Characteristics of print advertising in the 20th century Cover Image

Особености в печатната реклама на XX век
Characteristics of print advertising in the 20th century

Functions, development and perspectives

Author(s): Tania Ilieva
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Софийски университет »Св. Климент Охридски«
Keywords: graphic design; advertising; press; print; semiotics

Summary/Abstract: The advertising communication follows established marketing laws and, as an ultimate goal, puts the reasonable dialogue with the audience. The development of advertising is an example of how graphic design interacts with audiences and markets through the individual visual culture codes specific to each group.Print advertising is developing at the pace of its own media – the newspaper, and in the twentieth century it speaks to the audience with the voice of the tabloid. The graphic models adopt postmodern style using borrowings from street graffiti art, comic books and other unconventional bearers of visual ideas.On the other hand, the increased mass production and the increasing consumption of the society lead to mass advertisement and to other specific characteristics of the advertising story– the rise of the brand.