by Patricia Johnston (1997)
During the 1920s and 1930s, Edward Steichen was the most successful photographer in the advertising industry. Although much has been said about his fine-art photography, his commercial work - which appeared regularly in Vanity Fair, Vogue, Ladies' Home Journal, and other popular magazines - has not received the attention it deserves. In this book, Patricia Johnston uses Steichen's work as a case study of advertising photography as it developed in the consumer culture between the wars. She traces the evolution of Steichen's work from an early naturalistic style through increasingly calculated attempts to construct consumer fantasies. Steichen's work convinced advertising agents that photography was a far more effective medium for engaging and persuading consumers than the more traditional drawn illustrations. Johnston presents an intriguing view of advertising agencies from the inside. Using agency archives, she reconstructs the teamwork of clients, art directors, account executives, copywriters, and photographers. And she goes on to assess how these widely distributed images work in American culture - how they interact with their audience to express, reflect, shape, and challenge social values.
Edward R. Ford
v.1, covering 1890-1932, focuses on various recognized architects, explaining the detailing and construction techniques that distort, camouflage, or enhance a building. v.2 continues the study of the relationships of the ideals of design and the realities of construction in modern architecture from the late 1920s to the present.
Patricia West
"Focusing on George Washington's Mount Vernon, Louisa May Alcott's Orchard House, Thomas Jefferson's Monticello, and the Booker T. Washington National Monument, Patricia West shows how historic houses reflect less the lives and times of their famous inhabitants than the political pressures of the eras during which they were transformed into museums. In the late 1850s, the Mount Vernon Ladies' Association evoked a mythologized George Washington to campaign for the "rescue" of his home, glossing over his role as a slaveholder to appeal to patrons on both sides of the Mason-Dixon line. In 1912, the establishment of Orchard House as a museum paid homage to Alcott's novel Little Women and unified the Woman's Club of Concord, Massachusetts, which was bitterly divided over women's suffrage. In the 1920s and 1930s, Monticello became a touchstone for professional house restoration and an idealized Thomas Jefferson a focal point for a rift-weary Democratic Party. During the 1950s, the birthplace of Booker T. Washington became a monument created largely by politicians besieged by conflicts over civil rights." "In Domesticating History, West contends that house museum founders, while claiming to create sites strictly devoted to individual lives, were in fact establishing monuments steeped in the issues of their times."--BOOK JACKET.
Victor Margolin
Following World War I, a new artistic-social avant-garde emerged with the ambition to engage the artist in the building of social life. Nowhere is this project more evident than in the lives of Alexander Rodchenko, El Lissitzky, and Laszlo Moholy-Nagy whose careers covered a broad range of artistic practices and political situations. The remarkable continuity between the various forms of their work stems from their belief that art had to be extended beyond the aesthetic sphere. But given that the social situations they confronted changed radically in their lifetimes, their operative strategies were severely tested and underwent significant revisions. Through close readings of their work as it relates to the situations in which they were active, Victor Margolin examines the way these three artists negotiated the changing relations between their social ideals and the political realities they confronted. He follows them and their affiliations through the 1920s and 1930s in Moscow, Berlin, and Chicago, documenting their contributions to utopian architecture, Constructivist ideology, industrial design, photography, visual communication, and design education. Each essay features one or two of the artist-designers and shifts from one medium to another through a chronological narrative that begins with the Bolshevik Revolution in Russia and ends in Chicago just after World War II. Focusing on the difficult relationship between art and social change, Margolin brings important new insights to our understanding of the avant-garde's role in a period of great political complexity.
August Sander
"With People of the 20th Century, August Sander created a monumental work that is unique in the history of photography and a classic of photographic literature. Sander conceived this large-scale project, which he ultimately never completed, in the 1920s. He was to spend the rest of his life working on it, his objective nothing less than a complete typological portrait of contemporary society. Hundreds of portraits classified according to professional, social or family criteria were to provide a representative picture of the various social groups. He envisaged seven groups labeled: "The Farmer", "The Skilled Tradesman", "The Woman", "Classes and Professions", "The Artists", "The City" and--on the theme of age, illness and death--"The Last People". We have now condensed out 2002 seven-volume edition of the artist's complete oeuvre into one large volume presenting "the essential" People of the 20th Century."--Publisher description.