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Victor Margolin is a Professor of Art and Design History at the University of Illinois at Chicago. In this lecture he will address the ways that advertising designers and corporate sponsors use art and artists in advertising to give value to products. A number of different strategies will be presented ranging from comparing products and well-known works of art to producing ads whose forms derive from artworks.

His publications include Design Discourse: History Theory Criticism (University of Chicago Press, 1989), The Promise and the Product: 200 Years of American Advertising Posters (Macmillan, 1979), Propaganda: The Art of Persuasion, WWII (Chelsea House, 1976), and American Poster Renaissance: The Great Age of Poster Design, 1890 1900 (Watson-Guptill, 1975). He earned a BA from Columbia University, New York; was a Fulbright Scholar at the Institute of Higher Cinema Studies, Paris; and received a PhD in Design History from Union Institute, Cincinnati.