In 1956, another artist, Richard Hamilton, also began collaging with magazine cut-outs. In Hamilton's piece, Just What is it That Makes Today's Homes So Different, So Appealing?, he used cut-outs from advertisements to collage an outrageous view of the modern home ("Postmodernism: From Elite to Mass Culture-, p.37). The collages that were produced at the beginning of the postmodern era gave way to the concept for postmodernism to depict the idea of "Americanization."" Postmodernism was an era of Americanization, the process or merciless production and consumption values with the adoption of American popular culture. The new American popular culture displayed consumption of goods through image campaigns ("Paradigms of the Postmodern-, p.8, 11). These image campaigns, or advertisements, lead artists such as Andy Warhol to make art that was considered to be pop art, or art pertaining to popular culture.
Andy Warhol used advertisement as images in his work which appeared to come naturally to him since he had worked for numerous years as a commercial artist. Warhol used a graphic style and attempted to simplify the images into geometric forms which made them seem more mechanical like. He would often use a projector to enlarge the piece so that he could combine painting with his commercial art. Warhol did his best to make his work look commercial and removing the appearance of an artist's touch. He wanted his work to look like an advertisement, or image campaign, which caused the American society to consume (Fineberg, pp. 250-3).
In Nigel Wheale's article, "Postmodernism: From Elite to Mass Culture,"" a postmodern artist by the name of Eiko Ishioka made a television advertisement for a department store called Parco. In this advertisement, Ishioka portrayed Fay Dunaway peeling and eating a hard-boiled egg. This advertisement was seen not only as a postmodern work but also as a type of performance art.
