John Falter 1910-1982

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How silly can advertising be? Even in the midst of huge bloodletting and maiming that took place throughout World War II, the pointy heads of ad managers and account executives prevailed at the expense of our uniformed military. Not to mention commandeering the skills of our most talented illustrators. This is a prime example: the client is major tobacco placing its ads on Madison Avenue to promote a cigarette that is promoted to be "one millimeter longer," if I can recall the pitch. The illustrator is the famous John Falter.

Can you imagine that this young officer about to be shipped out to invade a Pacific island would be comparing the length of cigarettes with his drop-dead gorgeous date? Illustrator John Falter, whom Norman Rockwell called America's most gifted illustrator, did any number of great covers for the old Saturday Evening Post and ended his days as an easel painter of distinction. I think his female model here was none other than Lisa Fonssagrives (1911-1982) who may have been the first supermodel in this country. 

For more about John Philip Falter click on these links: Illustration House and Nebraska Studies.