Johann Winckelmann
Johann Winckelmann was an influential German art historian and archaeologist of the 18th century, recognized as one of the founders of modern archaeology and art history. His writings, particularly on ancient Greek art, promoted the ideal of 'noble simplicity and quiet grandeur,' and he played a crucial role in shaping the perception of classical sculpture as white marble, which has persisted into modern times.
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The myth of 'snow-white marble' of antiquity was solidified in the 18th century thanks to the works of art historians like Johann Winckelmann.
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