ВІЗУАЛЬНА СЕМАНТИКА І ХУДОЖНЯ ОБРАЗНІСТЬ ПЛАКАТА
VISUAL SEMANTICS AND ARTISTIC IMAGERY OF THE POSTER

Summary/Abstract: The purpose of the article is to reveal the art-stylistic features of the Poster, depending on culture-historical, political, and economic events. This study contributes to the history of the poster, considering it as an object of Graphic Design in the context of cross-cultural interaction, cultural integration, and national identification. Methodology. The socio-cultural, system-structural, comparative methods and the method of stylistic analysis were chosen for the stated topic. The scientific novelty is to substantiate the relationship between the functionality, content, and style of the Рoster. Communicative and aesthetic aspects of pictorial are presented in the socio-cultural dynamics in accordance with certain stages of social development. The Poster actively forms the mass consciousness, is included in the social sign system, has a powerful influence on public opinion, represents past and present creative experience. It is proved that the semantic space of the Poster is a visualization of a significant idea, a generalized reproduction of object or phenomenon in form and color. Conclusions. Contemporary poster as a product of Culture must have emphasized aesthetics, non-standard, graphic variability, retain symbolic meanings, and be interesting to the target audience.

• Details
• Contents