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Die-cut California advertising collection

 Collection — Box: 1, 2
Identifier: 2014-042-r

Scope and Contents

This collection consists of 45 examples die-cut advertising and promotional material for California products and destinations.

1. Bullock’s Pasadena - children’s menu [circa 1950]. Shape: circus wagon housing a lion.

2. Cawston Ostrich Farm (South Pasadena) – souvenir brochure, 1907. Shape: ostrich egg.

3. Ghirardelli (San Francisco) – Ghirardelli’s Chocolate Flicks promotional piece, 1904. Shape: Ghirardelli Flick.

4. Goman’s Gay Nineties (San Francisco) – promotional piece for nightclub [circa 1960s]. Shape: moustache.

5. The H.C. Long Syrup Company – Long’s Covered Wagon Brand Syrup [circa 1930s]. Shape: 3D covered wagon.

6. Knapp’s Good Food (Garberville) – promotional piece [circa 1930s]. Shape: coffee cup.

7. Laguna Federal Savings (Laguna Beach) – Pocket Pig Coin Saver [circa 1960s]. Shape: pig.

8. The Mission Company – Mission Orange Drink fan pull [circa 1940s]. Shape: orange.

9. The Model Grocery Company (Pasadena) – promotional item to assist children in learning to subtract, divide and add. Shape: child with hat.

10. The Northern California Citrus Fair (Sacramento) – promotional piece, 1911. Shape: bunch of oranges.

11. Pabco Products – Pabcolin The California Enamel Surface Floor Covering promotional flyer, 1920. Shape: bear.

12. Pettijohn’s California Breakfast Food (San Francisco) – product brochure [circa 1890]. Shape: bear.

13. Pineapple Growers Association (San Francisco) – Pineapple Party Fair recipe book, 1970. Shape: pineapple.

14. Powell and Main Streets Municipal Railway (San Francisco) – promotional piece, 1947. Shape: cable car.

15. Pure Gold (Redlands) – Pedro Pomelo, Lily Lemon, Ozie Orange promotional standees [2 sets], 1920. Shape: anthropomorphic citrus.

16. Sam’s Sea Food Family Restaurant (Huntington Beach) – children’s menu [circa 1965]. Shape: marlin.

17. San Francisco Ferry (San Francisco) – ferry schedule for the Golden Gate Ferry. Shape: seagull.

18. Tony's Variety & Hardware Store (Angel's Camp) - Jumping Frog Jubilee promotional flyer [circa 1970]. Shape: frog.

19. Vigor of Life, cures all pain, sold by all druggists (Sacramento) - full color advertisement promoting a patent medicine [late 19th century]. Shape: wood saw with floral motif.

20. The Victor Hugo Inn (Laguna Beach) - full color advertisement promoting the Victor Hugo Inn. Shape: cloud.

21. Red Apple Inn (Carlsbad) - A-la-carte menu. Shape: apple.

22. Western Fruit Jobbers' Association Northern California Citrus Fair - promotional piece, 1911. Shape: oranges.

23. Fisher and Fisher Hardware (Redondo) - promotional piece. Shape: Man wearing suit holding sign.

24. Helms Bakeries - promotional piece, 1939. Shape: fold-up toy delivery truck. Accompanied by a pamphlet "A Trip Through Helms."

25. Bernstein's Fish Grottos - informational piece, 1938. Shape: clam.

26. Holtville, California - post card, circa 1930s. Shape: bunch of carrots.

27. California agriculture - recipe pamphlet, circa 1950s. Shape: lima bean.

28. The Lock Restaurant (Los Angeles) – menu, circa 1920. Shape: pad lock.

29. Barefoot Bar (San Diego) —menu, circa 1965. Shape: bare foot.

30. Prosit! restaurant (San Francisco) – cocktail menu, circa 1940s. Shape: wine bottle.

31. A Night in Hawaii epicurean club annual dinner and dance (Los Angeles) – menu and program, 1940. Shape: pineapple.

32. Rite Spot Café (Redding)—menu, circa 1950. Shape: cow.

33. La Fiesta restaurant (San Francisco) – menu, circa 1940. Shape: sombrero.

34. Alioto’s Fish Grotto restaurant (San Francisco) – keepsake, circa 1950. Shape: fish.

35. Atlas E-Z Seal Jar (Pennsylvania) – Recipe book, circa 1900. Shape: Mason Jar.

36. Alpine Unsweetened Milk (San Francisco) – Recipe book, circa 1920. Shape: Dairy Cow.

37. Standard Gasoline of California - toy clacker, 1932. Shape: Polar Bear with bass drum.

38. Orangeine (Chicago) - promotional piece, circa 1910s. Shape: orange.

39. Fifth National Orange Show (San Bernadino) - promotional card with string tie, 1915. Shape: orange with leaves.

40. Orange County Kiwanis Clubs (Anaheim, Fullerton, La Habra, Santa Ana) - promotional pamphlet, circa 1920. Shape: orange with leaves.

41. California Midwinter Fair (San Francisco) - promotional pamphlet, circa 1900. Shape: orange.

42. Orange Blossom Honey (Southern California) - promotional card, early 20th century. Shape: orange in tissue.

43. Southern Pacific Railroad (Southern California) - promotional pamphlet, circa 1920s. Shape: orange with leaves.

44. Disabled American Veterans of the World War (Santa Ana) - county promotional pamphlet, circa late 1920s. Shape: orange with leaves.

45. Fifth California Apple Show, October 1914 (San Francisco) - official souvenir program, 1914. Shape: apple with leaves.


  • 1904 - 1971

Conditions Governing Access

This collection is open for research.

Conditions Governing Use

There are no restrictions on the use of this material except where previously copyrighted material is concerned. It is the responsibility of the researcher to obtain all permissions.

Biographical / Historical

Die-cutting developed during the Industrial Revolution. In the mid-19th century, die-cutting machines were introduced for the mass production of materials, most notably the manufacturing of shoes, the technology eventually extended to printing.

Advertisers quickly realized that the unique shapes captured viewer's attention, which is, of course, the primary goal of advertising. Sometimes the subject matter related directly to what was being sold and at other items, it had no relation to the image being advertised.


0.25 Linear Feet (2 boxes)

Language of Materials



A collection of specimens of California die-cut printing.


The collection is arranged by order of purchase.

Immediate Source of Acquisition

Initial purchase, 2014. Items 38 to 43 Gift of the Estate of Norman Wilkinson. Item 45, Riley Endowment (o11286088)

Finding Aid for the Die-cut California advertising collection
Rand Boyd
Description rules
Describing Archives: A Content Standard
Language of description
Script of description
Code for undetermined script
Language of description note

Repository Details

Part of the Frank Mt. Pleasant Library of Special Collections and Archives, Leatherby Libraries Repository

Chapman University
One University Drive
Orange 92866 USA US