Tuesday, October 6, 2009

Optical Illusions in Advertising

(c) MACLAREN MCCANN CANADA INC. - Optical Illusions in Advertising


Victor Vasarely is often perceived as the father of Op’art.

The notion of cinetic art appeared for the first time in 1964. It aspires to explore simple geometric elements and the physics of shape in order to create dynamic optical phenomenon that entice a spectator’s active observations.

The result of artistic research carried out simultaneously by Albers and Vasarely, Op’art was born in 1955. Their initial work on this new artistic movement was furthered by subsequent generations of artists including: Agam, Soto, Cruz Diez, Morellet, Yvaral, Le Parc, Sobrino…

A similar style had already appeared in works by Bauhaus masters: Moholy-Nagy, Klee, Kandinsky and Itten, as well as in creations by Malevitch, Sophie Tauber-Arp and Mondrian.

“Bauhaus” is an experimental didactic and artistic centre which was founded in Weimer in 1919 and that operated until 1933, when the Nazis took power. The adaptation of Art and Architecture to the new-born elements of the Industrial age began at the start of the 20th century. Following (aesthetic) experiments of the "Deutsche Werkbund", initiated by Muthesius in 1907, Walter Gropius establishes a new vision of teaching that is to unify artists and artisans in collective style and research projects. The main focus is the discovery of forms that facilitate the production of series’ of artwork.

Bauhaus, or “the house in which we build” designates not only a particular technique in the history of art itself, but an attempt to blur the borders drawn between various aspects of culture and society.

Its manifesto never seemed as pertinent as it does today :

"This is not about teachers and students, but about masters and apprentices; this is not about artists specialised in general or applied arts, but about creators who complete each other in order to serve a common goal" Read more...

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