Here's a little behind-the-scenes peek for the locals that I thought might be interesting to those of you living far away as well.
Each week I hand-draw the ads for the store and they run in the local newspapers. We have a great spot: always on the inside of the front page... our ad has been there for as long as I can remember, which means at least 15 years, but I suspect Alewives Fabrics may have had an ad in that very same spot for more like
35 years.
I feel like our ads are small but mighty: we may not have the biggest ad in the paper, but we are going to do the best we can with the space we have. Therefore, I try to have a different ad for every week (although I will confess to having "recycled" a few over the years), and this week is our town's annual "Pumpkinfest" which is a HUGE deal here, so I knew I wanted to do something "pumpkin-y."
The ads that run in the newspaper are only the size of a business card, and I could never draw something
that teeny tiny, but the newspaper supplies me with a special notebook of paper and after I draw the ad, the illustration gets reduced down to size.
I start off with a concept (this is where being a creative person comes in handy). Usually there is something I
have to mention, like a sale or a class or an event or the arrival of a new collection, but sometimes there is nothing pressing to advertise. I like those weeks best, because those are the times I can be really silly and go wild. In one of my more brilliant weeks I did a drawing of a cow-girl wearing patchwork chaps and holding a couple of irons, six-shooter style. The caption read:
"Alewives: where the irons are hot and the fabrics are hotter." This week was not one of those weeks, though... I absolutely
had to work pumpkins into the ad!
After I have developed my concept, I sketch the ad in the special notebook that the newspaper has given me.
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This is exactly the same idea as writing the first draft of a story: I don't get too hung up on making things "perfect," but I try to map things out and I can always refine them later.
Once I have my sketch laid out and rearranged to my heart's content, I start "inking things in" with a pen.
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This is where the ad really starts to take on a little personality and my particular style of drawing starts to come through. I have always been a pen-and-ink gal... probably that comes from high school when I used to doodle a lot with a pen on my notes.
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Once everything is "inked" in, I go back with a pink pearl eraser and erase all of the pencil lines to see what kind of shape I am in.
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When I see everything all "cleaned up," sometimes things jump out at me that look a little "bland," so I go back in and add some more details to those areas. Right now with this ad the pumpkins are looking a little flat so I will have to give them some attention and see what I can do.
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I will put some cross-hatching into the pumpkins to give them dimension, I'll sharpen up the eyes a bit, and then I am pretty much done!
Here's what the finished ad looks like:
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My lines aren't too straight around the edge, but I never let that bother me too much... these ads are handmade, after all!
Next I will go outside and draw something similar on our chalkboard and then my "ad campaign" is done for the week!
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Here is the folder containing all of the previous year's ads:
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Pretty soon we're gonna need a bigger boat.
That is 52 weeks worth of ads over 6 years, so roughly 300 hand-drawn ads.
When we started doing hand-drawn ads, our ad-man, Ernie, asked me if I would like him to return the drawings for the ads each week.
I had said no, but Mom intervened (such a Mom thing to do) and asked if he would return the ads after all.
I have to admit that I am glad she did this (you were right, Mom... I know you love to hear me say that!).
I enjoy looking through these ads and occasionally recycling one of them.
It's really fun to see how the ads have "evolved" over the years...
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(Looks like our shop hours have evolved, too... now we are open 7 days a week!)
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(This ad's a little "cheeky," don'tchya think? ; ) )
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(One of my faves.)
Thanks for taking this stroll behind-the-scenes, looking at what goes into one of our ads with me... that was kinda fun!
See you again soon with more pumpkin-y goodness!
XO,
Rhea