Lot 511: CHESTER N. SIEBOLDMazda Lamp.

CHESTER N. SIEBOLD
Mazda Lamp.
This advertisement for the new white Mazda light bulb textured with an unmistakable Hohlweinishness presents an odd little promotional allegory. What precisely is the connection between light bulb and bunny? Perhaps the answer is no more complicated than that the new white light cast by the Mazda lamp is as pure and inviolate as the snowy fluff of a rabbit's pelt. National Mazda, though a division of General Electric, was a brand name which could be attached to any manufacturer that went through a rigorous testing process at the National Plant in Euclid, Ohio. From 1910 through the 1930s, the National Mazda name was an appellation associated with excellence and GE masterfully used it to its best advantage: Not only an exceptional marketing tool, the submission process was a shrewd corporate maneuver which allowed General Electric to precisely examine their competitor's latest innovations.

28 x 21 in./71 x 53.5 cm

Cond A-/Unobtrusive folds.