The creative esthetic form of advertising press poster: talk among type, image and technology

Abstract

Contemporary Advertising directed to press media presents in last two decades a formal esthetic appearence founded in a single pattern which shows a visible dualism: an increase on the investiment in graphical aspects, and a clear reduction of the written support in Advertising messages. We can see that this pattern is built by subjective and objective reasons, but its consolidation, no doubt, starts with the advent of computers in social life, outside the big corporations, for the first time. This way, Advertising production, that before was slower, handmade or almost homemade, begins to be made by Desktop Publish. This great event changes hardly the last pattern to do Advetising work, and it really recreates Advertising universe in a large scale, which gets the creative process perfomance, the internal stablishment of Advertising Agencies and the whole spirit of international thematical festivals.This hard change shows a selfish face through time, and it is responsible for the development of important results to brands, also to send signs that cooperated to new ways of Art Directors and Copy Writers work, and finally, because it affected deeply the relationship between brands and targets.