Research Article
BibTex RIS Cite

AN EXAMPLE OF THE TRANSFORMATION FROM POSTER DESIGN TO ICONIC MASCOT; GUINNESS POSTERS OF JOHN GILROY

Year 2023, Volume: 13 Issue: 2, 292 - 304, 01.04.2023
https://doi.org/10.7456/tojdac.1242133

Abstract

AN EXAMPLE OF THE TRANSFORMATION FROM POSTER DESIGN TO ICONIC MASCOT; GUINNESS POSTERS OF JOHN GILROY 1929-1965


ABSTRACT
John Gilroy produced posters and advertisements for the Guinnes company between 1929 and 1965. These posters and the characters on the posters were highly appreciated and attracted by the consumer and the target audience of the brand. Over time, the characters on the posters became synonymous with the brand and Irish culture. As a matter of fact, these characters have started to be used as mascots independent of the brand's promotion.

Gilroy's talent and the strong humorous expression language used in his posters are at the forefront of the reasons behind this important success of Gilroy. However, in addition to the conditions of the period when Gilroy's posters were published, the developments in the cardboard and cartoon industry in the world should not be ignored. For this reason, it is especially important for poster designers to examine the reasons why the Guinness posters produced by Gilroy have become a valuable image independent of the brand beyond the popularity and recognition it has gained. In this context, in this study, the contents of the posters that Gilroy designed for Guinness between 1929 and 1965 were examined with the qualitative description method, together with the archive and literature review.
Keywords: Mascot, Cartoon, Poster, Poster Design, John Gilroy.

References

  • Amazon (t.y.). Guinness Beer My Goodness My Guinness by Gilroy 36x24 Advertising Art Print Poster Irish Stout Brew [Poster]. https://www.amazon.com/Guinness-Goodness-Gilroy-Advertising-Poster/dp/B073T4TWSP
  • Amidi, A. (2006). 1940s Columbia Cartoons [Karikatür]. https://www.cartoonbrew.com/old-brew/1940s-columbia-cartoons-1802.html
  • Barrier, M. (1999). Hollywood cartoons American animation in its golden age. Oxford University Press.
  • Bernstein, D. (2005). Gilroy, John Thomas young. Oxforddnb. https://www.oxforddnb.com/display/10.1093/ref:odnb/9780198614128.001.0001/odnb-9780198614128-e-66221;jsessionid=4321D5A066BEFBE024DB11B5BCE3A462.
  • Brewpublic (2016). Guınness – a Look at the Famous Irısh Brewery [Fotoğraf]. https://brewpublic.com/beer-education/guinness-a-look-at-the-famous-irish-brewery/ Broadsky. J. (2017). How the guinness toucan became the brewery's most iconic mascot. Shamrockgift. https://www.shamrockgift.com/blog/guinness-toucan-vintage-advertisements/
  • Cambrige Sözlük (2022). Iconic. https://dictionary.cambridge.org/dictionary/english/iconic
  • Celticshamrock (t.y.). Guinness St. James Gate Poster [Poster]. https://celticshamrock.com/product/guinness-st-james-gate-poster/
  • Celtic Canvases (t.y.). Guinness Tri-Colour Flag [Flama]. https://www.celticcanvases.com/product/guinness-tri-colour-flag.
  • Denhams (t.y.). A set of six 1980's Guinness Advertising Figures Comprising Sea Lion, Zoo Keeper, Toucan, Ostrich, Kangaroo and to Rtoise [Fotoğraf]. https://denhams.com/lot/2/june-2015.
  • Dundon, R. (2017). The artist who made the iconic Guinness posters also mocked some up for Nazi Germany. Vinepair. https://vinepair.com/articles/history-guinness-toucan-ads/
  • Eastbristol (t.y.). A Coalport Advertising Figurine Guinness Zookeeper 10/1200 Complete in Original Box with Pin Badge [Fotoğraf]. https://bid.eastbristol.co.uk/past-auctions/sreas10306/lot-details/57702b44-622d-4747-ade1-a99f00f1810f
  • Etsy (t.y.). Beer Lovely Day for a Guinness Posters [Poster]. https://www.etsy.com/sg-en/listing/959507852/beer-lovely-day-for-a-guinness-posters
  • Galvin, T. (2020). Mr. Met turns 36 years old today [Tweet]. Twitter. https://twitter.com/thom_galvin/status/1267176839413477376.
  • Girloy, J. (1935). Guinness Toucan Mascot Mural in Galway, Ireland [Fotoğraf]. https://www.encirclephotos.com/image/guinness-toucan-mascot-mural-in-galway-ireland/
  • Greenorc (2015). 90 Marvelous Superhero Redesign Fan Art Examples [Fotoğraf]. https://www.greenorc.com/2015/08/marvelous-superhero-redesign-fan-art-examples/
  • Guinness: A campaign that’s been brewing for 80 years. (2009). The Independent. http://www.independent.co.uk/news/media/advertising/guinness-a-campaign-thats-been-brewing-for-80-years-1419144.html.
  • Hines, N. (2017). The untold story of the guinness toucan. Vinepair. https://vinepair.com/articles/history-guinness-toucan-ads/
  • Irishann (t.y.). Guinness Enamel Toucan Mug. [Fotoğraf]. https://irishann.com/index.php/product/guinness-enamel-toucan-mug/
  • Jenkins, C. (2017). Guinness Draught - Limited Edition Guinness cans Featuring John Gilroy's Iconic Lobster and Toucan Artwork - Based on Ads [Fotoğraf]. https://www.alamy.com/stock-image-guinness-draught-limited-edition-guinness-cans-featuring-john-gilroys-169527305.html Junco, M. A. (2015). Caricature before caricature. An archeologhy of humor from prehistory, en version. Estudios de Comunicacion y Politica Numero, 35, 100-113.
  • Kara, M. (2019). Marka taninirliğinin ötesine geçen maskot: Eddie the head. Süleyman Demirel Üniversitesi Fen-Edebiyat Fakültesi Sosyal Bilimler Dergisi, 130-138.
  • Oxfordartonline.com (t.y.).Credulity, Superstition, and Fanaticism, Etching and Engraving [Resim]. https://www.oxfordartonline.com/page/british-visual-satire-18th-20th-centuries
  • Pintsapparel (t.y). My Goodness, My Guinness! Poster [Poster]. https://pintsapparel.com/products/my-goodness-my-guinness-poster?variant=410-91971383493
  • Rossman, S. (2018). St. Patrick's Day: The story behind the Guinness toucan. Usatoday. https://www.usatoday.com/story/news/nation-now/2018/03/16/st-patricks-day-story-behind-guinness-toucan/429685002/
  • Shutterstock (2008). Arthur Edward Guinness Dressed as 'Arthur The Toucan' Running the Dublin City Marathon [Fotoğraf]. https://www.shutterstock.com/tr/editorial/image-editorial/arthur-edward-guinness-dressed-iconic-toucan-outfit-814207c
  • Sibley, B. (1985). The book of Guinness advertising. Guinness Books.
  • Tatlı, E. ve Güven, G. Ö. (2020). Marka maskotu olarak üniversite maskotu ve göstergebilim yöntemiyle çözümlenmesi: İstanbul Ticaret Üniversitesi “Boğa” maskotu örneği. Intermedia International E-Journal, 7(12), 97-114.
  • Tattoo (t.y.). Guinness Toucan Tattoo [Fotoğraf]. https://tattoo-ideas.com/guinness-toucan/
  • The Guinness® and Guinness Storehouse. (t.y.). Archive fact sheet: Gilroy and animals. https://www.guinness-storehouse.com/Content/pdf/archive-factsheets/advertising/gilroy_and_-guinness_animals.pdf
  • Toksöz, E. (2022). Görsel iletişim tasarımı ve mizah. Hiper Yayın.
  • Tosun, N. B. ve Kalyoncu, Z. Ö. (2014). Marka farkındalığında maskot kullanımının etkisi. Journal of Life Economics, 1(2), 87-114.
  • Varun (2016). Guinness advertising and John Gilroy. Feastandphrase. http://feastandphrase.com/author/admin/
  • Wigan, M. (2009). The visual dictionary of illustration. AVA Publishing. Şekiller
  • 1stdibs. (t.y.). Original Vintage Poster Join a Scottish Regiment Army Military Recruitment Guard [Poster]. https://www.1stdibs.com/art/prints-works-on-paper/more-prints-works-on-paper/john-gilroy-original-vintage-poster-join-scottish-regiment-army-military-recruitment-guard/id-a_8055752/
  • 1stdibs. (t.y.). Original Vintage Guinness For Strength Poster by J Gilroy Irish Stout Beer Drink [Poster]. https://www.1stdibs.com/furniture/wall-decorations/posters/original-vintage-guinness-strength-poster-j-gilroy-irish-stout-beer-drink/id-f_16726451/
  • 1stdibs. (t.y.). Original Vintage Drink Poster Guinness Time Alice in Wonderland Sane Lunch Party [Poster]. https://www.1stdibs.com/furniture/wall-decorations/posters/original-vintage-drink-poster-guinness-time-alice-wonderland-sane-lunch-party/id-f_24600502/
  • 1stdibs. (t.y.). Original Vintage Guinness Poster - Lovely Day For A Guinness - RAF Toucan Design [Poster]. https://www.1stdibs.com/art/prints-works-on-paper/more-prints-works-on-paper/john-gilroy-original-vintage-guinness-poster-lovely-day-guinness-raf-toucan-design/id-a_3844271/

AFİŞ TASARIMINDAN İKONİK MASKOTA BİR DÖNÜŞÜM ÖRNEĞİ; JOHN GILROY’UN GUINNESS AFİŞLERİ

Year 2023, Volume: 13 Issue: 2, 292 - 304, 01.04.2023
https://doi.org/10.7456/tojdac.1242133

Abstract

AFİŞ TASARIMINDAN İKONİK MASKOTA BİR DÖNÜŞÜM ÖRNEĞİ; JOHN GILROY’UN GUINNESS AFİŞLERİ 1929-1965


Emin TOKSÖZ
Ankara Sosyal Bilimler Üniversitesi, Türkiye
emin.toksoz@asbu.edu.tr
https://orcid.org/0000-0002-7003-4383


ÖZ
John Gilroy, 1929-1965 yılları arasında Guinnes firması için afiş ve ilan çalışmaları üretmiştir. Bu afişler ve afişlerde yer alan karakterler tüketici ve markanın hedef kitlesi tarafından çok beğenilmiş ve ilgi görmüştür. Zaman içinde afişlerde yer alan karakterler markayla ve İrlanda kültürüyle özdeşleşmiştir. Nitekim bu karakterler markanın tanıtımdan bağımsız maskot olarak kullanılmaya başlanmıştır.

Gilroy’un yakaladığı bu önemli başarının altında yatan nedenlerin başında Gilroy’un yeteneği ve afişlerinde kullandığı güçlü mizahi anlatım dili gelmektedir. Gilroy’un afişlerinin yayınlandığı dönemin koşullarının yanı sıra dünyada karton (cartoon) ve çizgi film endüstrisinde yaşanan gelişmeler de göz ardı edilmemelidir. Bu nedenle Gilroy’un ürettiği Guinness afişlerinin kazandığı popülerlik ve tanınırlığın ötesinde markadan bağımsız değerli bir imge hâline gelmesinin nedenlerini incelemek özellikle afiş tasarımcıları için önem arz eden bir konudur. Bu çalışmada Gilroy’un Guinness için 1929-1965 yılları arasında tasarladığı afişlerin içerikleri arşiv ve literatür taraması ile beraber bulunan örnekler niteliksel betimle yöntemiyle incelemiştir.
Anahtar Kelimeler: Maskot, Karton, Afiş, Afiş Tasarımı, John Gilroy.

References

  • Amazon (t.y.). Guinness Beer My Goodness My Guinness by Gilroy 36x24 Advertising Art Print Poster Irish Stout Brew [Poster]. https://www.amazon.com/Guinness-Goodness-Gilroy-Advertising-Poster/dp/B073T4TWSP
  • Amidi, A. (2006). 1940s Columbia Cartoons [Karikatür]. https://www.cartoonbrew.com/old-brew/1940s-columbia-cartoons-1802.html
  • Barrier, M. (1999). Hollywood cartoons American animation in its golden age. Oxford University Press.
  • Bernstein, D. (2005). Gilroy, John Thomas young. Oxforddnb. https://www.oxforddnb.com/display/10.1093/ref:odnb/9780198614128.001.0001/odnb-9780198614128-e-66221;jsessionid=4321D5A066BEFBE024DB11B5BCE3A462.
  • Brewpublic (2016). Guınness – a Look at the Famous Irısh Brewery [Fotoğraf]. https://brewpublic.com/beer-education/guinness-a-look-at-the-famous-irish-brewery/ Broadsky. J. (2017). How the guinness toucan became the brewery's most iconic mascot. Shamrockgift. https://www.shamrockgift.com/blog/guinness-toucan-vintage-advertisements/
  • Cambrige Sözlük (2022). Iconic. https://dictionary.cambridge.org/dictionary/english/iconic
  • Celticshamrock (t.y.). Guinness St. James Gate Poster [Poster]. https://celticshamrock.com/product/guinness-st-james-gate-poster/
  • Celtic Canvases (t.y.). Guinness Tri-Colour Flag [Flama]. https://www.celticcanvases.com/product/guinness-tri-colour-flag.
  • Denhams (t.y.). A set of six 1980's Guinness Advertising Figures Comprising Sea Lion, Zoo Keeper, Toucan, Ostrich, Kangaroo and to Rtoise [Fotoğraf]. https://denhams.com/lot/2/june-2015.
  • Dundon, R. (2017). The artist who made the iconic Guinness posters also mocked some up for Nazi Germany. Vinepair. https://vinepair.com/articles/history-guinness-toucan-ads/
  • Eastbristol (t.y.). A Coalport Advertising Figurine Guinness Zookeeper 10/1200 Complete in Original Box with Pin Badge [Fotoğraf]. https://bid.eastbristol.co.uk/past-auctions/sreas10306/lot-details/57702b44-622d-4747-ade1-a99f00f1810f
  • Etsy (t.y.). Beer Lovely Day for a Guinness Posters [Poster]. https://www.etsy.com/sg-en/listing/959507852/beer-lovely-day-for-a-guinness-posters
  • Galvin, T. (2020). Mr. Met turns 36 years old today [Tweet]. Twitter. https://twitter.com/thom_galvin/status/1267176839413477376.
  • Girloy, J. (1935). Guinness Toucan Mascot Mural in Galway, Ireland [Fotoğraf]. https://www.encirclephotos.com/image/guinness-toucan-mascot-mural-in-galway-ireland/
  • Greenorc (2015). 90 Marvelous Superhero Redesign Fan Art Examples [Fotoğraf]. https://www.greenorc.com/2015/08/marvelous-superhero-redesign-fan-art-examples/
  • Guinness: A campaign that’s been brewing for 80 years. (2009). The Independent. http://www.independent.co.uk/news/media/advertising/guinness-a-campaign-thats-been-brewing-for-80-years-1419144.html.
  • Hines, N. (2017). The untold story of the guinness toucan. Vinepair. https://vinepair.com/articles/history-guinness-toucan-ads/
  • Irishann (t.y.). Guinness Enamel Toucan Mug. [Fotoğraf]. https://irishann.com/index.php/product/guinness-enamel-toucan-mug/
  • Jenkins, C. (2017). Guinness Draught - Limited Edition Guinness cans Featuring John Gilroy's Iconic Lobster and Toucan Artwork - Based on Ads [Fotoğraf]. https://www.alamy.com/stock-image-guinness-draught-limited-edition-guinness-cans-featuring-john-gilroys-169527305.html Junco, M. A. (2015). Caricature before caricature. An archeologhy of humor from prehistory, en version. Estudios de Comunicacion y Politica Numero, 35, 100-113.
  • Kara, M. (2019). Marka taninirliğinin ötesine geçen maskot: Eddie the head. Süleyman Demirel Üniversitesi Fen-Edebiyat Fakültesi Sosyal Bilimler Dergisi, 130-138.
  • Oxfordartonline.com (t.y.).Credulity, Superstition, and Fanaticism, Etching and Engraving [Resim]. https://www.oxfordartonline.com/page/british-visual-satire-18th-20th-centuries
  • Pintsapparel (t.y). My Goodness, My Guinness! Poster [Poster]. https://pintsapparel.com/products/my-goodness-my-guinness-poster?variant=410-91971383493
  • Rossman, S. (2018). St. Patrick's Day: The story behind the Guinness toucan. Usatoday. https://www.usatoday.com/story/news/nation-now/2018/03/16/st-patricks-day-story-behind-guinness-toucan/429685002/
  • Shutterstock (2008). Arthur Edward Guinness Dressed as 'Arthur The Toucan' Running the Dublin City Marathon [Fotoğraf]. https://www.shutterstock.com/tr/editorial/image-editorial/arthur-edward-guinness-dressed-iconic-toucan-outfit-814207c
  • Sibley, B. (1985). The book of Guinness advertising. Guinness Books.
  • Tatlı, E. ve Güven, G. Ö. (2020). Marka maskotu olarak üniversite maskotu ve göstergebilim yöntemiyle çözümlenmesi: İstanbul Ticaret Üniversitesi “Boğa” maskotu örneği. Intermedia International E-Journal, 7(12), 97-114.
  • Tattoo (t.y.). Guinness Toucan Tattoo [Fotoğraf]. https://tattoo-ideas.com/guinness-toucan/
  • The Guinness® and Guinness Storehouse. (t.y.). Archive fact sheet: Gilroy and animals. https://www.guinness-storehouse.com/Content/pdf/archive-factsheets/advertising/gilroy_and_-guinness_animals.pdf
  • Toksöz, E. (2022). Görsel iletişim tasarımı ve mizah. Hiper Yayın.
  • Tosun, N. B. ve Kalyoncu, Z. Ö. (2014). Marka farkındalığında maskot kullanımının etkisi. Journal of Life Economics, 1(2), 87-114.
  • Varun (2016). Guinness advertising and John Gilroy. Feastandphrase. http://feastandphrase.com/author/admin/
  • Wigan, M. (2009). The visual dictionary of illustration. AVA Publishing. Şekiller
  • 1stdibs. (t.y.). Original Vintage Poster Join a Scottish Regiment Army Military Recruitment Guard [Poster]. https://www.1stdibs.com/art/prints-works-on-paper/more-prints-works-on-paper/john-gilroy-original-vintage-poster-join-scottish-regiment-army-military-recruitment-guard/id-a_8055752/
  • 1stdibs. (t.y.). Original Vintage Guinness For Strength Poster by J Gilroy Irish Stout Beer Drink [Poster]. https://www.1stdibs.com/furniture/wall-decorations/posters/original-vintage-guinness-strength-poster-j-gilroy-irish-stout-beer-drink/id-f_16726451/
  • 1stdibs. (t.y.). Original Vintage Drink Poster Guinness Time Alice in Wonderland Sane Lunch Party [Poster]. https://www.1stdibs.com/furniture/wall-decorations/posters/original-vintage-drink-poster-guinness-time-alice-wonderland-sane-lunch-party/id-f_24600502/
  • 1stdibs. (t.y.). Original Vintage Guinness Poster - Lovely Day For A Guinness - RAF Toucan Design [Poster]. https://www.1stdibs.com/art/prints-works-on-paper/more-prints-works-on-paper/john-gilroy-original-vintage-guinness-poster-lovely-day-guinness-raf-toucan-design/id-a_3844271/
There are 36 citations in total.

Details

Primary Language Turkish
Journal Section Makaleler
Authors

Emin Toksöz 0000-0002-7003-4383

Publication Date April 1, 2023
Submission Date January 25, 2023
Acceptance Date February 25, 2023
Published in Issue Year 2023 Volume: 13 Issue: 2

Cite

APA Toksöz, E. (2023). AFİŞ TASARIMINDAN İKONİK MASKOTA BİR DÖNÜŞÜM ÖRNEĞİ; JOHN GILROY’UN GUINNESS AFİŞLERİ. Turkish Online Journal of Design Art and Communication, 13(2), 292-304. https://doi.org/10.7456/tojdac.1242133


All site content, except where otherwise noted, is licensed under a Creative Common Attribution Licence. (CC-BY-NC 4.0)

by-nc.png