art and advertising - andy wharol and the pop art
DESCRIPTION
This is a case study about the relationship between The Pop Art movement and the society of the image characterized by materialism and consumerism.TRANSCRIPT
Art and AdvertisingAndy Warhol and the Pop Art
by Dario Lo Presti
Introduction Advertising is a form of art, or art itself is an advertising activity?
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Modern art and publicity are born together with the great social,
technological and distributive changes that have modified the
principles of art.
Industrial revolution, technical reproducibility, multiplication of
the products turned into commodity, diffusion of the information and
the building of the net of transports go together with the change of
artist’s figure, of the public, the work’s form and the statute of art.
F. Depero, Campa con Campari, 1928
T. Lautrec, Moulin Rouge: la Goulue, 1891
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The posters of Toulouse Lautrec
represented with strong and immediacy
the atmosphere of the time.
Depero takes from the publicity and
communication the same playful and
happy spirit that will be the essence of his
style.
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In the late 1950s and 1960s the conceptual art breaked the taboo of
the oneness and not reproducibility of art’s work, expressing the
idea that a photo, an object of design or the packaging of a product
could become a symbolic phenomenon and so art.
It will be really the Pop Art, above all with Andy Warhol, to
bring this process to the extreme consequences.
Pop art and society of the image
Pop art was an art
movement in the late 1950s
and 1960s that reflected
the growing materialism
and consumerism in society.
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Andy Warhol, Marilyn, 1967
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Close Cover Before Striking (Pepsi-Cola), 1962
Pop artists used popular images, that were developed through the industral production and the media, as their sources including:
• Advertising (Coca-Cola)
• Product packaging (Brillo boxes)
• Celebrities (E. Presley)
• Comic Strips (Girl with Ball, Roy
Lichtenstein)
• Photographs (Jackie Kennedy)
Andy Warhol
Warhol liked to produce art
work based around to a
something that was common
at the time. Campbell’s Soup
was very popular in USA
during the 1960s.
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“It perhaps is not the life a series of images, that change only in the way to be repeated?” Andy Warhol
Campbell’s Soup I, 1968
Five Coke Bottles,1962
Warhol used two essential techniques to give visibility to those images of consumption.
The first is the isolation and expansion of the image (as in portraits of
Marylin Monroe and Elizabeth Taylor).
The second, and more important, is the serial repetition of the subject that
loses its daily function separating itself from the real world.
Early Colored Liz, 19638
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Brillo boxes installation Stable gallery of New
York, 1964
Warhol had the genial idea taking objects of daily use and gave
them importance of “art”. He raised questions about the nature of
art:
What’s the true work of art?
Knives, ca. 1981- 82
From the publicity to the art
Conclusions
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With the Pop Art and Andy Warhol the art establishes a strong
relationship with the system of the mass-media, particularly with
the advertising, using the same depersonalizing and repetitive
languages.
Through his work, Warhol brings out prominence some values
of mass-communication:
1. The loss of contents
2. The “death” of the image
Bibliography
• Boatto Alberto, Warhol:Art dossier, Giunti, Firenze, 1995.
• Calvesi Maurizio and Boatto Alberto, Pop Art: Art dossier,
Giunti,Firenze, 1989.
• Grazioli Elio, Arte e Pubblicità, Mondadori, Milano, 2001.
• Trotta Mauro, La pubblicità, Ellissi, 2002.
• www.pittorifamosi.it
• www.paopao.it/index.php/esposizioni-collettive/132-sold-out
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