In the 1960s, multinational corporations faced new image
problems-and turned to the art world for some unexpected solutions.
The 1960s saw artists and multinational corporations exploring new
ways to use art for commercial gain. Whereas many art historical
accounts of this period privilege radical artistic practices that
seem to oppose the dominant values of capitalism, Alex J. Taylor
instead reveals an art world deeply immersed in the imperatives of
big business. From Andy Warhol's work for packaged goods
manufacturers to Richard Serra's involvement with the steel
industry, Taylor demonstrates how major artists of the period
provided brands with "forms of persuasion" that bolstered corporate
power, prestige, and profit. Drawing on extensive original research
conducted in artist, gallery, and corporate archives, Taylor
recovers a flourishing field of promotional initiatives that saw
artists, advertising creatives, and executives working around the
same tables. As museums continue to grapple with the ethical
dilemmas posed by funding from oil companies, military suppliers,
and drug manufacturers, Forms of Persuasion returns to these
earlier relations between artists and multinational corporations to
examine the complex aesthetic and ideological terms of their
enduring entanglements.
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