Avant Gardism is the idea of being progressive; it's a cutting edge principle that is applied to something that is different and innovative. It's a modernist concept coming from the idea of improvement, being progressive and moving forward. When looking at Avant Gardism in relation to graphic design I found these two advertisements by Adbusters. They produce shocking advertisements that show the truth about the consumer capitalist society in a way that may not be liked by people but is progressive and has social impact.
'Asolute on Ice', Adbusters
'Feed Me Spoof', Adbusters
The ‘Absolute on Ice’ advertisement comes from a series of posters advertising the risks of alcohol. The advertisement is showing a side to the product that Absolute would not want their consumers to see or consider, it portrays a truth which is far detached from the image they want to portray with their product. Underneath the image there are facts written about alcohol consumption, this combined with the strong images communicates a message, which is key importance within graphic design.
The 'Feed Me' advertisement uses a well-known model, Kate Moss who is often used in campaigns for clothing and perfume. Here instead she is used to highlight the hidden truth of the modelling industry and how so many of these girls have eating disorders but are portrayed to be these glamorous people. Adbusters use these adverts to show the truth and shock the audience, I think these adverts fit the Avant Garde principle as they are progressive and are doing something different and are not scared to say things that other people may be.
I think that the idea of Avant Gardism being a progressive concept should be used by more graphic designers, I think the work that Adbusters produce is needed in society to educate people in what is happening in the world and this will lead to improvement in society, conventions need to be challenged more.
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