Female Images In Poster Art of Advertising Agencies of the Art Nouveau Period

Abstract

The aim of the paperis to analyze the origin and development of poster art of the late the 19th century and the early twentieth century. This paper intends to characterize the features of poster art in different countries of Europe and describe the main representatives of such kind of art. The author reveals the influence of “female issue” on the work of artists of the Art nouveau period in the field of decorative and applied arts. The author focuses on the specific nature of female images painting in poster art of the famous advertisers.Research methodology. The author uses the art historical approach to reach the declared objective. The study is based on the comparative, descriptive, culturological methods.Results. The Art Nouveau period brings the process of consumption, the cult of the body and of a person as a consumer in the cult. Using the image of a woman the Modern style of European culture emphasizes the necessity of magnificence, the foundation of high price of demand in prestige, in pleasure of consumption. With all the variety of ornamental forms of decorative and applied arts the Art Nouveau period keeps its one main quality, such as rhythmic expression, intensity, emotional saturation of image. There are such foreign painter-decorators of the Art Nouveau period as Jules Cheret, Pierre Bonnard, Henri Toulouse-Lautrec, Alphonse Mucha, Theophile Steinlen, Aubrey Beardsley and others, also there are Russian and Ukrainian representatives of this style of art, among them are V. Bobrov, V. Zarubin, K. Somov, L. Bukst, A. Rodchenko, B. Volkov and etc. The study of the specific nature of using female images in decorative and applied arts of the Art Nouveau period promotes the more profound study of cultural processes, which happened in the society of this epoch.Novelty consists in the introduction of the complex analysis of the features of using female images of the Art Nouveau period in the field of decorative and applied arts.The practical significance consists in the introduction of the new issues and materials into the history of culture and arts. The material can be used in teaching such courses as “History of Modern Culture”, “Decorative and Applied Arts”, “The Art Nouveau period”, and in the development of the educational manuals in History and Theory of Culture, and in training the specialists in the history of arts as the practical material.Key words: Art Nouveau period, female image, poster art, billboard.