‘Avant-garde represents a pushing of the boundaries of what is accepted as the norm or the status quo, primarily in the cultural realm. The notion of the existence of the avant-garde is considered by some to be a hallmark of modernism, as distinct from postmodernism’.
Avant Garde gives across the meaning of 'before its time' and is not seen to be used in the majority of art, including graphic design. Here are some influential graphic design peaces that stuck out in my mind.
The poster is set out to raise the awareness of the risks that come with consuming too much alcohol. 'Absolut Impotence' is being used towards the brand of 'Absolut Vodka' suggesting that too much of this drink can cause fertility. By using their techniques in graphic design the image sends across a stern message through the advertisement of the bottle.
This piece of graphic design work came from Russia in 1925, the image sticks to a simple colour theme which works effectively to catch a passing eye and the use of mediums complements this. The two images used can show a sense of the war raising issues such as political views, overall it presents its self with the Avant Garde look.
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