ing public attention to a product or a business. However, in addition to selling consumer goods, advertising tends to reflect the cultural values of the people it caters to. As Norman Douglas claimed in his 1929 novel South Wind: "You can tell the ideals of a nation by its advertisements" (p. 63). In order to reflect contemporary tastes and thus appeal to the consumers of the time, advertisements of the 1930's began adopting the modern art styles which were popular at the time. This was particularly true in the case of fashion advertisements. In this regard, it is interesting to note that fashion is itself a reflection of current popular tastes.
Many people in the early 1930's identified with surrealism and the other modern art movements. Thus, fashion advertisers began using those artistic styles in order to increase the chances of consumers identifying with their products as well. In the words of Marchand (1985): "The modernistic illustration insinuated style and emotion into the product, thrusting it into association with the 'smartness
...