Page 25 - Studio International - December 1967
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must result in defacement, then let it be de-  Last August the first poster prints were  to set up a Museum where pulp, give away
            faced. The only other alternative implies the  displayed on hoardings in Wales. The com-  literature and ephemeral mass-art, like
            absence of communication on this scale. In  missions for these had gone to Eric Malt-  posters, postcards, and other items of
            connection with this, a bold experiment has   house, painter and lecturer at Cardiff  doubtful aesthetic quality and taste would
            recently been carried out in Cardiff by the  College of Art, and Angela Dallas, a student  find a permanent home. The museum was
            Welsh Committee of the Arts Council. Last  at the college. The poster by Malthouse  to be used primarily for reference purposes,
            May a meeting was called to consider a  measures 10 x 20 feet and the other 10 x 6  rather than an altar to temporary styling.
            special project to commission artists to pro-  feet and 8 inches. The smaller one of the  The museum is not likely to be realized, if
            duce designs for poster size prints, to have  two which is printed in three colours can be  only because no place will be large enough
            these printed commercially and then to dis-  produced for under 30s, which as the Welsh  to collect more than a year's worth of
            play them on existing advertising poster  Arts Council report comments is cheaper  ephemera if everything was to be kept. And
            sites throughout Wales. The sum of £4,800  than some wallpaper.                   indeed, how could one discriminate be-
            was set aside for the scheme and a        The idea of street posters which was first  tween one bit of printed matter and another,
            number of artists working in Wales were   voiced by Peter Jones last Easter is one of  or anticipate what will acquire one day the
            asked to produce designs. It was decided, at  the best practical solutions in seeing the  requisite significance. It might, however, be
            least in theory, to print unlimited editions,  work of an artist in the context of everyday  an idea to limit the collection of such a
            and to place the posters (and later it is  life. This whole notion touches on an issue  museum to posters alone. The 1960s selec-
            hoped, three dimensional objects) among   which is poignantly present in all discus-  tion would demonstrate how posters ac-
            the street furniture and other advertising  sion dealing with art today. One of the  quired the status of art objects, how their
            material, without attempting to find a suit-  reasons why in the recent past numerous  social functions changed from an advertis-
            able environment. The fact that the posters   questionnaires and articles have appeared   ing vehicle to manifestos and decorations.
            would get damaged and would have to be  trying to debate the artist's role in society is   All this happened within three years, and
            replaced was taken into account. The aims  because it is startlingly obvious that the  like most small revolutions this one was
            behind the venture as stated in the Welsh  artist has no tangible, concrete, or impera-  hardly noticed. Also, it happened simul-
            Arts Council report were as follows:     tive role at this juncture. The artist himself  taneously in Western and Eastern Europe
             'To take "art" out of the rarified atmo-  often feels that his usefulness is rather  and America.
            sphere of galleries.                     limited, although it could be extended if the   The advent of the poster could be regarded
                                                                                              as a temporary antidote to the print, which
                                                                                              ten years ago might have been within every-
            Midsummer  by Eric Malthouse one of the Welsh   An exhibition poster by Roy Lichtenstein
            Arts Council poster projects                                                      one's reach, and which today may cost as
                                                                                              much as £50. Thus the lithograph, etching,
                                                                                              screenprint, have been supplanted by pos-
                                                                                              ters as works which everyone can afford to
                                                                                              buy.
                                                                                               The poster is a modest medium. As such it
                                                                                              may encourage the diffident and the un-
                                                                                              skilled, in the making of the so-called semin-
                                                                                              al statements. It may attract those who
                                                                                              might not dare to put brush to canvas or
                                                                                              who may shy away from the permanence
                                                                                              of stone or bronze. This inherent quality of
                                                                                              modesty which provides the possibility of
                                                                                              exploring or playing about with an idea that
                                                                                              is small or insignificant, is one major virtue
                                                                                              of the poster as a means of communi-
                                                                                              cation. Poster is the antidote to the bore-
                                                                                              dom and certain pretentiousness of which
                                                                                              many paintings are guilty. Poster represents
                                                                                              the pamphleteering spirit of the art world.
                                                                                              Who knows, there may be a Milton lurking
                                                                                              in the rolls of paper with messages and
                                                                                              credos selling at 8 shillings a time. At this
                                                                                              price no one can afford to miss him.




             'To bring experience of art to the everyday  dialogue between him and his audience   For posters: American Federation of Arts, 41 East 65th
            world as a casual and easily available  would be allowed to develop in an unself-  St., NY 21—European agents: Galerie Ileana Sonna-
            stimulus.                                conscious way. Effectiveness of communi-  bend, 12 rue Mazarine, Paris 6; I.C.A., 17/18 Dover
             `To further the "democratization" of art, by  cation is the only criterion of the usefulness   Street, London, W.1; Indica Bookshop, 102 Southamp-
            supporting the increasing interest of artists  of art.                            ton Row, London, W.C.1; Welsh Arts Council,
                                                                                              Museum Place, Cardiff. Among galleries specializing
            in commercial production—both for its own   Under the title 'The Museum of Ephemera'   in posters are: Lords Gallery, 26 Wellington Road,
            sake and as a means of reaching a larger  four concerned, informed people held a   London, N.W.8; Poster Shops Ltd., 43 Camden Pass-
            audience.                                debate at the ICA a yearago. The discussion,   age, London, N.1; and Galerie Documents, 53 rue de
             'To ally art with industry.             like most theoretical postulations, made   Seine, Paris 6.
             'To increase the chances of art activating   propositions which in fact were already
            the whole environment.'                  beginning to be implemented. The idea was
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