Essay Instructions: "i will use this paper,so don't change everything..
please change some such as words and grammar but same meaning..
my purpose is that it seems different person who write this paper..
you can use same Bibliography..and also i need footnote."
Artists who freed themselves from Abstract Expressionism tried to show popular images and chose television, comic books, and magazines of popular media to expand for commercial art that was appeared in social environments by mass production and mass communication. “In the later 1950s, Abstract Expressionism, which had controlled the trend of art about ten years, ceded to a generation of artists who experienced popular media: they were artists of Pop Art.” Abstract Expressionism is “a movement in art associated above all with New York in the decade or so after the Second World and which is seen to have had its starting point in the work of the American painter Jackson Pollock.” Pop art was the popular art of consumer culture that was made by capitalistic society and Commercial design has emerged as very important and influential design in the twentieth century. However, if the function of commerce is added, art works can be traded and bring social participation of a large population of people, dealing a heavy blow to the essence and value of fine art; but, the range of art shouldn’t be limited for creation. Even though Pop art was “art” of a new form that is adjusted for the period, there is a controversy about whether commercial design that has purpose for money is “art” and Andy Warhol (1923 – 1987), a famous commercial designer of the twentieth century is at the center of this controversy. While many artists and critics in the art community consider Andy Warhol to be nothing more than a commercial designer, Andy Warhol who creates a whole new form of pop media commentary and draws coexistence of both commerce and art is an artist.
1. Different ideas about essence of “art”
Warhol’s work should be considered “art” because his work was tried to create the new function of “art”. Despite the fact that there are many opinions about the essence of art, art can be a kind of job. If the essence of art is approached with a fixed idea, Andy Warhol was not an artist but a marketing professional. However, art has creation which involves exploitation because artists give their own means for their works and they always want to create new ones; artists use new materials and expressions to find new things from the original work. When it comes to the essence of art, the art might be separated from money but the money that is earned by the ability and talent of artists is used for another creative works; so, artists cannot be separated from money. Actually, in the art tradition, money was an indispensable function of commission from patrons of a few specific classes who has desire for great works. In this way, Andy Warhol solved the little dream of customers who want to get art works using mass production of “art”. Even though artists create works that look similar, they have different inclinations, purposes, and thoughts. Artists who have a purpose for business should make works that customers want. This is consumerism. The design that is made by customers’ demands can also be a kind of ability of an artist for customers. For example, “it is firmly true that although Warhol studied Fine Art in Pittsburgh, he was quite interested in advertising and its mechanisms even as a student.” In spite of the fact that Warhol was a successful illustrator in commercial art, he wanted to create new work using mass-produced methods, silk screen of illustration; he chose to use the necessities of life in the mass-produced era. Therefore, Andy Warhol made new perspective that has combination of both “art” and design.
2. Andy Warhol is an artist who creates and tries new things
One of the most important things about “art” is creation and trying of new ideas. Andy Warhol made art from ordinary objects; his paintings shows quintessential images of the era as repeating and a great number of popular images which comes from modern times. Eventually, while he produced art work repeatedly through the mechanical method of silk screen, he broke from traditional art and changed the idea of the traditional artist and also widely expanded the range between art and artist. While Andy Warhol was still living with his mother, he started a work studio which changed locations several times. “This new address soon became a favored meeting place for the artists, actors, dropouts and photographers that Warhol knew, as well as for other members of the glitterati.” In the studio, a lot of works were created. Andy Warhol expressed images of the canned goods and Coca Cola, ordinary products for repetitive or reproducible image. John Coplans say that “the money, Coke, airmail and S&H stamps, glass label and Campbell’s soup can paintings enforce the issue of multiplicity of the image itself, which as a motif is endlessly repeated.”
Image 1: Campbell's Soup Can, 1962 Image 2: 5 Coca-Cola Bottles, 1962
By drawing products that people use often, the formality of traditional art was broken for trying novelty and it had the effect that it accomplished concern and the participation of mass society in art. “The first Campbell’s soup can images, for example, were made with the help of an image projected in magnified from onto the canvas, and it is notable that any too great detail was altogether avoided (the medallion seen at the center of the label on the can should contain an inscription, but in Warhol’s version it is empty).”
Image 3: Marylin Monroe, 1967 Image 3: Double Elvis, 1963
The face of Marylin Monroe is sequentially arrayed and was independently made by silk screen, and the work was not perfectly painted colors for getting a picturesque feeling: Andy Warhol had developed a method in which original products and the specific face of famous star are repeated and arrayed using the power of machines. The pictures of his pop art that include famous people, Marylin Monroe and Elvis in particularly, are rendered in popular, provocative, and beautiful color. “Ever since the Marilyn series, Warhol has always used photographic silkscreens.” The method of silk screen that is used to make prints in quantity is his main method and connects important key points between the business activity of a capitalistic age that gets profit by making products in large quantities and selling Warhol’s work. Therefore, he narrowed the boundary between traditional art and popular art.
3. It is wrong to criticize the use of art for commercial value
When a creative new idea is backed up, both commerce and art coexist. Society was suddenly changed by mass media and art should also change following the trend of the times. Various sources and materials appeared in mass media implies that art can be expanded more than before. Artists need much more money for new forms and work; so, money is essential while artists are working. Andy Warhol said “I want to be a machine” and “paintings are like stock a dealer is like a broker.” So, “art” should think like business. However, there is not a patron anymore who patronizes artists for his own satisfaction. These days, companies turn up patronage for artists and there is marketing and investment of companies at the back of the patronage; monetary value made commercialism of art. People want to appreciate and possess a new form of art and sometimes they invest for the value. This is a natural result of capitalism, an economic system that is controlled by money for pursuit of profits, and commercialism, that has as its purpose the pursuit of profits, period. Development of commercial art brought social participation of art and productive value. If “art” has social participation, artists can have another productive value because of not only pure desire about “art” but also craving of work that considers economic activity.
It is firmly true that works of Andy Warhol are very different with fine art that includes susceptibility and message: so, some critics say that Warhol’s work is not fine art but design. However, the achievement of Andy Warhol in modern art was commercial conception and expanding the sphere of art. He broke down the boundary between fine art and commercial art and showed art market through marketing philosophy of business art. “Warhol's art was never simply a reproduction of a commercial product, which was a criticism made of his work during his lifetime. Years later we can consider Warhol's art as one with a distinct style and radical choice of subject matter and one which has withstood the test of time”. Therefore, Andy Warhol, who found an art market that nobody had recognized, was a cultural marketer and artist.
Bibliography
Bauer, Claudia. Andy Warhol. Nw York: Prestel, 2004.
Ratcliff, Carter. Andy Warhol. New York: Abbeville Press, 1983.
Coplans, John. Andy Warhol. England: The Curwen press, 1989
Revy, Louisiana. Andy Warhol and his world: Nykredit, 2000
Kinsman, Jane, “Soup can mania.” Artonview, no. 49 (2007): 38-9.
http://vnweb.hwwilsonweb.com/hww/results/results_single_fulltext.jhtml;hwwilsonid=HJWLOMQXHRMITQA3DIMCFF4ADUNGIIV0
Image Source
Image 1 :
http://www.rock-hill.k12.sc.us/schools/elem/odes/soup_can.jpg
Image 2 :
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Image 4 :
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