The emergence of posters

Industrialization brought about by the industrial revolution in Europe in the 17th century, so that the printing of graphic materials and production costs have been greatly reduced, billboard advertising from the initial period into the developed period. Poster as all kinds of commodity advertising in the promotion of goods, promote production, improve the quality of life, popularization of education and scientific and technological knowledge has played an unprecedented role, while printers both graphic designers skills and production skills of the era has been mechanization brought about by the division of labor broken, poster design into an independent creative professional.

18th century, many new fonts suitable for poster printing, the beginning of Egyptian, Ionian, perspective, Clarendon, Lascombes, Dorian, Gothic, Pearl, etc. in the proportion of fonts, weight and aesthetics more perfect. In addition to fonts, there are hundreds of disciplines of the symbol system, including digital, astronomy, physics, chemistry, biology, geography, military and other aspects of the production of modern billboard advertising laid the foundation for a new form of language. In the 19th century, with the emergence of cast-iron printing presses, steam-powered printing presses, paper machines, high-speed printing forms replaced the manual printing forms of the Gutenberg era, machine-produced paper eliminated the hand-made paper, so that the printing efficiency of the posters to improve about 30. Following, the emergence of photography and color lithography technology, and make posters become the main medium of mass communication, a large number of outstanding artists also began to make posters advertising design.

In 1866, the French Jules Cheret (Jules Cheret 1836-1932) produced the first color lithographic posters in his own printing house in Paris, symbolizing the emergence of modern billboard advertising. Cheret from 1866 to the end of the 19th century, *** created more than 1,000 billboard advertisements, its subject matter from the theater to kerosene as well as the new stars of the film, modern beauty, etc., almost everything. 1889, he won the International Billboard Exhibition Gold Medal, the French government conferred on him the Medal of Honor. After his death, the city of Nice opened a collection of his works "Cheret exhibition hall", he was later known as "the father of modern posters". 1881 the French government to encourage the freedom of publication of the publication of the new regulations announced, so that the streets of France became a sea of posters, posters are People appreciated them as works of art. At that time, as the main figures of the French New Art Movement: Cheret, Grasset, Lautrec, Stalin, Macha, etc. created many influential billboard advertisements, and their more and more achievements in billboard design also increased their popularity as painters of the New Art Movement. Lautrec, in particular, was recognized at the time as a world-class artist.

As the new art movement painters created billboard advertising in the United Kingdom, there is a live created entitled "white lady" theater billboard, it was a sensation throughout the London billboard design industry. Another British art nouveau poster design master Bia Zilei with its fine and delicate linear decorative form of illustration, to Europe and the United States to bring a strong and long-lasting impact on the posters. American new art movement poster advertising design is represented by Ray Yard and Bradley, the former by the Victorian style, arts and crafts movement style and abstract design style, the latter by the influence of British design style, known as the United States of America's Biazilli. New art movement in Germany to the young style school as a representative of the main representative of the poster design is Behrens, his important contribution is to change the graphic design style from the 19th century floral decorative style to the 20th century simple functionalist style. New art movement in Austria to the Vienna Secession as a representative of the school in the poster advertising design to make a major contribution to the figure is Mo Meier, his posters using flat geometric form of superposition, with cubism and decorative painting characteristics. New art movement billboard advertising is a significant feature of this period of billboards look like works of art, the new art movement of billboard advertising is the biggest contribution to make the billboards in the popularity of the visual reading of the development of the highest peak. In the 20th century, due to the emergence and intervention of graphic designers, billboard advertisements paid more attention to commercial functions, and some designers were influenced by cubism, futurism, divisionism, composition, super-realism and expressionism in the field of fine arts, which led to a greater change in the expression of billboards. Especially in 1918 the first world war, posters are used as a fundraising and recruiting the main propaganda tool, such as: posters designer Flagg to dress up as Uncle Sam's image, designed to be a conscription advertisement, the posters advertisement printing hair and land more than 5 million copies, become the history of the largest print volume of a posters. After the end of the First World War, Groppes founded the world's first modern design school - Bauhaus in Germany, and make the design of modern billboard advertising on a correct path. The Bauhaus poster design was greatly influenced by stylistic and compositionalism. Bayer as the Bauhaus billboard design mentor, referred to the functionalism and compositionism, in the billboard almost all use no decorative line font, and the use of vertical line form of the composition, to bar, embedded lines, punctuation marks and squares to divide the screen space, the formation of the Bayer style Bauhaus billboard design style. Although the Bauhaus was persecuted by the Nazi Party and had to be disbanded in 1933, its design teaching system and poster design ideas have influenced the global poster design community and are of great historical significance. At the same time, the United States was not affected by the direct impact of the First World War, the development of the economy is relatively fast, the development of billboard advertising with the development of its economy over the European countries. Americans are extremely practical, posters from the beginning was not bound by the traditional European Victorian decorative style, and showed a strong commercial utilitarian tendency to pay attention to the visual communication of commodity information, the expression of both realistic or naturalism, and abstract or symbolism. It can be said that the United States since the First World War has laid the foundation of the world's number one poster advertising power, and has maintained this leading position. At that time, as the United States, President Roosevelt's new government, an agency - WPA, launched its advertising planning, as it is a series of cultural and artistic planning of a project, so that during the five-year period from 1935-1939 there are nearly 350,000 kinds of billboard ads were printed into more than 2 billion prints issued nationwide, which in the history of advertising has important This is historically significant in the history of advertising. Many painters also actively joined the billboard advertising campaign, the campaign's communication subjects include theater, film, fine arts, health and health, anti-crime activities, housing, education, etc., the billboard design requirements of a certain aesthetic standard, with a strong emphasis on art, and pay attention to the picture of the information dissemination effect. The devastation of World War II left many governments unable to engage in poster propaganda, while the U.S. Office of War Information commissioned many painters, illustrators, and designers to engage in poster design. 1941, the federal government initiated a graphic poster design contest on the theme of "Only Production Can Build a Strong Defense". The first prize winner of the competition was the famous American designer Carl Loo, who was also awarded the highest honor, the Hall of Fame Award, by the Art Directors Club of New York. The Second World War also led to the creation of a large number of political posters, such as the United States, Britain, the Soviet Union and other countries appeared in a large number of anti-Nazi as the theme of political posters, and the Nazi organization also in the same period of time to create a large number of political posters advocating fascism. As a result of a large number of outstanding European designers, including many teachers and students of the Bauhaus School moved to the United States in the 1930s, resulting in the United States during the Second World War, the artistic level of political billboard advertising is quite high. Such as the Bauhaus posters graphic tutor Bayer moved to the United States, an advertising agency in New York as art director, and painted a large number of anti-Nazi subject matter of posters, promoting the United States anti-Nazi posters to improve the standard of art. In the post-war period, the posters were mostly on peace themes. To the 50's, posters and began to attach great importance to the role of commercial functions, professional advertising designers of the team is getting bigger and bigger, this period of posters in addition to the use of the previous customary form of realism painting, plane cut and paste, cartoons, surrealist style and other forms of expression with a lot. By the 1960s, there were more billboard advertisements posted on apartment walls than on the streets, and most of these billboards were to disseminate some kind of social concepts rather than commodity information. By the 1970s, billboards were widely posted on many college campuses and were called campus posters. Western universities are often the origin of ideological activities, campus billboards are the inevitable product of such ideological activities, the more influential campus billboard designers such as Sams and George Lewis. Sams like to use the 19th century scientific magazines photographed on the woodcuts to re-collage combination of posters, the production of a more free and casual, and therefore the formation of its unique style of poster art; George Louis likes to use photography and modern printing means of direct expression of goods, which is typical of the United States of America posters style.

With the development of the economy, the product is more and more rich, the market has changed from a seller's market to a buyer's market, billboards as one of the forms of advertising is no longer only as a pure and isolated means of sales, and become an organic part of the marketing mix. Poster advertising as a part of modern marketing strategy and play use, this clear concept first came from the United States, and later developed to Europe, Japan and other economically developed countries, and then and a wider range of countries and regions. China since the 1980s after the introduction of Western marketing, the 90s began to include posters, including various forms of advertising marketing concepts have a preliminary understanding, is waiting for further attraction, digestion and improvement.