If you enjoy collecting Americana, old advertising art or 20th century cultural items, Norman Rockwell illustrations are a worthy pursuit. Rockwell's career spanned from the early years of the 20th century, well into the 1970s. His work appeared in many prominent advertising campaigns and graced the covers of many American magazines, most notably the Saturday Evening Post. Here are a tips for collecting published versions of his illustrations.
Instructions
1. Know what you're looking for. Seek out books about the history of American advertising, and about Norman Rockwell in particular. Also, take time to visit the official Norman Rockwell website (see Resources). These sources will provide not only a view of the illustrations, but also publication dates. Familiarize yourself with the various themes most often found in Rockwell's editorial work as well as his signature style. Seek out the specific dates and periodicals where Rockwell's illustrations were published, and be aware of ads that were published in a series. This will give you a wishlist of publications to use in your searching
2. Narrow your focus. Because Rockwell's work was so prolific, beginning your collection can be overwhelming. Choose a specific time period like the World War II era, a specific advertising or editorial series like the Ford Motor Company ads or the Four Freedoms, or a specific periodical like the Saturday Evening Post or Look. You could also base your wishlist on the illustrations you like best from the research materials you've reviewed. Regardless, a narrowed focus will allow you to develop your own tips for finding the best pieces for your collection, and manage your budget before you open your search to a broader scope.
3. Watch for reprints. Norman Rockwell illustrations are such iconic American images that many have been printed and re-printed, both for commercial purposes and as part of commemorative collections. If you are looking for an illustration's original publication, make sure your researched publication dates and periodicals match up. For editorial pieces, be aware of the context of their original publication. For example, Rockwell's Four Freedoms were originally published alongside essays by American authors. Advertisements can be tricky because advertisers often used them in multiple publications and in repeated ad runs. Consider the general time frame of the original contracted work and begin your search there. Some of the larger companies for whom Rockwell illustrated, like Coca Cola or Ford Motor Company may have advertising archives on their websites that will offer a clue as to the time period these illustrations were in use.
4. Visit estate sales and garage or yard sales. These venues can be great sources for old magazines, many in good condition. Be sure to have your wish list in hand so you'll know which magazines and issues will add to your collections. At garage and yard sales in particular, you can usually negotiate a great price for your finds because home owners may not realize the value of the publications they have.
5. Search eBay. It can be a great source for specific items on your list, and often prices are very reasonable. Use publication dates along with magazine names and even a description of the specific series in your search. When your search terms include "Norman Rockwell," you are likely to get a plethora of results that are reprints, posters, or commemorative promotional products. Try including "vintage" or "advertising" in your searches to narrow the options. Sellers may offer just the page containing the illustration or the entire magazine issue. Regardless, be sure they include photos of the pieces for your review.
6. Consider condition before purchasing. If you find entire magazines, look at the particular advertisements that strike your fancy. Even if a magazine cover is worn, often the interior pages are in better condition. Look for mildew spots or water damage, as well as worn corners and tears. If you are considering just the single illustrated page or two-page spread, check that the pages have been torn or cut cleanly.
