Sometimes a single artist, perhaps even with a single powerful image, can define a generation. A perfect example of this is J. C. Leyendecker, whose covers for The Saturday Evening Post covers and other magazines, along with his iconic Arrow Shirt ads, became emblematic of the young, upscale, sophisticated Gatsby-era dandy.

Alavish new book, “J.C. Leyendecker” by Laurence S. Cutler, Judy Goffman Cutler & The National Museum of American Illustration (Abrams, $50) presents a comprehensive picture of the scope and skill of Leyendecker's work, especially relevant at a time when advertising and magazine art of the so-called Golden Age of American Illustration is being taken more and more seriously. From the dynamic brushwork that enlivens the portrayal of a typical Leyendecker young man, through its more than 600 images of original paintings, photographs, ads and magazine covers and a text that documents his career and the once- shrouded facts of his biography (and the double life he led), the book gives ample evidence of his distinctive style and technical skill and the far-reaching influence of his imagery.

Joseph Christian Leyendecker was born in 1874 in Montabauer, Germany. Of Dutch heritage, he immigrated to the United States with his family at the age of 8. He displayed an early interest in and talent for art and on the strength of paintings made on kitchen oilcloth, he got his first job working at an engraving company, attending the Chicago Art Institute at night.

His professional drawing career was launched in 1896, when he won first place in The Century magazine's cover competition — coming in ahead of noted illustrator Maxfield Parrish. With the prize money, he and his younger brother Francis — known as Frank — decided to go abroad and study in Paris at the Academie Julien, where they remained for more than a year.

Leyendecker began getting commissions for ads soon after his return and began a 40-year career in magazine illustration. He did his initial Saturday Evening Post cover in May of 1899, the first of 319 that he would execute over the next 40 years. He was later acknowledged by Norman Rockwell as an important influence and inspiration.

Among the most memorable covers were the emblematic holiday images he created, such as the colonial Pilgrim and the turkey representing Thanksgiving, Uncle Sam for the 4th of July, a jolly, plump, rosy-cheeked Santa for Christmas, and, from 1906 on, an annual newborn baby signifying the New Year. His New Year Baby series are among the most popular with collectors.

Leyendecker was one of the first commercial artists to invent the magazine cover as a virtual poster, presenting one strong idea. Leyendecker also drew U.S. propaganda posters during World War I.

But probably his greatest fame arose from his “The Arrow Collar Man Ad-Man with Narrow Tie,” a handsome, clean-cut young man in the F. Scott Fitzgerald mode. The image had such a strong appeal to the female public that Leyendecker received more fan letters than Rudolph Valentino (17,000 in one month in the early 1920s), and thousands of marriage proposals. Little did those fans know that the character was modeled on Charles Beach, with whom Joe Leyendecker had a closeted 50-year relationship.

Vintage magazines featuring covers and inside illustrations by J.C. Leyendecker are plentiful and relatively inexpensive. In addition, there are such items as a set of 50 of his Saturday Evening Post collector cards, produced by 21st Century Archives in 1995, posters and booklets, and a collector plate displaying the artist's depiction of “The Midnight Ride of Paul Revere,” issued by Edgerton Fine China in 1976 as a limited bicentennial edition. Of course, prices for original Leyendecker art work are quite another story.

Linda Rosenkrantz has edited Auction magazine and authored 18 books, including "Cool Names for Babies" and "The Baby Name Bible" (St. Martin's Press; www.babynamebible.com). She cannot answer letters personally. To find out more about Linda Rosenkrantz and read features by other Creators Syndicate writers and cartoonists, visit the Creators Syndicate website at www.creators.com.

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