Nederlandsche Oliefabriek Delft Delftsche Slaolie 1893

Editor: This poster, “Nederlandsche Oliefabriek Delft Delftsche Slaolie,” by Theo Nieuwenhuis, was created in 1893. The Rijksmuseum calls it graphic art, but the bold lettering and stylised imagery feels… almost aggressively commercial. What's your take? Curator: Well, let's think about the social context. Late 19th-century Europe was seeing the rise of mass production and consumer culture. Art Nouveau, with its emphasis on decorative arts and accessible design, often blurred the line between "high art" and commercial art. Editor: So, you’re saying this wasn’t just about selling salad oil? Curator: It was about branding. Think about it: Nieuwenhuis is using aesthetics—colour palette, typeface—to create a memorable association between the Delftsche Oliefabriek and a sense of sophistication and quality. How does the composition lead your eye through the advertisement? Editor: The spilling oil directs the eye downwards. It also seems symbolic... that overflowing abundance was designed to create positive associations with the product. And the repeating borders frame and reinforce it. Curator: Precisely! The poster operates as a piece of public art shaping visual culture of the era. We're witnessing the birth of modern advertising. Considering that many of these were plastered around the city and changed every week...it was designed to grab your attention! Editor: I never thought about advertisements as active agents in shaping culture. They always seemed secondary. Curator: And that's the power of looking at art through its social and historical context! Next time you look at art consider it as being engaged in cultural negotiations, constantly interacting with its audience. Editor: I will look at poster advertisements differently from now on. This conversation really opened my eyes to seeing the artistic quality present in them!