From the course: Learning Graphic Design History
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American modernism
- The incredible work of Cipe Pineles, Joseph Binder, and Alexey Brodovitch, and Vogue, Harper's Bizarre, and Seventeen introduced modernist ideas, and the European avant garde to the United States. These magazines however, reached only a small, elite audience. The average American in the midst of the Great Depression, did not need luxury items, expensive cruises, or couture fashion. Unemployment during the Depression was as high as 25 percent. Franklin Roosevelt initiated a new federal program, the Works Progress Administration, or W.P.A. The W.P.A. employed millions of Americans. They built dams, bridges, roads, and federal buildings. One division, the Federal Art Project, employed designers, illustrators, photographers, sculptors, and painters. The Federal Art Project introduced modernism to a wider audience in America through posters. Designers were urged to speak to the masses in the least elitist way possible. Imagery was representational, but not overly realistic. The subject…
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