Abstract
This paper focuses on the visualization of eco problems and the latest green technologies, including energy-saving. Today, there are four color-graphic means in advertising: photography, graphics (drawing or computer graphics), font compositions, and often a combination of these. Our study considers the imagery and stylistics of eco poster as a type of public advertising, and ascertains that in the subject of energy-saving a light bulb as the visual stereotype prevails. The paper indicates the importance of system design thinking, the use of creative approaches in the educational process of designers (metaphor, metonymy, hyperbole, association, allegory also) in creating social appeals for a wide audience – from young children to the older generation. Moreover, it emphasized the social value of design, and the aesthetic, moral as well as communicative aspects of visual information of environmental orientation within the context of this study.
Highlights
Today, special attention should be paid to advertising and information activities in the social sphere, in particular environmental, because of its important role in solving complex socio-cultural problems and educating society
Designers, who working in the media, based on the perception of color drawings and photographs, must develop strategies for visualizing the invisible – advertising ideas: this is a fundamental paradox of advertising
The poster must conform to the important principle of semantic integrity, which consists of physical, psychological and symbolic totality and strong internal connections
Summary
Special attention should be paid to advertising and information activities in the social sphere, in particular environmental, because of its important role in solving complex socio-cultural problems and educating society. The world community contributes to the active development of eco design and public advertising, greening Europe for social change and innovation at the global, glocal and local levels [1]. This support mainly concerns the financing of specific actions for the protection of the biosphere and the implementation of industrial development in everyday life in developed countries. Our research focuses on the relationship between graphic means and sustainability
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