From the early fifties to the late sixties, American photographer Bert Stern dedicated his life to advertising photography. In Berlin, an exhibition entitled Shapes & Symbols shows a selection of iconic photographs that emerged during the highly productive time of his rise to become one of the leading advertising photographers.
Indeed, Bert Stern is credited with having redefined advertising imagery in the early 1950s and decisively shaped the development of color advertising photography into an art form. Previously, advertising in magazines was used primarily to illustrate the text. Through his conceptual vision, Stern ushered in a new era of advertising, one where photographic images began to communicate much more elusive and seductive messages to consumers. One of his first significant assignments was a shot in Egypt for Smirnoff Vodka in 1955 where Stern captured a martini glass placed on the sand before a looming pyramid, the top of which is seen inverted in the glass of martini. This image of classic simplicity has since been described by specialist Robert A. Sobieszek as “the most influential break with traditional advertising photography.*”
Many of the works exhibited have never before been publicly displayed outside the publications and magazines and can now be seen for the first time in terms of their artistic value. A catalogue is also available on the occasion of the exhibition.
Bert Stern, Shapes & Symbols – Early advertising works 1953 – 1970
April 14 to July 21,2018
Galerie 36
Chausseestraße 36
10115 Berlin
Germany
www.galerie36berlin.com
* Robert A. Sobieszek, The Art of Persuasion: A History of Advertising Photography, New York: Harry N. Abrams, Inc., Publishers, 1988, p.99.
