Pokusa reklamy. Wokół polskiej fotografii reklamowej w 2. połowie lat 70. XX wieku
The Temptation of Advertising. Around Polish Advertising Photography in the Second Half of the 1970s
Author(s): Maciej SzymanowiczSubject(s): Photography, History of Art
Published by: Instytut Sztuki Polskiej Akademii Nauk
Keywords: advertising photography; fashion photography; socialist advertising; photographic exhibitions in Poland during the communist period; duogram; Małgorzata W. Borowska; Tomek Sikora; Stefan Wojnecki;
Summary/Abstract: The aim of this article is to present one of the most neglected and academically disregarded themes in the 20th-century history of Polish photography, namely Polish artists’ engagement with advertising photography. Although it opens with an extensive historical introduction, the article focuses primarily on exhibitions held between 1977 and 1979, which marked the culmination of advertising photography in the People’s Republic of Poland. These included the exhibition Polska Fotografia Reklamowa (Poznań, 1978) and the advertising photography displays at the “Złocisty Jantar” Polish Photography Competition in Gdańsk (1977 and 1979). In addition, the article analyses three radical approaches to practising advertising photography, developed by Małgorzata W. Borowska, Tomek Sikora, Marcin Mroszczak, and Stefan Wojnecki, which exemplified the aspirations of the art of persuasion at the time.
Journal: Biuletyn Historii Sztuki
- Issue Year: 87/2025
- Issue No: 2
- Page Range: 129-156
- Page Count: 28
- Language: Polish
