Norman Rockwell 1894-1978

The artist
Jerome Roscoe, Rye, New York
By descent in the family to the present owner

Laurie Norton Moffat, Norman Rockwell, A Definitive Catalogue, Stockbridge, Massachusetts, 1986, vol. I, no. A20, p.259, illustrated (the finished work used in the advertisement)

in generally good condition--details are crisp and strong; sheet is toned--mat stain from old mat (excludes hand with product)--extreme edges are darker than rest of sheet; some soiling: light stains, smudges; a few pinholes along edges; a tiny nick at upper part of left edge (edges are intaact, aside from this); remnants of old scotch tape along upper edge
In response to your inquiry, we are pleased to provide you with a general report of the condition of the property described above. Since we are not professional conservators or restorers, we urge you to consult with a restorer or conservator of your choice who will be better able to provide a detailed, professional report. Prospective buyers should inspect each lot to satisfy themselves as to condition and must understand that any statement made by Sotheby's is merely a subjective qualified opinion.
NOTWITHSTANDING THIS REPORT OR ANY DISCUSSIONS CONCERNING CONDITION OF A LOT, ALL LOTS ARE OFFERED AND SOLD "AS IS" IN ACCORDANCE WITH THE CONDITIONS OF SALE PRINTED IN THE CATALOGUE.

This drawing is a preliminary study for Rockwell's 1953 ad for Aqua Velva Shaving Lotion.  The finished work was reproduced in the Saturday Evening Post on 20 June 1953 and showed the Aqua Velva Man in an open shirt, rather than in a tie as pictured here. 

The model Rockwell chose for this ad was Jerome Roscoe, an executive at J. Walter Thompson Advertising Agency at the time.  Roscoe perfectly fit the profile of the manly image the company required.  Aside from his clean-cut good looks, he had been the star quarterback of the Yale football team from 1934-36 and had earned "All American" status and national fame for his athletic exploits in college football.  The Roscoe family believe that artist and adman met when Mr. Roscoe was in charge of the Aqua Velva account.  Rockwell presented the work to his subject as a gift.