Abstract This advertisement is extremely clever. The large sheet of heavy paper is folded down to a brochure of about 5" x 5½". As one opens the brochure, one finds four progressive views. First a simple Ulm woodcut detail without words invites a viewer to open the brochure from the left. The next view, of the same size, uses Calder's WC and proclaims "It wasn't an easy task." The next opening offers a view three times as large and uses a sole lion, an LM illustration, and Grandville's TH to describe...