The title of an eBay listing this past month seems pretty straightforward: "John Ruge Listed Artist 1940's WWII WPA Era Cartoon Illustration Pepsi Cola #1." That #1 indicates this is one of four eBay listings with original art by John Ruge. Here's what his signature looks like in listing #2:
Note that eBay listing #1 has a markedly different signature. Attentive readers of this blog may recognize it instead as the signature of cartoonist William Von Riegen. Like John Ruge's signature, it contains the letter R. All right, to be fair, if you were the eBay seller and if you didn't have three examples of John Ruge's signature right in front of you, you might be able to convince yourself that William Von Riegen's signature reads John Ruge.
So, is this a freestanding magazine gag cartoon? Or is it an example, rather, of advertising art, as I am suggesting? Von Riegen has written Pepsi Cola on the label of just about every bottle. To me, that degree of deliberate product placement constitutes advertising until proven otherwise.
Note how loosely yet skillfully Von Riegen handles facial expression, posture, hands, clothing folds, uniforms, military equipment, and all those soda bottles.
Not John Ruge's signature:
It's remarkable how well Von Riegen handles the three-dimensionality of his characters's heads, and especially their lips:
There's a good variation in tone throughout:
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| John Ruge's signature |
Note that eBay listing #1 has a markedly different signature. Attentive readers of this blog may recognize it instead as the signature of cartoonist William Von Riegen. Like John Ruge's signature, it contains the letter R. All right, to be fair, if you were the eBay seller and if you didn't have three examples of John Ruge's signature right in front of you, you might be able to convince yourself that William Von Riegen's signature reads John Ruge.
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| "But, Sarge, someone had to come along to take back the empty bottles." William Von Riegen Original advertising art |
So, is this a freestanding magazine gag cartoon? Or is it an example, rather, of advertising art, as I am suggesting? Von Riegen has written Pepsi Cola on the label of just about every bottle. To me, that degree of deliberate product placement constitutes advertising until proven otherwise.
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| "But, Sarge, someone had to come along to take back the empty bottles." William Von Riegen Original advertising art |
Note how loosely yet skillfully Von Riegen handles facial expression, posture, hands, clothing folds, uniforms, military equipment, and all those soda bottles.
 |
| "But, Sarge, someone had to come along to take back the empty bottles." William Von Riegen Original advertising art |
Not John Ruge's signature:
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| Signature of William Von Riegen |
It's remarkable how well Von Riegen handles the three-dimensionality of his characters's heads, and especially their lips:
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| Detail |
There's a good variation in tone throughout:
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| Detail |
The name of the product appears multiple times.
Almost all the bottles are at an angle, ensuring that the image does not appear static.
The back of the art contains no hint as to where this might have been published.
In summary then, only three of these four John Ruge eBay listings are actually by John Ruge:
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| Detail |
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| Detail |
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| Detail |
The back of the art contains no hint as to where this might have been published.
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| Verso |
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| William Von Riegen eBay Listing Ended December 16, 2018 |
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| William Von Riegen eBay Item Description |
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| William Von Riegen eBay Bid History One bid just four seconds before the auction closes. Well done. |
In summary then, only three of these four John Ruge eBay listings are actually by John Ruge:
Note: This piece apparently dates from World War II. Does anyone know the specifics of where it was published? Are there other known examples of Pepsi advertising by William Von Riegen, if that is indeed what this is?
Quick Links to the Attempted Bloggery Archives:
eBay 101
William Von Riegen
eBay 101
William Von Riegen
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