THE THEATRICAL POSTER BETWEEN ADVERTISING AND ARTISTIC CREATION

• Main Author: TIPA VIOLETA
• Format: Article
• Language: deu
• Published: Notograf Prim 2016-12-01
• Series: Studiul Artelor şi Culturologie: Istorie, Teorie, Practică
• Online Access: http://revista.amtap.md/wp-content/files_mf/1498570743145_149_Posterulteatral%D0%BEntrepublicitatesicreatieartistica.pdf
• ISSN: 2345-1408; 2345-1831

If the great Constantin Stanislavski said that the theatre starts from the cloak-room, today, in the era of broadcasting, we could reformulate the idea, confi rming that the theatre starts with the poster. Posters in the modern variant appeared with the emergence of the printing press. J. Gutenberg’s invention in 1453 became the beginning of the third information revolution, signifying a new stage in the evolution of commercials. Th e poster tradition has taken a new momentum in the nineteenth century. Let us remember such masters as the famous French painter Henri de Toulouse-Lautrec and the Czech Alphonse Mucha (who became popular thanks to the posters with Sarah Bernhardt), and who laid the foundation of the principles of the European theatre poster. The analysis of theatre posters from the Republic of Moldova, certifi es their evolution from text information to the artistic-aesthetic image, from the purely informative image to the suggestive-symbolic one. To exemplify these ideas, we will use posters created for the shows of the „Licurici” and „Guguţă” Puppet Th eatres. Th e authors’ purpose was to present in the foreground of the show the title and the main characters keeping the same style that arouses the attention and curiosity of children. The posters, that promote the meanings and symbols of the message, are increasingly required. So, in a symbolic key, are made the posters for the plays „Swan Flight” (by Andersen), „Făt-Frumos din lacrimă” (by Mihai Eminescu), directed by Nina Zabrodin; „Planeta de rouă” (by Grigore Vieru), directed by Ion Puiu, „Cămașa norocului”, directed by Tatiana Cojocaru etc. Currently the poster (theatre poster) has become an art form and submits peculiar artistic regularities and peculiarities, requiring not only a high artistic level of achievement, but also a conceptual one.