Boris Artzybasheff and the art of anthropomorphic marketing in early American consumer culture

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Abstract:

This paper undertakes a critical historical review of the role of anthropomorphism in marketing and advertising in American consumer culture from the 1940s onwards. We review the art of the acclaimed illustrator Boris Artzybasheff who among other artistic achievements created images that regularly featured on the covers of Life, Fortune, and Time. As well as working in media, Artzybasheff also produced advertising images, and imagery for propaganda. One of the characteristic features of Artzybasheff’s commercial art is the use of anthropomorphism, especially with technology industries and products. His art spans the periods prior to, during and after World War II, as well as the Cold War era and the onset of modern consumer culture in America.

Keywords: advertising; anthropomorphism; history; marketing; technology

Document Type: Research Article

DOI: http://dx.doi.org/10.1080/0267257X.2013.803141

Affiliations: University of Leicester, UK

Publication date: February 3, 2014

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