Advertisement of the art-deco age: style and social-cultural features

Art-deco aesthetics was based on the idea of creating a material environment corresponding to the "spirit of the times", attractive and convenient for everyday life of people who are carriers of this "spirit of the times". New time, new spirit, new lifestyle are the basic components of the art-deco ideology. This new style of life "in the age of technology and industry" began to form after the First World War. Art-deco featured "energy zigzags", "wind lines", flashes of light and color. Technological breakthroughs have manifested themselves through aluminum. The idea of luxury embodied: gold and silver, ivory, black and mahogany, the skin of exotic animals and fish, oriental silk. The art deco poster combined a new aesthetic with a new lifestyle. The leading designer of advertising, working in the style of art-deco, was the French artist Adolf Muron Cassander. Sharp camera angles, broken lines, clear colors, and the use of simple geometric shapes are signs of Cassandra's graphic manner and of many advertising artists of that era (J. Lepapa, O. Baumberger, E.M. Koffer, L. Marfurth, P. Edward, J. Barbier and others). The Second World War put the end to the art-deco, when “modern, elegant and convenient” style of life stopped to correspond to the historic period of time. Comfort disappeared, and elegance became inappropriate.