Artists, Advertising, and the Borders of Art
From the turn of the century through the 1950s, the explosive growth of popular magazines and national advertising offered artists new sources of income and new opportunities for reaching huge audiences. Bogart shows how, at the same time, this change in the marketplace also forced a rethinking of the purpose of the artistic enterprise itself. She examines how illustrators such as Howard Pyle, Charles Dana Gibson, and Norman Rockwell claimed their identities as artists within a market-oriented framework. She looks at billboard production and the growing schism between "art" posters and billboard advertisements; at the new roles of the art director; at the emergence of photography as the dominant advertising medium; and at the success of painters in producing "fine art" for advertising during the 1930s and 1940s.
Ch. 1: The Problem of Status for American Illustrators
Ch. 2: Posters Versus Billboards
Ch. 3: Art Directors and the Art of Commerce
Ch. 4: The Rise of Photography
Ch. 5: Promotion and Painting
Ch. 6: Artists and Organizations