Valdemar Andersen has been called the sponsor of the 20th century modern Danish poster and he was one of the first to understand how to transplant the international poster to Danish conditions. He had an extensive production, mainly at the beginning of the century, and was among the first major producers of posters.
At Dansk Plakatkunst he is represented with eight posters in the range, including the poster for the Journalists’ Association’s Viseaften from 1907, which is one of the earliest examples of the lighter style Valdemar Andersen changed to at this time, with an up-prioritization of the white flat, few and clear colors and a single typeface with the distinctive feature characteristic of him, which became his trademark. In the same genre is also the Danish Journalists’ Association’s Dance Exhibition, which he made in 1908.
His advertising poster for Astalampen from approx. 1912 is another style, which is very much inspired by the German case poster, where the branded product is presented objectively and simply on a color-saturated surface as well as a short and concise writing image with a monumental brand name. Valdemar Andersen, however, chose to add a humorous element, where the magician’s head takes shape after the bulb it advertises, and in this way created its own local variant of the flow from the south.