Printed on Stone: The Lithographs of Charles Troedel

Description

Charles Troedel (1835-1906) was a master printer and lithographer, and the face behind the production of most of Australia's early advertising posters, product labels, and other print ephemera, as well as the iconic Melbourne Album. This book provides a graphic history of advertising in Australia. It uses Troedel's catalogue of lithographs to trace the production and evolution of nineteenth century Australian advertising - in the home, at the bar, in health, hygiene and housework, with style and fashion and in leisurely pursuits. A history such as this is only possible because of the well-preserved archive documenting the work of Charles Troedel and his firm Troedel & Co. This archive includes the corporate records of Troedel's printing business spanning over a century, and include nearly 10,000 copies of print specimens produced by the company, which were donated by the firm to the State Library of Victoria in 1968. The author of the book, Dr Amanda Scardamaglia, has meticulously researched this archive as a State Library Victoria Creative Fellow in 2015-2016. This book will bring the archive out of the hollows of the State Library of Victoria and into the public gaze for the first time. The book will be lavishly illustrated and will include more than 70 prints from the Troedel archive.

Dr Amanda Scardamaglia is a Senior Lecturer and Department Chair of the Swinburne Law School. Her area of research is intellectual property law with a special focus on empirical and historical studies in trade mark law, branding and advertising. She is author of the book Colonial Australian Trade Mark Law- Narratives in Lawmaking, People, Power and Place (Australian Scholarly Publishing, 2015) and is editor of the peer-reviewed journal Legal History. Amanda was a State Library of Victoria Creative Fellow in 2015-2016 and was awarded a residential fellowship at the Centre for Intellectual Property & Policy & Management at Bournemouth University in the UK in 2017.