Saturday, November 6, 2010

The invention of Pin Ups

    "Post-Depression USA was in desperate need of a defining iconography that  would lift it out of the black and white doldrums, and it came in the form of Gil Elvgren´s techni-color fantasies of the American dream.
 From the mid-30s to the 60s his painted advertisements and posters for, among others,  Coca -Cola, Ovaltine and Pangburn´s Chocolates, as well as the long-running  Brown & Bigelow calendars, were a bright red-white-and -blue account of the country´s aspirations, joys and hopes.


                                                    As the country plunged into World War II  he provided the troops with pin-ups girls galore.  His technique involved photographing models and then painting them into gorgeous hyper-reality, with longer legs, more flamboyant hair and gravitydefying busts, their waists pinched, their curves accentuated and their bodies warm and inviting, and in the process making them the perfect morale-boosting eye-candy for every homesick private.

   Elvgren defined the classic "pop" vision of Americana: a bold, brash visualisation that has been endlessly appropriated and recycled in advertising, TV,  film and art.

 
 His style is  instantly recognisable and its appeal endures thanks to its essentially open avowal of a zest for pleasure. Elvgren´s images combine desire for a better life with nostalgia for the nation´s innocent applepie past and have deservedly made him the darling of pin-ups collectors worldwive."
   Text of a catalog of  Gil Elvgren.
                                              Well, then there wasn´t Photoshop....

1 comment:

  1. Hey!!! excelente post!!! Nunca habia visto las fotos de las chicas y , las pinturas si y como dices, no existia el photoshop !!

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