Jan Tschichild's Poster Analysis

Photography has been acknowledged to constitute a universal tool of communication. Its peculiarity lies in its capacity to communicate artistically in a manner that would be difficult to convey using words. In particular, photographic compositions have assumed a central place in communicating messages historically and in the contemporary period. This paper seeks to analyze the “The Professional Photographer: his work-his tools” poster that Jan Tschichild designed in 1938. The paper will develop a theoretical analysis that will provide insights on the extent the artist succeeded in communicating directly and indirectly in presenting the prevailing societal interests. With the prevailing needs in the society playing a role in determining the …show more content…
Bearing in mind the position that negative portraits assumed in the 20th century, this explains the reason Jan Tschichild is viewed to have advanced the development of a creative basis upon which typography was founded in the photographic process . Such is evident in the poster as it reflects a new dimensionality in the photographic process that characterized much of the 20th …show more content…
Furthermore, the approach that the artist adopted in integrating typographical materials enabled Jan Tschichild render the poster’s communication content in both indirectly intellectual and directly visible manner . The usage of photography as a typographical material resulting in the portrait being illustrated beside ‘phototext’ particularly facilitated the development of an illustration that is adequately objective to limit individual interpretation. The associative and optical relationships developed between the various typographical materials through rendering enables the poster to achieve synthetic, conceptual and visual continuity . Consistent with Hollis, the different sizes, positions and weights that Jan Tschichild employed in various letters contributed in giving more voice to text