Artwork of the Week: June 2
Order Coal Now demands your attention. Two large draft horses pull a coal cart that houses an overexerted worker. His bright red shirt reflects the red letters in the advertisement. Though the branches above him may provide momentary shade, he continues the exhausting work of shoveling coal. The call to order coal goes beyond a business advertisement. The purchase of the commodity signifies a contribution to considerable national efforts supporting World War I. The plain background suggests the coal wagon could be anywhere and everywhere in the country, leaving no one outside the limit of its service to the United States.
J.C. Leyendecker (1874-1951) was known primarily for his captivating advertisements. His career began in Chicago and he later became successful in the New York art scene from the 1920s-40s. During this time, Leyendecker capitalized on the growing need for engaging advertisements and partnered with the Saturday Evening Post, where he worked as the cover artist for many years. He was a teacher of the well-known artist, Norman Rockwell. Leyendecker’s artistic style continues to make an impact today; his compelling imagery stands as an example of what good artmaking can accomplish.
This print is currently on exhibition in Crossing the Divide.
