On Art Nouveau and Design as Social Comentary

According to Megg’s History of Graphic Design, “Art Nouveau was an international decorative style that thrived roughly during the two decades (c. 1890-1910) that girded the turn of the century” (Megg 200). Its decorative, curvilinear characteristics were used mainly to portray motifs of “vine tendrils, flowers, birds, and the human female form” (Megg 200). It is the portrayal of women in the art nouveau style that interested me the most while reading this chapter, because their portrayal not only signified a change in art at the time, but also a social change in the role of women in society. This got me thinking about how art and design are used to signal social changes not only throughout history, but in our time as well.

            Previously in the Victorian Era, the role of women was very muted. Women were to be considered proper ladies, and had almost no rights. The laws at the time made them completely dependent on men, and it was widely believed that the sole purpose of women in the Victorian Era was to marry and reproduce (Wojtczak). However, Art Nouveau’s portrayal of women signaled a change from this way of thinking. Women were portrayed as more independent. The women in designs of the time, such as those by Jules Chéret were “archetypes – not only for the idealized presentation of women in mass media but for a generatin of women who used their dress and apparent lifestyle as inspiration” (Megg 202).  Chéret was actually considered the “father of women’s liberation” at the time for his portrayal of women that signaled a change in social thinking (ironically, there was a “father” of women’s liberation, rather than a “mother”, but that is a subject for another time). It is clear that the role of women in society during the time of Art Nouveau was changing, and Art Nouveau was right on the cutting edge of making sure that change was visually shown.

Muncha's poster for Job Cigarette papers in Art Nouveau style.

Victorian Era portrayal of women is illustrated by Sir Thomas Lawrence's painting of Lady Marguerite Blessington.

            And that is only one example of how art and design signaled and illustrated important social changes. Staying on the subject of the role of women in society, we see today a major focus on a woman’s looks in advertisements and other media designs. I believe that today, we are seeing that the role of women is now more than ever to focus on how they look and feel. Women are encouraged by countless design and media campaigns to be “real” and have a positive body image (which is a newer development from just a few years ago where it was all about being emaciated and “perfect”, not to mention a giant change from Victorian Era thinking). Not to mention a significant change in women’s role in the creation of the designs themselves, with many amazing female graphic designers out there like Paula Scher and April Grieman. This alone signals a significant change from the first female graphic designer, Ethel Reed, who disappeared at age twenty-two and who’s story still remains a mystery today.

Dove's Real Beauty Campaign is an example of how ad designs are currently trying to change the portrayal of women in our society.

            And I think that is one of my favorite parts of the field of art and graphic design: the styles and eras of art follow seamlessly with social and cultural beliefs and opinions, and provide a medium to show how society thinks. This not only portrays to women’s rights, but all other facets of social change that have happened in the past, and are happening right now. I think we live in a very interesting time for design, because of the social changes our country is undergoing at this very moment. I can’t wait to see what sort of contributions to cultural discourse I will be able to make as a designer in the future.

Dove Real Beauty Campaign. N.d. Photograph. c360Web. 1 Feb 2014. <http://current360.com/play/dove-goes-rogue-with-real-beauty/>.

Lawrence, Sir Thomas. Marguerite, Lady Blessington. N.d. Painting. Wikipedia, The Free EncyclopediaWeb. 1 Feb 2014. <http://en.wikipedia.org/wiki/Marguerite_Gardiner,_Countess_of_Blessington>.       

Muncha , Alphonse. poster for Job cigarette papers. N.d. Graphic. toasthaikuWeb. 1 Feb 2014. <http://toasthaiku.net/2007/12/23/art-nouveau>.

Megg, Philip B. Megg's History of Graphic Design. 5th ed. Hoboken, New Jersey: John Wiley & Sons, Inc., 2012. 200-202. Print.

Wojtczak, Helena. "Hastings Press." Women’s Status In Mid 19th-Century England: a Brief Overview. N.p.. Web. 1 Feb 2014. <http://www.hastingspress.co.uk/history/19/overview.htm>.