This interest in Indian commercial art has caused me to develop a renewed appreciation for certain commercial artists of "the west" as well.
My father was an art professor and at one time, we had many books featuring popular western painters whose art was used in advertising, but aside from Maxfield Parrish, I previously knew so little about western commercial art.
Perhaps I have avoided this type of art for the fact that it IS commercial (and therefore, supposedly devoid of true artistic merit). After the passage of time, the advertisements tend to lose relevance/importance, while the images remain brilliantly beautiful - sometimes even more striking because of their "vintage" quality. There's a sort of irony in seeing a beautiful piece of graphic art combined with random company logos that have nothing to do with the images.
So much of this art falls into the category of cheap pin-up art with buxom babes striking come-hither poses over a tool box and a car with the front hood open (Betty Paige, etc) But some of the pieces I've seen, used for promotion of countless companies and brands, is much more tasteful and inspiring... though it's still art for advertisement.. it was a genre of illustration that produced some really beautiful works.
One impressive arist who has become widely revered for his work in commercial art of the 1920s "Art Deco" period is Gene Pressler.
From Belly-dance.org: "
Upon seeing more of Pressler's work, it seems he was in many ways guilty of blatant "exoticism" - a tendency of certain artists that can really be highly offensive if you know anything about the culture being "borrowed" from to create this "exotic" appeal. His tactics often placed lily white women in jewels and robes meant for a non-western, brown skinned woman of nobility. Furthermore, his subjects are often placed in "dangerous" surroundings filled with "suspicious looking" arabic "types" lurking in the background.
The use of the supposedly "exotic" subject in art has been practiced for centuries - and therefore has become the source of cultural misunderstanding and explotative attitudes. Artists dont get away with it as much these days because alot of stereotypes and misconceptions (aka racism) have been put in their proper place. But back in earlier decades, it was quite common to see some very odd interpretations of "native/indigenous" culture being used as the backdrop for pinup art. take a look at this one for instance.
Just to take the concept of exoticism back even further, take a look at works of "Fine Art" such as Jean-Joseph Benajmin-Constant's gloriously beautiful "Evening on the Seashore - Tangiers" (Milwaukee Museum of Art)
Or (re)consider for a moment Gaugin's lovely, though voyeuristic interpretations of "native" culture of Tahiti... (speaking of Gaugin, here is a link to an NPR article that debunks Gaugin and his painterly frolic through Tahiti: http://www.npr.org/2011/03/15/134537646/gauguins-nude-tahitians-give-the-wrong-impression)
(photo borrowed from this excellent blog post about a Gaugin exhibit in DC)