Hadden Sundblom Epitomizes the Best of the Essay

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Hadden Sundblom epitomizes the best of the Old School Illustrators.

His work in the middle-third of the 20th century created three iconic advertising images that are still found in marketing today -- Coca Cola's Santa Claus, Aunt Jemima's Mammy and Quaker Oat's Quaker. Indeed, his depiction of Santa Claus in Coca Cola's Christmas advertising campaigns from the 1930s through the 1960s created the image of Saint Nick that all others are compelled to copy, and his imagery was considered so emblematic of the era that his last "Santa" was a cover for Playboy magazine. Sundblom's approach was characteristic of the Old School method in which soft pastel colors with slightly blurred edges were contrasted with sharper edges and colors to make the art seem to jump from the page. Like most old school illustration, Sundblom placed his subjects in easily recognizable daily situations whereby the reader or viewer could immediately empathize with the art in question and could feel comfortable and at ease with the imagery.

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And like most old school illustration, Sunblom's technique created a sort of "photographic realism" in that the details of the image in question provide a understated starkness as one finds in a well-focused photograph. This method provides much of the frame for the old school method.

With the rise of photography however, old school illustrators found themselves in increasing competition for page space with photographers, and to help maintain a competitive edge, Old School slowly gave way to the New. In order to keep….....

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