GRAPHIC AND ADVERTISING DESIGN IN POSTERS AND POSTERS OF KYIV OF THE XXI–XXI CENTURIES

Abstract

The article examines the evolution of graphic and advertising design of posters and bills in Kyiv in the period of the XX–XXI centuries, focusing on the impact of social, cultural and political changes on this art genre. The main attention is paid to the analysis of works by domestic and foreign artists that reflect social moods and current design trends that have changed under the influence of globalisation, the collapse of the USSR, the growth of the private sector and the spread of digital technologies. The article analyses in detail the key stages of the development of the advertising poster, starting with modernist and folk art movements of the early twentieth century and ending with modern interactive approaches that are an integral part of the modern information space.Special attention is paid to the role of posters as a tool of social communication. The article examines examples of works by artists such as Wojciech Korkutz and Andriy Yermolenko, whose posters are an emotional response to socio-political events and highlight the heroic resistance of the Ukrainian people during the Russian-Ukrainian war. In addition, the article highlights volunteer initiatives such as UA Daily Donate, which demonstrates the use of poster art for interactive communication, fundraising and support for the Armed Forces of Ukraine.The article also analyses the key stylistic trends that reflect the change in visual communications under the influence of modern technologies and global trends. The role of colour palettes, fonts and compositional solutions in creating emotionally rich and recognisable visual images that can attract the attention of a wide audience is considered. A significant part of the study is devoted to the impact of digitalisation and environmental trends on modern advertising design, including the use of environmentally friendly materials.The study confirms that graphic and advertising design performs not only an aesthetic function but also a powerful social role, contributing to the formation of public opinion, promoting cultural values and supporting social initiatives. Kyiv posters and posters are not only a part of the cultural heritage, but also an important tool of visual communication that continues to develop in the conditions of modern society.