Display card for Indanthren cloth, chromolithograph, designer unknown, dye manufactured by IG Farben, Qingdao, Shandong province, China/ Germany, 1930 - 1939
This display card was probably designed and printed in Qingdao, Shandong province, China.
The card shows the way in which the fabrics were packaged and sold in China. The success of these types of advertising card and posters meant that local artists and designers found a lucrative outlet with the growing demand for watercolour painting. This fostered a new form of expression that is a synthesis of Western ideas and technologies, and Chinese illustration techniques such as familiar Chinese scenes and settings. This was used to advertise Indanthren cloth. Indanthren dyes were manufactured in Germany and were described as true vat dyes belonging to the anthraquinone series and were characterised by their colour fast and non-fading properties. They had a factory in Qingdao where these cloths were produced. The blazing sun on the left and the clouds and rain on the right in the trade mark illustrate: "Expose it to a blazing sun and drench it with sweat and rain and still the colour will not fade". Indanthren cloth was known for its high quality and affordability during the 1930s in particular. Since Indanthren was a major brand and sold well, many products were made in imitation of it. Indanthren took steps to publicise its trademark (top left picture) and familiarise its customers with the ways in which it could be recognised.
This display card was probably made in Qingdao, Shandong Province, China.
Overseas companies were the first to introduce this type of product promotion to China, which then prompted similar tactics from local Chinese companies.
Colour lithography was used.
Made in the 1930s.
Cards like these would have been handed out to customers and potential customers to advertise the product. The attractive contemporary genre scene would have encouraged people to keep and display the card.