Untitled (A1 Sauce) 1954

This photograph by Robert Burian presents a display of A1 Sauce, an American condiment. The lack of a date on this artwork opens up the question of its place in a longer cultural history of commercial imagery. Notice how the packaging itself becomes a prominent feature. The box’s design, including the instructions for “Mr. Dealer,” elevates a utilitarian object to an artful subject. The G.F. Heublein & Bro. Inc. of Hartford, Connecticut, mentioned here, reminds us of the regional industries that drove American consumerism. The photograph captures a moment in time, a specific mode of advertising and distribution. We may also read it against the rise of Pop Art, which questioned traditional art boundaries by incorporating everyday objects. Further research into advertising history, and the archives of companies such as Heublein would provide a richer understanding of the social forces that shaped both the production and reception of this image.