Голямото ретро завръщане на графичния дизайн в съвременната печатна реклама
The big retro comeback made by graphic design in contemporary print advertisement

Summary/Abstract: The twenty-first century offers contradictory trends to witnesses versed in art, shaping the cultural and social environment in an unadulterated manner. Contemporary consumer society looks on advertisement as the greatest authority. Print advertisement as the most popular ‘genre’ could actually trace the influence of graphic culture on consciousness and society as a whole, the persistence of certain visual examples and the significance to the development of those in a given social environment. The article studies the reasons for which we are witnessing now a revival of retro graphic design, seeking to explain its presence in contemporary cultural environments. The study on graphic art’s similarities and differences includes drawing a parallel between the symbols contained in print advertisement of the nineteenth through the twenty-first centuries, using for the purpose the key image of the press. The main issues to answer are: How have advertisement images developed over the years and what graphic devices have been used to make different suggestions? What is the significance of these images to societies, where these are functioning? Have the metaphors we live with changed and what has survived of them now? What are the differences between the artistic languages used within two centuries and what has prompted the present retro wave?

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