Beautiful Women Enhancing the Beauty of Advertising in 1890s - Assignment Example

Beautiful Women Enhancing the Beauty of Advertising in 1890’s Art has always played a key role in enhancing the beauty of women through various mediums. In art women have been the strongest subject through which one can best express this medium. Before 1890, women were not given enough independence to express themselves; they were neglected by a large part of the society. However, with the passage of time until 19800, women actively participated in politics, media and art industry. Their strength grew year by year and thus, their contributions in different fields were recognized by the society and the critics; who used to take women as the weakest and fragile part of the society (Janet Boles and Katherine Scheurer). Similarly, art and advertising has played a significant role in promoting the beauty of women. These mediums enabled women to shift from their traditional roles and to transform themselves into modern role models for many other women. They learnt to flaunt with the beauty, grace and independence. Many artists such as Bonnard, Alphonse Mucha and Toulouse- Lautrec became known for their different advertising approach in which they used the beauty of the women for promoting different products. The beauty of these women appealed both men and women. These women represented different styles, colors and moods of womanhood. Hence, we cannot deny the fact that the beauty and grace of these women were best represented by the art which has given them independence and true meaning to their unique style and identity. As a result, the beauty of women was expressed through different posters. Posters are the most expressive medium to represent the subject or highlight any topic. Therefore, this medium was chosen by majority of artists to promote products more effectively (Rodney Allen). 1-Jules Chéret and his Chérettes Jules Chéret, (La Loïe Fuller, 1893): This is an excellent yet a classic artwork by Jules Cheret. This is an advertising poster for the promotion of an American dancer, La Loie Fuller. This beautiful dancer made her dancing debut at Paris’s Folies Bergere. Her performances were split into four main dances. Each dance that she performed had its own lighting. As displayed in the poster, she represents the image of a bold, skilled and elegant woman who is draped in flaunting clothes and style. La Loie Fuller knew how to make her swirls and swift moves on the rhythm of the music. Cheret has well expressed the style and grace of women of that time and how these women were appealing to rich and wealthy men of Paris. This bold colored promotional poster was drawn to capture the attention of rich gentlemen who could draw their attention towards beautiful women; who love to dance and enjoy their lives in style and grace. This poster truly represents the independence of women that they gained in that period; breaking the traditional bonds and becoming the attention of modern society and class. Also, this poster has successfully enhanced the norms and values of elite class of Parisian society. 2-Alphonse Mucha, Poster for Job cigarette paper (1898): Mucha is known as the father of art nouveau. Mucha had deeply appreciated the women of his time through his art-work. He had enhanced the elegance and beauty of these women with his fanciful imagination and draping clothing. In this poster, Mucha had used the female figure; who is enjoying her cigarette while sitting in a position that would attract men because of her beauty, perfection and sensuality. She is holding the cigarette in an elegant manner and with a smile on her face; lost somewhere in her thoughts that makes the viewer wonder that what she would be on her mind. The representation of woman in this “JOB CIGARETTE” advertisement would be enough to appeal male audience through her enhanced sexuality and the idea of perfect romanticism. However, women can also find her appealing because of her flawless beauty and boldness which is well expressed by Mucha. The artist has represented her dominant personality while her hair flowing boldly on her shoulders. The artist has used strong color scheme to enhance the curves, the hair and skin tone of her body to make it look more appealing and mind captivating. It is not very hard for the audience to understand the “feelings” expressed through her facial expressions and eyes; enough to behold the viewer’s mind for a while. 3-Howard Christy, Gee!! I Wish I Were a Man, (1917): Howard Christy is known for his producing innovative, thoughtful and mind provoking posters in America. Howard Christy has used the common theme which was quite famous in America during the hard time of World War I. The poster represents the image of a woman, “Christy Girl” who has deep blue eyes filled with an ambition to join US Navy. She is dressed in sailor uniform which has enhanced her perfect curves and womanhood. This poster was produced to compel men to join Navy and to serve their country in the difficult time of World War I. It is a common fact that all around the world women are considered as fragile, weaker and vulnerable gender. However, this poster represents the aim of a woman to serve her country shows her patriotism despite her vulnerability. This poster was designed to prompt those men who were afraid to join US Navy and considered themselves as “Unfit” for their role in war. However, this poster was enough to threaten men that women can also play their role effectively in war; they are ambitious enough to participate in the war as frontline soldiers. 4- J. Howard Miller, We Can Do It!, (1942): J.Howard Miller is best known for his war-related motivational posters. J. Howard Miller was an American artist from Pittsburgh. He was hired by Westinghouse Company’s War Production Coordinating Company in 1942. This is one of the most popular posters which show an image of a woman who is so determined to serve for her country during the time of World War. The woman represented in this poster was a popular war worker known to the world as “Rosie the Riveter. She has shown the empowerment, determination and strength of American women during the tough time of war. This was also used as the medium to motivate and encourage men to join US Army in order to defend their country from all the foreign threats. However, we cannot ignore the fact that by that time women had gained empowerment, independence and they had a prominent status in the society. They were determined, ambitious and boldness enough to take the lead under any circumstances. This poster is a blend of primary colors which have given it a traditional lithograph style. 5. Hans Neuburg. Liebig Super Bouillon, Museum fur Gestaltung, Zurich This is simple yet self-explanatory poster by Hans Neuburg, a well known German artist. This poster represents the simplicity and friendliness of a German woman. In Germany, women were not given enough rights and liberation in the society however we the wave of modernism and the sense for their basic rights have provoked them to appear on the horizon of the world and to prove themselves and their efforts. This simple poster represents the new independent German woman which clearly revolves around the idea that finally German women have got their identity and they are on their way to prove it. 6. Wes Wilson, Captain Beefheart & His Magic Band, (1996): This poster was designed for the promotion of the Rock Band known as, “Captain BeefHeart and his Magic Band” in year 1996. This was designed by Wes Wilson who is known for designing posters for Musical Bands. Wes Wilson is an American artist who has produced major of his posters for Rock bands and Fillmore Auditorium. Wes Wilson’s artwork is very much influenced by Art Nouveau. He has best produced the psychedelic styled posters which gradually has become as his unique identification. This made the fonts look like as if they are melting. His unique style gained popularity. However, in this poster which was produced for a Rock band; Wilson has represented the image of a woman which resembles with the famous Cleopatra. This resemblance with the iconic figure from the Greek history represents the legacy of the Rock Band. Cleopatra was known for her sensuality, power, grace, beautiful and dominance in the history. She ruled over the greater part of the world. To rule over the minds of people; it is essential that a person should have all the basic components in his/ her personality that an iconic figure such as Cleopatra had it in hers. 7. Barbara Kruger, Your Body is a Battleground (1989): Barbara Kruger is an American conceptual artist. Her work revolves around basic concepts mainly in black and white photographs covered with bold fonts. Her captions usually contains pronouns such as “You”, “Your”, “I, “We and “They”. It has been observed that much of her work revolves around basic concept of feminism and consumerism which evokes the viewer’s mind with some of the very important questions on women empowerment, control and affection. In this poster which was produced in 1989, Barbara has stressed on the empowerment and strength of a woman. This poster was produced to grab the attention of the female audience. This poster clearly defines the concept of feminism. The caption clearly states that women should know that their value and they should not be used as any sexual object. Every woman is blessed with a unique identity; she holds a pure mind and heart which enable her to act and think beyond the boundaries. Barbara has made women believed that in our male dominant society; a woman can do wonders and she should not be treated as weaker gender instead a woman deserves the same and equal rights like a man in this world. 8. David Lance oGines, Berkeley, 1993: This is a fine piece of artwork ever produced by David Lance ogines in 1993. He is an American artist who has produced excellent artwork in different genres. In this poster, David has used lithograph coloring to represent the boldness of a woman who is indulged in reading a book. The subject (woman) is busy in reading the famous poetry book “Howl” by Allen Ginsburg. This poster represents the literary sense in the modern women. The independence of women has empowered them in all walks of life. Majority of women find peace and relaxation in reading a book or watching any good art movie. This poster represents that how a modern woman is busy reading a the famous book which would help her to enlighten her mind and soul with the understanding of the new meaning of life. However, we cannot deny the fact within the past few years women have shown immense progress in all fields of education. Education has helped them to give a new meaning to their identity. As a result, in the modern society of today we cannot underestimate the wise approach of a woman in anyway. Conclusion: The theme that I have chosen for this project gives me a greater scope and it has enabled me to make an in-depth analysis on why and how women have been used as the main subject in promotional posters mainly during the period of 19800. Women have always been considered as basic and the most vital part of Art and of any medium that expresses emotions and feelings. I have critically analyzed each and every promotional poster before selecting it for my exhibition because it helped me to understand that how artists have used the female subject as a medium for their own expression and how women have changed from their traditional to the newly modern one. This exhibition will not only give me more confidence but I will surely learn a lot of other things from the project of others. I believe that one should not limit his/her knowledge and scope of information; the more you get, the more it helps in your personal grooming. Through out this course I have learnt that how one can see and analyze expressions in life through various art mediums. Expressions, feelings and emotions are the essential components in one’s life; and I believe that after learning their importance and analyzing different expressions would help me to value life, people, relations and everything that is expressive; be it words or any piece of art. Works Cited Allen, Rodney F. "Posters As Historical Documents. (Cover Story)." Social Studies 85.2 (1994): 52. Academic Search Premier. Web. 6 Dec. 2011. Boles, Janet K., and Katherine Scheurer. "Beyond Women, Children, And Families: Gender, Representation, And Public Funding For The Arts." Social Science Quarterly (Blackwell Publishing Limited) 88.1 (2007): 39-50. Academic Search Premier. Web. 6 Dec. 2011. Read More