1. A.M. Cassandre, Normandie, 1935. Poster. Color lithograph. 100x62cm. Paris.
背景：art deco style (simplicity, symmetry, geometry)
- art deco mainstay – streamlining流线型 (used clean, sweeping curves to create a sense of movement)
- streamlining later applied to stationary objects such as refrigerators.
- Art deco separated modern art styles from their ideological underpinnings支撑
and separated streamlining from its functional aspect to decorative design element.
cassandre became successful enough and set up his own advertising agency called alliance graphique, serving a wide variety of clients during the 1930s
the steamship was one of the symbols of glamour and wealth in the art deco
构图：prow船头 of the ship looming迫近 over the text
sleek光滑的 crisp干脆的lines
sophisticated精密的streamlined forms
air-brush technique subtle tonal variations creating volume and defining mass
realism style using iconographic symbols
- treated the mass of the ship reductively还原地 (like a bottle in a purist still life)
- planar平面 body of the hull船身 stands erect笔直地 on the water without cutting into it
- the word “normandie” sits symmetrically below the ship and is the same width, serving as a pedestal基座 for the ship as well as providing a transition from image to text
- the poster is elongated and symmetrical
- it uses strong geometric shapes and bold text (typical art deco style)
- Overly exaggerated ship because of the head on view and dramatic angle (also by the use of birds to the left of the ship as well as the tiny French flag)
- The overall feeling of the poster is flat
- Text is clear to read and memorable
- Use of various fonts
- Dramatic change in tone to illustrate the light direction as well as contrasting color to suggest that the ship is new
- Dramatic use of color and proportion (showing that the ship was a safe haven to enjoy) graded, cool colors.
- Lack of movement from the poster represents a smooth ride
客户：advertisement of a French line transatlantic...