Conceptual approaches to the design of advertising and information support for the exhibition of contemporary art

Abstract

The article discusses the principles of the artistic organization of advertising and information support for international periodical exhibition projects of contemporary art of the XX-XXI centuries, the development of which is due to a wide range of artistic practices and the search for effective and dynamic means of communication with the audience. The object of research is the media of information about the exhibition project - printed materials, outdoor advertising, digital media, information content of the exhibition environment. The purpose of this article is a comprehensive analysis of conceptual approaches to the design of advertising and information support for modern Russian and foreign periodic exhibition projects. The periodicity allows us to trace the dynamics of the transformation of individual elements of the exhibition design, their relationship with the ideological content of exhibitions, to identify expressive means and artistic and imaginative solutions for the design of advertising and information support, to identify general cultural factors influencing its formation. In order to reproduce the holistic development of the advertising and information support of the biennale, the article uses a systematic approach, formal stylistic and comparative methods. The analysis of the elements of the graphic design of the international exhibition systems and the Ural Industrial Biennale of Modern Art made it possible to identify the specifics of the exhibition identity, the connection with the conceptual content and organizational structure of the projects. The author of the article comes to the conclusion that the development of the design of advertising and information support, as a synthetic activity, is due to the constant creative search for new conceptual content of the exhibition and the rethinking of compositional means of graphic design of media about the project, experiments with new materials that involve visitors in a discussion about the nature of modern art.