ARTH 12A Lecture Notes - Lecture 17: Fortune Brands, Sunlight, World War I
18 May 2018
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May 18, 2018
“Appropriation of Advertising: the Tobacco Series” Notes
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•
Advertising and its Relation to European Modernism
• Main points
o Relationship between advertising and modern art
▪ Using advertising to show modernity
o Gender distinctions in advertising and products
o Movement away from consumable products to products with
branding/class recognition
• In what ways does Davis both incorporate and depart from European
modernism in his paintings?
o Confrontational/deliberate
o Interested in cycle of producing/recycling
o Collages and words from Cubism (European modernism)
o Depart through branding and murals
o Inspired by the Armory Show of 1913
▪ Desire to “catch up” to European modernism
• Discuss connections between European modernism and advertising
o Cubism used for advertising
o Very focused on fast paced society (mass production and
industrialization) which reflected America
o Cigarette packages are from modern art
▪ Murad/Camel exotic brand
▪ Davis Chose American brands such as Zig Zag and La
Crosse
o Advertisers borrowed from modern art, then modern artists
borrowed from advertising
• In what ways does Davis touch on the gender barrier in the US at the time
and in advertising?
o Women in exotic dresses on packaging trying to target men
o Cigars/cigarettes are associated with masculinity
o Cigarettes are manufactured, yet rolling our own cigars were
considered more masculine
o Shift when cigarette became associated with military
• Three paintings discussed by Zabel? What are the qualities of each and why
are they important?
o Lucky Strike
▪ Beginning of Prohibition
▪ Bight colors
▪ Growing popularity
▪ Collage
o Sweet Caporal
▪ Collage
▪ Contrasting colors (but not bright)
▪ Water color and oil
▪ American advertising techniques
▪ Military reference to WWI
• Gerald and Sara Murphy on La Garoupe Beach, Antibes, 1926
o American subjects but
o Heir to Parkers Pins
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