Harper’s Magazine | Maitre de L’Affiche: Plate #16

This artwork is from Les Maitres de L'Affiche series; miniature versions of outstanding stone lithograph artworks of the most important advertising posters by the finest artists.

“Although this poster was created for an American magazine it's British distributors wanted to invoke a positive British image, hence the Beggarstaffs featured one of the royal yeoman of the guard, the 'Beefeater', to identify it with superior British goods. ”
(Rennert, PAI-XV, 125)

“…a passage written by a reviewer in the November 1895 issue of the 'Art Journal' may be taken as the characteristic response of most critics. 'Nothing so strong and so amazingly defiant of accepted convention has yet invaded the hoardings', wrote the Art Journal. 'It is a tour de force; the great beefeater, in solid scarlet on a scarlet background, with his brown spear, balanced against a huge white panel, most admirably lettered, is a triumph of decorative arrangement. It is only fair that such a plucky attempt should receive lavish appreciation. In simplifying drawings and pattern to the last degree, Messrs Beggarstaff have a struck a new note, which might be fitly echoed in mural decoration of a more permanent sort. It is English, it is modern, and it is good, very good” (Beggarstaff p.57)