Roland Barthes A New Cycle of Satirical Works ttmdc m One of the greatest poster artists of all time, Raymond Savignac (born in 1907) was once termed an homme de choc, but his real art has lain more in his uncanny ability to reduce messages to their very simplest terms (see article in Graphis 109). This past master of the poster has recently proved, in a series of works that carry him into the field of social satire, that he has not lost one whit of his gift for merciless concision. This series appeared under the apt title of Defense d'afficher - Stick no billsOur text is taken from a portfolio in which some of these works have been published (see p. 486). Editor m Raymond Savignac (geboren 1907), einer der grössten Pla- katkünstler aller Zeiten, galt einst als homme de choc, aber seine wahre Kunst lag mehr in der unheimlichen Fahigkeit, Aus- sagenauf ihren Wesenskernzu reduzieren (siehe Graphis 109). Eine Reihe von Arbeiten im Bereich der Gesellschaftssatire hat jüngst bewiesen, dass dieser Altmeister des Plakats die Gabe gnadenloser Verdichtung nicht verloren hat. Die Serie hatte den treffenden Titel Defense d'afficher - Plakate ankleben verboten! Unser Text stammt aus einer Mappe, in der einige dieser Werke erschienen sind (siehe S. 486). Redaktion m L'un des plus grands affichistes de tous les temps, Raymond Savignac (né en 1907), jadis célébré comme «homme de choc», a toujours excellé dans Part de réduire tout message publicitaire a l'essentiel (cf. notre article dans Graphis 109). Cet ancien maitre de l'affiche vient d'apporter la preuve, dans une série d'ceuvres satiriques publiées sous le titre de Defense d'afficher, qu'il n'a rien perdu de ce don redoutable dès qu'il est appliqué a la critique sociale. Notre texte est emprunté a un album regroupant certains de ces dessins d'une impitoyable concision. (Cf. a ce sujet la p. 486) La Redaction 442 mus,rive A few simple pictures are all Savignac needs to build up as we wtii a little encyclopaedia of modern timesFrance as a victim of teclici progress, mass communications, factories, agriculture, housing, ipci. road traffic, pollution, elections everything that finds its wapi sociological treatises and into everyday conversation. This way Sav-nac has of plugging in to the most banal and problematic subjects, thijea; - not to say pleasure - in having his say on common social issues, tlj art of adding the spice of original wit - all this makes Savignac a monst not one who belabours others with moral precepts, but one who ta 9 as his subject the morals of his day. Savignac's morality is so clear because he uses a very simple vocal lar, based on what might be called the pictorial language of everyday: glses denote a businessman, a cigar a capitalist, a top hat with stars and sijbes the United States, folded arms strength, and so forth. This simplicity reference, however, does not preclude those shades of meaning ujcb constitute one of Savignac's charmsthe glasses of a bureaucrat ai not quite the same as those of a newspaper-reader, the folded arms fthe powerful car (see fig. 6) are ambiguous in that they might bony either to an athlete or to a matron. The simplicity of the vocabulary i hit; enriched by supplementary connotations, without which we shouobe dealing only with communication, and not with art. Savignac's way of writing in pictures is really poetic (but we musHve this term the functional meaning it had in antiquity): he displace his forms, he creates communication between things normally quite di pete and distinct, between objects and human beings. The operative priiipi:

International Advertising & Design DataBase

Graphis de | 1974 | | page 48