Real Fantasies Edward Steichen's Advertising Photography

Name: Real Fantasies Edward Steichen's Advertising Photography
Price: 12.99 USD
Availability: InStock
ISBN: 9780520070202

ISBN-10: 0520070208

ISBN-13: 9780520070202

Edition: 1997

Authors: Patricia A. Johnston

List price: $85.00

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During the 1920s and 1930s, Edward Steichen was the most successful photographer in the advertising industry. Although much has been said about Steichen's fine-art photography, his commercial work--which appeared regularly inVanity Fair, Vogue, Ladies Home Journal, and almost every other popular magazine published in the United States--has not received the attention it deserves. At a time when photography was just beginning to replace drawings as the favored medium for advertising, Steichen helped transform the producers of such products as Welch's grape juice and Jergens lotion from small family businesses to national household names. In this book, Patricia Johnston uses Steichen's work as…

Book details

List price: $85.00
Copyright year: 1997
Publisher: University of California Press
Publication date: 12/1/1997
Binding: Hardcover
Pages: 448
Size: 7.50" wide x 10.50" long x 1.00" tall
Weight: 2.596
Language: English

Patricia A. Johnston is Professor of Classical Studies and Chair of the Program in Religious Studies at Brandeis University. Her many publications include Vergil's Agricultural Golden Age: A Study of the Georgics and Traditio: An Introduction to the Latin Language and Its Influence. She is former president of the Vergilian Society of America.



List of Illustrations


Acknowledgments


Introduction



Patronage and Style in Steichen's Early Work



The Age of Corporate Patronage: Advertising Accelerates the Demand for Photography



From "Reality" to "Fantasy" in Early Photographic Advertising



Subtle Manipulations: The Persuasion of Realism



The Modern Look in Advertising Photography and Product Design



The Collaborative Image



Testaments to Class Mobility



Viewing Fine and Applied Art: The Female Spectator and Advertisements



Melodrama in Black and White and Color



Ethnographic Advertising


Conclusion


Appendix


Notes


Photographic Credits


Index