Quarto, (approx. 7 1/4" wide by 10 1/4" tall / 26 mm) maroon cloth covers, 351 pages. Includes appendix, index. Book and dust jacket are in fine condition. "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." 071202A.

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Bibliographic Details

Title

REAL FANTASIES. Edward Steichen's Advertising Photography

Publisher

University of California Press, Berkeley

Publication Date

1997

Language

English

ISBN 10

0520070208

ISBN 13

9780520070202

Binding

hardcover

Illustrator

Steichen, Edward

Edition

first edition, first printing.

Condition

Fine

Dust Jacket Condition

Fine

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Photography

About this title

Synopsis

During the 1920s and 1930s, Edward Steichen was a succesful photographer in the advertising industry. His commercial photography appeared in "Vanity Fair", "Vogue", "Ladies Home Journal" and almost all popular magazines in the US. At a time when photography was just beginning to replace drawings as the favoured advertising medium, Steichen helped transform the producers of small family business products to national household names. In this book, the author uses Steichen's work as a case study of the history of advertising and the American economy between the wars. She traces the development of Steichen's work from an early naturalistic style through to increasingly calculated attempts to construct consumer fantasies. By the 1930s, alluring images of romance and class, developed in collaboration with agency staff and packaged in overtly manipulative and persuasive photographs, became Steichen's stock-in-trade. He was most frequently chosen by agencies for products targeted towards women: his images depicted vivacious singles, earnest new mothers and other stereotypically female life stages that reveal a great deal about the industry's perceptions of and pitches to this particular audience.

About the Author

Patricia Johnston is Associate Professor of Art History at Salem State College.

"About this title" may belong to another edition of this title.

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Established in 1984, Alkahest Bookshop took over the space and stock of the Atheneum Bookstore on Central St. in Evanston, IL. For many years we were a partner in Chicago Rare Book Center, which closed in 2017. We are now on-line, and have a select general stock, with large sections on U.S. history, art, and literature. We are members of the Midwest Antiquarian Booksellers Association (MWABA) and IOBA.

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Alkahest Books
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