BY AMOS S T O T E
The most outstanding and fundamental fact
concerning the work of McKnight Kauffer, the
man who has for years led the British field in
advertising art, who is more a figure of ro
mance in British advertising than any artist
has ever been in the States, is that he does not
think in terms of shock, but in those of the
expression of an impression.
The reason for the dramatic qualities of this
artist's expression is the heat of his impres
sion. Yet tempering that heat there is as cold
a logic as ever Poe used when, by almost
chemical analyses, he worked out the cres
cendo of "The Raven," and produced a great
work of art.
Kauffer works out his designs with an
orderliness that would be static were it not
for the intellectual and imaginative qualities
of his mind which generate real inspiration.
He has held his high position, and it is high,
by reason of the fact that he forever advances
in modernity as an inventor, or scientist
advances in his discoveries, and so forever
makes yesterday's work appear old in the light
of today's progress. Because he has won suc
cess in a type or style of work he does not
allow himself to stagnate, or repeat.
The work of McKnight Kauffer frequently
shocks. And the man, himself, is shocking,
when considered in connection with his art.
Think of all the qualities of speech, manner,
dress, and habits of living you would natur
ally associate with an artist who produces
work of such revolutionary character. Then,
for the man, go to the other extreme in each
Soft spoken. Choice in the selection of
words. Reserved to the point of coldness.