Real Fantasies Edward Steichen's Advertising Photography

Name: Real Fantasies Edward Steichen's Advertising Photography
Price: 8.76 USD
Availability: InStock
ISBN: 9780520227071

ISBN-10: 0520227077

ISBN-13: 9780520227071

Edition: 2000

Authors: Patricia Johnston

List price: $29.95

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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: $29.95
Copyright year: 2000
Publisher: University of California Press
Publication date: 3/6/2001
Binding: Paperback
Pages: 373
Size: 7.00" wide x 10.25" long x 1.00" tall
Weight: 2.046
Language: English



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