Book corner #37: Ad/Art

Mass advertising’s relentless push to consume can be galling at times, but museums today lap up these valuable snapshots of the language and style of another era. Ad/Art is a collection of advertising artwork by photographer Cheyco Leidmann that takes us back to the 1980s, a relatively short jump in time that underscores how style outstrips everything else in terms of its rapid pace of change.

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The high-color fantasy imagery of 1980s advertisements is a phenomenon all of its own. The stylized reality of this movie-inspired dreamscape is populated by otherworldly models, often with props, such as cigarettes, which today seem outrageous. A time when budgets weren’t a problem and airbrushing was still largely unheard of. Also a thing of the past is the star status that once came with a career in advertising, since the name Cheyco Leidmann means little today.

"Ad/Art", Cheyco Leidmann, 1983, 132 p. Published by Love me tender.
Kenzo, 60, rue de Rennes, Paris.