Красотата в силата/Силата на красотата: естетика и семиотика на индексите в плаката „Точка на баланс“
Beauty in Strength/The Strength of Beauty: Aesthetics and Semiotics of Indices in the Poster “The Balance Point”

Summary/Abstract: The article attempts to analyze the poster “The Balance Point” in terms of certain aesthetic categories and semiotic signs. The focus of interest is the way in which the image represents aspects of the concept of the modern woman.The philosophical idea on which the poster is based is discussed in terms of aesthetic categories. Beauty is a main topic, discussed as part of a model that operates by striking a balance whose opposite is strength. This combination derives from the circumstances of contemporary times.The mixed sign systems used in the poster are indicated. They help the viewer understand the visual idea and also communicate with the public through the messages and suggestions they convey.

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