Vintage Frost & Reed Homelovers Art Ad – Montague Dawson Print Offer 1940s

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Item ID: 297240869223
eBay Seller ID: britishfareasttraders
eBay Store Link: View this item
Category: Collectables:Advertising Collectables:Other Advertising Collectables
Condition: In decent condition. Please check our images.

Vintage Frost & Reed Homelovers Art Ad – Montague Dawson Print Offer 1940s

A rare and elegant showcase of British fine art publishing history, featuring a wartime-era Montague Dawson seascape offer — a superb find for collectors of vintage art advertising and historic gallery ephemera.

Measurements: approx. 4 1/2 x 8 5/8 inches
Dates: n/a
Condition: In decent condition, please see images. 
Internal notes: QC passed

It’s a tranquil afternoon in 1940s Britain. The parlour is warmed by sunlight, and on the wall hangs a serene colour print — a treasured piece from the “Homelovers” series. Carefully curated and affordably offered by Frost & Reed Ltd., one of Britain’s most respected fine art publishers, this advertisement invites art lovers to surround themselves with beauty and tranquillity in uncertain times. The graceful tone, understated elegance, and classic typography instantly transport you to a period when home décor was a quiet act of restoration and pride.

This original full-page advertisement, measuring approx. 4 1/2 x 8 5/8 inches, showcases a special offer for the “Homelovers” Book, containing 440 reproductions (130 in full colour) and a full-page colour print of a Montague Dawson seascape. Frost & Reed Ltd., founded in the 19th century and known for their exceptional printmaking and art dealing, used this promotion to make fine art accessible to everyday Britons during and after WWII. These facsimile prints, offered from Â£1 1s., became cherished domestic features, connecting celebrated artists to homes across the country.

This is not merely a sales advert — it’s a window into the democratisation of art, a time when gallery-quality works were made available by post to anyone with a love for beauty. For collectors of art history ephemera, vintage publishing memorabilia, or mid-century decorative arts, this piece represents a pivotal moment in the cultural history of British interiors. Preserving it is a nod to both the elegance of printmaking and the emotional power of home decoration during challenging times.