ABC of Advertising (2024)

ABC of Advertising (2024)
Hans Witte
Casebound, cloth spine and paper over boards, sewn to doublures. H150 x W105 mm. [40] pages. Acquired from Redfoxpress, 2024.
Photos: Books On Books Collection.

The ABC of Advertising is No. 205 in the RedFoxPress “c’est mon dada” series. The series name comes from the French expression meaning “it’s my thing”. Dada is also a colloquial child’s expression for “horsie” or “hobbyhorse”. So, of course, the French adopted it as the name for one of the avant garde movement of the early 20th century. Although you might think from The ABC of Advertising that wood type and letter press are Hans Witte’s “hobbyhorse”, it’s clear from his artist’s books, children’s books, and book object installations that he has a herd of them.

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