THE MODERN MOVEMENT IN AMERICA
The modern movement did not gain an early foothold in the United States. When the fab led 1913 Armory Show introduced modernism to America, it generated a storm of protest and provoked public rejection of modern art and design. Modernist European design did not become a significant influence in America until the 1930s. As the billboards in a Walker Evans (1903-75) photograph demonstrate, American graphic design during the 1920s and 1930s was dominated by traditional illustration. However, the modern approach slowly gained ground on several fronts: book design, editorial design for fashion and business magazines catering to affluent audiences, and promotional and corporate graphics.