Forms of Persuasion

Art and Corporate Image in the 1960s
1. Auflage 2022
ISBN: 978-0-520-38356-2
Verlag: Globe Pequot Publishing Group Inc/Bloomsbury

Buch, Englisch, 320 Seiten, Cloth Over Boards, Format (B × H): 185 mm x 262 mm, Gewicht: 998 g

In the 1960s, multinational corporations faced new image problems—and turned to the art world for some unexpected solutions.

The 1960s saw artists and multinational corporations exploring new ways to use art for commercial gain. Whereas many art historical accounts of this period privilege radical artistic practices that seem to oppose the dominant values of capitalism, Alex J. Taylor instead reveals an art world deeply immersed in the imperatives of big business.

 

From Andy Warhol’s work for packaged goods manufacturers to Richard Serra’s involvement with the steel industry, Taylor demonstrates how major artists of the period provided brands with “forms of persuasion” that bolstered corporate power, prestige, and profit. Drawing on extensive original research conducted in artist, gallery, and corporate archives, Taylor recovers a flourishing field of promotional initiatives that saw artists, advertising creatives, and executives working around the same tables. As museums continue to grapple with the ethical dilemmas posed by funding from oil companies, military suppliers, and drug manufacturers, Forms of Persuasion returns to these earlier relations between artists and multinational corporations to examine the complex aesthetic and ideological terms of their enduring entanglements.

Autoren/Hrsg.

Taylor, Alex J

Fachgebiete

• Wirtschaftswissenschaften Wirtschaftswissenschaften Unternehmensgeschichte, Einzelne Branchen und Unternehmer
• Geisteswissenschaften Kunst Kunst, allgemein Kunstförderung, Mäzenatentum, Auktionen
• Geisteswissenschaften Kunst Kunstgeschichte Kunstgeschichte: 20./21. Jahrhundert

Inhaltsverzeichnis

Contents

Acknowledgments
Introduction: The Culture Sell

PART 1: REPACKAGING POP

1. Trademarking Campbell’s Soup
2. Container Corporation’s Art Direction
3. The Bold New Taste of Philip Morris

PART 2: ABSTRACTION AT WORK

4. Chase Manhattan’s Executive Vision
5. A Passport for Peter Stuyvesant

PART 3: MARKETING MATERIALS

6. Modernizing Italsider
7. The Rusting Face of U.S. Steel
8. Collapse at Kaiser Steel

Conclusion: Conceptualizing Corporate
Sponsorship

List of Abbreviations
Notes
List of Illustrations
Index

Über Autor(innen)

Alex J. Taylor is Assistant Professor in the Department of History of Art and Architecture at the University of Pittsburgh.