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0520227077
 
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Real Fantasies: Edward Steichen's Advertising Photography 
 
  
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Product Details 
  
 
Paperback 
448 pages 
University of California Press 
Published 2000 
  
The Los Angeles Times Sunday Book Review, Neil Baldwin 
  
Johnston's study is downright gripping, an unexpected page-turner filled with treats for the eye. --This text refers to the Hardcover edition.  
  
 
  
Ingram 
  
During the 1920s and 1930s, Edward Steichen was the most successful photographer in the advertising industry. His commercial work appeared regularly in VANITY FAIR, VOGUE, LADIES HOME JOURNAL, and other popular magazines. Patricia Johnston uses Steichen's work as a case study of the history of advertising and the American economy between the wars. 13 color and 120 b&w photos . --This text refers to the Hardcover edition.  
  
 
  
Book Description 
  
During the 1920s and 1930s, Edward Steichen was the most successful photographer in the advertising industry. Although much has been said about Steichen's fine-art photography, his commercial workwhich appeared regularly in Vanity Fair, Vogue, Ladies Home Journal, and almost every other popular magazine published in the United Stateshas not received the attention it deserves. At a time when photography was just beginning to replace drawings as the favored medium for advertising, Steichen helped transform the producers of such products as Welch's grape juice and Jergens lotion from small family businesses to national household names. In this book, Patricia Johnston 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 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 toward 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. Johnston presents an intriguing inside view of advertising agencies, drawing on an array of internal documents to reconstruct the team process that involved clients, art directors, account executives, copywriters, and photographers. Her book is a telling chronicle of the role of mass media imagery in reflecting, shaping, and challenging social values in American culture. --This text refers to the Hardcover edition.
 
  
 
  

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Edward Steichen: Lives In Photography 
  
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Edward Steichen (Photofile) 
  
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Edward Steichen: In High Fashion: The Conde Nast Years, 1923-1937 
  
William A. Ewing (Author); & Todd Brandow (Author)
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Real Fantasies: Edward Steichen's Advertising Photography 
  
Patricia Johnston
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Steichen: A Biography 
  
Penelope Niven
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Edward Steichen 
  
Joel Smith; & Edward Steichen
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Family of Man 
  
Edward Steichen
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Edward Steichen: The Royal Photographic Society Collection 
  
Edward Steichen; Sabina Cortese; & Royal Photographic Society of Great Britain (Photographer)
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The Family of Man 
  
Edward Steichen; & Carl Sandburg
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Steichen's Legacy 
  
Joanna Steichen
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