Andy Warholand

Consumerism

Get to know the king of pop Art!!

weird genius Andy warhol?

ything. His empire expanded over all mediums from TV to film to literature to Interview magazine to theatre to philosophy to touch almost every famous celebrity of the 60's and 70's to his paintings and his installations.

literature to Interview magazine to theatre to philosophy to touch almost every famous

•Love commercial love fame

So, if this is true, where did anyone get the idea that Andy was a genius? Largely from the fact that Warhol did everything. His empire expanded over all

mediums from TV to film to literature to Interview magazine to theatre to philosophy to touch almost every famous celebrity of the 60's and 70's to his paintings and his installations.

King of Pop Art

• Andy Warhol was born in 1928.• Born in Pittsburgh as the son of Slovak immigrants.• His original name was Andrew Warhola.• When Andy was 13 years old, His father was as a construction worker and died in an

accident.• Andy showed an early talent in drawing and painting. • He studied commercial art at the Carnegie Institute of Technology in Pittsburgh. • Graduated in 1949.• In New York where he worked as an illustrator for magazines for commercial advertising.

Such as:

i) Vogue

ii) Harpar's Bazaar. • Andy Warhol died February 22, 1987 from complications after a gall bladder operation. • Two years later, in May 1994 the Andy Warhol Museum opened in his home town

Pittsburgh in Pennsylvania.

• Andy Warhol is the pop icon in 1952.• In 1952- Andy Warhol had his first one-man show exhibition at the Hugo

Gallery in New York. • In 1956- he had an important group exhibition at the renowned Museum of

Modern Art.• Warhol started painting daily objects of mass production like Campbell Soup

cans and Coke bottles.

• he became a famous figure in the New York art scene.

• It was an art studio where he employed in a rather chaotic way "art

workers" to mass produce mainly prints and posters but also other items

like shoes designed by the artist.

• Apart from being an Art Producing Machine, the Factory served as a

filmmaking studio.

• Warhol made over 300 experimental underground films - most rather

bizarre and some rather pornographic.

• In 1974- the Factory was moved to 860 Broadway.

• In 1975- Warhol published THE philosophy of Andy Warhol. • Warhol was a homosexual with a slightly bizarre personality.• He dyed his hair straw-blond. Later he replaced his real hair by blond and

silver-grey wigs.

• The pop artist loved cats, and images of them can be found on quite a few of his art works.

• Andy’s friends described him as a true workaholic. • Warhol was obsessed by the ambition to become famous and wealthy. And he

knew he could achieve theAmerican dream only by hard work.• Warhol promoted other artists like Keith Haring or Robert Mapplethorpe.

What is consumerism?

• Consumerism is a social and economic order that is based on the systematic creation and fostering of a desire to purchase goods

and services in ever greater amounts.

• commercialism grew in American culture. No longer where small farmers producing for a limited regional population.

• Companies manufacturing improved so that commodities could be produced quickly and cheaply.

• People began to buy more and more of their needs. People also migrated to cities, so they were not producing physically as much as they were consuming.

ANDY VS MODERNIST The Modernists create a new art that encapsulated the mindset of people and

not the physical description of them. only art with layers of meaning was considered, "high art," and as a result, art

became classed and elitist. Art also gained new classifications as "high" art was classed off into other

categories like "folk" and "pop," and "mass" culture began to correspond to "low" culture.

Warhol sought to alter that perspective. he challenged the concepts of Modernism and modernist art He altered perceptions about what makes up an artist leavening the public

wondering who exactly is an artist? And he shattered cultural concepts about how art should be displayed. by premiering his art out of museums in small shows with live bands and

interactive exhibits, parading the commercialism of culture, commodifying his art and comodifying himself, Warhol challenged the modernist perspective and won, becoming one of the most recognizable artists of the 20th century.

ANDY & CONSUMERISM

•  adored the democratization of goods in America and on the other

hand was frustrated with the lack of creativity and originality in American society. 

• Complimenting consumer culture for its ability to unify Americans of all different backgrounds

• He dropped the easel, left the oils behind, and made silkscreen and

polymer paint the way to go. • Streamlining the process of art Warhol made himself, in a sense,

dispensable by applying the same assembly line techniques he saw in consumer society to his work.

• Warhol even shattered stereotypes by dealing with consumerism

as a subject since the very concept of turning consumer art into high art would be shocking to any modernist.

• Warhol loved for consumerism can be explained through his

loved for machine. [this make him more closed to consumerism than other artist]

• . He went so far as to make himself and his artwork more

mechanized by using the Factory and the silk screening process.

• Andy marked for cutting and screening. Then he would usually give it to his assistants from the Factory with instructions on color, number, and other variations, so that often he wouldn't have a physical hand in the production of his works.

• This non-personal touch held up consumerism that andy love.

Consumerism=replicationconsumerism=replication• Warhol dealt fear to stifled new ideas that by the

shocking amount of repetition in his work.• The viewer of a Warhol show was saturated with the

same image until it gradually lost its meaning. The more times an image was seen the less it signified, as the viewer became more used to seeing it.

• Viewers began to realize through this saturation that through lack of variety the senses and emotions were dulled to certain things much in the way that the concept of media saturation is feared today.

One Hundred Campbell’s Soup cansis not treated in composition or general appearance

it is about repetition , packaging, labels and the appearance of the world dominated by comodities and consumerismWarhol aims to force to look at it length and consider itRather than be seduced by it or simply glance and pass by.In the way we would in a supermarket .

“I’ve never made the separation between , say the museum and the hardware store. I mean I enjoy both of them and I want to combine them

andy warhol- catalogue of pop art. 51

• Why would any artist shun originality? For Warhol, part of his message was the lack of creativity and originality in American culture.

• Warhol was constantly reproducing the images of others and reproducing his own image with slight variations. At first, his artwork, image, and message seemed like a critical view of American culture, but Warhol, in fact, professed to love the mass culture of America.

• His weird thinking of replication• "I think that once you see emotions from a certain angle

you can never think of them as real again." So Andy made himself replicable, replaceable. He hired a man named Allen Midgette to impersonate him on a lecture tour in 1967

• His principle of art maybe??• He strived to be as two dimensional as his

paintings and succeeded to a large degree as people were seeing Andy Warhol all over the place. His art was replicable, his images were taken from the mass culture, and even his physical body cold be replaced. So if everything he did could have been done by others what made him so revolutionary?

CONCLUSION

ANDY WARHOL USED THE CONCEPT OF CONSUMERISM IN HIS ART…..

TO CHALLENGE THE MODERNIST ABOUT HAVING HIGH ART AND LOW ART

SPREAD HIS ART TO MASS AUDIENCESHARE HIS PRINCPLE OF REPLICATION

Development Of Neo- Pop Art 1980s

• -Rather a resurgence of artworks based on popular culture.

• -Neo-Pop Art consists of a revised form of Pop Art adapted from its forefathers, a rebirth of recognizable objects and celebrities from popular culture with icons and symbols of the present times.

• -Neo-Pop Art relies heavily on the mass media both for influence/inspiration but also for promoting their work.