{"id":188,"date":"2019-01-29T11:42:15","date_gmt":"2019-01-29T19:42:15","guid":{"rendered":"https:\/\/eportfolios.capilanou.ca\/marinasubach\/?p=188"},"modified":"2019-02-05T13:10:20","modified_gmt":"2019-02-05T21:10:20","slug":"new-york-school-advertisements-paul-rand","status":"publish","type":"post","link":"https:\/\/eportfolios.capilanou.ca\/marinasubach\/2019\/01\/29\/new-york-school-advertisements-paul-rand\/","title":{"rendered":"New York School Advertisements: Paul Rand"},"content":{"rendered":"\n<p>Born in Brooklyn in 1914, Rand was creative from a young age. He studied art at Pratt Institute in Manhattan and practiced drawing constantly. One of his first jobs was laying out product spreads for Apparel Arts, a popular men&#8217;s fashion magazine owned by Esquire.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/i.pinimg.com\/originals\/fa\/da\/40\/fada4072af67ba26b89686984f7bbf30.png\" alt=\"\" \/><figcaption>Apparel Arts magazine cover, 1939<\/figcaption><\/figure>\n\n\n\n<p>Soon after that he started doing magazine covers. His work was instantly noticed. By his early 20s, Rand was considered one of the most important designers of his generation.<\/p>\n\n\n\n<p>In 1941, at the age of 27, Rand was named chief art director of the newly-formed ad agency William H. Weintraub &amp; Co. American advertising at the time had changed little since the late 19th Century, especially in terms of how the ads were conceived.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/1.bp.blogspot.com\/-7AFcS2RGSLI\/T6-DEqOSH6I\/AAAAAAABKTE\/6SJdkxgJ0cg\/s640\/1940s+Advertisements+(15).jpg\" alt=\"\" \/><figcaption>Ordinary 1940s cigarette ad <\/figcaption><\/figure><\/div>\n\n\n\n<p>&#8220;Before Paul Rand, the copywriter was the lead,&#8221; says Donald Albrecht, the curator of the new exhibition. The copywriter would supply the words\u2014often times a great many of them\u2014and the words would dictate the layout of the ad, often drawn from one of several templates or formats.<\/p>\n\n\n\n<p>Inspired by the bold graphic work being done in Europe, Rand brought a radically different approach to the job. As he saw it, an ad&#8217;s effectiveness lay in the way words and images were combined on the page. &#8220;Rand&#8217;s ads have words and pictures, but they&#8217;re all fused into one symbol,&#8221; Albrecht says.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/i2.wp.com\/www.nicework.co.za\/nice-blog\/wp-content\/uploads\/2015\/06\/PaulRand2.jpg\" alt=\"\" \/><figcaption>Paul Rand&#8217;s  Frazer Advertising<\/figcaption><\/figure>\n\n\n\n<p>Rand introduced a crucial new ingredient into commercial art: form. By paring down copy and breathing white space into his compositions, Rand made his advertisements stand out from the dense copy surrounding them.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/media.wired.com\/photos\/590a55999f8d2e342d8e77b2\/master\/w_948,c_limit\/randcochran.jpg\" alt=\"\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/media.wired.com\/photos\/59373017fbdfa3763bab9612\/master\/w_678,c_limit\/coronettop.jpg\" alt=\"\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Sources<\/h3>\n\n\n\n<p><a href=\"https:\/\/www.wired.com\/2015\/04\/paul-rand-visionary-showed-us-design-matters\/\">https:\/\/www.wired.com\/2015\/04\/paul-rand-visionary-showed-us-design-matters\/<\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/www.tdc.org\/news\/paul-rand-exhibition-tour\/\">https:\/\/www.tdc.org\/news\/paul-rand-exhibition-tour\/<\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/www.vintag.es\/2012\/05\/vintage-advertisements-from-1940s.html\">https:\/\/www.vintag.es\/2012\/05\/vintage-advertisements-from-1940s.html<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Born in Brooklyn in 1914, Rand was creative from a young age. He studied art at Pratt Institute in Manhattan and practiced drawing constantly. One of his first jobs was laying out product spreads for Apparel Arts, a popular men&#8217;s fashion magazine owned by Esquire.&nbsp; Soon after that he started doing magazine covers. His work [&hellip;]<\/p>\n","protected":false},"author":7855,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12],"tags":[],"class_list":["post-188","post","type-post","status-publish","format-standard","hentry","category-142-research"],"_links":{"self":[{"href":"https:\/\/eportfolios.capilanou.ca\/marinasubach\/wp-json\/wp\/v2\/posts\/188","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/eportfolios.capilanou.ca\/marinasubach\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/eportfolios.capilanou.ca\/marinasubach\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/eportfolios.capilanou.ca\/marinasubach\/wp-json\/wp\/v2\/users\/7855"}],"replies":[{"embeddable":true,"href":"https:\/\/eportfolios.capilanou.ca\/marinasubach\/wp-json\/wp\/v2\/comments?post=188"}],"version-history":[{"count":1,"href":"https:\/\/eportfolios.capilanou.ca\/marinasubach\/wp-json\/wp\/v2\/posts\/188\/revisions"}],"predecessor-version":[{"id":189,"href":"https:\/\/eportfolios.capilanou.ca\/marinasubach\/wp-json\/wp\/v2\/posts\/188\/revisions\/189"}],"wp:attachment":[{"href":"https:\/\/eportfolios.capilanou.ca\/marinasubach\/wp-json\/wp\/v2\/media?parent=188"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/eportfolios.capilanou.ca\/marinasubach\/wp-json\/wp\/v2\/categories?post=188"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/eportfolios.capilanou.ca\/marinasubach\/wp-json\/wp\/v2\/tags?post=188"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}