POST CARDS OF THE WHITE CITY
Advert card. A card containing advertising matter, meant to be used as a postcard, and sent through the post.
B/W. Black and White picture produced by a Screened Photogravure method of printing.
B/W litho printing. I have used this term to cover those methods of printing where no screen is visible. The mass of colour will be seen to have an irregular grained effect.
Back. The address and message side of a picture postcard.
Capital letters. These are used as in "POST CARD" or "INLAND PRINTED PAPER" to indicate the heading on the back of the postcard.
Coloured. This refers to a coloured picture produced by screened photogravure. When examined under a glass the colours will be seen to be made up of small rosettes of dots of basic colours which when seen as a whole give the effect of a range of colours.
Combination line and screened photogravure. This refers to a plate that is made by a combination of two printing processes. The toned or coloured part of the picture is made by the screened photogravure method, and the text and any solid mass of colour, is printed by the line or letter press method.
Divider. A division down the centre of the back of the card, it can be in the form of a line, or words, or a combination of both.
Front. The picture side of a postcard.
Italics. Italics are used in brackets after a title to give details of the card, and are not part of the title.
Line printing. This is a method of printing where there are no tones or shades. An example would be a pen and ink drawing, or where text is printed in solid colour without a screen.
Litho printing. I have used this term to cover the various methods of printing pictures where no dots or screen are visible. The mass of colour will be seen to have an irregular grain. There are several processes that produce a similar effect, such as Litho, Collotype, Bromotype, and Sepiatype (the last two are Valentine trade names). I shall use these names where they are known, but are classing them all as litho, as I know of no way to distinguish between the various processes.
Matt R/Photo. Black and white real photograph with a dull surface.
Measurements. Where these are given for "POST CARD." it will include the stop if any.
Photogravure. See under screened photogravure.
R/Photo. Black and white glossy real photograph.
R/Photo hand tinted Colour photography as we know it did not come in until well after the period covered by this listing. Cards were hand tinted using a few basic colours, and there is often a variation of colours between cards. It would be impossible to list these variations of colour, but where there is a major complete change of colour, this will be listed. One way to identify hand tinting is when the areas of colour overlap the design.
Screened photogravure. The method of producing printing plates by a photographic process using a screen to break the picture up into small dots. This is sometimes referred to as half tone.
Sepia. Sepia picture produced by a screened photogravure method of printing.
'T' Divider. Any type of divider with a cross bar on the top.
Trade card. A card printed on both sides, designed to be given away and not sent through the post.
Vert left. A vertical format card which when turned over like the page of a book, the heading "POST CARD" is on the left.
Vert right. As above, but the heading "POST CARD" is to the right.
© Exhibition Study Group 199 5
© Exhibition Study Group 199