Original scientific paper

https://doi.org/10.17685/Peristil.63.12

Milan Vulpe’s Visual Codes: the Rhetoric of Pliva’s Advertisements from 1956 to 1990

Koraljka Vlajo orcid.org/0000-0003-4908-0112 ; Museum of Arts and Crafts, Zagreb

Abstract

For the first time, the article analyzes works and visual tactics in the formation of advertising messages about the purpose and operation of Pliva’s products of one of the most important Croatian designers, Milan Vulpe. The work is based on the research of preserved advertising materials (brochures, leaflets, advertisements) for the Pliva pharmaceutical and chemical products factory, which since 2014 have become part of the Museum of Arts and Crafts’ graphic design collection. Special attention is paid to the way Vulpe systematically builds a relationship with Pliva’s target audience through a methodical approach to visual communication
design.

Keywords

pharmaceutical industry; graphic design; Milan Vulpe; Pliva; advertising; visual rhetoric

Hrčak ID:

254998

URI

https://hrcak.srce.hr/254998

Publication date:

31.3.2021.

Article data in other languages: croatian

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