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

In the 1960s, multinational corporations sought artistic solutions to their image problems, finding artists like Andy Warhol and Richard Serras to provide persuasive forms of advertising that bolstered corporate power, prestige, and profit. Alex J. Taylor's book "Forms of Persuasion" explores this relationship, highlighting the complex aesthetic and ideological terms of their enduring entanglements.

Format: Hardback
Length: 320 pages
Publication date: 15 March 2022
Publisher: University of California Press

In the vibrant decade of the 1960s, multinational corporations encountered a novel challenge: how to revamp their image and navigate the changing tides of public perception. Seeking innovative solutions, they turned to the world of art, embracing its untapped potential for commercial gain. Contrary to popular narratives that often highlight radical artistic practices that seemed to clash with the dominant values of capitalism, Alex J. Taylor's insightful work unveils a different perspective. He reveals an art world deeply intertwined with the demands of big business, where artists and corporations collaborated to create powerful forms of persuasion that bolstered corporate power, prestige, and profit.

Through meticulous research conducted in artist, gallery, and corporate archives, Taylor uncovers a flourishing field of promotional initiatives. Artists, advertising creatives, and executives worked side by side, forging new alliances and unlocking the full potential of art in the service of commerce. From Andy Warhol's iconic works for packaged goods manufacturers to Richard Serras's involvement with the steel industry, Taylor showcases how major artists of the period provided brands with "forms of persuasion" that resonated with consumers and propelled their success.

Forms of Persuasion delves into these intricate relationships between artists and multinational corporations, exploring the complex aesthetic and ideological terms of their enduring entanglements. As museums continue to navigate the ethical dilemmas posed by funding from oil companies, military suppliers, and drug manufacturers, this book serves as a valuable reminder of the historical connections between art and commerce. It sheds light on the ways in which artists and corporations have collaborated to shape public perception, influence consumer behavior, and drive economic growth.

In conclusion, the 1960s witnessed a remarkable fusion of art and commerce, as multinational corporations sought to rebrand and rejuvenate their image through the power of artistic persuasion. Alex J. Taylor's insightful work provides a fresh perspective on this dynamic period, highlighting the intricate relationships between artists, corporations, and the broader societal context. By examining the complex aesthetic and ideological terms of their enduring entanglements, Forms of Persuasion offers valuable insights into the ongoing dialogue between art and commerce in the 21st century.

Weight: 994g
Dimension: 188 x 262 x 25 (mm)
ISBN-13: 9780520383562