Schulten, 50 Jahre Madaus: Eine aufgeschlossene Firma POP-UP FIRMENGESCHIHCHTE

Schulten, Barbara. 50 Jahre Madaus: Eine aufgeschlossene Firma. (Herausgegeben von Siegfried Lewelhardt). Köln, Dr. Madaus & Co. (1969). 4°. [72] S. mit 120 teils doppelblattgr. Tafeln, 4 farb. Illustrationen, 1 mont. Foto-Leporello, 1 doppellblattgr. Pop-up Bild (″Früheres Werk Madaus in Radebeul), mont. grüne Krepppapierstreifen, 1 mont. Vogel auf Metall-Spirale, ausfaltbare Tafel mit Ziehharmonika, 1 mont. doppelblattgr. „Schraubenschlüssel“, mont. Arneimittelverpackungen, 1 mont. maschienenschr. Schreiben auf Japanpapier, 1 bedruckter „Ballon“ (grünes Seidenpapier), 1 mit Papiersiegel verschossene Doppeltafel mit inliegendem gefalt. Plakat, Pappstreifen mit 3 fotogr. Porträts „zum Herausziehen“, ausklappbare Hände mit beil. gelbem Kunststoff-Handschuh und Beiheft (″Haussegen! Ein Kochbuch von Frau Pastor Madaus“, 6 Bl.) sowie beiliegende Postkarte zur Kundenbefragung. Illustr. OKart. in illustr. Orig.-Pappschuber.

Lederman/Yatskevich, What they saw 186 f. Parr/Badger II, 196 f. – Aufwendige Firmenschrift des Kölner Pharmaunternehmens. Gestaltet von der Werbeagentur Peter Selinka. – „The habitués of Andy Warhol’s Factory were known for their alleged use of recreational pharmaceuticals, so it is perhaps appropiate that when the Cologne drug company, Dr. Madaus, published a fithtieth anniversary photobook, it was designed as a ‚Pop art‘ extravaganza similar to Warhol’s Index (1967). Madaus, founded in 1919, is one of the world’s leading producers of pharmaceuticals, particularly those produced from plants, and the book extols the virtues of homeopathy and the social role of developing new drugs to fight disease. Not only a cornucopia of design and layout ideas, it features several pop-up pages in the style of a children’s book. … Some may feel that the fun has been taken a little too far, especially those concerned with animal rights and anti-vivisection. For example, one of the fold-out pages squeaks when opened – like Warhol’s red accordion in Index – and reveals Barbara Schulten’s image of a mouse held by a scientist. The Madaus book certainly has enlivened the genre of the medical company book, but the ‚squeaking mouse‘ is perhaps one macabre joke too many. It remains the one feature of the book that most people remember instantly and that unfortunately tends to detract somewaht from one of the best designed and most innovative volumes in the field of company photobooks“ (Parr/Badger). – „Not much is known about photographer Barbara Schulten, except that she was born in 1941 in Loerrach, Germany, and attended Bayerische Staatslehranstalt für Photographie (now Staatliche Fachakademie für Fotodesign) in Munich from 1966 to 1967. Most likely, she was hired as an in-house or freelance photographer for the Madaus book project. Examples of her color photography are found in several needlepoint, crocheting and knitting books written by Jutta Lammer during the 1970s, perhaps making her work in Madaus something of a departure within the commercial arc of her photography career“ (Lederman/Yatskevich). – Innengelenke teils geringf. angeplatzt, sehr gutes Exemplar mit allen Beilagen.