{"id":259,"date":"2020-04-15T17:56:25","date_gmt":"2020-04-15T17:56:25","guid":{"rendered":"https:\/\/eportfolios.capilanou.ca\/rahanamdari\/?p=259"},"modified":"2020-04-21T00:29:19","modified_gmt":"2020-04-21T00:29:19","slug":"advertising-art-director-otto-storch","status":"publish","type":"post","link":"https:\/\/eportfolios.capilanou.ca\/rahanamdari\/2020\/04\/15\/advertising-art-director-otto-storch\/","title":{"rendered":"Advertising Art Director: OTTO STORCH"},"content":{"rendered":"\n<p>Otto Storch (1913-1999) was an American magazine art director and advertising photographer who changed the game in the editorial design industry. He is most recognized for his work as an art director at McCall\u2019s magazine, where he worked for 14 years. Things were not going so great for McCall\u2019s when Storch arrived, their ad revenues were declining and no one was buying copies. Because the magazine had nothing to lose, they allowed Storch creative freedom. He took advantage of this opportunity, taking design risks and creating experimental layouts. His work influenced and revamped the look of American magazines in the 50s. Magazines were hot again! <\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/lh3.googleusercontent.com\/avlGUJkD5YYBIJKWWpRKGZSML70mmXRFsLVeAWSHeJQeMC94vGKJMtkQvsinE3HDdhFhpYVxEz1Sx6IF_2SfsIV2PssZovo9F0mM_sSxYqklVXoM3_GwOn_MwgosgyOpxNutgDR0\" alt=\"\" \/><\/figure><\/div>\n\n\n\n<p>I love how he\u2019s going all out with the type here, while also integrating it into the photograph. You can see he\u2019s throwing it back to 19th century wood typefaces, which wasn\u2019t trendy at the time. Bold move, Storch. But this paid off, because people started using those wood typefaces as well, to the point it became clich\u00e9! <\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/lh6.googleusercontent.com\/ID4m3O3ZHZ92Og1OYcSy7pka_kYJJT485brF5DqUyYWbjC7g4C98ZaVoZWqf4Sno-eSpRomZvCpmCHLKKVA5mnpUEdU7H18UcANDqo-56ZbS-6j7f7ziXom4p2kV8AElT0GhYWJU\" alt=\"\" \/><\/figure><\/div>\n\n\n\n<p>The reflection of the photograph to the type is brilliant. Definitely eye catching. <\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/lh5.googleusercontent.com\/TyI0nHXWhDh3NtHrcRSFjBkWvTlsrAgB8TiVe239rdvBzC3GtYBhau10tM8EdOJTVcKz8A87CR1nr8yxWl_qbCYyP45Wl98knqN93RDkxGh7dtl79Njfl8URj4LdogNnMXCL2lw-\" alt=\"\" \/><\/figure><\/div>\n\n\n\n<p>I love this corn spread. The giant corn looks delicious and Storch matches that beautiful yellow corn colour with the headline. Each letter of the headline looks like a little kernel, cute!<br><\/p>\n\n\n\n<p>Sources:<\/p>\n\n\n\n<p><a href=\"http:\/\/westread.blogspot.com\/2011\/08\/otto-storch-and-mccalls-fifty-years-ago.html\">http:\/\/westread.blogspot.com\/2011\/08\/otto-storch-and-mccalls-fifty-years-ago.html<\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/search-credoreference-com.ezproxy.capilanou.ca\/content\/entry\/thgraph\/storch_otto_1913_99\/0\">https:\/\/search-credoreference-com.ezproxy.capilanou.ca\/content\/entry\/thgraph\/storch_otto_1913_99\/0<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Otto Storch (1913-1999) was an American magazine art director and advertising photographer who changed the game in the editorial design industry. He is most recognized for his work as an art director at McCall\u2019s magazine, where he worked for 14 years. Things were not going so great for McCall\u2019s when Storch arrived, their ad revenues [&hellip;]<\/p>\n","protected":false},"author":9754,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[],"class_list":["post-259","post","type-post","status-publish","format-standard","hentry","category-142-r"],"_links":{"self":[{"href":"https:\/\/eportfolios.capilanou.ca\/rahanamdari\/wp-json\/wp\/v2\/posts\/259","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/eportfolios.capilanou.ca\/rahanamdari\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/eportfolios.capilanou.ca\/rahanamdari\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/eportfolios.capilanou.ca\/rahanamdari\/wp-json\/wp\/v2\/users\/9754"}],"replies":[{"embeddable":true,"href":"https:\/\/eportfolios.capilanou.ca\/rahanamdari\/wp-json\/wp\/v2\/comments?post=259"}],"version-history":[{"count":3,"href":"https:\/\/eportfolios.capilanou.ca\/rahanamdari\/wp-json\/wp\/v2\/posts\/259\/revisions"}],"predecessor-version":[{"id":262,"href":"https:\/\/eportfolios.capilanou.ca\/rahanamdari\/wp-json\/wp\/v2\/posts\/259\/revisions\/262"}],"wp:attachment":[{"href":"https:\/\/eportfolios.capilanou.ca\/rahanamdari\/wp-json\/wp\/v2\/media?parent=259"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/eportfolios.capilanou.ca\/rahanamdari\/wp-json\/wp\/v2\/categories?post=259"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/eportfolios.capilanou.ca\/rahanamdari\/wp-json\/wp\/v2\/tags?post=259"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}