Paris Design Express: Advertising Poster

Author: Zhang Yuanlin, Zhang Yuanyuan [Puffy] Photography, Writing
Publisher:
Publish Date: 2005-01-01
Features: Paris, a dreamlike artistic nation. Leisurely people in cafes along the Seine, portrait painters under the Eiffel Tower, graceful women passing by, and the singing dogs of wandering artists in the subway—everywhere is filled with intoxicating romance. In this series of books, you can not only see the grandeur of famous stores but also discover hidden treasures within Paris. Everything in Paris depends on how you experience it. Parisians are afraid that large advertisements hanging on buildings will affect the city's image, so they "bring down" the advertisements to the subway. Though they never see the sunlight all day, they still shine with charm. The cost of advertising materials in Paris is low, mostly colorful enlargements. Their high efficiency comes from weekly renewals due to the lack of rain in the subway. Parisians are willing to accept advertising, and it can be as attention-grabbing as TV, newspapers, and magazines. Chairs are placed in the subway, allowing people to rest while admiring the ads. Successful advertising posters are either "simple" or "complex." Some have large text with no decorative elements, while others are filled with intricate textures, with only a small line of text, yet people recognize what the ad is about. If the text or image is humorous, it can even leave a lasting impression. Today, China's economic construction is advancing by leaps and bounds, bustling with activity. Whether it's large celebrations or small restaurant openings, everything is decorated with "colorful" banners and balloons, creating a spectacular scene with the ambition of "reaching the moon." However, not many people remember these scenes afterward.
The Paris subway is too large. Some say that to visit every station on 20 lines, you'd need six months, and to photograph every advertisement poster, you'd need three months. I didn't have that much energy, so I chose to shoot advertising posters suitable for China's context, as these are quiet, harmonious, and relatively rich in meaning.