Consuming Surrealism in American Culture

Winner of 2016 SECAC Award for Excellence in Scholarly Research and Publication 'Zalman brilliantly explicates Salvador Dal hy;'s enactment of a kind of primal scene of American modernism, which alone makes the book essential reading. As she recounts, this was realized in his super-spectacle at the 1939 Worlds Fair, and, more generally, in the amorous mutual embrace between Dal hy; and the U.S. advertising and film industries. It is this latter relationship that damned and marginalized him in 20th-century art history. One lesson of Zalman's book is that despite the deep shame that this period of Dal art prompted in the New York art world, it made it impossible for American critics to continue to deny modern art's eager participation in the booming wealth of American commerce.' Claudia Mesch, Arizona State University, USA 'Embracing Surrealism's pluralist and hybrid nature , Sandra Zalman offers a well-argued and wittily revisionist history of Surrealism and its legacy in the United States, astutely parsing the intersection of art and commerce which characterized America's embrace of European modernism's most expansive movement. Zalman's study ranges from Alfred Barr's 1936 Fantastic Art, Dada, Surrealism at New York's Museum of Modern Art to the immersive environment created by John Baldessari for Magritte and Contemporary Art at the Los Angeles County Museum of Art in 2006. Both authoritative and immediately engaging, Zalman brings a scholar's eye to the hidden persuaders of advertising copy and exhibition design, as well as to landmark works of art and critical texts that defined the ascendency of American art in the post-war era.' Alison de Lima Greene, The Museum of Fine Arts, Houston, USA 'Sandra Zalman has produced the most deeply and imaginatively researched account of the profound ways in which European Surrealism altered not just American art but the wider culture as well. Fluently written and full of riveting details,