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NORMAN ROCKWELL: the BUSINESS of ILLUSTRATING the AMERICAN DREAM (155 Pp.)

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NORMAN ROCKWELL: the BUSINESS of ILLUSTRATING the AMERICAN DREAM (155 Pp.) HOOVER, DEBORAH D., M.A. DECEMBER 2018 HISTORY NORMAN ROCKWELL: THE BUSINESS OF ILLUSTRATING THE AMERICAN DREAM (155 pp.) Thesis Advisor: Dr. Kenneth Bindas Norman Rockwell was a renowned illustrator and chronicler of American life for more than half a century, documenting the pulse of American life during pivotal times in twentieth century history. During his long and celebrated career, he navigated a wide array of business relationships through which he took direction from his clients, yet simultaneously inserted his own individualistic perceptions of society capturing change through subtle imagery and minute details. This thesis will illuminate three such relationships in order to dissect how the interplay of client to artist negotiations and communications influenced the tenor and content of the images Rockwell created and the direction of his career. For Rockwell’s magazine covers, The Saturday Evening Post in particular, the artist was expected to adhere to strict parameters of imagery designed to sell magazines to middle class consumers and business people who in the view of the publisher, epitomized American Exceptionalism and represented achievers in their quest for the American Dream. For his advertising clients, content and messaging were heavily influenced by trends in consumerism, connections of consumerism to democracy, and the science of advertising, coupled with Rockwell’s own observations of societal trends. Finally, Rockwell’s longtime association with Famous Artists Schools placed the artist and his exceptional talent in the midst of an expansive international business teaching art to those who had time to spare and sought the rewards of the American Dream. Famous Artists Schools also i provided Rockwell with structure for his multifaceted career that served to ground his family with benefits and consistency. Rockwell was certainly influenced by the clients he served, but also through insertion of his own perceptions, came to influence the direction of American life. Late in life, Rockwell was able to loosen the constraints placed upon him by his client relationships, working for Look and was finally able to depict the social injustices that haunted him throughout his life and career. ii NORMAN ROCKWELL: THE BUSINESS OF ILLUSTRATING THE AMERICAN DREAM A thesis submitted To Kent State University in partial Fulfillment of the requirements for the Degree of Master of Arts by Deborah D. Hoover December 2018 Copyright All rights reserved Except for previously published materials v Thesis written by Deborah D. Hoover B.A., Williams College, 1977 M.A., University of Chicago, 1979 J.D., George Washington University, 1983 M.A., Kent State University, 2018 Approved by Dr. Kenneth Bindas, , Advisor Dr. Brian M. Hayashi, , Chair, Department of History Dr. James L. Blank, , Dean, College of Arts and Sciences vi Table of Contents Table of Contents .................................................................................................................. v List of Figures ....................................................................................................................... vi Acknowledgments ............................................................................................................... viii Introduction - Rockwell’s Journey: Building a Career and National Stature ............................. 1 Chapter One - Rockwell’s Covers: The Magazine Industry Stokes the American Dream ......... 22 The Curtis Publishing Empire ........................................................................................................ 23 Rockwell and The American Dream ............................................................................................... 30 Rockwell: Early Manifestations of American Exceptionalism .......................................................... 36 Rockwell: International Perspectives ............................................................................................ 38 Rockwell: The Decade of the 1930s ............................................................................................... 40 The War Years .............................................................................................................................. 44 The Post-War Years ...................................................................................................................... 48 The Cold War ...............................................................................................................................52 Rockwell Dissects the American Dream ......................................................................................... 56 Chapter Two - Rockwell’s Advertisements: Consumerism & the American Dream Intersect .. 66 Rockwell Connects with Consumerism .......................................................................................... 66 The Role of Artist and Illustrator ................................................................................................... 71 The Science of Advertising ............................................................................................................ 75 Rockwell: Patriotism and Consumerism ........................................................................................ 83 Consumerism Accelerates ............................................................................................................. 89 Rockwell: Portraying America’s Youth ........................................................................................... 99 Rockwell Reflects America .......................................................................................................... 104 Chapter Three - Rockwell’s Image: Promoting Art Instruction & the American Dream ........ 106 Americans Pursue Art Instruction ............................................................................................... 106 The Cultural Context................................................................................................................... 110 The FAS Strategy ........................................................................................................................ 114 Famous Artists Schools Promote Wealth Generation ................................................................... 120 Famous Artists Schools as Framework for Rockwell’s Career ....................................................... 128 Conclusion ......................................................................................................................... 136 Bibliography ...................................................................................................................... 138 Appendix A: Figure Sources ............................................................................................... 150 v List of Figures Figure 1: N. Rockwell, “Blank Canvas”, Saturday Evening Post, October 8, 1938 ...................................2 Figure 2: N. Rockwell, City Mail Delivery Stamp, 1963 .........................................................................6 Figure 3: Grumbacher Advertisement, 1940 ........................................................................................6 Figure 4: N. Rockwell, Boy Scout Calendar, A Scout is Helpful, 1941 .....................................................6 Figure 5: N. Rockwell, “Playbill,” Saturday Evening Post cover, April 6, 1946 ...................................... 16 Figure 6: N. Rockwell, Pilgrim, Saturday Evening Post, November 29, 1924 ........................................ 37 Figure 7: N. Rockwell, Pilgrim, Life, November 15, 1920 .................................................................... 37 Figure 8: N. Rockwell, “Aviation Pioneer” The Saturday Evening Post, July 23, 1927 ........................... 40 Figure 9: N. Rockwell, “Railroad Ticket Salesman,” Saturday Evening Post, April 24, 1937 .................. 41 Figure 10: N. Rockwell, “Rosie the Riveter,” Saturday Evening Post, May 29, 1943 ............................. 45 Figure 11: N. Rockwell, “USO Volunteers,” Saturday Evening Post, February 7, 1942 .......................... 47 Figure 12: N. Rockwell, “Gillis Family Heritage,” Saturday Evening Post, September 16, 1944 ............. 47 Figure 13: N. Rockwell, “Statue of Liberty,” Saturday Evening Post, July 6, 1946 ................................ 49 Figure 14: N. Rockwell, “New Television Antenna” Saturday Evening Post, 1949 ................................ 50 Figure 15: N. Rockwell, “Election Day,” Saturday Evening Post, October 30, 1948 .............................. 52 Figure 16: N. Rockwell, “Walking to Church” Saturday Evening Post, April 4, 1953 ............................. 55 Figure 17: Johannes Vermeer, “The Little Street,” 1658, Rijksmuseum, Amsterdam ........................... 55 Figure 18: N. Rockwell, "The Problem We All Live With," Look, 1964 ................................................. 59 Figure 19: N. Rockwell, “New Kids in the Neighborhood,” Look, May 16, 1967 ................................... 60 Figure 20: N. Rockwell, “The Swimming Hole,” Saturday Evening Post, 1945...................................... 63 Figure 21: N. Rockwell, “The Polluted Swimming Hole,” Look, 1970 ................................................... 63 Figure 22: Al Hurlburt, Sketch, Look Magazine (NRM Archives: Look Hurlbert, Allen, general incoming, outgoing corresp. 1970-1971).................................................................................................... 64 Figure
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