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an old advertisement for do - it - yourself advertising on a table
Premium Jeschke Jádi Auctions Berlin

Estimate €500 - €750
Sale commission
Description
Photography Pecsi, Jozsef Photo und Publizitat/ Photo and Advertising. With numerous illustrations in intaglio printing. Berlin, Singer, (1930). 16 pp., 1 leaf, 30 (of 32) plate pages. 4°. Original illustrated paperback with photomontage on the front cover (slightly scuffed, small tear at the top of the spine, slightly stained, small corner tear on the back cover). First and only edition of one of the earliest works on photomontage in advertising. – Bolliger IX, 1031. - This legendary photobook, with its superb typographical design, illustrates advertising examples for a wide variety of products such as perfume, mouthwash, cigarette paper, cameras, typewriters, fountain pens, radio sets, car lamps, radio tubes, etc. In his foreword, ‘Photographic Advertising’, Péscsi discusses in depth the important interplay between photography and typography. ‘The core of the work is always provided by the photographer; his contribution is the actual source of the appeal emanating from the whole, yet the typographer has almost equalled him in importance to the common cause, thanks to the infinite possibilities for variation at his disposal in differently shaped letters, ready-made decorative elements, colours and arrangement” (p. 7). - A small crease at the top edge; plates 14 and 26 are missing. The scarce original edition of Jozsef Pesci’s influential work on the art of advertising photography and graphic design. The book was one of the earliest works on the subject, and features magnificently printed black-and-white photogravure images, bold photomontages and beautiful modernist typography throughout. - (slightly worn, small tear at the top of the spine, some staining, small corner tear on the back cover) - A small crease along the top edge; plates 14 and 26 are missing.
See original version (German)
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About the sale Valuable books, prints, historical photographs
Auction location
Auction time 10/24/2026 at 10:00 AM
Pictures credits: Contact the Auction House
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