Size: 25 x 37 inches
Artist: Julius Klinger
The eighth Austrian war bond, or loan, from May 1918, was also the last. A ninth war bond was planned for the autumn of 1918, but was not issued in view of the impending defeat. In addition to short films that were shown in theatres, posters like this were the most important way to advertise these bonds. As on many other propaganda posters, the enemy is symbolised by a dragon-like creature. It’s meant to be amusing, not to induce pity. The eighth war bond is the final arrow, the one that will make the dragon harmless and lead to victory. In addition, the red ‘8’ has already wound itself threateningly around the neck of the enemy.
Julius Klinger was an Austrian artist of Jewish descent who had, in Vienna in 1923, an art school and studio where he and his students taught graphic and marketing design. He is considered by many to be the father of what is now commonly termed 'branding': using graphics and graphic design to convey the message of the brand, and to create 'brand equity' therein. Klinger was the first to use a logo not only on a product itself, but also on buildings, billboards and advertisements - essentially creating a lasting and unforgettable image of a brand for consumers.