WEB POSTER EXHIBITION - 18th International Poster Biennale Warsaw 2002
Cool about suicide
The following text by Dorota Folga-Januszewska
is reprinted with permission from the catalogue of the 18th International Poster Biennale
1) Anna Klonowska,
Flirt
2) Masaaki Izumiya,
The Choice '01
3) Kan Tai-keung,
Cities Discoveries
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Changes have come. We have entered an era of applied disorientation,
picturesque, even lyrical, poetry of free associations. Before us a review of new
poster resistance. It might be tempting to say "anti-poster"
but it would be untrue, as we have in front of us works most
honest in their artistic aspect, whose authors had discovered
the pleasure of playing ambiguity game with the spectator.
The poster was born from double-sided play of associating vision
with text. It has used the power of symbols, literature-
based ambiguities, capacity of play on words. Its inherent
characteristic was comprehensibility, although not always,
and not for everybody. Roots of the poster grew from occasional
graphics of the 17th century. The National Museum in
Warsaw holds in its collection a 17th-century "character" -
a woodcarving used as charms against plague and other
diseases (MNW, 29414). This smallish graphic work was
used as a kind of a pre-bill. Stuck in the times of plague on
doors of houses, churches and on execution posts in market
squares, it provided information and warning. At the turn
of the 17th and 18th century European art bore many other
graphic forms predicting the "art of the street", Allegorical and
epitaphic compositions or court announcements introduced
people slowly to the world of "inscribed picture". 19th
century discovery of lithography supported the tradition, and then
came a sudden burst of Alfons Mucha's colorful Art
Nouveau posters. Our eyes hold this vision even till today.
Art deco lines, decorative and sophisticated drawings, well
visible inscriptions, full of typographical fantasy. What could
not be seen, could be read. This poster was not yet a bullet
shot right into a passer-by, but its provocative force was great,
and expansion of this graphic form made it into the most
important weapon of advertising.
Throughout the 20th century formal changes came quickly
one after another and poster constituted itself as a field of
graphic art, with its carefully observed rules of associating a
visual with an event. Artists of different cultures opened reservoirs
of symbols and it was on posters that globalisation of
signs happened in the fastest way. You could even see
canonical spheres of poster, such as e.g. transformation of
head (eyes, lips, ears as separate motifs), hands, feet, cross,
which even in the furthest corners of the word would be
comprehensible. Another strong trend to appear was poster
"without subject", using abstract forms (e.g. geometrical figures)
and color splashes to give shape to tension contained in
the text. Educational system aiming at teaching rules for
creating "challenging compositions" has been formed.
In spite of deep transformations in fine arts, during this whole
past era, "poster game rules" were observed. However, they
started to gradual y loose their force and in the last years
several voices have heralded the "anarchisation" of poster
- its rich ambiguity. This anarchisation was accompanied by
progressive devaluation of symbols present in the whole
contemporary iconosphere.
Shortly, the poster was becoming incomprehensible, or even
worse - misinterpreted. If it was comprehensible at all, it was
only to insiders. Antiglobalistic reaction produced
regionalisation of code. Intellectual access to some works was
purposefully narrowed to a chosen group of viewers and this
phenomenon did not limit to European or American poster
only, but also took over poster originated in the Far East.
This year's Biennale allows us to see this new exclusivity of
poster especially clear. Both Polish "Flirt" (1), as well as
Japanese (2) and Chinese (3) story signalize the working of
"separate worlds". Associations evoked by these posters can
be various and touch a spectator not with a clear message
but rather with curious ambiguity.
Ambiguous advertising and contrary advertising - have become
advertising of today. "It's just pants - plain, unfashionable
pants" encourages an ad of a fashion house seen on
Parisian streets in the year of 2002. Seeing a fish with the
inscription www.endo.pl on a
mega-poster at a highway, one
of my French friends asked whether it advertised a company
specializing in endoscopes and gastrology. His amazement
was absolute when he heard that endo was a popular
producer of children cloths and teddy bears. But what not
so long ago constituted an opposite of "good" poster,
becomes a more and more tasty piece of poster perversity.
Years of comprehensible communication have rendered
univocal messages unwanted. And "proper" form became
improper.
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4) Yang Liu,
Today I'm going to the aquarium!
5) Fumio Kawamoto,
The JAGDA Osaka poster exhibition
6) Fumio Kawamoto,
Deep Sea Water
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"Oh, oh, today I'm going to aquarium" (Oink, oink, heut geh
ich ins Aquarium!) - says a pink pig, having attached a green
crocodile tail and a green crocodile head (4). This is what new
univeralism of contents looks like. Against a smooth black
background of the poster shines a small, pink, curled tail,
which has escaped over the crest of the attached tail. Political
poster? Social? Ecological? Philosophical? I don't know! And
that's what's most beautiful about it.
Threads of misunderstanding more and more often replace
metaphors and figures of speech, which used to create
chains of associations evoked by a poster. Doubts and
unclearness have become values searched for. Humor,
sometimes cruel, sex without eroticism, unskilled-line drawings,
blurred, unclear colors, sense without meaning - these are
new heroes of active poster.
The goblet of amazement has been filled by the fact that
all these tricks of contemporary poster do not suffocate our
liking for created visions. On the contrary, in the common
reception there is clearly tangible acceptance for perverse,
unruly and refractory attitude to norms and forms valid
before. Such changes are accepted in a similar way as
changes in clothing and objects of everyday use. Soul, and
not functionality, is what counts most. An era of free
associations, exclusive clubs, poster anti-Internet.
A poster without any Internet address, or even a visible copy
line (5), as well as a poster of thousands copy lines (6)
form omni-communication, or association fields fully open to
imaginativeness of a spectator. This is where the core of the
change lies. Creator of contemporary poster gives his
spectators a credit, trusts them to be intelligent and quick-witted,
and they like playing with double meanings. Not wanting to
simply attract or inform, contemporary poster more and more
often proposes a game of several moves, extending its
working time. Sometimes its creator assumes that the right
association will dawn on a spectator only after a while. "What
is it all about?" - it's about questions torturing far corners of
associations.
This psychological technique requires, however, many
consciously used formal and technical gimmicks. In result, from
the beginning of this century poster has taken inspiration from
everything that had been tested in visual arts. It borrows from
the aggressiveness of humorous press drawings, from the
perfection of photography and digital editing, from the
painting of gesture and Japanese calligraphy, from murals and
graffiti, but does it with a different tone than even ten years
ago. In the contemporary poster there is a recognizable
charm of mad-suicide, who treats lightly his own annihilation.
Designer's behavior seduces with the abstinence from
correctness and foot-looseness of decadence, even more so,
as it turns out that anti-rationalism can bring measurable profits.
Similarly to fashion and industrial design each blemishing
form becomes attractive, as banality of beauty and superstition
of functionalism are too "straight in your face" to
like them. And what matters, is the emotion - sometimes not
fully recognizable, oscillating between love and repletion,
passion or indifference, rather profit than loss, unpredictable
as the poster of 2002.
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Dr. Dorota Folga-Januszewska is Deputy Director for Research at the National Museum in Warsaw, and Vice-chairman of
the Program Council of the 18th International Poster Biennale
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page last revised on July 27, 2002 / this section is part of Rene Wanner's Poster Page
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