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ART MOVEMENTS AND AMERICAN PRINT ADV...

WASSMUTH, BIRGIT LUISE JOHANNA.

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ART MOVEMENTS AND AMERICAN PRINT ADVERTISING: A STUDY OF MAGAZINE ADVERTISING GRAPHICS 1915 - 1935.

Record Type:	Electronic resources : Monograph/item
Title/Author:	ART MOVEMENTS AND AMERICAN PRINT ADVERTISING: A STUDY OF MAGAZINE ADVERTISING GRAPHICS 1915 - 1935./
Author:	WASSMUTH, BIRGIT LUISE JOHANNA.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 1983,
Description:	288 p.
Notes:	Source: Dissertations Abstracts International, Volume: 44-07, Section: A.
Contained By:	Dissertations Abstracts International44-07A.
Subject:	Mass media. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=8404256

ART MOVEMENTS AND AMERICAN PRINT ADVERTISING: A STUDY OF MAGAZINE ADVERTISING GRAPHICS 1915 - 1935.
WASSMUTH, BIRGIT LUISE JOHANNA.

ART MOVEMENTS AND AMERICAN PRINT ADVERTISING: A STUDY OF MAGAZINE ADVERTISING GRAPHICS 1915 - 1935. - Ann Arbor : ProQuest Dissertations & Theses, 1983 - 288 p.

Source: Dissertations Abstracts International, Volume: 44-07, Section: A.

Thesis (Ph.D.)--University of Minnesota, 1983.

This item must not be sold to any third party vendors.

This study investigates the relationship between fine art and advertising art. It analyzes when, how, to what extent, and why a single art movement, such as Art Deco, is reflected in American magazines advertisements during 1915-1935. Art Deco is the decorative art movement during the 1920's and 1930's. Two approaches were selected: (1) a qualitative, historic study of secondary sources and (2) a quantitative content analysis of advertisements in Ladies' Home Journal, Saturday Evening Post, and Vogue magazines. Results of the qualitative research show that during this so-called golden age of advertising a growing number of contemporaneous visual artists participated in the design of advertising and helped it develop into a business force. Even though the roots of Art Deco go as far back as 1909, Art Deco advertisements did not appear in these selected magazines until 1925 when the new art movement was formally introduced to an international public in Paris. Art Deco affected the design of typefaces, advertising and magazine layout, and all forms of printed mass communication media. Agencies and individual art directors recognized the selling power of illustrations and promoted the use of either fine art in advertising, pioneered by the N. W. Ayer advertising agency, or fine art integrated into the principles of advertising, pioneered by the J. Walter Thompson advertising agency. The latter resulted in the creation of a new profession, that of the commercial artist. The quantitative approach was to test the feasibility of content analysis as a research methodology for pictorial material. The findings suggest that conventional content analysis, even if modified, may not be an appropriate approach to evaluate an abstract visual concept such as art. The study covers a crucial period during which fine art develops into advertising art, and during which fine art changes from being an adjunct to advertising to becoming an integral part of the advertising message.Subjects--Topical Terms:

516793
Mass media.

ART MOVEMENTS AND AMERICAN PRINT ADVERTISING: A STUDY OF MAGAZINE ADVERTISING GRAPHICS 1915 - 1935.
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035 $a (MiAaPQ)AAI8404256
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100 1 $a WASSMUTH, BIRGIT LUISE JOHANNA. $3 3552130
245 1 0 $a ART MOVEMENTS AND AMERICAN PRINT ADVERTISING: A STUDY OF MAGAZINE ADVERTISING GRAPHICS 1915 - 1935.
260 1 $a Ann Arbor : $b ProQuest Dissertations & Theses, $c 1983
300 $a 288 p.
500 $a Source: Dissertations Abstracts International, Volume: 44-07, Section: A.
500 $a Publisher info.: Dissertation/Thesis.
502 $a Thesis (Ph.D.)--University of Minnesota, 1983.
506 $a This item must not be sold to any third party vendors.
506 $a This item must not be added to any third party search indexes.
520 $a This study investigates the relationship between fine art and advertising art. It analyzes when, how, to what extent, and why a single art movement, such as Art Deco, is reflected in American magazines advertisements during 1915-1935. Art Deco is the decorative art movement during the 1920's and 1930's. Two approaches were selected: (1) a qualitative, historic study of secondary sources and (2) a quantitative content analysis of advertisements in Ladies' Home Journal, Saturday Evening Post, and Vogue magazines. Results of the qualitative research show that during this so-called golden age of advertising a growing number of contemporaneous visual artists participated in the design of advertising and helped it develop into a business force. Even though the roots of Art Deco go as far back as 1909, Art Deco advertisements did not appear in these selected magazines until 1925 when the new art movement was formally introduced to an international public in Paris. Art Deco affected the design of typefaces, advertising and magazine layout, and all forms of printed mass communication media. Agencies and individual art directors recognized the selling power of illustrations and promoted the use of either fine art in advertising, pioneered by the N. W. Ayer advertising agency, or fine art integrated into the principles of advertising, pioneered by the J. Walter Thompson advertising agency. The latter resulted in the creation of a new profession, that of the commercial artist. The quantitative approach was to test the feasibility of content analysis as a research methodology for pictorial material. The findings suggest that conventional content analysis, even if modified, may not be an appropriate approach to evaluate an abstract visual concept such as art. The study covers a crucial period during which fine art develops into advertising art, and during which fine art changes from being an adjunct to advertising to becoming an integral part of the advertising message.
590 $a School code: 0130.
650 4 $a Mass media. $3 516793
690 $a 0708
710 2 $a University of Minnesota. $3 676231
773 0 $t Dissertations Abstracts International $g 44-07A.
790 $a 0130
791 $a Ph.D.
792 $a 1983
793 $a English
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=8404256