“Did you notice nothing curious about that advertisement?”
By Peggy Perdue.
Sherlock Holmes, a mainstay of books, movies, television, theatre, and websites has also graced many an advertising campaign over the years. The 2009 BSJ Christmas Annual, written by Peggy Perdue, curator of the Toronto Public Library’s Arthur Conan Doyle Collection examines the astonishing array of advertisements that have used and abused the image of Sherlock Holmes over the course of more than a century.
The cerebral Victorian consulting detective seems a world away from the likes of the Jolly Green Giant and the Maytag Man, but Holmes has been used to sell everything from vegetables and appliances to beer and baby powder. Read the whole story of how the great detective fares as one of the world’s most enduring advertising icons.
This 64-page monograph contains over two dozen photographs of seldom seen advertisements, and offers the most complete survey of the topic published to date.
64 pages, December 2009
The full 2009 Christmas Annual is also part of the eBSJ PDF archive.
BSJ 2009 Christmas Annual
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Table of Contents for the 2009 Christmas Annual
Sherlock Holmes in Advertising—The Early Years
Cigars, Cigarettes, and Shag
Edibles and Potables
Holmes in the Health Care Industry
Safes and Safety
Planes, Trains, and Automobiles
Houses and Holmes
Men’s Suitings and Women’s Fashions
Books, Magazines, and Libraries
Entertainment and Games
Contests and Lotteries
Science and Technology
Madison Avenue Miscellanea
It Pays to Advertise
About the Author
Peggy Perdue is curator of the Arthur Conan Doyle Collection at the Toronto Public Library. She lives in Toronto, Ontario, Canada, with her husband and daughter, two cats, one budgie, and a speckled band. A full-time job working with Mr. Sherlock Holmes can be demanding, so Peggy relies on Phosferine to manage nerve shock and brain fag.
For all Christmas Annuals through 2011, get the eBSJ PDF Archive.
Printed copies for a few other years are still available.
List of BSJ Christmas Annuals (contents & covers)
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