$10, Booking Required


Thu 24 Mar
1:00 pm – 3:00 pm


Victorian Archives Centre
99 Shiel St, 99 Shiel St, North Melbourne VIC 3051, Australia


Wheelchair Access

Photograph of a woman holding a book and an advertising illustration featuring a cricketer.
Amanda Scardamaglia and ‘Printed on Stone’
Advertising illustration of a fan with a teapot.
New Season's Teas 1891 - 1892
From 'Printed on Stone: The Lithographs of Charles Troedel'
Advertising Illustrations featuring packages of pantry items and a woman
Silver Star Starch and R
From 'Printed on Stone: The Lithographs of Charles Troedel'
Black and white illustrations of 19th century women's fashion
The Mutual Store Ltd
From 'Printed on Stone: The Lithographs of Charles Troedel'

Charles Troedel Archive: When the Past Meets the Present Past Event

Presented by Public Record Office Victoria

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.


Amanda Scardamaglia

Dr Amanda Scardamaglia is an Associate Professor and Department Chair of the Swinburne Law School. Her area of research is intellectual property law with a special focus on empirical and historical studies in trade mark law, branding and advertising. Amanda was a State Library of Victoria Creative Fellow in 2015–2016. She is author of the books Colonial Australian Trade Mark Law: Narratives in Lawmaking, People, Power and Place and Printed on Stone: The Lithographs of Charles Troedel, which won the Victorian Premier’s History Award in 2020.