One thread that emerged in Monday and Tuesday’s readings that I am interested in considering further is the ways in which the chromolithographic poster is domesticated into a medium of “fine art,” by appropriating certain medium-specific characteristics while abandoning other formal properties that advertising necessitated. Iskin describes this as “garish and immodest," “non-artistic territory” becoming “legitimized as a new art medium” (117 & 137). I am especially interested in the slippages between these two categories and their representation in different media, including cinema.
Iskin traces the categorization of contemporaneous critics of the 1890s; Marx focuses on the artist’s intention, that is whether the “creator” produced an original “invention” (136) [this sounds to me like a recapitulation of invenzione in early sixteenth-century engraving prior to the subordination of printmaking as a reproductive medium]. In Iskin’s description of Marx’s criticism, it seems that he points to the edition as the full work of art when he cites Philippe Burty, suggesting that a print’s full worth is understood when its multiple copies are accounted for (136). Merellio is invested in the distinct medium-specificity of the fine-art lithograph and the chromolithographic poster. For him too, intention is essential; the idea of the print directly as such sets it apart from the facsimile.
It seems to me that a key distinction between the two that Iskin notes, but could put additional stress on is the tactility of the experience of looking within a domestic space versus the peripatetic viewing experience of the poster in the streets (either through les hommes-sandwich [CoC Schwartz 45] or various modes of transportation [Iskin 179]). Whereas the print connoisseur handles the print and examines its surface with a close eye, the audience of the poster must have “inquisitive eyes” (176) to seek out their bold colors from a sustained distance. In further drawing out this analogy of “domesticating” the unruly poster, Iskin’s discussion of Bonnard’s L’Estampe et l’Affiche and the “interior space of the print” (129) feels especially useful. The interior space of the print becomes a point of tension in several of the posters and portfolio covers created to advertise their domesticated descendants (the Lautrec, and presumably those by de Feurer and de Chavannes illustrated in Iskin). The representation of lithographs (which in all three, are lifted and turned away from us so as the obscure their content) seem to fluctuate between WJT Mitchell’s first and second categories for a “metapicture”—this categorization depends upon whether one believes Marx and Merellio that the fine art lithograph is so different from the poster—and thus if this could be a “mise en abyme” or must be a nested reframing).
Finally, in thinking of these slippages, I was struck by the framing of the poster in the Lumiére Brothers’ Poster Hangers (1897). Recalling Iskin’s analysis of the Steinlen cover of Le Mirliton and her suggestion that the solo appearance of Lautrec’s poster on a hoarding elevates its status to that of a “work of art” (199), so too does the singular presence of the poster in this film. The second poster hanger does not place his poster next to the Grand Four poster, but rather pastes over it, retaining the singularity of the poster within the frame. The poster, now translated to film projection, is deliberately framed as an individual object, thus placing emphasis on the camera’s measured frame.