POSTER AS A CULTURAL AND IMAGE FACTOR OF THE CONTEMPORARY OLYMPIC GAMES

Abstract

Abstract. The purpose of this article is to consider the artistic aspects of the poster development and stylistic trends in graphic design using the example of a poster for the contemporary Olympic Games. Methodology. To conduct the research, art-historical and systemic-structural methods, as well as the method of stylistic analysis of Olympic posters as a means of communication, were used. Results of the study. It is noted that the poster remains one of the main carriers of visual communications. The authors first considered the Olympic Games poster as a cultural and image factor in its development. The stylistic analysis proved that there was a significant evolution of the means of expression from simple imagery to formalization. The colour-graphic stylization of the figures of athletes and the environment had different levels of simplification at the beginning of the XXI century often demonstrating abstraction, such as the Paris posters of 2024. An important point in the context of the history of poster art is that each Olympic design development reflected the unique spirit and cultural heritage of the Olympiads held. Conclusions. The article theoretically summarizes that the stylistics of Olympic posters were based on elements of the artistic styles of Art Nouveau, Avant-garde, Functionalism, Minimalism, and Postmodernism. Only certain periods of the development of the contemporary Olympic Games are allocated and a range of generalized issues based on the means of expressiveness of the poster are indicated. The contemporary poster uses mainly flat elements or photographic images, easily transforming compositionally into Internet banners for advertising the Olympic Games, which will be examined in detail in the following study.