VISUAL EFFECTIVENESS OF SLOGANS IN THE GRAPHIC DESIGN OF WAR POSTERS

Andrii Strus

doi:10.23856/6818

Andrii Strus Lviv Polytechnic National University https://orcid.org/0009-0008-4691-0647

Keywords: poster, visual propaganda, slogan, typography, communication, wartime

Abstract

The aim of the article is to prove the hypothesis regarding the relationship between the compositional and typographic features of slogans and the visual effectiveness of war posters. The study focuses on analyzing how the graphic parameters of the textual component – font, color, size, placement, and integration into the image – affect the perception of the propagandistic message. Special attention is given to typographic techniques that enhance emotional impact, such as contrast in font choices, the dynamics of text placement, the use of decorative elements, and symbolic associations. Both historical and contemporary examples of war-related visual communication are analyzed, allowing for an examination of the evolution of design approaches to slogan composition. The article explores the interplay between the verbal and visual components of a poster, ensuring its semantic integrity and enhancing communicative effectiveness. Emphasis is placed on techniques for creating persuasive slogans, including the use of imperative modality, symbolic metaphors, anaphoric constructions, and emotionally charged vocabulary. The study also examines the impact of propagandistic slogans on mass consciousness, particularly their ability to reinforce political and patriotic ideas. The research findings confirm that the graphic implementation of slogans not only amplifies their expressive meaning but also determines the overall character of the poster, its influence, and its effectiveness in mass communication.

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