Rosenwald New Year Card 1935

Editor: Here we have Alfred Bendiner’s "Rosenwald New Year Card" from 1935, an engraving on paper. The figures almost feel like they are on a little stage. The entire card looks rather theatrical, I would say, very much of the Art Deco style. What is your take on this unusual greeting card? Curator: Well, New Year cards like this one circulated within a specific social sphere, particularly amongst educated and often affluent individuals. Bendiner himself was part of a creative milieu in Philadelphia. Look at the inclusion of names, for example, a direct connection between artist and recipient. In a way, it makes us wonder, how does such a personal work become part of a wider art world? Editor: That's an interesting question! So, beyond its personal nature, could this print also be seen as a social commentary? Curator: Absolutely! Etchings and engravings were also associated with political cartoons and social critiques. The exaggerated features of the figures within the stage setting hint at caricature. Who were these individuals? Were they prominent figures or close friends presented satirically? Knowing this is key to unpacking Bendiner's wider social commentary. Does that shift your perspective at all? Editor: Definitely. It bridges the gap between personal well-wishes and perhaps poking fun at some part of that social environment. It sounds like uncovering who these individuals might reveal a deeper meaning behind this print. Curator: Precisely. Considering it in this light gives the "Rosenwald New Year Card" more dimensions. Editor: I am taking with me how artistic creation has very specific social roots that can explain what we see, beyond the purely visual.