Walter Herdeg, ed. Graphis Annual 83/84 (1983) Just what the title says. A survey of applied art as used in advertising, illustrations in books and periodicals, logo and trademark design, packaging, and so forth. Graphis was one of the premier magazines for commercial artists. I used to buy it from a shop across from OCAD back then, to inspire my students. What’s interesting is how dated these examples are. Commercial art is slave to fashion and fad. Which prompts the inference that fashion itself is just another form of commercial art.
In any case, fashion and commercial art feed on each other. Both are always a step or two behind the current styles in entertainment, which in turn is behind the latest developments in the arts. There was a nicely done weekly fashion news show on TV a few decades ago. Most of the news covered fashion shows in New York or Paris or wherever. The background music was relentlessly blandified disco. This at a time when the prevailing music styles were acid rock, reggae, and hiphop. The intended ambience was of up-to-the-minute awareness of how the cool life was lived, but the actual effect was to make fashion seem hopelessly naive and, er, old-fashioned.
Nevertheless, the Graphis annual is worth looking through. Not only as a record of bygone visual styles and assumptions about marketing, but because commercial art surrounds us in a way that fine art does not. Commercial art has become our habitat; fine art is confined to cathedral-like museums that we enter with hushed voices and unarticulated expectations. Yet our taste has, I think, been shaped by the commercial art that has become the seen but unnoticed visual environment. ***
No comments:
Post a Comment