Booklet, 'The Story of Sergeant Dan' [In Copyright]; Whitcombe & Tombs Limited; ...

Name/Title

Booklet, 'The Story of Sergeant Dan' [In Copyright]

Maker

Unknown maker

Maker Role

Author

Maker

Whitcombe & Tombs Limited

Maker Role

Printer

About this object

An illustrated advertising booklet telling the story of 'Sergeant Dan, The Creamoata Man'. An amended edition, it was published specifically for the 1940 New Zealand Centennial Exhibition held in Wellington.

The Sergeant Dan Story
The Sergeant Dan character was created in 1915 to help sell 'Creamoata' a cereal product of 'Fleming & Co., Gore'. Herbie Fleming, the then Gore mill manager, engaged the Auckland advertising agency 'Chandler & Co' to produce the original edition. The character's creation is accredited to Charlotte Lillian Lawlor, a New Zealand artist and writer, who was engaged by Chandler & Co . Charlotte's creation of 'Sergeant Dan' in both its narrative and graphics was a new approach to advertising. 'Sergeant Dan' being part boy scout, part boy soldier, reflected both the popularity of the scouting movement of the time and the strong patriotic sentiments of a nation at war. 'Sergeant Dan' soon became a national icon.

This booklet was based on 1915 newspaper advertisements and includes two extra pages capturing later stages of Sergeant's Dan's life.

Medium and Materials

organic, processed materials, paper

Measurements

h 138 mm x w 115 mm

Date Made

1939 -1940

Period

1930s

Place Made

Unknown

Publisher

Fleming & Company Limited, Gore. N.Z.

Publication Date

1939

Publication Place

Oceania, New Zealand, South Island, Gore

Subject and Association Keywords

Art and Design

Collection

Fleming Collection

Object Type

advertising booklets

Object number

GO.FLEM8

Copyright Licence  

All rights reserved

This object is from
Tags

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