How to Diet

 “How to Diet (Baker Reading Diet Book)” by Norman Rockwell (1953)

“How to Diet (Baker Reading Diet Book)” considers the quandry of a chef's attempt to lose weight while surrounded by delectable sweets all day long. Amidst the temptation of exquisitely decorated tiered cakes, discarded cupcake tins and freshly mixed icing, the baker fixates on the thinly sliced carrot wavering before him. Mouth agape, clutching an instructional guide titled 'How to Diet,' the earnest baker commits himself to nutrition in spite of this tantalizing environment. The present work served as an amusing anecdote for Post readers, and a reminder of the quick-witted nature of Rockwell's style of painting.

In order to consistently appeal to a wide audience, Rockwell’s choice in subject matter for such covers often stemmed from his immediate surroundings — a tactic that allowed him to relate to the everyday reader. “The best ideas you will get for covers will develop from what happens right around you,” he insisted. Residing in the small town of Arlington, Vermont, Rockwell found inspiration in the actions and experiences of the local community — so much so, that he paid residents five dollars to model for his pictures. Whether a hired local or a willing friend, finding the right model was central to the artist’s ability to perfect his vision.

Reference photos for “How to Diet (Baker Reading Diet Book)” shed light on the lengths that Rockwell went to achieve the desired outcome. Likening himself to a movie director, Rockwell positioned his models in specific poses and finessed their facial expressions and body language every step of the way. “Almost anyone can act if given enough encouragement,” he said of the process. The hands-on artist went so far as to demonstrate how to hold a prop or stand so that his models would get the idea. The reference photo on the left shows the model sporting the full chef’s attire, the fork raised to his mouth in a manner that mirrors the configuration of the finished painting. Notably absent, though, are the tiered cakes and surrounding props and the baker’s face is remarkably animated. Alternatively, the reference image on the right substitutes the chef’s attire for the previously missed cake cart. The difference between these two images is central to Rockwell’s artistic process, who preferred to work from several photographs of the same slightly varied scene, rather than a single image. The effect of this unique approach is a dynamic painting composed of multiple carefully-curated moments rather than an individual photograph.

Rockwell often received criticism by those who considered his illustrations to be old-fashioned or overly commercial; however, his use of photography as early as the 1930s to achieve his vision and the meticulous creation of props to support this process speaks to his forward-thinking and imaginative artistic spirit. In Baker Reading Diet Book, Rockwell handmade these elaborately-decorated cakes in his studio out of cardboard, and frosted them with a concrete-like material in order to give the impression of icing — an approach adopted by real bakeries in order to entice window shoppers with the scrumptious look of their products. Gene Pelham, Rockwell’s photographer and studio assistant of fourteen years, assisted with the production of “How to Diet (Baker Reading Diet Book)”. Between constructing the props and capturing snapshots of the model, he played an integral role in the execution of this painting. From the knocked over cake stand to the dirtied rolling pin covered in flour, the whimsical and spontaneous nature of this painting are indebted to Rockwell’s affinity for photography and his employment of live models.

Baker Reading Diet Book is both light-hearted and comedic, no doubt a reflection of the prosperity felt in post-war America. The 1950s symbolized a new wave of prosperity in America, and Rockwell’s idyllic subject matter reflected this welcome shift. Juxtapose Rockwell’s approach to dessert with that of a more contemporary artist, such as Wayne Thiebaud, and it is clear that the qualities that made “How to Diet (Baker Reading Diet Book)” such a hit sustain the test of time. Contemporary collectors cherish Thiebaud’s use of commonplace objects to evoke feelings of nostalgia and sentimentality. His cakes, ice cream cones, pies and other commodities often appear in orderly conformations and repetitive patterns - a visual feature that feels quite reminiscent of Rockwell’s tiered cake arrangement in the present work.

Norman Rockwell dedicated himself to painting real people in relatable situations in the hopes of finding common ground with the average Saturday Evening Post reader. “How to Diet (Baker Reading Diet Book)” perfectly encapsulates this approach to his art. The choice to abstain from sweets in contrast with the chef’s impulse to indulge is pure human nature, and thus suits Rockwell’s reputation for narrating shared experiences. Further than that, though, this particular cover is rich in humor and provides Rockwell’s audience with comedic relief — an objective inherent in his illustrations and a large factor in the forty-seven year relationship shared between him and the Post. While the attention paid to props, model selection, and photographic planning contribute greatly to the success of this painting, it is the ingenious and quick-witted nature of Rockwell’s narrative that weighs heavily on the work’s lasting appeal.