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Lot # 1287 (of 1727)   < Previous Lot | Next Lot >

1948 Chesterfield Advertising Display

Starting Bid - $1,000, Sold For - $4,113

Addendum: The display measures 21 x 22 inches.

This stunning full-color advertising store display for Chesterfield Cigarettes features beautiful portrait illustrations of the game's top stars surrounding a large pack of Chesterfields, "The Baseball Man's Cigarette." Chesterfield certainly spared no expense in the promotion of its product during 1948, recruiting the cream of the crop in baseball talent to "pitch" its cigarettes. Joe DiMaggio and Bob Elliot (as noted in the ad) were the reigning MVPs of their respective leagues; Ted Williams was the current American League batting champion; Ewell Blackwell was the 1947 National League leader in wins; Bucky Harris had just led the Yankees to yet another World's Championship; and Stan Musial, well, he was simply "The Man." This piece is widely recognized by collectors as one of the key museum-quality advertising displays of the postwar era, and one of the most visually attractive baseball advertising displays of any era. The vibrant colors and appealing design are accentuated by the use of the most recognizable players in the game at the time. Joe Camel notwithstanding, this must have been one of the most successful advertising campaigns in the history of the tobacco industry. What person could resist smoking the same brand of cigarette as Joe "D" or "Teddy Ballgame"? It would have been almost un-American to do otherwise. It is fascinating to note, however, that upon close examination it's obvious that the players are not actually smoking. Chesterfield has simply cropped a cigarette into the mouths of Musial, DiMaggio, Elliot, and Harris. Luckily, even though the product they're promoting has largely fallen out of favor and is now considered socially unacceptable in many circles, we can readily assure you that there will be no detriment to your health in owning this, one of the most spectacular baseball advertising displays ever produced. Although the design of this advertisement was featured heavily in the company's print campaign and appeared in countless magazines, the actual cardboard store display (which is offered here) is extremely rare. This poster is further distinguished by the fact that it remains in its original issued state, with no professional restoration whatsoever. As such, it displays flaws commensurate with its age, fragile nature, and former use. This example displays beautifully exactly as is, but of course could easily be restored to virtual perfection if desired. The poster has a few creases; however, none significantly impact its tremendous display value. There is a strip of clear tape affixed to each of the four corners on the front and three of the four corners on the reverse. It must be noted that the tape was not applied in repair of any tears, but instead was obviously used as mounting support when it was originally displayed on either a store wall or window. Additionally, tack holes appear in each corner with the exception of the upper left, which displays a small chip. Aside from that small corner chip and a tiny edge tear in the right border, the sign is free of any major tears, which is very uncommon for a display piece of this size and age. The piece is affixed to a black matting by means of mounting tape along the entire length of the top reverse border (and could be removed if desired). All of the colors remain bright and bold, and the display projects an Excellent overall appearance when it is viewed hanging on a wall, as originally intended. Of course, as noted, the poster could always be professionally restored if desired, especially with regard to tape removal, but as pointed out, none of the flaws are so obtrusive that it significantly impacts its outstanding visual appeal. This is a stunning all-original example of one of the most desirable and classic promotional displays from the golden age of baseball advertising. Reserve $1,000. Estimate $2,500+. SOLD FOR $4,113

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