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advertising photo for Jenaer Glas

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Albert Renger-Patzsch (1897-1966)1936Germanysilver gelatine37,7 x 28,5 cm

The growing demand for motifs in the advertising of products has guaranteed photography a steadily increasing share of the market ever since the 1920s, and made the medium into a serious threat to the graphic designs produced by advertising agencies. Innovative photographers such as Albert Renger-Patzsch who worked, among other clients, for the Jenaer Glaswerke glassworks, rapidly rose to eminence. His photos, which had enormous stylistic influence, are regarded as being a symbol of industrial series production: it is only through the endless-seeming repetition in sequence of one object after another that the formal beauty of these prosaic utilitarian things is revealed. Today, he is regarded as one of the most celebrated representatives of the school of the “New Way of Seeing” Neuen Sehens.