The Print Museum of Printing extends heartfelt gratitude to Maurice Brown and his wife, Kerry, for their generous donation of an original, and possibly unique example of early print advertising. This piece hails from a time long before television, the internet, or social media, illustrating the nascent use of print as a marketing tool.

This era, spanning from the 1880s to the First World War (1914), marked the rise of the middle class. People had disposable income for the first time, leading to a boom in spending on luxury items like perfumes, soaps, ocean voyages, and, intriguingly, biscuits. Companies began to capitalize on this newfound purchasing power, creating advertisements that were as persuasive as they were artistic.

A quintessential example is Pears Soap's campaign in the 1880s, which featured Sir John Millais's iconic painting "Bubbles." This campaign brilliantly convinced people to adopt more rigorous hygiene practices, showcasing the burgeoning power of advertising.

Early marketers quickly realized the allure of using cherubic children in their ads. The "Bubbles" campaign spawned numerous similar images, pushing the limits of contemporary printing techniques. At that time, there were no standardized methods for colour separation, paper quality, or inks. Printers faced the challenge of reproducing delicate skin tones without creating unsightly shadows, a feat often achieved with the help of skilled hand-retouchers. These artists applied subtle brushwork to enhance photographs, a craft akin to an acrobat's performance effortless to behold, yet incredibly challenging.