MODERN ART IN ADVERTISING
AN EXHIBITION OF DESIGNS FOR CONTAINER CORPORATION OF AMERICA

Herbert Bayer and Fernand Léger

Herbert Bayer, Fernand Léger (essay): MODERN ART IN ADVERTISING: AN EXHIBITION OF DESIGNS FOR CONTAINER CORPORATION OF AMERICA. Los Angeles: the Los Angeles County Museum, 1947. First Edition. A very good or better softcover catalog saddle-stitched in printed oatmeal paper wrappers: wrappers lightly worn with a small faint spot on front panel. Cover design and interior typography by Herbert Bayer, who was a design consultant for the Container Corporation of America at the time of publication. A scarce vintage catalogue.

7 x 9.25 softcover catalogue with 36 pages and 18 full-page b/w reproductions of advertising artwork commissioned by Chairman Paepcke for the Container Corporation of America. An excellent vintage snapshot of corporate America's embrace of the European Avant-Garde. Includes a Preface by Fernand Léger and an essay entitled Modern Art and Advertising by James H. Breasted and W. R. Valentiner.

This catalogue is for the installation of this exhibition at the Los Angeles County Museum, from August 29 to September 24, 1947.

Includes work by A. M. Cassandre, Gyorgy Kepes, Herbert Bayer, Fernand Léger, Richard Lindner, Jean Carlu, Miguel Covarrubias, George Korff, Ben Shahn, Sigurd Sodergaard, Henry Moore, persia Abbas, Tibor Gergely, Leo Lionni, Zdzislaw Czermanski, Juan Renau and Philip Evergood. This catalogue also includes biographical information for all of the above-mentioned artists, as well as for Arshile Gorky, Jean Helion, Edward McKnight Kauffer, Herbert Matter, Paul Rand, man Ray, Xanti Schawinsky Rufino Tamayo, Jean Varda, Toni Zepf and others whose work in in the exhibition, but not included in the catalog.

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