James Rosenquist WHITE BREAD
<p>White Bread, 1964, is a classic example of James Rosenquist’s tongue-in-cheek Pop realism. Painted in oil but mimicking the bold techi-color, industrial paints of Madison Avenue’s graphic advertising style, White Bread exudes an aura of bizarre nostalgia. So American. So mid-west. So familiar. The imagery is common place but the format is revolutionary.</p>
<p>Born in North Dakota in 1933, Rosenquist came of age in the American mid-west of the 1950s. As a freshman at the University of Minnesota in 1953, Rosenquist began his formative career as a commercial billboard painter. Lured by the promises of the big city and the opportunity to study with Hans Hoffman at the Art Students League, Rosenquist came to New York in 1955. Though Hofmann had since departed for Provincetown, Rosenquist accepted a one year scholarship to study at the League. But his growing disillusionment with the academic exaltation of Abstract Expressionism, led Rosenquist to eschew a formal arts education and in 1957 he found himself once again on the ladder painting billboards, perched high above Times Square, in the commercial-epicenter of the world. The skills that Rosenquist perfected as a billboard artist informed his work and launched him towards a new style of painting and expression, firmly breaking away from Abstract Expressionism and spiraling down a truly revolutionary path as a quintessential American artist in the age of Pop.</p>
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