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Is thirteen unlucky? Not at least for "System Magazine," for
Treidler has designed every "System" cover for the last thirteen
years. But this thirteen dozen lot of magazine covers is only one
star in this master poster artist's service flag. "Red Book" illus?
trations, "Collier's" covers, Thrift Stamp (you remember his
$1,000 prize winner) and Liberty Loan and Red Cross posters
are some of the other particularly glistening ones in a field that
glistens brightly with whole nebulae of others.
And in the world of advertising art you'll find Triedler's original
technique and distinctive color treatments included as essentials
in many of our national advertisers' appropriations. As some one
once said, "Treidler has 'em all beaten when it comes to making
two colors give the suggestion of three or more." And the little
sketches above and below, designed as suggested two-color cov?
ers for "Collier's," seem to prove this.
Treidler does not intend to stick to "commercial" or advertising
art, as he calls it, but is ambitious to paint?to go in for really big
things that will live more than a month. Not necessarily por?
traits, but, as was Whistler's method, whatever strikes his fancy.
He believes that painting for money is "commercial" art, whether
it be portraits or advertising illustrations. "Portrait painting," says
Treidler, "as a profession is the most uncomfortably commercial
proposition imaginable, for the artist must cater to the whims of
the eccentric rich. These people imagine they are art critics?
they criticize and suggest and abridge. You paint a piece of
flattery rather than a portrait. I always feel rather proud of my
advertising illustrations, for I know that they are identified with
salesmanship, with human progress, with keeping the wheels of
the great factories in motion. It is indeed a very honorable and
uplifting assignment. And then, too, the income from it assists we
artists in realizing our main ideals. Art, you know, must have
its three meals a day and a roof over its head. We artists are a
very unthrifty lot."
Having visited Treidler's charming Greenwich Village studio
with its unique collection of model ships (A. T.'s pet hobby is
model craft), we can't altogether agree with this last statement,
at least not so far as it applies to A dot poster Treidler.
for The Tribune
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