Word: kauffer
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Dates: during 1940-1949
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Rand's book begins with a belligerent introduction by a topflight fellow-designer, E. McKnight Kauffer, who thinks advertising art in the U.S. is "of the poorest quality" but makes an excep tion for Rand. The trouble with advertising art, Kauffer says, is "fright and [the] over-organized departments" of huckster-dom: "This in-between world of research, rationalization and sales talk no doubt gives the client faith and courage-but it generally kills the designer's value. . . . Fear, sex, maternity, snobbism, such are the themes of 90% of advertising that daily haunt our eyes. Hitting below...
...highbrow symbolism, than to a simple realism. One such is Lawrence Beall Smith, whose poster of three children shadowed by a swastika (see cut) was released this week by Associated American Artists. Where the shadow comes from is an art problem that plain observers are left to guess. McKnight Kauffer's abstract Steel! Not Bread poster (see cut} would probably confuse even sophisticated observers. Illustrator Jean Carlu's mechanistic Give 'Em Both Barrels ( see cut} is modern chewing-gum art, minus the latter's peppermint flavor. Workers in five New Jersey plants on whom...