LMS: Modernism

When comparing the advertisements of London Midland & Scottish Railway Company (LMS) of the 1920's to the associated aspects of the Modernism art movement in the late 19th and 20th centuries, it is clear how much this particular campaign reflected the social and economic context of this particular period.

Modernism appeared just after World War 1, and according to Victoria and Albert Museum London, was "...a period when the artistic avant-garde dreamed of a new world free of conflict, greed and social inequality."*

It was also at a time where industries and the growth of cities were developing on a large and rapid scale, therefore, also developing the views of those "...who felt the "traditional" forms of art, architecture, literature, religious faith, social organization and daily life were becoming outdated in the new economic, social, and political conditions of an emerging fully industrialized world."**

Artists of this movement included Pablo Picasso, Marc Chagall, Hans Hofman, Henri Matisse and many more. It is when comparing the advertisements of LMS and the artwork of these artists that we, the viewer, can begin to see how this campaign was typically modernist.

Looking at Henri Matisse and his work entitled 'Greek Torso and Flowers' Produced in 1919, the technique used is similar to the technique used in the ads of LMS (as shown in the images below).

The use of bold, block colours and quick broad outlines are shown in both the advertisement and the artwork. Breaking the conventions of the stereotypical photo-realistic art work of the previous era. The idea is to draw what you see with more passion and spontaneity, rather than with perfect accuracy.
The composition is also meant to work together, pleasing the eye of the viewer. The items withing the image or painting don't necessarily have to be in correct proportion or positioning. It attracts and hold the attention of those who see it. Once again, perfection doesn't have to be realistic but more a colourful and bold representation of what the artist sees. A new and refreshing perspective. 

*http://www.vam.ac.uk/page/m/modernism/
**http://en.wikipedia.org/wiki/Modernism

Henri Matisse - 'Greek Torso and Flowers' (1919)

LMS Ad of the 1920's.