Article

Name: An influence of suprematism and constructivism upon the poster struc-ture in advertising and PR

Authors: O.V. Sokolova

Moscow State Pedagogical University

Abstract: The article is devoted to the research of the influence of avant-garde discourse upon the advertising and political PR-poster. It is the avant-garde advertis-ing and agitational texts of 1920-1930s, that have become the principal source of basic communicative strategies and language techniques of the modern advertising and PR. In spite of some esthetic- philosophic confrontation of suprematists (K. Ma-levich, E. Lissitzky, I. Chashnik, etc.) and constructivists (V. Tatlin, A. Rodchenko, G. Kluzis, L. Popova, etc.), they both have asserted influence over different areas of architecture, design, advertising, PR, propaganda, etc. Experimental creations of avant-garde have become an inherent constituent of semiotic space of the modern advertising and PR, because they allow to express maximum of content due to ex-treme constrict, laconic form as well as exert shocking effect on an addressee.

Keywords: avant-garde, suprematism, constructivism, poster, advertising, PR

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