000 02933cam a2200349 a 4500
001 36352473
003 TR-AnTOB
005 20260227160733.0
008 970129s1997 caua b 001 0 eng
020 _a0520070208
_q(alk. paper)
020 _a9780520070202
_q(alk. paper)
020 _a0520227077
_q(pbk. : alk. paper)
040 _aDLC
_beng
_cDLC
_dTR-AnTOB
041 0 _aeng
043 _an-us---
050 0 0 _aTR690.4
_b.J65 1997
090 _aTR690.4
_b.J65 1997
100 1 _aJohnston, Patricia A.,
_d1954-
_eauthor
_9152765
245 1 0 _aReal fantasies :
_bEdward Steichen's advertising photography /
_cPatricia Johnston.
264 1 _aBerkeley, Calif. :
_bUniversity of California Press,
_c1997.
300 _axxii, 351 pages :
_billustrations ;
_c26 cm
336 _atext
_btxt
_2rdacontent
337 _aunmediated
_bn
_2rdamedia
338 _avolume
_bnc
_2rdacarrier
504 _aBIBINDX
505 0 0 _g1.
_tPatronage and Style in Steichen's Early Work --
_g2.
_tThe Age of Corporate Patronage: Advertising Accelerates the Demand for Photography --
_g3.
_tFrom "Reality" to "Fantasy" in Early Photographic Advertising --
_g4.
_tSubtle Manipulations: The Persuasion of Realism --
_g5.
_tThe Modern Look in Advertising Photography and Product Design --
_g6.
_tThe Collaborative Image --
_g7.
_tTestaments to Class Mobility --
_g8.
_tViewing Fine and Applied Art: The Female Spectator and Advertisements --
_g9.
_tMelodrama in Black and White and Color --
_g10.
_tEthnographic Advertising
520 1 _a"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."--BOOK JACKET. "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."--BOOK JACKET. "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."--Jacket
600 1 0 _aSteichen, Edward,
_d1879-1973
_9152763
650 0 _aAdvertising photography
_zUnited States
_xHistory
_9152764
942 _2lcc
_cBK
999 _c200427598
_d45522