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Artists, Advertising and the Borders of Art : Chicago Guides to Academic Life Ser. - Michael H. Bogart

Artists, Advertising and the Borders of Art

Chicago Guides to Academic Life Ser.

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Norman Rockwell and Andy Warhol, J. C. Leyendecker and Georgia O'Keeffe, the Metropolitan Museum of Art and Pepsi-Cola, the avant garde and the Famous Artists Schools, Inc.: these are some of the unexpected pairings encountered in "Artists, Advertising, and the Borders of Art." In the first interdisciplinary study of the imagery and practices of commercial artists, Michele H. Bogart explores, in unprecedented detail, the world of commercial art--its illustrators, publishers, art directors, photographers, and painters. She maps out the long, permeable border between art and commerce and expands our picture of artistic culture in the twentieth century.
From the turn of the century through the 1950s, the explosive growth of popular magazines and national advertising offered artists new sources of income and new opportunities for reaching huge audiences. Bogart shows how, at the same time, this change in the marketplace also forced a rethinking of the purpose of the artistic enterprise itself. She examines how illustrators such as Howard Pyle, Charles Dana Gibson, and Norman Rockwell claimed their identities as artists within a market-oriented framework. She looks at billboard production and the growing schism between "art" posters and billboard advertisements; at the new roles of the art director; at the emergence of photography as the dominant advertising medium; and at the success of painters in producing "fine art" for advertising during the 1930s and 1940s.

Acknowledgments
Introduction
The Problem of Status for American Illustrators
Posters Versus Billboards
Art Directors and the Art of Commerce
The Rise of Photography
Promotion and Painting
Artists and Organizations
Notes
Illustration
Credits Index
Table of Contents provided by Publisher. All Rights Reserved.

ISBN: 9780226063072
ISBN-10: 9780226063089
Series: Chicago Guides to Academic Life Ser.
Audience: Professional
Format: Hardcover
Language: English
Number Of Pages: 440
Published: 18th December 1995
Publisher: The University of Chicago Press
Country of Publication: US
Dimensions (cm): 24.5 x 17.5  x 3.1
Weight (kg): 0.94
Edition Number: 2