ANTI-WAR POSTER IN THE COORDINATES OF CULTURE

Abstract

This study is motivated by the need to systematize and generalize the anti-war poster of the 20^th to the beginning of the 21^st century. The article aims to analyze the poster as a tool of propaganda and a form of sociocultural communication. To reveal the topic within the framework of a brief historical excursion, a hermeneutic approach was chosen, which can be applied in the field of culture not only for textual but also for visual information. Axiological, sociocultural, and semiotic methods are distinguished among scientific methods. A comparative method compares the past and present creative experiences of the poster artists. The author states that the poster actively forms mass consciousness, is included in the social symbolic system, has a powerful influence on public opinion, and encourages action. The scientific novelty consists in the conducted empirical analysis of the semiotic use of the red color (as symbol of communism, and now as Russian aggression) or the yellow-blue combination (Ukrainian national colors) in the poster. The practical value will be important for the awareness of the wider scientific and educational communities of the importance of visual information and imagery represented by the poster, as well as its cultural and artistic heritage. Modern media use not only such a traditional tool as a poster for public advertising in the urban environment. In the hands of designers, it is compositionally transformed into any format of static or animated Internet banners, video advertisements in the subway, digital exhibitions, or presentations for thematic events in Ukraine and abroad.

Keywords: propaganda, public advertising, anti-war poster, media, visualization.