In this presentation by Amanda Scardamaglia, author of Printed on Stone: The Lithographs of Charles Troedel, nineteenth century Melbourne is explored through the lens of advertising.

Charles Troedel (1835–1906) was a master printer and lithographer, and the face behind the production of most of Australia’s early advertising posters and product labels. Troedel’s catalogue of lithographs traces the evolution of nineteenth century commerce and culture – in the home, at the bar, in health, hygiene and leisurely pursuits. These images held up a mirror to society, providing a social commentary on the public and private spheres of 19th century colonial Australia. Many of the images were fun and frivolous, brilliantly capturing Marvellous Melbourne and the budding consumer culture emerging in the colonies. But behind the colour and spectacle, the Troedel archive also covers some more sobering themes. The archive showcases the glamorisation of alcohol and cigarettes, the commodification of women in advertising for the sake of fashion and the male gaze, as well as the targeting of vulnerable customers with magic pills and unproven remedies. The collection of theatre posters include depictions of men behaving badly in sell-out stage performances, without challenge or repercussion. On the one hand, Troedel’s lithographs represent a period of intense transformation in advertising aesthetic and practice. At the same time, these prints are prophetic of what was to come in the next century of advertising – in print, and across the new mediums of communication.

Doors open at 1pm for refreshments and entry into the exhibition, which includes original drawings, rare artifacts and photographs, on loan from the Troedel Family. The talk will begin at 2pm.