Painting - the oldest type of fine art, the works of which are created using paints applied to any surface. Traditionally, easel painting includes works made in oil on canvas, board and other similar materials.
Graphic arts (from the Greek grapho - I write, I draw, I draw) - a type of fine art that uses lines, strokes, spots and dots as the main visual means. Color in graphics, unlike painting, plays an auxiliary role. Traditionally, easel graphics include: watercolor, pastel, gouache, tempera, ink, charcoal, pencil, sauce, sanguine, sepia, etc. Although these boundaries are very arbitrary: watercolor, gouache, pastel, tempera can be used to create both graphic and pictorial works in character and style.
print (from French estampe) - a work of graphic art, which is an engraving or other print on paper from a printing plate. Depending on the method of processing the printed form, the print is divided into types: lithography, silk-screen printing, monotype, linocut, woodcut, etching, drypoint, aquatint, mezzotint, reserve, dotted line, cutter, lavis, engraving on cardboard.
Sculpture (from lat. sculpo - carve, cut out) - a type of fine art that gives a three-dimensional image of objects. Sculpture is round: monumental, easel, small forms and relief: bas-relief - when less than half of the volume protrudes from the plane, high relief - more than half.
Batik - this is the general name for a variety of methods and techniques of artistic painting on fabric. The art of making batik is based on the principle of reservation - applying a certain composition to the fabric in order to preserve and highlight the colors of the pattern or background. There are several types of batik: hot, cold, free painting, they differ only in the way the fabric is reserved.
Tapestry (from French gobelin) - a type of arts and crafts, a hand-woven lint-free carpet-picture with a plot or ornamental composition. There is another less common name for a tapestry - tapestry.
hot enamel - a kind of arts and crafts, when a pattern is applied to a specially treated metal surface with enamel paints, which is then fired, resulting in a colored vitreous layer.
Mosaic (from the French mosaique literally - dedicated to the muses) - one of the types of monumental and decorative art - an image or pattern made of particles of the same or different material: stone, smalt, glass, ceramic tiles, wood, etc.
stained glass (from the French vitrage - glass) - the oldest type of monumental painting, the basis of which is an ornamental or narrative decorative composition made of glass or other material that transmits light. There are several types of stained glass depending on the manufacturing technique: classic stained glass (Tiffany technology), stained glass, painted stained glass, film stained glass and combined stained glass.
wall painting - one of the oldest types of monumental and decorative art. Works can be made in various materials and techniques: fresco (painting with tempera paints on wet plaster), sgraffito (scratching the upper thin layer of plaster until the lower layer is exposed), acrylic paints on plaster or drywall, etc.
INTRODUCTION
One of the main tasks of our society facing the system of modern education is the formation of a culture of personality. The relevance of this task is connected with the revision of the system of life and artistic and aesthetic values. The formation of the culture of the younger generation is impossible without referring to the artistic values accumulated by society in the course of its existence. Thus, the need to study the foundations of art history becomes obvious.
In order to fully understand the art of a certain era, it is necessary to navigate in art history terminology. Know and understand the essence of each of the arts. Only in the case of possession of a categorical-conceptual system, a person will be able to fully realize the aesthetic value of art monuments.
CLASSIFICATION OF ARTS
Art (creative reflection, reproduction of reality in artistic images.) exists and develops as a system of interrelated types, the diversity of which is due to the versatility of itself (the real world, displayed in the process of artistic creation.
Art forms are historically established forms of creative activity that have the ability to artistically realize life content and differ in the ways of its material embodiment (word in literature, sound in music, plastic and color materials in fine arts, etc.).
In modern art history literature, a certain scheme and system of classification of arts has developed, although there is still no single one and they are all relative. The most common scheme is its division into three groups.
The first includes spatial or plastic arts. For this group of arts, spatial construction is essential in revealing the artistic image - Fine Arts, Decorative and Applied Arts, Architecture, Photography.
The second group includes temporary or dynamic arts. In them, the composition unfolding in time - Music, Literature - acquires key importance.
The third group is spatio-temporal types, which are also called synthetic or spectacular arts - Choreography, Literature, Theater Arts, Cinematography.
The existence of various types of arts is due to the fact that none of them, by its own means, can give an artistic comprehensive picture of the world. Such a picture can only be created by the entire artistic culture of mankind as a whole, consisting of individual types of art.
CHARACTERISTICS OF ARTS
ARCHITECTURE
Architecture (Greek "architecton" - "master, builder") is a monumental art form, the purpose of which is to create structures and buildings necessary for the life and activities of mankind, responding to the utilitarian and spiritual needs of people.
The forms of architectural structures depend on geographical and climatic conditions, on the nature of the landscape, the intensity of sunlight, seismic safety, etc.
Architecture is more closely connected than other arts with the development of the productive forces, with the development of technology. Architecture is able to combine with monumental painting, sculpture, decorative and other arts. The basis of the architectural composition is the three-dimensional structure, the organic interconnection of the elements of a building or an ensemble of buildings. The scale of the structure largely determines the nature of the artistic image, its monumentality or intimacy.
Architecture does not reproduce reality directly; it is not pictorial, but expressive.
ART
Fine art is a group of types of artistic creativity that reproduce visually perceived reality. Works of art have an objective form that does not change in time and space. Fine arts include: painting, graphics, sculpture.
GRAPHIC ARTS
Graphics (translated from Greek - "I write, draw") is, first of all, drawing and artistic printed works (engraving, lithography). It is based on the possibilities of creating an expressive art form by using lines, strokes and spots of different colors applied to the surface of the sheet.
Graphics preceded painting. At first, a person learned to capture the outlines and plastic forms of objects, then to distinguish and reproduce their colors and shades. The mastery of color was a historical process: not all colors were mastered at once.
The specifics of graphics are linear relationships. By reproducing the forms of objects, it conveys their illumination, the ratio of light and shadow, etc. Painting captures the real ratios of the colors of the world, in color and through color it expresses the essence of objects, their aesthetic value, calibrates their social purpose, their correspondence or contradiction to the environment. .
In the process of historical development, color began to penetrate into drawing and printed graphics, and now drawing with colored crayons - pastel, and color engraving, and painting with water colors - watercolor and gouache are already included in graphics. In various literature on art history, there are different points of view about graphics. In some sources, graphics is a type of painting, while in others it is a separate subspecies of fine art.
PAINTING
Painting is a flat visual art, the specificity of which lies in the representation with the help of paints applied to the surface of the image of the real world, transformed by the creative imagination of the artist.
Painting is divided into:
Monumental - fresco (from Italian Fresco) - painting on wet plaster with paints diluted in water and mosaic (from French mosaiqe) an image of colored stones, smalt (Smalt - colored transparent glass.), Ceramic tiles.
Easel (from the word "machine") - a canvas that is created on an easel.
Painting is represented by a variety of genres (Genre (French genre, from Latin genus, genitive generis - genus, species) is an artistic, historically established internal division in all types of art.):
The portrait is the main task to convey an idea of the external appearance of a person, to reveal the inner world of a person, to emphasize his individuality, psychological and emotional image.
Landscape - reproduces the surrounding world in all its variety of forms. The image of the seascape is defined by the term marinism.
Still life - the image of household items, tools, flowers, fruits. Helps to understand the worldview and way of a certain era.
Historical genre - tells about historically important moments in the life of society.
Household genre - reflects the daily life of people, the temper, customs, traditions of a particular ethnic group.
Icon painting (translated from Greek as "prayer image") is the main goal of directing a person on the path of transformation.
Animalism is the depiction of an animal as the protagonist of a work of art.
In the XX century. the nature of painting is changing under the influence of technological progress (the appearance of photo and video equipment), which leads to the emergence of new forms of art - multimedia art.
SCULPTURE
Sculpture is a spatial and visual art that explores the world in plastic images.
The main materials used in sculpture are stone, bronze, marble, wood. At the present stage of development of society, technological progress, the number of materials used to create sculptures has expanded: steel, plastic, concrete and others.
There are two main types of sculpture: volumetric three-dimensional (circular) and relief:
High relief - high relief,
Bas-relief - low relief,
Counter-relief - mortise relief.
By definition, sculpture is monumental, decorative, easel.
Monumental - used to decorate the streets and squares of the city, designate historically important places, events, etc. Monumental sculpture includes:
monuments,
monuments,
Memorials.
Easel - designed for inspection from a close distance and is designed to decorate the interior.
Decorative - used to decorate everyday life (small plastic items).
DECORATIVE AND APPLIED ART.
Decorative and applied art is a kind of creative activity in the creation of household items designed to meet the utilitarian and artistic and aesthetic needs of people.
Decorative and applied arts include products made from a variety of materials and using various technologies. The material for the subject of DPI can be metal, wood, clay, stone, bone. The technical and artistic methods of manufacturing products are very diverse: carving, embroidery, painting, chasing, etc. The main characteristic feature of the DPI object is decorativeness, which consists in imagery and the desire to decorate, make it better, more beautiful.
Decorative and applied art has a national character. Since it comes from the customs, habits, beliefs of a certain ethnic group, it is close to the way of life.
An important component of decorative and applied arts is folk art crafts - a form of organizing artistic work based on collective creativity, developing a local cultural tradition and focused on the sale of handicrafts.
The key creative idea of traditional crafts is the assertion of the unity of the natural and human worlds.
The main folk crafts of Russia are:
Woodcarving - Bogorodskaya, Abramtsevo-Kudrinskaya;
Painting on wood - Khokhloma, Gorodetskaya, Polkhov-Maidanskaya, Mezenskaya;
Decoration of products from birch bark - embossing on birch bark, painting;
Artistic processing of stone - processing of hard and soft stone;
Bone carving - Kholmogory, Tobolsk. Khotkovskaya
Miniature painting on papier-mache - Fedoskino miniature, Palekh miniature, Mstera miniature, Kholuy miniature
Artistic processing of metal - Veliky Ustyug black silver, Rostov enamel, Zhostovo painting on metal;
Folk ceramics - Gzhel ceramics, Skopinsky ceramics, Dymkovo toy, Kargopol toy;
Lace making - Vologda lace, Mikhailovsky lace,
Painting on fabric - Pavlovsky shawls and shawls
Embroidery - Vladimirskaya, Color interlace, Gold embroidery.
LITERATURE
Literature is a kind of art in which the material carrier of imagery is the word.
The scope of literature includes natural and social phenomena, various social cataclysms, the spiritual life of the individual, her feelings. In its various genres, literature embraces this material either through a dramatic reproduction of an action, or through an epic narration of events, or through a lyrical self-disclosure of a person's inner world.
The literature is divided into:
artistic
educational
historical
Scientific
Reference
The main genres of literature are:
- lyrics- one of the three main genres of fiction, reflects life by depicting a variety of human experiences, a feature of the lyrics is a poetic form.
- Drama- one of the three main genres of fiction, a plot work written in colloquial form and without the author's speech.
- epic- narrative literature, one of the three main genres of fiction, includes:
- epic- a major work of the epic genre.
- Novella- narrative prose (much less often - poetic) genre of literature, representing a small narrative form.
- Tale(story) - a literary genre that is distinguished by a less significant volume, fewer figures, life content and breadth
- Story- An epic work of small size, which differs from the short story in the greater prevalence and arbitrariness of the composition.
- Novel- a large narrative work in prose, sometimes in verse.
- ballad- a lyrical-epic poetic plot work written in stanzas.
- poem- a plot literary work of a lyrical-epic nature in verse.
The specificity of literature is a historical phenomenon, all the elements and constituent parts of a literary work and the literary process, all the features of literature are in constant change. Literature is a living, mobile ideological and artistic system that is sensitive to changes in life. The predecessor of literature is oral folk art.
MUSICAL ART
Music - (from the Greek musike - lit. - the art of muses), a type of art in which musical sounds organized in a certain way serve as a means of embodying artistic images. The main elements and expressive means of music are mode, rhythm, meter, tempo, loud dynamics, timbre, melody, harmony, polyphony, instrumentation. Music is recorded in musical notation and realized in the process of performance.
The division of music into secular and spiritual is accepted. The main area of sacred music is cult. The development of the European musical theory of musical notation and musical pedagogy is connected with European cult music (usually called church music). By performing means, music is divided into vocal (singing), instrumental and vocal-instrumental. Music is often combined with choreography, theatrical art, and cinema. Distinguish music monophonic (monody) and polyphonic (homophony, polyphony). Music is divided into:
For genera and types - theatrical (opera, etc.), symphonic, chamber, etc.;
Genres - song, chorale, dance, march, symphony, suite, sonata, etc.
Musical works are characterized by certain, relatively stable typical structures. Music uses, as a means of embodying reality and human feelings, sound images.
Music in sound images generally expresses the essential processes of life. An emotional experience and an idea colored by feeling, expressed through sounds of a special kind, which are based on the intonations of human speech - such is the nature of a musical image.
CHOREOGRAPHY
Choreography (gr. Choreia - dance + grapho - writing) is a kind of art, the material of which is the movements and postures of the human body, poetically meaningful, organized in time and space, constituting an artistic system.
Dance interacts with music, together with it forming a musical and choreographic image. In this union, each component depends on the other: the music dictates its own laws to the dance and at the same time is influenced by the dance. In some cases, the dance can be performed without music - accompanied by clapping, tapping with heels, etc.
The origins of the dance were: imitation of labor processes; ritual celebrations and ceremonies, the plastic side of which had a certain regulation and semantics; dance spontaneously expressing in movements in movements the culmination of a person's emotional state.
Dance has always, at all times, been associated with the life and way of life of people. Therefore, each dance corresponds to the character, the spirit of the people from whom it originated.
THEATER
Theater is an art form that artistically masters the world through a dramatic action carried out by a creative team.
The basis of the theater is dramaturgy. Synthetic nature of theatrical art determines its collective nature: the performance combines the creative efforts of a playwright, director, artist, composer, choreographer, actor.
Theatrical performances are divided into genres:
- Drama;
- Tragedy;
- Comedy;
- Musical, etc.
Theatrical art has its roots in ancient times. Its most important elements already existed in primitive rites, in totemic dances, in copying the habits of animals, etc.
PHOTO ART.
Photography (gr. Phos (photos) light + grafo I write) is an art that reproduces on a plane, through lines and shadows, in the most perfect way and without the possibility of error, the contour and shape of the object transmitted by it.
A specific feature of photography is the organic interaction of creative and technological processes in it. Photo art developed at the turn of the 19th-20th centuries as a result of the interaction of artistic thought and the progress of photographic science and technology. Its emergence was historically prepared by the development of painting, which was oriented towards a mirror accurate image of the visible world and used the discoveries of geometric optics (perspective) and optical instruments (camera obscura) to achieve this goal.
The specificity of photographic art lies in the fact that it gives a pictorial image of a documentary value.
A photograph gives an artistically expressive image and captures with certainty an essential moment of reality in a frozen image.
Life facts in photography are transferred almost without additional processing from the realm of reality to the realm of art.
CINEMA
Cinema is the art of reproducing on screen moving images captured on film, creating the impression of living reality. Cinema is an invention of the 20th century. Its appearance is determined by the achievements of science and technology in the field of optics, electrical and photographic engineering, chemistry, etc.
Cinema conveys the dynamics of the era; working with time as a means of expression, cinema is able to convey the change of various events in their internal logic.
Cinema is a synthetic art, it includes organic elements such as literature (script, songs), painting (cartoon, scenery in a feature film), theatrical art (acting), music, which serves as a means of complementing the visual image.
Cinema can be conditionally divided into scientific-documentary and fiction.
Film genres are also defined:
Tragedy,
Fantastic,
Comedy,
Historical, etc.
CONCLUSION
Culture plays a special role in the improvement of the personality, in the formation of its individual picture of the world, because it accumulates all the emotional, moral and evaluative experience of Mankind.
The problem of artistic and aesthetic education in the formation of the value orientations of the younger generation has become the object of attention of sociologists, philosophers, cultural theorists, and art critics. This educational and reference manual is a small addition to a huge layer of educational material related to the field of art. The author expresses the hope that it will serve as a good help for students, pupils and all who are not indifferent to art.
Introduction
Relevance of the research topic.
Each period of history has its own topical themes. The modern world is experiencing the third technological revolution. Advertising here arises as a function of production, as an industry for the production of images. It endows goods and services with specific signs, sets the norms for prestigious consumption.
The attribution of meanings in an advertising image focuses on only one subject - the advertised product. The feeling of reality, its comprehension is achieved only through the possession of the advertised thing. Advertising is an ideological text that is created to form, maintain or correct a certain ideology - endless consumption.
Of particular importance for advertising is the use of means and methods of art. Art has always been the most important component in advertising and in any other area of human activity. Art is that great skill and vision that can breathe soul into every previously lifeless phenomenon. Art has been used in advertising since the very beginning of this type of activity, therefore today it is especially important to study the experience of using art in advertising in order to improve the methods and techniques of modern advertising on the basis of continuity.
The purpose of this work is to identify the relationship between fine art and advertising on the example of the work of A. Toulouse-Lautrec and A. Mucha.
To achieve this goal, it is necessary to solve the following tasks:
1) consider the specifics of fine arts as a type of creative activity;
2) identify the specifics of painting;
3) consider the history of interaction between fine art and advertising;
4) consider the work of famous artists in the field of advertising;
5) to identify the specifics of creativity A. Toulouse-Lautrec in advertising;
6) identify the specifics of A. Mucha's creativity in advertising.
The object of the study is visual art in advertising.
The subject of the study is the work of A. Toulouse-Lautrec and A. Mucha in advertising.
The work consists of an introduction, chapter 1, chapter 2, conclusion, list of references. The first chapter examines the specifics of fine arts as a type of creative activity, reveals the specifics of painting, examines the history of the interaction between fine arts and advertising. Chapter 2 examines the work of famous artists in the field of advertising, and also reveals the specifics of the work of A. Toulouse-Lautrec and A. Mucha in advertising.
Specificity of fine arts
Fine art as a kind of creative activity
Consider the specifics of fine art, identify the main types of fine art.
"Art is a form of culture associated with the ability of the subject to the aesthetic development of the life world, its reproduction in a figurative and symbolic way, relying on the resources of creative imagination" Culturology. XX century. Encyclopedia. In 2 vols. - T. 1 - St. Petersburg, 1998. - S. 274 ..
The criteria for defining art are different: they depend on the specifics of the culture in which the artist creates, on the place and time of creation and perception of the work.
In the broadest sense, the concept of "art" is used in two senses:
1. Art is skill, skill, skill, dexterity, a high appreciation of the ability to perform any work. Often this is how they evaluate a person who not only professionally performs his work, but does it beautifully, easily, or somehow especially inspired. Therefore, the janitor, sweeping the leaves, can feel himself or be perceived by others as a poet.
2. Art is a creative activity aimed at creating works of art, aesthetically expressive forms.
If you combine these two values, you get the following definition:
Art is an artistic activity based on skill and skill Ryklin M. Art as an obstacle. - M .: Publishing house "AdMarginem", 1997. - S. 12 ..
Literature, music, theater, visual arts, cinema, and television belong to art. Every art form has its own language.
Literature is the art of the word; music is the world of sound harmony; cinema, theater - a synthesis of literature, music, acting.
In the visual arts, the phenomena of the surrounding life are displayed with the help of lines, tonal ratios, color combinations, three-dimensional forms, and bright rhythms.
Fine art is a complex of plastic arts, originally associated with the creation of static images and material forms. Works of fine art arise as a result of the aesthetic development of the visual sphere of perception.
Fine arts are classified according to the objects of application of creative efforts, the artistic and technical means used, and the historically established concepts of creativity. These are sculpture, painting, graphics, photography, digital painting, computer graphics, arts and crafts, microminiature, calligraphy, design, architecture.
Fine arts are characterized by works whose aesthetic value and imagery are perceived purely visually. Works of fine art can be non-objective and even intangible (screen saver, book typeface), but, regardless of materiality and objectivity, typical works of fine art have the features of an object (limited space, stability in time). The ability to generate objects is the most important property of fine art, associated with its origin, which determined its history and determined its development. Fine art either creates independent objects that do not have utilitarian value (sculpture, painting, graphics, photography), or aesthetically organizes utilitarian objects and information arrays (arts and crafts, design). Visual arts actively influence the perception of the objective environment and virtual reality Great Soviet Encyclopedia: In 30 volumes - M .: "Soviet Encyclopedia", 1969-1978
Thus, fine art is characterized by a reflection of the phenomena of reality. Images with the help of lines, tonal ratios, color combinations, three-dimensional forms, bright rhythms.
Art - a group of types of artistic creativity, reproducing visually perceived reality. AI includes: painting, graphics, sculpture, architecture, arts and crafts.
Painting - one of the main types of AI; artistic representation of the world on a plane by means of colored materials. This is AI, the creation of artistic images with paints.
Graphic arts - one of the types of AI. Unlike painting, the main means of expressing graphics is drawing. Graphics (from Greek - I write) more than other types of AI are closer to writing, drawing, conventional sign, because its important visual means is the very plane of a white sheet of paper with lines, dots, strokes and spots applied to it. Graphics is close to painting, but if there color is the main means of artistic expression and acts inextricably linked with the line, which is not always distinct, can be muffled, shaded by chiaroscuro, sometimes barely guessed, then in graphics the line is the main expressive means. Graphics more than painting, schematizes, rationalizes and constructs the subject. The concept of "graphics", according to the method of creating an image, is divided into 2 types: "printed or circulation graphics" and "unique graphics". Unique graphics - the creation of works in a single copy (drawing, monotype, appliqué, etc.) Printed graphics - the creation of printing forms from which several prints can be obtained. Depending on the purpose of the schedule, it is divided into types: easel graphics (easel drawing, print); book graphics (illustrations, vignettes, splash screens, cover, etc.); magazine and newspaper graphics; applied graphics (poster, etc.); computer graphics; industrial graphics.
Sculpture - ( lat. I cut out, carve) - a type of AI, the works of which have a three-dimensional shape and are made of solid or plastic materials.
Types of sculpture:
1.round(you can walk around, look from all sides), monumental (promotes significant public events, designed for mass perception + park - fountains, vases, various figures); easel (sculptural portraits, figures, sculptural groups in museums and art salons); decorative.
2. relief- an object depicted on one side and representing a convex image protruding above the plane. The relief image has two varieties: bas-relief- a convex image of individual human figures, entire groups or any objects made of clay, marble, wood, etc. High relief - this is a high relief of the figure, protruding by more than half the volume. It has to do with architecture. Along with the convex relief, there is another variety of it - an in-depth relief - a counter-relief. Counter-relief - in-depth relief, obtained from a mechanical impression of a conventional relief in a soft material (clay, wax) or when removing a plaster mold from the relief.
Architecture- (Greek "chief builder") - building art, architecture. One of the oldest types of art, expressing the worldview of the people in a specific historical era in religious and public buildings, which determines the artistic style. Architecture is perceived in synthesis with all kinds of art and artistic creativity, with human activity in general. The main expressive means used in architecture are the plasticity of volumes, scale, rhythm, proportionality, as well as the texture and color of surfaces. Architectural structures reflect the artistic style of the era, like works of any other art form.
Decorative and applied arts -(lat. “I decorate”) a type of art that has its own special artistic meaning and its own decorative imagery, and at the same time is directly related to the everyday needs of people. Classification: 1. according to the material: metal, ceramics, textiles, wood. 2. According to the technique of execution (carving, painting, embroidery, print, casting, chasing, intarsia, etc.). 3. According to the functional features of the use of the item (furniture, toys).
ART- a specific type of artistic creativity, the creation of visually perceptible fixed man-made art forms; a generic concept that combines various types of painting, graphics and sculpture.
Since its inception in the Upper Paleolithic about 30 thousand years ago, fine art has repeatedly undergone profound structural changes. The beginning of the pre-literate period - the longest cycle in the history of fine arts - is marked by the emergence of iconic, schematic and mimetic (naturalistic) pictorial and sculptural images - pre-literate art forms.
Structural changes in the classical period of fine arts are associated with a new situation: writing takes on the functions of an image, becoming the most capacious carrier of information. At the same time, the personification of power (Ancient Egypt) stimulates the development of the portrait; the changing picture of the world at an early stage also needs naturalistic forms.
The classical history of art, starting with the civilization of the Ancient World, ends in the late 19th - early 20th century with the collapse of the classical pictorial system, the emergence of avant-garde movements, such as Fauvism, Cubism, Expressionism, etc. This structural shift is preceded by the invention of new technical methods for obtaining a fixed image. (It should be noted that the discovery of photography belongs to the artist and takes place in the middle of the 19th century, when naturalistic tendencies dominate in European art). From the second half of the 19th century technology takes over the function of direct reproduction of reality.
The collapse of the classical pictorial system gives rise to various marginal, speculative playful, heuristic forms of artistic activity that make up the difference between the postclassical period.
