Postmodernism characteristics are: "An emphasis on surface, image…a lack
of seriousness expressed through modes of pastiche, parody and irony; blurring
of critical boundaries between high and low art, historical and present, the
different genres …host to multiple intertextual references"
Since
the late 19th century when the advertising industry was born, there has always
been a great connection between advertising and fine art. It is obvious that
eye-catching campaigns with usage of affective paintings are necessary for ad
agencies success. And the Belgian Surrealist René Magritte has had a biggest
impact on the advertising industry both at his time and today.
There
are several reasons why LMS ads are typically modernist.
Firstly, modernist aesthetic considers bold designs, simplified forms and
striking colours. And all these visual features had been used by modern artist
creating advertising posters for LMS.
The
Lever’s creative adverts had been influenced by the historical context.
In the end of 19th century the large-scale colour printing technology had
developed a lot that enabled companies to use it for creating their
advertisements.
