental detail3. on the shelves in the background “Try our ill starred brandy”- “all dregs at store prices”

The advert below is a decent visual pun.


Get it?

This one’s a bit mysterious.


The maid, with her old-fashioned brush flees from the threat of new technology, possibly. Hassall returned to this image later (as we may see in a future post)

What is this one advertising?


An insurance company, as it happens. Hassall was strongly influenced by art nouveau artists such as Alphonse Mucha, an artist much featured on posters when I was a bit younger. Hassall has the same sense of a strong line and the bold use of colours as in the poster below featuring another familiar brand name.


Hassall also did theatrical posters

French Maid

Again with a simple black and white image he has conveyed the fun the play, am 1898 farce set in a hotel, is promising to theatregoers.

This one is for Cinderella has the same 1890s sensibilty.


The humourous grotesaques contrasted with the almost androgynous Cinderella.

Hassall’s book illustrations show the same kind of clarity and feeling for colour. All the illustrations below are from Barbara’s Song Book by Cecile Hartog, a book which combines pictures, words and sheet music.

I liked this one called May Day, for reasons regular readers will recognize.

May Day 01

The picture combines a realisic sceen with a stylised background. The song lyrics are adequate:

May Day 02

Here’s another little narrative:

My new dolly 01

I don’t think it’s going to far to compare Hassall with other great illustrators of the time like Heath Robinson and Kate Greenaway.

My new dolly 02

The same girl in charge of the play room is later shown going to bed surrounded by more minimalist pictures.

World of my own 01

Possibly dreaming of the endless hours of childhood play.

The wind



Thanks to my colleague Lucy Yates who started the search into the recruitment poster, and my friend Carrie Starren who pointed out that there was material related to Hassall’s correspondence school in our manuscript collection. Some of that will form the basis of another post coming up soon.

Finally a curious fact. John Hassall’s grand daughter was the actress Imogen Hassall who starred in the Hammer film When Dinosaurs ruled the Earth, among other I have seen.

You can see more Hassall pictures on the V&A website:


Including another one for the French Maid.





Advertising Kensington: 1905-1908

After last week’s excursion out of consensual reality I wanted to bring us back to the purely factual this week. If you wanted to find out about middle class life in Edwardian London you could make a good start in the pages of Kelly’s Directory (the “Buff Book”) . Kelly’s published all kinds of directories but the Local Studies librarian’s favourites are the local directories like “Kelly’s Kensington, Notting Hill, Brompton and Knightsbridge Directory”. You get a street directory listing residents and businesses street by street, a trade directory, a classified commercial directory, an alphabetical list of residents, general information on local institutions and a good many advertisements. Like this one:

Laundry 1907

The laundry sector was huge in the early 1900s and if you had to send clothes out to be cleaned (and pretty often you did) there were plenty to choose from. Some laundries were large scale businesses. The advert below demonstrates this for potential clients:

Laundry 1908

If you thought Wimbledon was too close to the grimy city for laundry work you could always try a country laundry:

Kellys 1908 002

In any case there were many items of clothing to launder and many more people than there used to be who needed their clothing cleaned. The ready to wear fashion market had grown. If you were new to London there was a lot to buy.

Kellys 1908 001

That’s £3 18 shillings and 6 pence in old money. Still quite pricey for 1908.

Christie 1905

You couldn’t neglect the accessories either:

Gloves 1905

Once you had everything you needed to wear, as a lady of leisure you could go to lunch:

Restaurant 1908

If you were early and your friends hadn’t arrived you could think about your accommodation:

Flats 1905

If you weren’t ready to commit to a flat, there were still plenty of residential hotels where you could stay as long as you wished:

Hotel 1908

If you had all that sorted there was time for some self improvement at the gym:

Gym 1907

As you can see, athletic activities were not just for the gentleman. A wide variety of interests were catered for, including as you can see Swedish exercises (no Swedish professors unfortunately but perhaps one of the French ones could turn his or her hand to that, or some medical gymnastics). If you had any doubts you could always check it out from the public gallery.

Once you were settled in you could think about hiring some domestic help. There was an army of servants out there looking for work and agencies to help them find it.

Agency 1907

Once you were set up at home you’d need to think about education for your children. There were small private schools all over London.

School  2 1907

Don’t strain your neck trying to read that sideways. Here’s the caption:

Copy of School  2 1907

Mrs Hendley and Miss Cobbett had everything you needed for your daughters’ education. The pupils look fairly contented on the tennis court:

School a 1907

Good sporting facilities. Mens sana in corpore sano, as they used to say at McPherson’s Gym.

And if all this has cost you a lot of money, there are people willing to help:

tax 1907

It all sounds quite exhausting, but your Kelly’s has a useful supplement at the back:

Ad 1908

So why not get away from it all in some pleasant spot?

And if a family member succumbs to the pressure and unfortunately expires you can turn back to Kelly’s.

Funeral 1908

Put yourself in the hands of some qualified embalmers. You know it makes sense.


Ballard’s can still be found today opposite Brompton Cemetery, but McPherson’s, the Kensington Restaurant, Wallace Taylor, the Columbia Family Laundry and the rest of the businesses covered today are now gone. We haven’t finished with Kelly’s though. I haven’t even started on the dairies. The adverts come from Kelly’s 1905, 1907 and 1908 directories but I could have used almost any years from the first decade of the 20th century.

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