ARTISTIC AND COMPOSITIONAL PRINCIPLES OF THE ADVERTISING POSTER OF THE FIRST DECADES OF THE XXI CENTURY

Abstract

The aim of this article is to highlight the artistic and compositional principles of the advertising poster at the present stage of development of design project and creative activity.

Research methodology. The research uses the method of theoretical and structural analysis, the philosophical and aesthetic method, the method of artistic and stylistic analysis, in order to identify artistic and compositional principles of the advertising poster at the present stage of design project and creative activity development.

Results. In the first decades of the XXI century, the advertising poster is influenced by various factors, including technical progress, elaboration of visual and compositional system, amplification of vocational schools, development of social and cultural life in our country, and throughout the world. The advertising poster depends on the requirements of the customer, his taste and intellectual abilities. It has to be synthesised by the designer, taking into account many aspects,

Posters focus on objects and phenomena through grotesque, metaphorical images, generalised forms, and other specific artistic means. Accordingly, they are involved in the sphere of human interests, acquiring emotional and sensual nature. Their precious role for humanity is revealed through aesthetic values and properties, taking the form of something beautiful, ugly, tragical or comical, sublime or mean.

The professionally made advertising poster, elaborated with taking into account the specifics of artistic and aesthetic principles, as well as understanding the features of compositional techniques emotional perception, is a powerful influence tool for the consumer’s consciousness.

Despite the fact that the modern poster is the result of the designer’s project activity, and its main function is advertising, under the appropriate approach, the advertising poster of the XXI century is defined as a work of art.

Novelty. The artistic and compositional principles of the advertising poster in the first decades of the XXI century are researched and analysed; the problems of the poster form enrichment at the present stage of design project and creative activity development are studied; compositional, artistic and aesthetic, communicative peculiarities of the modern advertising poster are revealed.

The practical significance of obtained results lies in the possibility of using the content and conclusions of the study in further elaboration of issues, related to the artistic and compositional principles of the advertising poster.