• Energy Research

Our studies of the environmental protection and rational use of resources will greatly facilitate the eco culture development of society, especially the younger generation. The art imagery, colouristics, nonstandard interpretation, emotion, humour, and satire are needed in modern eco posters, and so it becomes more important to use in the advertising appeal as a visual-verbal model such creative technologies as metaphor, metonymy, allegory, associations, as well as hyperbole. Comparing the reflection of eco problems and their understanding by society, we can mention that the level of eco culture in Europe is much higher. This is usually thanks to the daily nurturing of the society in this direction with the help of outdoor, television, web advertisements, supporting various eco-initiatives by the Governments and private funds, and discipline of all population concerning waste utilization. The visual means and main stages of the historical development of eco posters in the context of culture are analyzed. Authors are considering the imagery and stylistics of the eco poster as public advertising. These materials are part of the course of academic lectures “Design of Advertising”, which can be used not only for designers but also ecologists, advertisers, culturologists, sociologists and philosophers.

This paper focuses on the visualization of eco problems and the latest green technologies, including energy-saving. Today, there are four color-graphic means in advertising: photography, graphics (drawing or computer graphics), font compositions, and often a combination of these. Our study considers the imagery and stylistics of eco poster as a type of public advertising, and ascertains that in the subject of energy-saving a light bulb as the visual stereotype prevails. The paper indicates the importance of system design thinking, the use of creative approaches in the educational process of designers (metaphor, metonymy, hyperbole, association, allegory also) in creating social appeals for a wide audience – from young children to the older generation. Moreover, it emphasized the social value of design, and the aesthetic, moral as well as communicative aspects of visual information of environmental orientation within the context of this study.