Reclameposters

Reclameposters are the Dutch term for advertising posters used in the Netherlands, Flanders, and other Dutch-speaking markets to promote products, services, events, or brands. From the late 19th century through the mid-20th century, they were a primary means of mass communication in urban public spaces and, in many cases, served as iconic elements of city life.

Production combined printing technologies such as lithography and later offset printing, enabling large-scale, colorful images. Early posters often featured decorative typography and hand-drawn illustrations; later designs adopted more photographic imagery and streamlined layouts, reflecting shifts from Art Nouveau and Jugendstil aesthetics to Art Deco and modernist styles.

Content typically advertised consumer goods like tobacco, beverages, cosmetics, and clothing, as well as entertainment such as films and theater, and travel or public campaigns. Posters were displayed on street hoardings, tram and train stations, shop fronts, and loaned billboards, intended to capture attention quickly among busy pedestrians and commuters.

Legacy and preservation: As popular ephemera, many posters were disposed of or damaged, but a substantial corpus survives in museums, archives, and private collections. They are valued for design history, material culture, and as documentary evidence of consumer tastes, advertising strategies, and urban life. Collecting and conservation efforts focus on paper quality, printing technique, and restoration of color.

See also: poster art, lithography, advertising, visual culture.