134 – Fruit of the Vine
Illustration for an advertisement for Sun Maid Raisins (1926)
Oil on canvas
[NARRATOR] The golden light from the window casts a holy glow upon this domestic scene. Rockwell painted this canvas around 1930 as an advertisement for Sun-Maid Raisins.
Seventeenth-century painters like Rembrandt and Vermeer had a profound impact on Rockwell.
[KNUTSON] I love this painting, because it’s so Vermeer — In his use of light, in his use of the spare, bare bones interior. … In the way the light… illuminates them, in their hand gestures–there’s just something so gorgeous about this image.
[NARRATOR] Vermeer was a “Genre” painter. This style depicted scenes of everyday life.
[KNUTSON] Advertising artists of this period, … created things very quickly and they were often of pretty poor quality. … Rockwell is using his knowledge of 17th century Dutch genre painting, and combining it with contemporary advertising … techniques that used … religious symbolism frequently to give the products they were advertising an aura of something sacred. And Rockwell really does it very well here, and makes a beautiful image. Whereas most advertising artists of this period… — it didn’t work. (laughs)