Heroic style

Trends & styles - chapter 6

Source: vox.com

Source: National Geographic

How can you portray someone as a hero?

Heroic style: how?

• The person is clearly to be recognized.
  > 'figurative'.

• The visual features add to the person's heroic appearance.
  > dramatic, idealistic.

• The point of view adds to the worship
  and admiration of the person.
  > worm's eye view.

Can you think of people

of historical significance

who considered themselves heroes?

• WHAT
  'Germany lives!' Man with swastika flag; uniformed men; bird; sun shining through grey clouds; frame with oak leaves.
  

• HOW
  Figurative; colour (red-black-white); fearless + clenched fist; contrast.
  

• WHY
  1933-35, propaganda poster, Germany.
  > Concept: Hitler as a hero (political & religious).
  > Inspiration:
  Middle Ages (frame, typo); 
  Heroic Realism.

Analysis
'Es lebe Deutschland!'

Source: Wikimedia

“Bring up a generation of selfless devotion to the cause of communism”

• WHAT
  Man pointing at the viewer + headline.
  

• HOW
  Figurative; colour (red-blue); fearless + assertive gesture; sans-serif capitals.
  

• WHY
  1917, propaganda/recruitment poster, USA.
  > Concept:
  Uncle Sam as a hero (political & military) in WW1&2.
  > Inspiration:
  based on illustrator's own face; modern typography; 
  Heroic Realism.

Analysis
'I Want You for US Army'

Source: Wikipedia

1950s vintage ad for Brading’s Cincinnati Beer

1950s vintage ad for Schlitz Beer

• WHAT
  Woman with sunglasses & man with bottle opener; villa & garden in background.
  

• HOW
  Figurative; colour (pastel-warm); happy + relaxed (toothpaste smile).
  

• WHY
  1950s, advertising, USA.
  > Concept: the ideal, classy family representation.
  > Inspiration:
  Post-war economic boom; 
  Heroic Realism.

Analysis
'Yes! We changed to Cinci'

The ideal, classy family representation:
a mocking view by French movie director Jacques Tati
('Mon oncle',1958)   

Heroic style: why?

Figurative or abstract?
Traditional or progressive visual imagery?

An afterthought about the historical period when heroic realism was used

1950s                        1930s                                       1920s

Degenerate art: the modern ('progressive') art that was forbidden during the Nazi regime
> progressive art: abstract, cubist, expressionist
> traditional art: figurative, idealised, accessible

Heroic features are not always referring to propaganda or outdated visual imagery! They can be used, in photography for instance, to focus on emotions...

Conclusion on heroic style

...or in advertising
to focus on goals you can achieve
(aspirational advertising).