THE APPLICATION OF ARCHETYPES IN WORKS OF RUSSIAN FILM POSTERS OF THE 20th CENTURY IN THE CONTEXT OF USING CONCEALED SYMBOLS IN TODAY’S ADVERTS OF GOODS AND SERVICES
https://doi.org/10.21686/2413-2829-2017-2-178-186
Abstract
Unfortunately, the film poster created by heart and soul of professional artists has disappeared from life of our country-men. The article shows the essence, content, esthetic aspects of film posters of the 20th century in connection with archetypes presence in them. It is possible to trace sources that generate such ideas, through home film posters ways of their arising, conscious, subconscious or accidental are shown. The author came to the conclusion that availability of archetypes in today’s adverts attracts attention at the subconscious level, raises visual interest, helps affect customer decisions, makes potential respondent find, choose and buy the necessary product.
About the Author
Sergey A. Afonsky
Plekhanov Russian University of Economics
Russian Federation
Russian Federation
Member of the OHGSI Board of the Moscow Union of Artists, Member of the Union of Russia Artists, Assistant Professor of the Department for Advertising, PC and Design of the of the PRUE
36 Stremyanny Lane, Moscow, 117997, Russian Federation
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Review
For citations:
Afonsky S.A. THE APPLICATION OF ARCHETYPES IN WORKS OF RUSSIAN FILM POSTERS OF THE 20th CENTURY IN THE CONTEXT OF USING CONCEALED SYMBOLS IN TODAY’S ADVERTS OF GOODS AND SERVICES. Vestnik of the Plekhanov Russian University of Economics. 2017;(2):178-186. (In Russ.) https://doi.org/10.21686/2413-2829-2017-2-178-186
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