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Gil Elvgren: All His Glamorous American PinUps
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Postdepression USA was in desperate need of a defining iconography that would lift it out of the black and white doldrums, and it came in the form of Gil Elvgrens technicolor fantasies of the American dream. From the Forties to the Sixties his painted adverts and posters for, among others, CocaCola and Pangburns Chocolates, as well as the longrunning Brown and Bigelow calendars, were a bright red white and blue account of the countrys aspirations and hopes.As the country plunged into war Elvgren provided the troops with pinup girls galore. His technique involved photographing models and then painting them into gorgeous hyperreality, with longer legs, more flamboyant hair and gravitydefying busts, and in the process making them the perfect moralboosting eyecandy for every homesick private.Elvgren defined the classic pop vision of Americana, a bold visualisation that has been endlessly appropriated and recycled in advertising, TV, film and art. His style is instantly recognisable. Dubbed The Norman Rockwell of cheesecake, Elvgrens images combine desire for a better life with nostalgia for the nations innocent applepie past.
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