Bert Cole Advertising System collection, 1897-1926 .2 Linear Feet
- Abstract Or Scope
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Bert Cole (1869-1958) was a circus performer, announcer, and advertising agent who developed a marketing scheme called the Bert Cole System in which circus elephants were draped with business advertisements during circus parades and local events. Collection includes black-and-white photographs and postcards, receipts and licenses, and correspondence that document Bert Cole's advertising business while working with circuses including the Charles Sparks Circus and the Hagenbeck-Wallace Circus. The banners promoted a variety of businesses, including automobiles and automobile dealers; automotive tires; banks; flour and other food products; local retail and clothing stores; and tobacco products. Many of the photographs are annotated with the date and place the photograph was taken. Circus performers and clowns identified in the photographs include Bert Noyes, Louis Plamondon (1872-1934), Lon Moore (1865-1920), and Mickey McDonald, as well as images of Bert's father, circus owner George S. Cole, with his elephant-based advertising service he ran prior to Bert assuming the practice under his own name. Also represented in the photographs is the elephant Mary, part of the Sparks rail show, notable for having been executed in 1916 after killing her handler. Photographs depict locations throughout the South and upper Midwest, including Texas, Florida, Mississippi, Indiana, Wyoming, and Little Big Horn, Montana. Acquired as part of the John W. Hartman Center for Sales, Advertising & Marketing History.
- Collection Context