The appearance of posters

/kloc-The industrialization brought by industrial revolution in europe in the 0/7th century greatly reduced the cost of printing graphic materials and production, and poster advertisements also entered a developed period from the initial stage. Posters, as advertisements for various commodities, have played an unprecedented role in promoting commodities, promoting production, improving the quality of life, popularizing education and scientific and technological knowledge. At the same time, the era when printers have both graphic designer skills and production skills was broken by the division of labor brought by mechanization, and poster design became an independent creative specialty.

/kloc-in the 20th and 8th centuries, many new fonts suitable for poster printing came into being, and the proportion, thickness and beauty of the fonts were more perfect, such as Egyptian fonts, Ionian fonts, perspective fonts, clarendon fonts, Rascanti fonts, Dorian fonts, Gothic fonts and Pearl fonts. In addition to fonts, there are hundreds of subject symbol systems, including numbers, astronomy, physics, chemistry, biology, geography, military and other aspects, which have laid the foundation for the emergence of modern poster advertisements in new language forms. /kloc-in the 9th century, with the appearance of cast iron printing machines, steam power printing machines and paper machines, high-speed printing replaced the manual printing form in Gutenberg era, and the paper produced by machines eliminated manual paper, and the printing efficiency of posters increased by about 30%. Then, with the emergence of photography and color-picking lithograph technology, posters became the main media of mass communication, and a large number of outstanding artists began to design poster advertisements.

1866, the Frenchman Jules Cheret (1836- 1932) produced the first color lithographic poster in his own printing plant in Paris, which marked the appearance of modern poster advertisements. From 1866 to 19, * * created more than 1000 poster advertisements with themes ranging from drama to kerosene, movie stars and modern beauty. 1889 won the gold medal in the international poster exhibition, and the French government awarded the medal of honor. After his death, Nice opened the "Sheret Exhibition Hall" to collect his works, which was praised by later generations as "the father of modern posters". 188 1 year, the French government promulgated new laws and regulations to encourage freedom of the press, making the streets of France a sea of posters, which were appreciated as works of art. At that time, as the main figures of French Art Nouveau movement, Sherette, Grassay, Lautrec, Stalin, Macha and others created many influential poster advertisements, and their achievements in poster design also enhanced their popularity as Art Nouveau artists. Lautreck, in particular, whose posters were recognized as world-class works of art at that time.

As a poster advertisement created by a painter of the Art Nouveau Movement, there is a drama poster named "Lady in White" created by Walker of England, which once caused a sensation in the whole poster design circle in London. Biazle, another British poster designer of Art Nouveau Movement, has exerted a strong and lasting influence on European and American posters with his exquisite illustrations in the form of line decoration. The representative figures of poster advertising design in American Art Nouveau Movement are Rhead and Bradley. The former is influenced by Victorian style, arts and crafts movement style and abstract design style, while the latter is influenced by British design style, so it is called Biazilai in the United States. The Art Nouveau movement is represented by young de stijl, and its poster design is mainly represented by Baehrens. His important contribution is to change the graphic design style from19th century floral style to 20th century simple functionalism style. The Art Nouveau movement in Austria is represented by the Vienna Separatist School. The person who made the main contribution to the poster advertising design is the nameless two. His posters are in the form of plane geometry and have the characteristics of cubism and decorative painting. A remarkable feature of poster advertisement in Art Nouveau period is to make the posters in this period look like works of art, and the greatest contribution of Art Nouveau movement to poster advertisement is to make the posters reach the peak in viewing and reading penetration. In the 20th century, due to the appearance and intervention of graphic designers, poster advertisements paid more attention to commercial functions. Some designers are greatly influenced by cubism, futurism, separatism, constructivism, surrealism and expressionism in the art field, which greatly changes the expression form of posters. Especially in the first world war of 19 18, posters were used as the main propaganda tool to raise funds and recruit. For example, poster designer flug disguised himself as Uncle Sam, designed a job advertisement and printed and distributed more than 5 million copies, making it the largest printed poster in history. After World War I, Gropes founded Bauhaus, the world's first modern design school, in Germany, which put the design of modern poster advertisements on the right track. Bauhaus's poster design is deeply influenced by German style and constructivism. As a mentor of Bauhaus poster design, Bayer introduced functionalism and constructivism, used almost all sans-serif fonts on posters, and divided the screen space with vertical lines, ruled lines, punctuation marks and squares, forming Bayer-style Bauhaus poster design style. Although Bauhaus had to be disintegrated in 1933 under the persecution of the Nazi Party, its design teaching system and poster design thought have influenced the global poster design community and have extremely important historical significance. At the same time, because the United States was not directly affected by the First World War, its economy developed relatively rapidly, and the development of poster advertisements also surpassed that of European countries with the economic development. Americans attach great importance to practicality. From the very beginning, the poster was not bound by the traditional Victorian decorative style in Europe, but showed a strong commercial utilitarian tendency, paying attention to the transmission of visual information of goods, and the expression techniques were realistic or naturalistic, as well as abstract or symbolic. It can be said that the United States laid the foundation of the world's largest poster advertising country from the beginning of World War I, and has always maintained this leading position. At that time, WPA, an agency of President Roosevelt's new government, launched an advertising plan as a project of its series of cultural and artistic plans. In the five years of 1935- 1939, nearly 350,000 kinds of poster advertisements were printed into more than 2 billion printed materials and distributed nationwide, which was of great historical significance in the history of advertising. Many painters also took an active part in this poster advertising campaign. The publicity themes of this campaign include drama, movies, fine arts, hygiene and health, anti-crime activities, housing, education and so on. Poster design requires certain aesthetic standards, attaches great importance to artistry and pays attention to the information transmission effect of the picture. The destruction of World War II made it impossible for many governments to engage in poster propaganda, while the War Information Agency of the United States entrusted many painters, illustrators and designers to engage in poster design. 194 1 year, the federal government launched a graphic poster design competition with the theme "Only production can build a strong national defense force". The first prize winner of this competition is Calrus, a famous American designer. He was also awarded the highest honor "Hall of Fame Award" by new york Art Directors Club. The Second World War also led to the emergence of a large number of political poster advertisements. For example, the United States, Britain, the Soviet Union and other countries all appeared a large number of anti-Nazi political poster advertisements, and Nazi organizations also produced a large number of political poster advertisements advocating fascism during the same period. Because a large number of outstanding European designers, including many Bauhaus school teachers and students immigrated to the United States in the 1930s, the artistic level of political poster advertisements in the United States during World War II was quite high. For example, after Bauhaus's poster graphic instructor moved to the United States, he worked as an artistic director in an advertising company in new york, drawing a large number of anti-Nazi posters, which promoted the artistic level of anti-Nazi posters in the United States. Posters for some time after the war were mostly about peace. In 1950s, posters began to attach great importance to commercial functions, and the number of professional advertising designers became larger and larger. During this period, posters not only used the usual realistic painting form, but also used various forms of expression such as plane editing, comics and surrealism. By the 1960s, there were more posters posted on the walls of apartments than on the streets. Most of these posters spread some social concepts, not commodity information. In 1970s, poster advertisements were widely posted on many university campuses, which were called campus posters. Western universities are often the birthplace of ideological activities, and campus posters are the inevitable product of such ideological activities. The more influential campus poster designers are sams and george louis. Sams likes to use the woodcut materials shot by 19 Century Science magazine to reassemble the poster pictures, making them free and casual, thus forming his unique poster art style; George louis, on the other hand, likes to use photography and modern printing to directly express goods, which is a typical American poster style.

With the development of economy, products become more and more abundant, and the market has changed from a seller's market to a buyer's market. As one of the forms of advertising, posters are no longer just a simple and isolated means of sales, but an organic part of marketing mix. Poster advertising is used as a part of modern marketing strategy. This clear concept first came from the United States, and then developed to economically developed countries such as Europe and Japan, and then developed to a wider range of countries and regions. Since western marketing was introduced to China in 1980s, China began to have a preliminary understanding of the marketing concepts of various advertising forms including posters in 1990s, which needs further absorption, digestion and improvement.