Leaflet - Hecla Electrics Pty Ltd, Mock-up for 'Electric Fires' Advertisement Featuring Lounge Room Scene & Hecla Volcano Logo, circa 1920s Image Reg. No: MM 106797

Summary:
Pen and ink mock-up of advertisement for Hecla Electrics Pty Ltd electric heater, with the Hecla volcano logo in the bottom left hand corner circa 1920s. The heat from its lava was meant to signify the heat flowing from Hecla electric radiators.The Hecla volcano trademark originated when in 1916 Mount Hecla in Iceland erupted making world news.

This photograph is from an album containing 255 black and white photographs depicting electrical appliances, showroom displays, factory interiors and advertising material relating to Hecla Electrics Pty Ltd. It is part of the Hecla collection of photographs, documents, products, manuals and promotional materials from the Hecla Electrics factories in Melbourne. This collection dates from the late 19th century to the late 20th century and was acquired in 2004 from the current owner of the Hecla Electrics brand.

Hecla Electrics manufactured and distributed a wide range of domestic and commercial electric appliances products to Australasia, such as heaters, kettles, toasters, stoves and water heaters. Its client base included households, commercial businesses such as cafés, hospitals and offices, as well as the military. The company promoted its goods through advertisements in home magazines and displays in shop windows, home shows and the 1935 All-Electricity Exhibition. Hecla Electrics became a household name in Melbourne during the 1920s and remained a popular Australian brand until the late 20th century.'
Description:
Black ink advertisement mock-up on thick card adhered with sticky tape to a paper backing with holes punched on one side. Card is attached at all four corners.
Description Of Content:
Mock-up of an advertisement in black ink featuring extensive floral design and drawn illustration. The illustration is of a woman seated in a floral armchair with a gramophone and an electric heater to her left. There is a boy in the background standing at the gramophone, and a window and lamp behind the woman's head. Under the illustration is text advertising an electric heater. At left is a company logo, and at top is a text heading.
Acquisition Information:
Donation from Mr Phil Wollen, 2004
Discipline: Technology
Dimensions: 240 mm (Height), 171 mm (Width)

More information

Tagged with: manufacturing, advertising, promotional materials, electric appliances, domestic appliances, domestic technology, electric household appliances, heaters, furniture, gramophones, electric radiators, innovation design
Themes this item is part of: Hecla Electrics Pty Ltd, Electrical Appliance Manufacturers, Melbourne, Victoria, Working Life & Trades Collection
Primary Classification: COMMERCE & RETAILING
Secondary Classification: Domestic Appliances
Tertiary Classification: advertising
Inscriptions: Top, centre, black ink: 'The HECLA Electric Fire / AUSTRALIAN MADE '
Top, left hand side, black ink on white card adhered to leaflet: 'Illustrated is the / "Hecla" / Century Design / from (pound symbol)2/15/6 / at all / Electrical Dealers.'
Bottom, right hand side, black ink on white card adhered to leaflet: 'AFTER the day's work comes / Mother's own hour. This is / her real recreation _the few minutes she can / spend just as she pleases_knitting or sewing / or reading. / It is our duty to see that Mother's hour is / made as happy as possible. We can make it / brighter. Let Mother spend her hour / warmed by the comforting rays of a glowing / "Hecla" Electric Fire.'
Bottom, black ink: "HECLA" / REG. TRADE MARK- The Electric Fires that radiate more heat'
Model Name/Number: Century
Format: Drawing: Black & White
Organisation Depicted: Hecla Electrics Pty Ltd, Melbourne, Victoria, Australia, circa 1920s

Add your comment

  • Museum Victoria does not provide valuations, for more information please visit the valuation infosheet
  • Please note that Museum Victoria staff will not normally respond to comments posted on our website.
Yes No