You cover with stars in sale! Hollywood in the American publicity (1930 – 1970)
You cover with stars in sale! Hollywood in the American publicity (1930 – 1970)
Of child, in my epoch, we all were playing the Indians and the jeans. We knew both of Colts and of construction of fortresses. Any bend was serving to us to prepare a rustic hut. Arre, arre small horse! we were shouting mounted in a simple broomstick or, sometimes, not that. We were doing all this under the influence of the movies. Our heroes were the actors who were becoming incarnate to these jeans of the American west. I confess that mythical and adorable John Wayne was me favorite. I was exalted by all the barbarisms that awesome Sioux or Cherokees were committing at the head of another hero of the opposite edict: Gerónimo, chief of the Apaches. The Diligence of John Ford was livening up the dessert to us.
With Ingrid Bergman and Humphrey Bogart I traveled, repeatedly up to Paris in Casablanca. I covered of the hand of Ava Gardner, Grace Kelly and Clark Gable África in Mogambo. And also I moved to South America with Charlton Heston in When the crowd roars.
Some years later, with a few years more, it was jumping over the dance floors emulating Toni Manero in the already mythical Saturday Fever in the night. It was clear that my darling was Grease. Who did not dream of going to the dance of the arm of Olive Newton John? I have to confess publicly that with my first salary I bought to myself two discs (eh, of vinyl). One was the double Blue album of The Beatles and other …: the Grease double!
Ah, the actors, the actresses. What those times! I believe that the golden years of Hollywood they went down already in history. That system of Star System who lasted until the 50s was finished, although its aftermath still survives. But the whole fuss mediático that turns concerning the movies stars is still current.
In the exhibition: You cover with stars in sale! Hollywood in the American publicity (1930 – 1970) we can observe the aspect glamuroso of the actors and movie actresses and the use that they were making (and they keep on doing) their big commercial marks. And we can see it across a select number of announcements that were published in the press between the year 1930 - 1970 and that come from the collection Roger Biosca.
Movies and publicity have gone of the hand since they were at the end of the XIXth century. On the screen we saw images of a better life. And the publicity was indicating us that we could buy the same products as our idols, finally, that this life was attainable.
The exhibition is divided in seven paragraphs: Introduction, Beauty, Tobacco, Engine, Technology, Drinks and Feeding and Clothes and Hearth. It is composed by 151 commercials (originals and frames) and that appeared in North American magazines like Life, The Saturday Evening Post, Lady's Home Journal, Colliers or Esquire. And also we will see 10 reproductions of photos of actors and actresses signed by them.
There are announcements destined for a general public, for readership who, lovers or not of the movies, were living under the influence of the gods of this Olympus that was called Hollywood.
To look alike to the stars is the sleep of every fan, and one cannot be a star without radiating glamor and beauty.
Fortunately the publicity helped by the actors, teaches us to stay always young.
The cosmetics occupy an important place in this chapter and there stands out Max Factor, the most famous make-up artist of the industry of the movies. The stars were taking its products to house after the shootings and that was cheered up by this manufacturer to open a shop in Hollywood.
Another mark related to the movies is Lux, “the soap of the stars”, which used this slogan for seventy years in hundreds of announcements led by more than 1.500 stars of the whole world. On the other hand, Autrey Hepburn, eternal icon of the glamor, was the muse of the big creations of high fashion and perfumes of its friend Givenchy. In the world of the beauty, Audrey Hepburn y Givenchy there are the form and the fund of the same idea.
The motorcar was the perfect representation of the modernity, the industry and the life urban, and as such has appeared repeatedly in the movies.
The presence of marks on the screen is not chance and she answers to a strategy that is called Product placement. It consists of introducing publicity in the movies in exchange for an economic compensation. There is considered like that a new type of announcement that happens almost unnoticed and that associates the product with the values of the fiction.
The motorcars marks have always collaborated with the industry of the movies and, thanks to this skill, we have seen to walk along the movies all the big manufacturers of vehicles of engine.
Out of the movies, in the magazines, the actors also have helped to sell these products. Here we can see a very representative example, as it is that Of Copse, a car that did history in the golden age of Hollywood
Clothes and hearth
In the decade of the 30s, the center of the fashion had displaced from Paris Hollywood.
It was on the screens of movies where the women were looking for the tendencies for the following period. Conscious of it, the designers and the department stores were imitating the garments that the stars were showing, both in the movies and in its private life.
The fashion has been, perhaps, the industrial sector that has turned out to be more influenced by the screen. Let's think about how there moved to the everyday life the gabardines of Humphrey Bogart or the jackets that we call “cardigan“ for the Hitchcock movie. Undoubtedly, Hollywood had the aptitude to revolutionize the world of the fashion.
The image of the hearth was not escaping to the influence of Hollywood, like either the actors either they were escaping to the desire of the fans to know how there were the places where they were living through its idols.
The actors, out of the screen, were forced to keep on living in a species of set with which they were maintaining the public image that the studies had created for them. Not in vain the stars were also advertizing constructions created to attract the people to the movies, and as such they were forced to represent day and night its role. It was the price that the industry was charging from them for having turned them into icons of a new world.
Drinks and feeding
Star system was born in a moment in which the society was living through deep social and political changes. The new generations wanted to be different, and this desire was affecting also the domestic environment.
The feeding, which till then had been supported in the private sphere, also allowed to be influenced by the image that was coming from Hollywood. From the screen one incited to replace some fresh food with stiff products and prove new and numerous marks. The target was to achieve that the hearth also was a reflex of what was seen in the movies, especially when it was a question of receiving the friends and of offering the best cocktail or the best beer.
As for drinks, Coca-Cola has been the mark that more times has linked to the world of the movies. Its most important competitor, Pepsi, was provided during a time with the inestimable advertizing help of Joan Crawford, who was married with the president of the company. The third one in discord, Royal Crown, fought against the same weapon, against those of the reputation, to manage to do with a hollow on the market.
From the beginning of the XXth century, the publicity associated the act of smoking with the image of the modern man, and to manage to duplicate the sales of this product, proposed to turn the woman into habitual cigarets consumer. In the 20s the publicists used the tobacco as a symbol of the liberation of the woman, and went so far as to identify with the struggle for its right to vote. Hence the tobacco, on the screen, helps to identify not only the hard and masculine men, but also to the liberated women and proprietors of its own destination.
The relation between the tobacco and the movies was born with the sonorous movies, because, as they were saying the announcements of the epoch, the sonorous movies were demanding that the actors should have clear and quite definite voices. The cigarets, according to its manufacturers, were of big help in this sense.
We can see it in the multiple announcements of cigarets that the actors led during decades. Curiously, in the majority one refers to the gentleness of the tobacco, which does not hurt to the gullet and neither it produces cough.
The actors who were appearing in the announcements were not doing it only to sell shirts and clocks. In almost all these announcements there appears the title of a movie in which the actor was taking part. Many were in cartel in this moment and these campaigns were serving to promote both the advertizing marks and the studies of Hollywood.
The actors were forced for contract to be informed in these messages and, sometimes, they were not having a right to charge for the extra work. There were the studies those that they were deciding when, how and why they were transferring the image of its stars. The movies, capable of selling it everything, also he was announcing himself to himself.
The leisure industries and the information were growing to an unstoppable rhythm and the commercialization of cameras of small format, so much photographic as of movies amateur, it was putting in hands of the citizens the possibility of narrating its own history.
The exhibition complements itself with an audio-visual one that reproduces 15 television announcements. There are originals of the epoch and they prove to be actors and actresses publicizing tobacco marks.
In the Exhibition there collaborate the SEMINCI and the Museu of the Movie theater Collection Tomás Mallol. It will remain opened until the next March 25.
Text (isolated from the collection): FMC Valladolid. Rest of proper making.
You photograph: Jesus González (Doing Clack)
MUNICIPAL ROOM OF EXHIBITIONS OF THE HOUSE RETOWN
Street torrecilla, 5
From February 9 until March 25, 2012
SCHEDULE: From Tuesday until Saturdays, de12,00 a14,00 hours and de18,30 a21,30 hours.
On Sundays, de12,00 a14,00 hours.
On Monday, closed
Filed file: Exhibitions
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