Forms of Persuasion - Art and Corporate Image in the 1960s

"Alex J. Taylor’s excellent and richly revealing Forms of Persuasion returns to the topic of art’s relationship to capitalism in the 1960s to uncover things most scholars have preferred to ignore—Warhol’s quiet acceptance of commissions, Big Tobacco’s willful organization of touring shows, and many corporations’ canny acquisition of abstract art for branding purposes. Through a wealth of fascinating stories, Taylor shows all the moves in the delicate dance shared by artists and corporate chiefs in a period of dissent."—Joshua Shannon, author of The Recording Machine: Art and Fact during the Cold War

"Challenging long-accepted verities about the nature of corporate sponsorship, Alex J. Taylor presents a series of shifting paradigms that reveal how the relationship between business and art was transformed by the end of the 1960s. This powerful book will reinvigorate the discussion of a phenomenon central to art culture until this day."—Nancy J. Troy, author of The Afterlife of Piet Mondrian

List of contents

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

About the author

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

Product details

• Authors: Alex J. Taylor, Taylor Alex J.
• Publisher: University Of California Press
• Languages: English
• Product format: Hardback
• Released: 31.03.2022
• EAN: 9780520383562
• ISBN: 978-0-520-38356-2
• No. of pages: 320
• Subjects: Humanities, art, music > Art > General, dictionaries; Social sciences, law, business > Business > Advertising, marketing; The arts: general issues, BUSINESS & ECONOMICS / Corporate & Business History, ART / History / General, ART / Business Aspects, History of art / art & design styles, History of Art, History of specific companies / corporate history, Art: Financial Aspects, The arts: general topics