Astronomy and Astrophysics – Astronomy
Scientific paper
Jan 2012
adsabs.harvard.edu/cgi-bin/nph-data_query?bibcode=2012aas...21915002r&link_type=abstract
American Astronomical Society, AAS Meeting #219, #150.02
Astronomy and Astrophysics
Astronomy
Scientific paper
During the twentieth century astronomical imagery was frequently incorporated, by a variety of industrial manufacturers, into advertisements which appeared in popular magazines. Images of great telescopes, especially, were often invoked to capture the public imagination and to associate a product or service with the noble pursuit of astronomical knowledge. These advertisements fall into three general categories:
1)In many cases the advertiser may have participated directly in the construction or operation of a new telescope or observatory. That astronomical facility would then be accurately rendered, usually by a photograph, and often identified.
2) In the case of a product or service which had at best a tangential relation to astronomy, a generic telescope or observatory dome might be pictured, with no identification. The intent would be to co-opt the qualities of precision and timeliness, commonly associated with astronomy, for the advertiser's product. In some cases a well-known observatory (most notably the ones atop Mount Wilson and Mount Palomar) would provide a backdrop, thereby linking the manufacturer with a facility in the public eye.
3) In some cases, a service or product might have no astronomical association whatever. Nonetheless, the advertiser might employ an image of a large telescope to invoke a sense of grandeur which would somehow be transferred, in the reader's mind, to that product. In these cases an artist's conception of some fantastic device would often be prepared. In some cases the artist may have had only the vaguest idea of how telescopes were designed, and as a result some remarkably imaginative examples of astronomical engineering graced the pages of our periodicals.
Examples of magazine advertisements from each category, spanning nearly a century, are presented for comparison.
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