“This is the visual world, using the most advanced advertising techniques that are familiar to the crowds in their daily life.... What kind of representational art do you want to inflict on these men then, when they’re solicited everyday by the cinema, radio, huge photo montages and advertising hoardings? How can you compete with these enormous modern mechanisms, which give you art to the 1000th degree?”

— Fernand Léger

Quote, 1950, in: Fernand Léger - The Later Years, catalogue ed. Nicolas Serota, published by the Trustees of the Whitechapel Art gallery, London, Prestel Verlag, 1988, p. 58
Quotes of Fernand Leger, 1950's

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Fernand Léger 42

French painter 1881–1955

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“There is no question that advertising is an art, and manipulation is the art of advertising through the medium of the tape.”

Edwin Lefèvre book Reminiscences of a Stock Operator

Source: Reminiscences of a Stock Operator (1923), Chapter XX, p. 236

“You are known among us as a protector of the arts so you must remember that, of all the arts, for us the cinema is the most important.”

Vladimir Lenin (1870–1924) Russian politician, led the October Revolution

Из всех искусств важнейшим для нас является кино.
Conversation with A.V.Lunacharsky (April 1919); also quoted in A Concise History of the Cinema: Before 1940 (1971) by Peter Cowie, p. 137, Complete Works of V.I.Lenin - 5th Edition - Vol. 44. - p. 579.
1910s

“Most of my news, I get from the radio news stations. One of the stations' advertising lines is "Give us 22 minutes, we’ll give you the world." In 22 minutes, they just have time for the headlines, so they can only really tell you what happened — which, by the way, is the news. They tell you how many people were killed in Iraq today, but they don’t then bring on some Republican senator to explain to you how that’s good. Or, on the contrary, they don’t bring in a bunch of Democrats to tell you why it’s bad. They just tell you what happened. That’s the news. I am capable of analyzing my own news. What makes these people qualified to analyze my news for me? No matter what side they’re on, I never agree with them.”

Fran Lebowitz (1950) author and public speaker from the United States

Ruminator Magazine interview with Susannah McNeely (August/September 2005).

“The art of the future will be largely advertising.”

Fortunato Depero (1892–1960) Italian painter, writer, sculptor and graphic designer

Depero (1931) "Futurism and Adverticing Art"; Partly quoted in: Jonathon Keats, " Fortunato Depero's Italian Futurism http://www.forbes.com/forbes-life-magazine/2009/0608/art-fortunato-depero-italian-futurism.html," forbes.com, 2009/06/08
Context: The art of the future will be largely advertising.
that bold and unimpeachable lesson I have learned from museums and great works from the past—
all art for centuries past has been marked by advertising purposes: the exaltation of the warrior, the saint; documentation of deeds, ceremonies, and historical personages depicted at their victories, with their symbols, in the regalia of command and splendor—
even their highest products were simultaneously meant to glorify something: architecture, royal palaces, thrones, drapery, halberds, standards, heraldry and arms of every sort—
there is scarcely an ancient work that doesn’t have advertising motifs, a garland with a trophy, with weapons of war and victory, all stamped with seals and the original symbols of clans, all with the self-celebrating freedom of ultra-advertising

“How can you [accept] exploitation?' 'How can you like the complete mechanization of work?' 'How can you like bad art?' I have to answer that I accept it as being there, in the world.”

Roy Lichtenstein (1923–1997) American pop artist

Source: 1960's, What is Pop Art? Interviews with eight painters' (1963), pp. 25-27

“The cinema is not an art which films life: the cinema is something between art and life. Unlike painting and literature, the cinema both gives to life and takes from it, and I try to render this concept in my films. Literature and painting both exist as art from the very start; the cinema doesn’t.”

Jean-Luc Godard (1930) French-Swiss film director, screenwriter and film critic

Quoted in: Richard Roud, Godard, introduction (1970).

“Do you believe it! Do you believe that the King of glory is present, and has been since 1874?… Behold, the King reigns! you are his publicity agents. Therefore advertise, advertise, advertise, the King and his kingdom.”

Joseph Franklin Rutherford (1869–1942) American judge

The Kingdom (1925)

“Art has nothing to do with taste, art is not there to be 'tasted'. Yet a certain mayor believes that art exists to be 'judged', and the most modern art to be 'judged from a business point of view'. That such an original thought could emerge from a mayor's brain! What the mayor wants is exactly what the critics of the large and small dailies actually do. They set out to judge art. That is a very pleasant occupation, because no matter how wrong a judgment may be, you never have to revise it. The art judges talk about 'ability' and complain that the 'younger generation' has lost this ability. Sometimes their complaints are even seriously intended. But, gentlemen, do you really know what that is — ability? No, you don't.”

Max Ernst (1891–1976) German painter, sculptor and graphic artist

As quoted in Max Ernst: Sculptures (1996) by Max Ernst, Jürgen Pech, and Ida Gianelli, p. 11
posthumous

“You can understand nothing about art, particularly modern art, if you do not understand that imagination is a value in itself.”

Milan Kundera (1929–2023) Czech author of Czech and French literature

Interview with Christian Salmon (Fall 1983), Writers at Work: The Paris Review Interviews, Series Seven [Viking, 1988, ], pp. 217-218
Context: Do you realize that people don't know how to read Kafka simply because they want to decipher him? Instead of letting themselves be carried away by his unequaled imagination, they look for allegories — and come up with nothing but clichés: life is absurd (or it is not absurd), God is beyond reach (or within reach), etc. You can understand nothing about art, particularly modern art, if you do not understand that imagination is a value in itself.

“The film has written and spoken dialogue in twenty-five languages-English, French, Japanese, Mandarin, Cantonese, Vietnamese, Latin, Hebrew, necrotic Egyptian … and it has written calligraphic text on paper, wood, and flesh, on flat and curved surfaces, vertically and horizontally, on both living and dead flesh, in neon, on screens, in projection, as sub-title, inter-title, and sur-title, as High Art and low art, as advertisement and banker's check and registration plate, on photograph, on blackboard, as letter correspondence, as photocopy facsimile, and spoken, chanted, and sung, with and without music … a mocking challenge. You want text? Cinema wants text? Cinema pretends to eschew text? Then we can give you text to mock that smug suggestion that cinema thinks it is pictures.”

Peter Greenaway (1942) British film director

"105 Years of Illustrated Text" in the Zoetrope All-Story, Vol. 5 No. 1.
105 Years of Illustrated Text

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