Vintage Toronto Ads: Great Art Has No Price…Or It Didn’t In 1972

Originally published on Torontoist on January 12, 2007. This was the first post I wrote for the site.

There are many ways to chart a city’s history. One can dig into the city archives, flip through photographs or listen to its citizens tell their stories about its daily life. The evolution of a city can also be traced through a vehicle that drives people crazy when it originally appears, but forms a valuable record when seen with distance: advertising.

Old ads are a valuable tool in looking at elements such as neighbourhood socio-economic changes and passing trends. Absurd concepts, outdated ideas and presentation often bring laughs, but if you’re not careful, you might learn something about past prejudices and wrong turns made in local development.

Vintage Ad #84 - Great Art has no Price, Give Us A Building!
Source: Toronto Life, February 1972

Often, trolling through old ads reveals parallels with current activities in Toronto. Exhibit A: the expansion of the Art Gallery of Ontario.

The Frank Gehry-designed remodeling that is the most obvious sign of Transformation AGO is not the first time the gallery has undergone a major redesign. Back in 1972, the AGO geared up for its first expansion in nearly 40 years. The gallery made a record number of acquisitions in the late 1960s, culminating in a large donation of work by Henry Moore. As Ken Thomson’s donations helped spur the current construction, the volume of acquired work meant that new space was needed quickly to display a fraction of these pieces.

Plans developed in 1968 envisioned the expansion of the AGO in three stages. This ad spotlights Stage I, where the beautiful things done with donor money included the Zacks Wing and the Henry Moore Sculpture Court.

Note the percentage of the project paid for by the Ontario government. For Stage I, the province kicked in two-thirds of the $18 million cost. When the province announced its portion for Transformation AGO in 2002, it kicked in less than a tenth of the current $254 million fundraising goal.

The Stage I campaign soon reached its goal, as construction began shortly after this ad appeared. Stage I was opened to the public in 1974, with Stage II (the Canadian historical galleries) following in 1977. Economic problems delayed the completion of Stage III (the Tanenbaum Atrium) until 1993 – ironically the section now being torn away for the Gehry addition.

So much for those coupons.

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