W. Grancel Fitz

(United States of America 1894 – 1963)

untitled

Location
Not on display
Further information

Grancel Fitz’s advertising photographs impart the desirability of beautiful objects not only as a functional necessity but a way for attaining a privileged status within society. Thus his images often only ‘allude to the products they sell’ and are ‘simply associated with a certain lifestyle.’1 The photograph of a woman entering a New York restaurant in an expensive fur coat evokes the glamour of high-class living so forcefully propagated by Hollywood during the 30s and 40s. Fitz’s aesthetic itself is deeply influenced by cinematic experiments of the time, utilising deep focus, multiple planes and careful choreography to create an enticing visual narrative around the product.

1. J S ‘Grancel Fitz: advertising photographs 1929-1939’, ‘Artnews’, v. 85, October, 1986, p 145

Year
1939-1945
Media
Photograph
Medium
gelatin silver photograph
Dimensions
32.5 x 25.8 cm image/sheet
Signature & date

Not signed. Not dated.

Credit
Gift of Gael Newton, foundation curator of photographs, in memory of her Art Gallery of New South Wales colleagues, Ursula Prunster and Linda Slutzkin 2011. Donated through the Australian Government's Cultural Gifts Program
Accession number
186.2011