«Big Art» of Californian advertising of 1970-s. Art billboards

Abstract

The Californian creative movement of art billboards of the 1970s, so called «Big Art» was considered in the article. The preconditions of the emergence of this creative phenomenon on the western coast of America, California, were analyzed. The features and characteristics of the «Big Art» movement of the Californian outdoor commercial advertising were illustrated and analyzed. Artistic styles in which art billboards were executed under the guidance of well-known art directors were defined. The list of the most famous artists of this creative movement is given. It is noted, that the movement of «Big Art» had a significant impact on American and world graphic design, in particular, in America, it became a national creative movement, and throughout the world, the fine line between art and commercial design of advertising became increasingly thinner; it had a significant impact on the future vector of American and world commercial advertising and, in particular, global graphic design.

Keywords

• «велике мистецтво»
• американський графічний дизайн
• каліфорнійський графічний дизайн
• каліфорнійське мистецтво
• рекламний білборд