The
American Magazine
2
streams:
1-cubism,
futurism, orphism, purism
2-de
stijl, constructivism, Bauhaus
Fortune
and Vanity Fair magazines – most influential
Fortune
Magazine
(Henery
Luce) included analysis of American industry
Commercial
messages that promise intangibles
Kept a
conservative outlook so not to offend the middle class
Illustration
and photo were interchangeable and secondary to text
TM Cleveland
Art Director with a conservative style
Margaret Bourke-white
Photographer for Fortune Magazine – pig dust
Joseph Burtin
German Designer, introduced modern style to fortune
magazine as the new art director
Vanity
Fair
Focus
on modern art
Mehemed Agha
Art deco and constructivist modernism, art director –
sans serif type
Georges Lepape
Art deco Illustrator, sleek glamorous illustrations
Cipe Pireles
Prodigy of agha
from Conde Nost, Austrian, New York
Brodovitch
European, Harpers Bazar 1934, 2-page spreads, employed
A.M. Cassandre and Photographers
PM
Magazine (production Manager
Focus
on European styles art director Robert Leslie
Overview
of artists such as Bernhard, the Bauhaus Tradition and New Typography
Changed
name to AD, Gallery
The
Great Depression
WPA –
work progress administration (roads dams govt. buildings
FAP –
Federal Arts Project
Free to pursue modernist styles
New York, Richard and Loeth
Anthony Velonis – silk screen process
Martin Weutzman – foreign trade zone
Carken – Brookside Zoo
MoMA
International
Style
Hitchcock and Johnson – exhibition for modern
architecture, book (1932)
-emphacized
volume over mass
-regularity
opposed to symmetry
-dependence
on proportion
William Van Allen – Chrysler Building (mass, symmetry,
applied ornament)
Machine
art
Neoplatonist
celebrating machine made objects and kinetic rhythm
Visual
complexity and functional beauty
Reconciliation
of handcrafted quality with ma=mechanical reproducibility
Using
machine to create ornament was abhorrent
Weber
Clock,
“streamlining dishonesty” not completely functional
Cubism
Exhibition
Mainly
painting, also film and theater
Abstraction
being suppressed in Germany, Gaining ground in America
Pulp
Magazines
Response
to the great depression. Re-invigorated realism and expressionism
Designed
to grab attention, bright colors, sex and violence
Germany
Nazi controlled
media. Department V. Reactionary conservative sensibility
Idealize
the Nazi Party. Blackletter
Closed
the Bauhaus because of illegal propaganda
Hans
Schweiter – our last hope, Hitler
Richard
Klien – Great German Art Exhibition Classical Idealism. Ancient imperialism style
Loeniel
– all of Germany listens to the leader with the people’s receiver
Heartfeld
Propaganda
against Hitler. ‘adolf the superman swallows gold
Works illustrated
newspaper to promote his propaganda, Nazi’s playing with fire
WWII
Germany
– Atrocity Posters, photography and hand lettering
Britain
– Heroism posters, no guilt and more photography
Russia –
Realistic illustration and emotional appeal
United
States – art deco and the FAP, realistic representation also
Coiner
citizens for defense symbols
Norman Rockwell
Four Freedoms series of posters
Ideal American Life