What connection could there possibly be between the ANZACs, an Ad Club and an artist?

The events I recount in this story took place over a century ago, during the five-year period 1914-1918. You may recognise these years as those of World War I (or the Great War as it was known at the time). It was during this period in Australia’s history that the ANZAC name and tradition was born, the Ad Club of Victoria came into being and a young Melbourne artist began to make a name for himself.

NOTE: A list of references I used in preparing this story is found at the end of the post. References are numbered and noted throughout the text by brackets: [X].

The Ad Club of Victoria: Its inception

The Ad Club of Victoria was the dreamchild of Oscar Rosier, Advertising Manager of Myer’s Melbourne. After researching similar Ad Clubs in the United States of America and elsewhere, in October 1913 Rosier shared his idea with 10 or 12 other Melbourne-based advertising men. Rosier continued to promote his idea. At a meeting he organised in late November 1913, those who attended agreed to establish an Ad Club in Melbourne. Their goal: “Better advertising”. [1]

Rosier held a follow-up meeting on 28 January 1914. The twenty men in attendance moved and carried a motion to form an Ad Club. They appointed a temporary steering committee. [2]

On 17 February 1914, a large number of “advertising men” met and agreed to band together to pursue the goal of “Better advertising”. They elected the Ad Club’s founding office-bearers that included President E Fred Ryall (Secretary, The Mutual Store) and Secretary-Treasurer Oscar Rosier, and a committee of twelve. [3]

The committee got straight to work and drafted a constitution for what was to be known as “The Ad Club of Victoria”. Thus, at the next Ad Club meeting on 18 March 1914, those present accepted the proposed constitution, albeit with a few alterations. [4]

The constitution included details of eligibility for membership, annual subscription fees, office-bearers and committee membership, and meetings. Any person – principal or agent – actively interested in the business of advertising could apply for membership.

In accord with the objects of the association, Ad Club members agreed to work for: truth and honesty in advertising; of increasing advertising efficiency among the members, and appreciation of advertising by the public; of providing a medium for the exchange of advertising ideas and literature; and of cooperating for mutual help and social and commercial benefit. [5, 6]

The Ad Club & an artist

Charles (“Chas”) W Proposch, artist, of 450 Little Collins Street, Melbourne, was one of the founding members of The Ad Club of Victoria. A young man at the time, he made a number of significant contributions to the Ad Club in its establishment phase.

On 14 June 1914, The Ad Club of Victoria published its first issue of The Ad Club Magazine (also known as The Ad-Club-Mag). A second issue (Volume 1, No. 2) followed three months later, in September 1914. Charles Proposch designed the cover for the September 1914 issue. That same issue included a letter from Oscar Rosier to Charles Proposch, commending the artist on his cover design.

In December 1914, The Ad Club of Victoria published a third issue of The Ad Club Magazine (Volume 1, No. 3). Once again, it featured the cover designed by Charles Proposch. Of the cover design, the editor wrote [7]:

It should have been specially mentioned in our last issue that the fine new cover design used then for the first time, and repeated on this occasion, was the work of Mr Charles W Proposch, whose excellent technique is becoming widely known among the city’s advertising men.  The cover has been generally admired, and certainly reflects credit upon the popular Proposch regime.

Charles Proposch gets two other mentions in the December 1914 issue of The Ad Club Magazine. The first concerned an address he gave during the September meeting of Ad Club members. He spoke on the topic: “What Constitutes a Good Poster from the Artist’s View-Point?” [8]

The September [monthly] meeting was an “Art Night”, when the commercial artists for the time being emerged from the splendid isolation peculiar to genius and condescended to impart some pearls of wisdom to humbler mortals. … R Ernest Linay, representing “Wotan” lamps and other electrical goods, discoursed on “What Constitutes a Good Poster from the Advertising Man’s View-point?” … Chas W Proposch followed on with the theme, “What Constitutes a Good Poster from the Artist’s View-point?” Mr Proposch stated a good case, and by his dissertation on the theory and art of colour and its incidences, proved himself master of his subject.

The second mention came in a snippet of news entitled “C W Proposch joins Great Majority”. [9]

Chas W Proposch, the clever artist connected with the Ad Club of Victoria, and well-known to members requiring good-quality work, has decided that he has found the right girl, and after vowing eternal fidelity before the altar this month, departs with his bride upon a happy honeymoon to Marysville, which has been well and truly earned. Proposch leaves with the hearty goodwill of his fellow members, and may all his troubles be little ones!

On Wednesday 2 December 1914, William Charles (“Charles”) Proposch, 26, artist, of Railway Street, Northcote, married Elsie Antonia Lowe, 24, saleswoman, of 10 Pearl Street, Northcote. The Reverend Robert Wilson Rock conducted the ceremony at The Manse, Northcote, according to the rites of the Presbyterian Church.

At the time of their marriage, Australia was at war.    

War in Europe

On 28 June 1914, a Serbian nationalist assassinated the heir to the throne of the Austro-Hungarian Empire, Archduke Franz Ferdinand, and his wife Sophie, during a visit to Sarajevo, Bosnia. It was the final blow that shattered the fragile peace that existed in Europe between Austria-Hungary and Germany on one side and France, Russia, Great Britain and Italy on the other. On 28 July 1914, Austria-Hungary declared war on Serbia.

Within a week, Russia, Belgium, France and the United Kingdom of Great Britain and Ireland entered the conflict, siding with Serbia against Austria-Hungary and Germany. Three months later, Turkey entered the war, aligning itself with Austria-Hungary and Germany. What began as a conflict amongst the nations of Europe and the Balkans, soon became a global conflict due to the involvement of the European nations’ numerous colonies – in Africa, Asia, Australasia and the Americas.

On 4 August 1914, following Germany’s invasion of Belgium, the United Kingdom declared war on Germany. Given this declaration, Australia, as a dominion of the British Empire, was automatically also at war. At the outset, the Australian Government, led by Prime Minister Joseph Cook, pledged to support Britain’s war effort by placing the Royal Australian Navy (RAN) under the control of the British Admiralty and sending an expeditionary force of 20,000 men to any destination chosen by the British Government. [10]

Australia’s contribution to the war in Europe

Within weeks, it became clear that Australia would need to despatch more than 20,000 men to assist Britain in its war effort. The Commonwealth Government sought to raise up a second expeditionary force. In an impassioned statement to the Australian people, Prime Minister Cook said [11]:

The struggle in which we are Involved together with the rest of the Empire promises to be of considerable duration. Our national existence is at stake, and we must be prepared to take up our share of the burden without flinching from the sacrifices that may be involved. We have nearly completed the arrangements for the despatch of the Expeditionary Force of 20,000 men to join the British forces now in the field. Our efforts must not cease with the despatch of this force.

The Minister of War, Lord Kitchener, is now enrolling volunteers for further drafts to supplement the force at the present moment fighting for us in France with all the determination and self-sacrifice which in the past has characterised the British soldier. We shall fail in our duty unless we follow in the same lines.

Many young men answered the call to serve overseas in the newly formed Australian Imperial Force (AIF). As volunteers, they enlisted for a variety of reasons – obtaining regular pay; seeking combat or adventure; escaping from everyday life; doing their duty for the British Empire. [12]

Just 6 days after the beginning of the war, on 10 August 1914, recruitment centres opened at army barracks throughout Australia. Approximately 50,000 men joined the AIF in the first 4 months of the war and around 4000 men joined the navy. About 100,000 men enlisted in the AIF between April and October 1915 during the ill-fated Gallipoli Campaign. [13]  

As the war dragged on, recruitment numbers dropped off. By the end of 1915, most of the willing men had enlisted. The lists of casualties that appeared daily in newspapers throughout Australia made men (and women) think twice about joining the war effort overseas. [14]

The Commonwealth and State governments ran recruitment campaigns in an attempt to convince young men to enlist. These included recruitment marches through cities and towns, meetings featuring politicians and returned soldiers and co-opting local officials as recruiting officers. Australia followed Great Britain’s lead and produced recruitment posters and newspaper advertisements that appealed to men’s patriotism or consciences and aimed to convince them that it was their duty to enlist.

The Australian Government sought to introduce conscription to make up for the shortfall in enlistments. It conducted plebiscites on conscription in 1916 and again in 1917, but both were defeated. 

The Ad Club of Victoria’s contribution to the war effort

It is somewhat ironical that, just months prior to Australia’s involvement in the war, a group of Melbourne-based advertising men banded together to form a club aimed at improving the standard of advertising in Victoria.

This is relevant given the nature of the majority of the recruitment campaigns.

By mid-1915, The Ad Club of Victoria could see itself playing an important role in the war effort. The club secretary wrote to Senator Pearce, Minister for Defence, offering the club’s services in the capacity of an honorary advertising agency. Members believed they could assist in initiating and controlling advertising matters in connection with the recruitment movement. The club set up a sub-committee consisting of Messrs E Fred Ryall, W H Elsum, Hugh Paton, L R Williams, Kingsley Smith, C Jenkins and A Bishop to represent the club’s activity in this endeavour. [15]

The ANZACs and Australia’s involvement in World War I

Much has been written about the part played by Australian servicemen and women during World War I. Today, there is a plethora of information in books and online about the war – historical data, details of campaigns, maps, statistics, service records, newspaper articles, photographs, posters, and much more.

The Story of the ANZACs is one of the earliest records of Australia’s involvement in World War I. Melbourne-based publishers James Ingram & Son produced the work in 1917. The Story of the ANZACs is an historical account of the part played by Australian and New Zealand troops from the outbreak of war in 1914 until the evacuation of Gallipoli in December 1915. The author (reputed to be Sir Archibald Thomas Strong) is not named.

The publishers dedicated the 153-page volume thus: “In memory of those who, far from home, fell fighting for King and country”. These words can be found inside the front cover of the book.

Newspapers throughout Australia applauded the release of The Story of the ANZACs and encouraged their readers to purchase a copy. It focussed on one particular campaign (Gallipoli), arguably the most significant military campaign in Australia’s (then) short wartime history. The name “ANZAC” emanated from the Gallipoli campaign.  One newspaper reviewer [16] summarised the content of the book in this way:

The opening chapter deals with the danger to Australia from a German victory, and it emphasises the debt which the Dominions owe to the Motherland. … There are chapters on the problem of the Dardanelles and Gallipoli, with descriptions of the great landings at Gaba Tepe and Cape Helles, as well as of the subsequent fighting. All branches of the Australasian military establishment receive due prominence, whether in the fighting force, in the hospitals, or in other sources. …There are many maps drawn specially for this work, with numerous illustrations. … The book forms a valuable addition to the history of the part of the Anzacs in the great war.

Another newspaper reviewer [17] emphasised the emotive impact the book is likely to have on the reader:  

The recital of that intense drama in our history is splendidly done, and the illustrative maps and photographs incidental to the letterpress are exceptionally good. We may add that Australia became a real nation, in the world-wide sense, as a result of this great and dramatic feature in the great war. It was in Gallipoli that the unique title of “Anzac” was won, and this has been an inspiration to other Australians who have seen later service on the western front. The story of Gallipoli … is remarkably well told in this volume, and there are few who read it who will not find their hearts beat faster as the unique record of Australian and New Zealand troops is unfolded.

Origin of the name ANZAC

In The Story of the ANZACs (page 104), I found the following explanation for the origin of the name “Anzac”.

[It] came into being through a pure accident. At the Headquarters of the Australasian Army on the Peninsula was a signboard, A.N.Z.A.C. – “Australian and New Zealand Army Corps”. The soldiers soon applied the initials, and the word they spelt, to the place, and subsequently to the whole area of occupation, and from them the world learnt to do likewise.

The author continued (page 104):

These letters [ANZAC] form a word that is now sacred to every true Australian and New Zealander, a word that will never die as long as we are a nation, a word that will bring memories of deeds of bravery, of courage, of grim heroic determination; the courage that knows no fear; the determination that holds what it has, never mind at what cost and against what odds. In years to come, it will recall the memory of those brave lads who suffered, fought, and died on a far-off barren shore, for their Country and Empire.

The Story of the ANZACs & an artist

At the time of the release of The Story of the ANZACs in 1917, Charles Proposch (the young artist of The Ad Club of Victoria fame) was still living and working in Melbourne. He had been married for about 2½ years and he and his wife Elsie had one child, an 18-month-old son.

I do not know whether or not Charles enlisted in the AIF. I am not aware of his attitude towards the war. He may have enlisted and was rejected on medical grounds. There is no military service record in his name.

However, as an artist, Charles Proposch made a small but significant contribution to the war effort, by honouring the “memory of those who, far from home, fell fighting for King and country”. He produced three of the five maps featured in The Story of the ANZACs:

1. Area that would have been affected if Gallipoli had been taken (page 40)
2. Gallipoli Peninsula (page 44)
3. Map to illustrate the Battles on Sari Bair and at Suvla Bay in August, 1915 (page 108)

To Charles’ credit, almost every review of The Story of the ANZACs I’ve found on Trove made mention of the nature and quality of the maps. Here are three examples:

A special feature of the volume is a number of excellent maps, one of which, showing the Gallipoli peninsula, is reproduced from the relief map in the possession of the Defence Department. Another illustrates the battles at Sari Bair and at Sulva Bay; and the most interesting of the others shows the area that would have been affected if Gallipoli had been taken. [18]

The maps are a special feature of the production, and aid greatly in a clear understanding of the operations. [19]

The maps were specially drawn for the book, and should be most useful for all students of the Gallipoli campaign. … The maps are not overcrowded, and show only such names as are of interest in the history. Great care has been taken in compiling them. [20]

The publisher, James Ingram & Son, applied to have four of the maps registered as copyright under the Copyright Act 1912. [21]

5666. James William Ingram, trading as James Ingram & Son, The Block, Elizabeth-street, Melbourne, Victoria.—Map: “The Map of South-Eastern Europe and part of Asia Minor.” By Charles William Proposch. 13th March, 1917.

5667. James William Ingram, trading as James Ingram & Son, The Block, Elizabeth-street, Melbourne, Victoria.—Map: “A Map of the Anzac Area.” By Samuel C. Ryder. 13th March, 1917.

5668. James William Ingram, trading as James Ingram & Son, The Block, Elizabeth-street, Melbourne, Victoria.—Map: “The Map of Gallipoli Peninsula.” By Charles William Proposch. 13^th March, 1917.

5669. James William Ingram, trading as James Ingram & Son, The Block, Elizabeth-street, Melbourne, Victoria.—Map: “The Map of the Locality of the Sari Bair and Suvla Bay Fighting.” By Charles William Proposch. 13th March, 1917.

The end of the Great War

World War I or the Great War (as it was known at the time) finally ended when the leaders of the Allies and Germany signed the armistice (or truce) at Compiègne, France, on November 11, 1918.  

World War I ranks as one of the deadliest conflicts of human history. Millions of people, soldiers and civilians, died or were injured. The total number of deaths is not known, but is estimated at between 15 and 19 million. Around 23 million military personnel were wounded. [22]

Australia’s contribution to World War I was significant and costly in human terms. At a time when our population was fewer than 5 million, 416,809 men enlisted, more than 60,000 of these died and 156,000 were wounded, gassed or taken prisoner. No conflict since has engaged such a large proportion of the Australian population, incurred such heavy losses or had such a lasting impact on its citizens. [23]

EPILOGUE

More about the Ad Club & the artist

In 1920, members of The Ad Club of Victoria voted to change the name of the institution to the Victorian Institute of Advertising Men. They agreed to this change in order to have uniformity in the titles of the organisations of advertising men throughout Australia. [24] The objects of the organisation remained the same.

The artist, Charles Proposch, was my paternal grandfather.

William Charles Proposch was born on 30 September 1888 at Dimboola, a small town in the Wimmera region of western Victoria. Charles William (as he became known) was the third child of William Proposch, a builder, and his wife Emily Mary (nee Geach). Sometime after Charles’ birth, the family moved to Melbourne. William and Emily went on to have five more children.

From an early age, Charles showed a natural talent and propensity for the visual arts. At school he excelled in drawing and map-making. He won prizes for his art work. [25]

As an artist, Charles chose a career in advertising. He spent his entire working life in Melbourne as a commercial artist. In addition, over the years, he produced numerous paintings, almost exclusively using oils, several of which are now in my possession.

The marriage between my grandparents Charles and Elsie lasted for 48 years. The couple had three sons, two of whom enlisted in the 2^nd AIF during World War II. My father, their second son, spent approximately one-half of his 5½ years’ war service overseas. I’ve published a number of stories about my father’s wartime service on this blog. The first, A Mother’s Love (and a little black diary) (October 24, 2015), reveals why I named my website “Love in a little black diary”.

I met my grandfather for the first time when he and Elsie came to Rockhampton for a visit in the mid 1950s. At the time, I was three years old. I met him for a second time when my family visited him in Melbourne when I was 12. Elsie died one month before our visit. In the following two years, Charles came to stay with my family in Rockhampton for 2-3 months at a time.

It was during those extended visits to Rockhampton that I got to know my grandfather, at least a little. He helped me with my Grade 8 and 9 art projects (I took art as one of my secondary school subjects), for which I was most grateful. Along with the painting and drawing skills he taught me, he produced a number of pencil sketches, of which I still have one.

I last saw my grandfather during a visit to Melbourne in late 1971. He died just over three years later, on 12 February 1975. He was 86.

REFERENCES

1. Ad Club of Victoria (1914). Building our Ad Club. Sec-Treas Rosier tells a Story of Attempt and Accomplishment. (14 June 1914). In The Ad-Club-mag. 1 (1), 10. Retrieved November 5, 2024, from http://nla.gov.au/nla.obj-247969528
2. Ibid.
3. Ibid.
4. Ibid.
5. PUBLICITY MEN FORM CLUB (1914, March 12). The Herald (Melbourne, Vic. : 1861 – 1954), p. 9. Retrieved November 5, 2024, from http://nla.gov.au/nla.news-article242140272
6. Ad Club of Victoria. (1914). Relevant Extracts from Constitution of the Ad Club of Victoria. (Extended as a Cordial Invitation to all Eligible to Join). (14 June 1914). The Ad-Club-mag. 1 (1), 20. Retrieved November 5, 2024, from http://nla.gov.au/nla.obj-247969528
7. Ad Club of Victoria (1914). Help from Our Artists. (1 December 1914). In The Ad-Club-mag. 1 (3), 4. Retrieved November 5, 2024, from http://nla.gov.au/nla.obj-25530460
8. Ad Club of Victoria. (1914). Summary of the Club’s Quarterly Proceedings. Monthly Meetings and Luncheons. Splendid Address by Mr. C. A. MOSER (Vacuum Oil Co.). In The Ad-Club-mag. 1 (3), 8. Retrieved November 5, 2024, from http://nla.gov.au/nla.obj-247487107
9. Ad Club of Victoria (1914). Personalities. (1 December 1914). In The Ad-Club-mag. 1 (3), 34. Retrieved November 5, 2024, from http://nla.gov.au/nla.obj-25530460
10. AUSTRALIA AND THE WAR. (1914, August 4). The Age (Melbourne, Vic. : 1854 – 1954), p. 8. Retrieved November 7, 2024, from http://nla.gov.au/nla.news-article198628886
11. AUSTRALIA AND THE WAR. (1914, August 31). The Age (Melbourne, Vic. : 1854 – 1954), p. 6. Retrieved November 7, 2024, from http://nla.gov.au/nla.news-article198626398
12. DVA (Department of Veterans’ Affairs) (2023 ), Enlisting in the Australian forces during World War I, DVA Anzac Portal, accessed 6 November 2024, https://anzacportal.dva.gov.au/wars-and-missions/ww1/military-organisation/enlistment
13. Ibid.
14. Ibid.
15. AD CLUB OFFERS SERVICES (1915, June 26). The Herald (Melbourne, Vic. : 1861 – 1954), p. 14. Retrieved November 6, 2024, from http://nla.gov.au/nla.news-article242359605
16. STORY OF THE ANZACS. (1917, July 28). The Advertiser (Adelaide, SA : 1889 – 1931), p. 11. Retrieved November 4, 2024, from http://nla.gov.au/nla.news-article5539178
17. “THE STORY OF THE ANZACS.” (1917, August 1). Warwick Examiner and Times (Qld. : 1867 – 1919), p. 2. Retrieved November 4, 2024, from http://nla.gov.au/nla.news-article82830134
18. “The Story of The Anzacs.” (1917, July 18). Sydney Mail (NSW : 1912 – 1938), p. 27. Retrieved November 8, 2024, from http://nla.gov.au/nla.news-article160630167
19. THE STORY OF THE ANZACS. (1917, July 14). Leader (Melbourne, Vic. : 1862 – 1918, 1935), p. 44 (TOWN and WEEKLY). Retrieved November 8, 2024, from http://nla.gov.au/nla.news-article90862038
20. “THE STORY OF THE ANZACS.” (1917, July 11). Daily Post (Hobart, Tas. : 1908 – 1918), p. 3. Retrieved November 8, 2024, from http://nla.gov.au/nla.news-article191316923
21. PROCEEDINGS UNDER THE COPYRIGHT ACT 1912. (1917, April 26). Commonwealth of Australia Gazette (National : 1901 – 1973), p. 930. Retrieved October 31, 2024, from http://nla.gov.au/nla.news-article232453556
22. Wikipedia. The Free Encyclopedia. ‘World War I casualties’. Retrieved November 8, 2024, from https://en.wikipedia.org/wiki/World_War_I_casualties
23. Australian War Memorial (AWM). Memorial Articles: Australians at War. ‘First World War 1914-1918’. Retrieved November 8, 2024, from https://www.awm.gov.au/articles/atwar/first-world-war
24. ADVERTISING MEN TO CONFER. (1920, August 11). The Argus (Melbourne, Vic. : 1848 – 1957), p. 10. Retrieved November 4, 2024, from http://nla.gov.au/nla.news-article4590933
25. “HEIDELBERG STATE SCHOOL” Mercury and Weekly Courier (Vic. : 1878 – 1903) 4 January 1901: 2. Web. 30 Oct 2024 http://nla.gov.au/nla.news-article58578803