Propaganda. Possibly nowhere else in history will you find the biggest, most notable cross over between Graphic Design and the the world of political philosophy. In fact, of all the movements in art, this one's got to be the longest lived one; still, in many cases, with us today, nearly intact - though with a redirected purpose.
The style that most folks call "
propaganda style" is actually referred to as
Heroic Realism. Much like it sounds, the look is defined by a realistic style that then gets an exaggerated treatment of over embolden lines, angles; basically romanticizing an ideal.
The origins of the style draw from many places. Some authors and researchers I've read point all the way back to ancient Rome and the idyllic statuary. Others add the use of the regal royal portraits of the 16th and 17th centuries.
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1914 British recruitment
poster by Alfred Leete;
considered first
heroic Idealistic image |
Whatever the reasons how, or why, the style came to be, it's not difficult why it took so well; especially in the charged times of the early 20th century. After all, it's common for the weak and powerless to exalt their perceived saviors and heroes. It's not a hard leap to make, really; moral and philosophical strengths equated to physical prowess. from the knights of old, to the soldiers of today, the act of creating the hero - taking the ordinary into the extraordinary - often includes inflating the stature of the person why seek to idealize.
But what Heroic Realism had going for it, in the political climate of Europe of the time wasn't just how well it conformed to the archetypes of hero making and worship. As Socialism, and other similar political philosophies took hold, Heroic Realism found itself falling into place as the representational language of the manifesto.
Political art and media was rife with the idea of the heroic worker; the foundation of their new world movement. Lenin, like many, found insurrection in other forms of art; denouncing abstract and nonrepresentational expression. Maybe he thought this new form of imagery would serve to confuse a more undereducated class of worker; counter his "hero of labor" message. When Stalin rose to power after Lenin, he used the style in posters and adverts that found themself plastered everywhere in the new Soviet Union; reaching out to the illiterate masses with images that not only instructed them on the ways of life, but also reinforced the philosophy of his party.
When Hitler came to power in Germany, he condemned the modern art movement; calling it degenerate. (Folks might note the humor in a failed art student condemning art.) The Nazi party embraced Heroic Realism as it was effective in communicating the Nazi social ideals of sacrifice, duty, and devotion.
But don't think that this was just an thing limited to the Eastern Block. Over here in the United States of America, Heroic Realism was flexing its muscle. Most recognizably in the recruitment posters for the Army showing "Uncle Sam" - who was the idealized personification of American Value - calling young men to enlist. From warning us of the dangers of gossip - where spy action may cost American lives, to the plea to support war efforts with bonds, Heroic Realism was everywhere. And not just in the war effort, but also in the depiction of everyday life...
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| Norman Rockwell's "Thanksgiving" |
For most of its run, there after, Heroic realism has usually conjured up fear of Fascism and Socialist threats. Rightly so, with its abundant use, it's become one of the stereotypical hallmarks of an evil empire or regime in movies and television. Oh yeah, and, of course, in my opinion, one other very notable medium...
In 1933 Seigel and Shuster unleashed onto America, and, eventually, the world, the very first "super hero". Superman was the story of the mythical hero with a twist of Moses thrown in; created by the two Jewish Americans during the depression, as a science fiction answer to the idea of the Nazi Aryan man. Originally championing the every man against crime, politicians, and crooked industrialism, he was very much the form and function of Heroic Idealism; being bigger and bolder than those around him. he also set a mold for main stream comics that it would, pretty much, never break from; heavily built men and overly endowed women of nearly impossible proportions. Even today, comics come under fire for this depiction of their characters as unrealistic and unhealthy.
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Cover snipet: IDW's All Hail Megatron
from Transformers comic series |
But, as I began with, eventually the imagery would take an interesting turn into the realm of the cliche. You see, as the fall of the Soviet Union and the fading away of the Eastern Block faded into our past, the use of Heroic Idealism transformed, yet again, in the consciousness of the Graphic Arts medium... into commercial parody.
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Mars sales campaign for
M&M brand sweets |
Today Heroic Idealism is more a visual tool to sell rather than to communicate any form of philosophy. Or, it finds itself in some sort of hipster lexicon as the silly retro symbol, used, in some sense -if not often wrongly - ironically. It's come a long way since the opening of the 20th century, and the potent political movements that rocked the world to an iconic tool used in merchandising. Maybe its message has changed over the past century, but not the language of its form, for sure.
Maybe, in the feverish political climate of the 21st century, it might, once again, take hold of its lost aesthetic values. or, perhaps it'll serve more as a warning against those viewed more in line with the Fascist and Socialist threats of our grandparents time. But either way, with its strong lines, bold blocks,and punctuated color schemes, the visual style of Heroic Idealism is here to stay.
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| Star Wars propaganda parody by Cliff Chiang |
