Although only thirty years apart, Watteau and Hogarth each catered to a different society, matching their style and subject matter to the needs and desires of those in power or with money. Although brilliant artists, both were also brilliant businessmen.
Watteau and the Rococo
Antoine Watteau was a painter during the Rococo art period of France. During this time the aristocracy and wealthy high society were largely responsible for art patronage and desired paintings of a new kind. Rather than serious religious, political or symbolic paintings of days past, these patrons wanted beautiful and entertaining paintings. The kind of paintings which would also match the Rococo architecture and decor running rampage at that time. This style was delicate, elegant, colorful and perhaps romantic.
A generally feminine style, the paintings reflected a dominant position for women in this society, letting their tastes lead the art. As well the increased stature of the salon, where women entertained their guests and vied for social status, must have also helped the popularity of this style of painting. What else but Rococo paintings could hang in the Rococo decorated salon? (Kleiner and Mamiya, p. 799)
Watteau was swayed by this fashion and painted in the Rococo style, filling his artwork with sweet figures and refined attitudes. Each painting held people of great beauty, as these paintings were meant to show the allure of high class society. Indeed these paintings were commissioned by these people with the express interest in celebrating themselves including their entertaining frolics complete with romantic overtures and intrigue.
The Invention of the Fete Galante Painting
In Return from Cythera, we can see Watteau's invention of fete galante paintings. These paintings showed the high class society entertaining themselves outside. (Kleiner and Mamiya, p. 801) Frivolity with romantic overtures was a common theme. As only the wealthy and aristocratic could afford to spend their time in whimsical amusement, these paintings confirmed their status in society. A carpenter might wish to show himself hard at honest work had he the means to commission a painting, and the high class wanted to show their past times.
It was clever of Watteau to understand his patrons so well and cater to their vanity. His fete galante paintings were certainly meant to paint them in their best possible light showing romance, intrigue and general happiness.
Hogarth's Satire Paintings
William Hogarth played to an entirely different crowd once the middle class in England became prosperous. (Kleiner and Mamiya, p. 809) Rather than paint life with a romantic or a whimsy tone, Hogarth created paintings of visual satire meant to poke fun at the well to do. No doubt he played upon the animosity between those 'born rich' and those newly acquainted with money. His patrons enjoyed poking fun at the self-righteous high class, especially catching them at various immoralities or social evils. (Kleiner and Mamiya, p. 810) Indeed his patrons were not trying to idealize anyone.
The Art Business in the 18th Century
Hogarth's engravings were very popular and spoke of his intelligence at cornering his market. Prints were more widely available and at less of a cost, which meant the people who purchased his prints were those who would also appreciate his humor. These patrons preferred natural narratives that taught moral lessons, enjoying the emotions and real life responses of Hogarth's characters. (Kleiner and Mamiya, p. 808)
As well Hogarth knew that selling three engravings was better than only selling one. His “favorite device was to make a series of narrative paintings and prints, in a sequence like chapters in a book or scenes in a play, that followed a character or group of characters”. (Kleiner and Mamiya, p. 810) In this way he answered the patrons desire for a natural narrative while also capitalising on it. They could get to 'know' the characters and enjoy the humour of their situations even more.
Both artists knew their patrons well enough to become successful artists. Watteau painted the virtues of the rich and aristocratic life while Hogarth spent his time narrating their flaws. Watteau painted originals at great cost while Hogarth used the engraving method to ensure large quantity sales. Each one was a businessman as well as an artist and made sure that their works met the needs of their patrons.
Source
Kleiner, Fred, and Christin Mamiya. Gardner's Art Through The Ages, 12th ed.California: Wadsworth, 2005.
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