Re-adapting radical forms of expression in the digital era - Investigating ne...
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1. COLLEGE STREET CAMPUS MAIN ATRIUM
LAUNCHES NINETH OF NOVEMBER 2015 AT 8PM SHARP
RETRO REVOLUTION
RETRO REVOLUTION
This dissertation begins with
the research question “Why
does retro illustration from
the 1960’s and the 1920’s
appeal to consumers in 21st
century contemporary ad-
vertising?” The chosen topic
was investigated in depth
over the three chapters of
the dissertation. Chapter one
consists of a brief historical
study of the 1920’s and
the 1960’s. Each of these
decades was explored dis-
covering historical, cultural,
political and economical
events and statuses that
helped create context to
the advertisements that are
deconstructed later in the
dissertation in chapter two.
Chapter two is comprised
of a deep semiotic analysis
of four illustrated adver-
tisements two in the Pop
Art style and two Art Deco
styled. Both the Art Deco
and the Pop art examples
contain one historical exam-
ple and one contemporary
this was to compare and
contrast and also gain knowl-
edge on how much influence
the modern examples take
from the historic illustrations.
There was clearly inspiration
taken from both historic ex-
amples that reflected in the
modern samples.
Consistencies with colors,
shapes and font types were
evident resulting in the res-
olution that such similarities
show how the designer or
illustrator whished to por-
tray the product with clear
parallels in mood, message
portrayal and consumer
interpretation. Chapter three
delves into the core of the
topic, what psychological
factors influence designers
to revert to retro styling. In
this chapter an investigation
into some of these factors
took place. There were
several things that altered
the audience’s perception
of a retro style, The Fading
Effect Bias was a vital piece
of knowledge to develop
the dissertation. Modern
television and film portray a
warped reality to the viewer
expressing historical periods
as glamorous and not depict-
ing an accurate represen-
tation of historical periods
of time. These are just two
of the paths scrutinized in
searching for the solution
to the research question in
order to finally conclude that
retro illustration and retro
styles is deep rooted in soci-
ety as a comforting glow of
nostalgia, something familiar
in an age of uncertainty.
FOR MORE DETAILS VISIT WWW.WIT/DESIGN-EXHIBITION.IE
