THE PERSUASIVE IMAGE commercial photography as art, photographers who combine art and commerce

1. THE PERSUASIVE IMAGE commercial photography as art,photographers who combine art and commerce

2. Harold Casneaux was one of the great photographers of Australia. He was an artist-photographer, holding exhibitions and entering international prizes. He was also a busy commercial photographer, doing portrait and fashion work, and industrial photography. Harold Casneaux, The Wheel of Youth, 1929

3. Australia Post stamp 1990 Harold Casneaux, The Wheel of Youth, 1929

4. Harold Casneaux, the designer Florence Zinkersen, 1928 Casneaux was Sydney’s top society photographer. He took portraits of high society figures and visiting celebrities.

5. Harold Casneaux, the designer Florence Zinkersen, 1928 Cover of Home magazine, 1928 Harold Casneaux, the designer Florence Zinkersen, 1928

6. Harold Casneaux, the designer Florence Zinkersen, 1928 Harold Casneaux, Portrait in Sunshine / Patricia Minchin, 1931

7. Casneaux was commissioned to photograph all of BHP’s installations throughout Australia. Steam and Sunshine was the exhibition version of the image in the published report. Harold Casneaux, Steam and Sunshine 1935

8. Harold Casneaux, BHP 1935

9. Eugene Atget is regarded by many people as the greatest of all photographers.Joel Meyerowitz referred to him as ‘our Mozart’He was a small-time freelance photographer who took photos of Paris and sold them from his apartment studio.His business plaque on the street read: “Documents for Artists” Berenice Abbott, Portrait of Eugene Atget, 1927

10. Berenice Abbott, Portrait of Eugene Atget, 1927 Portrait of Eugene Atget, c1890

11. Eugene Atget, Notre Dame

12. Eugene Atget, Coin de la rue Valette et Pantheon, 5e arrondissement, matinee de mars 1925

13. Eugene Atget, Parc du Sceaux, 1925

14. Eugene Atget, Saint Cloud, 1926

15. Eugene Atget, interior details

16. Josef Sudek was known as ‘the poet of Prague’He was a professional photographer, specializing in views of Prague, architectural studies and still lifes.He only had one arm.

21. Josef Sudek, still life of Ladislav Sutnar ceramics, 1930

22. Josef Sudek, still life of Ladislav Sutnar ceramics, 1930 Josef Sudek, still life of Ladislav Sutnar ceramics, 1930

23. Josef Sudek, still life of Ladislav Sutnar ceramics, 1930 Ladislav Sutnar publicity design for Ladislav Sutnar ceramics 1930

24. In the late 1920s, consumers gained a familiarity with the styles of the avant-garde in photography and modern art. They came into contact with examples of Cubism, Futurism, Impressionism, Art Deco and Expressionism. Edward Steichen, Douglass lighters, 1928

25. Luigi Rossolo, Dinamismo di un’Automobile 1912 Edward Steichen, Douglass lighters, 1928

26. Edward Steichen, Douglass lighters, 1928

27. Hein Gorny, collar advertisement, c1930 Paul Outerbridge, TheIde Collar 1922

28. Paul Outerbridge, Ide Coller ad, Vanity Fair magazine, 1922 Paul Outerbridge, TheIde Collar 1922

29. Paul Outerbridge, Ide Coller ad, Vanity Fair magazine, 1922 Christies auction price: $314,000

30. In the 1930s, a classical style came into fashion, influenced by Greek and Roman sculpture of antiquity.George Hoyningen-Huene brought a sleek, cool aesthetic to fashion photography for Vogue and Harpers Bazaar magazine. George Hoyningen-Huene, Augusta Bernard evening gown for Vogue 1934

31. George Hoyningen-Huene, Godess gown by Madeleine Vionnet, 1931

32. George Hoyningen-Huene, Godess gown by Madeleine Vionnet, 1931 Apollo Citharaedus Roman copy of Greek original, 4th century B.C.

33. George Hoyningen-Huene, Godess gown in Vogue magazine

34. Horst P Horst, Mainbocher corset ad, 1939 His colleague and lover was Horst P Horst who took the classical style and tilted it toward Surrealism.

35. Salvador Dalí, Remorse or Sphinx Embedded in the Sand, 1931 Horst P Horst, Mainbocher corset ad, 1939

36. Madonna, from the video ‘Vogue’ 1990 Horst P Horst, Mainbocher corset ad, 1939

37. Horst P Horst, Lisa with Turban, 1940 Horst P Horst, Mainbocher corset ad, 1939

38. Following World War II, modern art from Paris made an impact on commercial photography and graphic design. Picasso, portrait of Dora Maar, 1937

39. Erwin Blumenfeld, Alexander Lieberman art director, 1945 Picasso, portrait of Dora Maar, 1937

40. Erwin Blumenfeld, Alexander Lieberman art director, 1950 Erwin Blumenfeld, Alexander Lieberman art director, 1945

41. Tone and plane are set in sleek opposition — a horizontal black brim above a vertical white scarf, sleeves precisely diagonal to both. Behind a veil the eyes of the model Jean Patchett - The Telegraph. Irving Penn 1950

42. Vogue magazine, April 1950Art Director Alexander Lieberman

43. Irving Penn at work on a still life

44. “For some years I had been accumulating scraps of material that obsessed me: bits of glass, metal and bone; a human cranium, old swing machines, a variety of dusts.” Irving Penn, The Poor Lovers, 1979

45. Irving Penn, Collapse, 1980

46. Penn’s approach to his artistic still life photography was similar to his commercial still life work. Irving Penn, Frozen foods, 1970

47. Irving Penn, Clinique ad, 1980s Irving Penn, Frozen foods, 1970

48. Irving Penn, Clinique ad, 1980s

49. Wolfgang Sievers was a commercial photographer for almost 50 years.He specialized in industrial and architectural photography.Sievers almost never exhibited his work as art, although he is now regarded as one of Australia’s great photographic artists.

50. Wolfgang Sievers Gears for Mining Industry, Vickers Ruwolt, Melbourne 1967