ART DECO ART Simplified 153 Pages Illustrated Practical Art For Advertisers & Commercial Artists Printable Instant Download

PDF ebook - Instant Digital Download Download it direct to your iPad, tablet or computer for reading or printing. ART DECO ART SIMPLIFIED A BOOK OF PRACTICAL ART FOR ADVERTISERS, COMMERCIAL ARTISTS, TEACHERS AND STUDENTS by PEDRO J. LEMOS Director, Museum of Fine Arts, Stanford University, California JOHN T. LEMOS Art Department, Polytechnic High School, San Francisco With Illustrations by the Authors and Students 153 Pages. The original edition of this Rare Book was printed in 1920 ****====================================================**** My Personal 100% Guarantee To You If you Buy this Book and after reading it, You feel that You did not get Your Money's worth from it, Message me and I will cancel your purchase and Refund Your Money. And You Can Keep The Book as My Personal Gift To You. ****====================================================**** THE TABLE OF CONTENTS The Foreword .........5 A List of Plates .8 Chapter I Preparation and Materials ....9 Chapter II Beginning the Drawing ....13 Chapter III Uses of Lines in Drawing ....17 Chapter IV The “General Form” in Drawing.21 Chapter V The Drawing of Various Tones .25 Chapter VI Drawing of Light and Shade —The Shadows .29 Chapter VII Light and Shade—Highlights .33 Chapter VIII The Human Figure .....37 Chapter IX Action Drawing ......43 Chapter X Perspective in Drawing ....49 Chapter IX Composition ......57 Chapter XII The Use of Design .....63 Chapter XIII The Application of Design ....69 Chapter XIV The Art of Lettering—Capital Letters .75 Chapter XV The Art of Lettering—Small Letters .83 Chapter XVI Pen and Ink Drawing ....89 Chapter XVII Wash Drawing ......99 Chapter XVIII The Planning of Advertisements .109 Chapter XIX The Use of Coloring ....117 Chapter XX Posters and Poster Stamps .127 Chapter XXI Professional “Short Cuts” .135 Chapter XXII A List of Working Materials .141 THE FOREWORD In this age of industrial activity, it has been found that the success of manufactured products depends largely upon Art and Advertising. Without these no progressive industry can hope to continue. Whereas in the past utility only was demanded of the industries, today the American public demands beauty combined with utility. With this development has come the art of advertising, the announcing of the products of industry in an interesting, appealing form. This has developed into an immense and profitable industry, calling into use the artist and designer and the introduction of the subject in our school curriculums. There has also developed a strong demand for practical knowledge of industrial and advertising Art subjects in up-to-date industries of today. The following pages present the study of those principles based upon years of active experience by the authors. Urgent requests from students, teachers and professional workers have given an impetus to the second edition of this book. A LIST OF PLATES Plate 1. How to Begin a Drawing ..... 12 Plate 2. Uses of lines ....... 20 Plate 3. Geometric Shapes and Silhouettes ... 24 Plate 4. Treatment of Light and Shade .... 28 Plate 5. The Use of Shadows . . . . . . 32 Plate 6. The Use of High Lights ..... 36 Plate 7. The Human Figure ...... 42 Plate 8. The Effect of Action in Drawing ... 48 Plate 9-A. Perspective Studies ...... 52 Plate 9-B Perspective Studies ...... 56 Plate 9-C. Perspective Studies ...... 56 Plate 10. Studies in Composition ..... 62 Plate 11. Studies in Design ...... 68 Plate 12. Studies in Design ...... 74 Plate 13. Modern Roman Alphabet .... 82 Plate 14-A. Alphabets and Letters ..... 82 Plate 14-B. Modern Alphabets ...... 88 Plate 15-A. Studies in Pen and Ink ..... 98 Plate 15-B. Studies in Pen and Ink ..... 98 Plate 16. Studies in Illustration . . . . .108 Plate 17. Studies in Advertising . . . . .116 Plate 18. Color Chart (Hand Colored) .... 126 Plate 19. Studies in Poster Making . . . . .134 Plate 20. Short Cuts ....... 140 ====================================== This scarce antiquarian book is included in our special Rare Books Recycled Series. In the interest of creating a more extensive selection of rare historical books, we have chosen to Digitize this title even though it may possibly have occasional imperfections such as missing and blurred pages, missing text, poor pictures, markings, dark backgrounds and other Digitizing issues beyond our control. Because this work is culturally important, we have made it available as a part of our commitment to protecting, preserving and promoting the world's rare works of literature that would not normally be available. ====================================== This Book is intended for education and informational purposes only. 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