Advertising and the mass media: from pop art to neo-pop
The rise of mass consumption would forever transform the concept of art. Until the 1940s, avant-garde art had been associated with conceptual or expressive depth, and was destined for the delight of an elite cultured. Despite wanting to be anti-bourgeois, many breakthrough movements end up being highly elitist, an art for initiates.
Pop Art, although it was born in England (the starting gun was given by Richard Hamilton with his humorous collage “What makes today’s homes so different, so funny?”), It was in the USA that it found its ideal habitat to grow.
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