A Guide To The Best of Southern California : THE ARTS : <i> Ole!</i> Mexican Ad Art Revival

THE MEXICAN Revolution of 1910 drastically altered Mexico’s artistic climate, freeing native artists from the prevailing French and Spanish standards of the time. Later, in the 1930s, with the importation of modern offset presses to print large color images, many painters discovered they could earn a living as commercial artists in the growing advertising business. The sophistication of Mexican advertising art (used most often in the 1930s to publicize cigarettes and beer) is showcased (through Sept. 16) at The Old California Store, an antiques shop in Ventura specializing in California Rancho themes.

“There’s a similarity in styles in ‘30s Mexican and American art,” says Don Shorts, co-owner of The Old California Store, though, he says, the Mexican pieces are more ethnic and regionalized, stressing pre-Columbian and Aztec influences. The collection includes about 30 rare color lithographs, most dating back to the ‘30s, the art form’s heyday. Prints measuring 16x24 inches run about $175.

The Old California Store, 1528 E. Thompson Blvd., Ventura; (805) 643-4217.