xiv, 285 pages, 8 unnumbered pages of plates illustrations (some color) 24 cm
Type:
Books
Place:
United States
USA
Date:
2019
Contents:
Beyond the Commercial : Corporate Patronage Reconsidered / Monica E. Jovanovich and Melissa Renn -- Part one. Rethinking Corporate Patronage -- 1. Corporate Patronage at the Crossroads: Situating Diego Rivera's 'Rockefeller Mural' Then and Now / Mary K. Coffey -- 2. Maxfield Parrish's Creative Machinery for Transportation / Jennifer A. Greenhill -- 3. Connections and Conflicts : Margaret Bourke-White's Corporate, Commercial, and Documentary Photography / Mark Durden -- 4. Incorporated Philanthropy : The General Education Board, Abraham Flexner, and the Architecture of American Medical Schools in the Early Twentieth Century / Katherine L. Carroll -- Part two. From Tastemaking to Marketing : Corporate Patronage Networks -- 5. The Corporate Person as Art Collector : Andrew Mellon's Capital and the Origins of the National Gallery of Art / Seth Feman -- 6. 'To live is to look and move forward' : Lord and Taylor's 1928 Exposition of Modern Art and Design / Elizabeth McGoey -- 7. Merchants, Manufacturers, and Museums : The Patronage Networks of Modern Design in the United States, 1930s-1950s / Margaret Maile Petty -- 8. Marketing Hawaii : Eugene F. Savage and the Matson Murals (1938-1940) / Elizabeth B. Heuer -- Part three. Corporate Commissions as Branding and Public Relations -- 9. Civic Space and an Iconic Brand : Paradoxes of Corporate Patronage in the Carnegie Library Phenomenon / Douglas Klahr -- 10. Banking with Family in Postwar California : Howard Ahmanson, the Millard Sheets Studio, and the Home Savings and Loan Commissions, 1953-1991 / Adam Arenson -- 11. Rusting Giant : U.S. Steel and the Promotional Material of Sculpture / Alex J. Taylor -- 12. From Bank Lobbies to Sportswear : Julie Mehretu, Kehinde Wiley, and the Shift in Corporate Patronage in the Twenty-First Century / Daniel Haxall
Summary:
This interdisciplinary collection of case studies rethinks corporate patronage in the United States and reveals the central role corporations have played in shaping American culture. This volume offers new methodologies and models for the subject of corporate patronage, and contains an extensive bibliography on corporate patronage, art collections and exhibitions, sponsorship, and philanthropy in the United States. The case studies herein go beyond the usual focus on corporate sponsorship and collecting to explore the complex organizational networks and motivations behind corporate commissions. Featuring chapters on Margaret Bourke-White, Julie Mehretu, Maxfield Parrish, Pablo Picasso, Diego Rivera, Eugene Savage, Millard Sheets, and Kehinde Wiley, as well as studies on Andrew Carnegie, Andrew Mellon, John D. Rockefeller Sr. and Jr., and Dorothy Shaver, and companies such as Herman Miller and Lord and Taylor, this volume looks at a wide array of works, ranging from sculpture, photography, mosaics, and murals to advertisements, department store displays, sportswear, medical schools, and public libraries
