《美国总统竞选海报发展史（图集）》由会员分享，可在线阅读，更多相关《美国总统竞选海报发展史（图集）（34页珍藏版）》请在金锄头文库上搜索。
1、美国总统竞选海报发展史（图集）本文收录了自1840年至2008年间几十幅总统竞选海报，作为一种必不可少的政治元素，海报的设计可谓煞费苦心，经过若干年的演变，海报早已脱离了最初的模样，它像一面旗帜，在总统大选中，熠熠生辉。窗体底端再过几个月，竞选海报将会随处可见。全体共和党白宫候选人将会借助铺天盖地的商业海报宣扬他们的政治抱负。届时，爱荷华州新罕布什尔州将会被装点的五颜六色。现代竞选海报制作毫不费力，经检查过的标语，偶尔来点创新设计。这和早先的海报大不相同。作为一种政治文化元素，竞选海报经历了漫长的演变过程。据弗吉尼亚大学米勒公共事务中心称，1824年，约翰昆西亚当斯是首位大范围使用海报的总统候
2、选人，而美国国会图书馆中现存最早的美国竞选海报的数字文件，则帮助了候选人威廉亨利哈里森于1840年成功当选总统。19世纪的海报要比现在更加复杂。早期的竞选海报通常绘有候选人政客模样的蚀刻画像，使用木质或金属板材印刷，有时还会使用油墨着色。画像旁边有时会附上大段的文字（参见加菲尔德/阿瑟和麦金利/霍巴特的海报），在某些情况下，文字成为了主角（见林肯/约翰逊的两幅海报）。“画像的复制比文本的复制要难的多，”斯蒂文海勒，是一名设计专家，前纽约时报艺术总监，曾于2008年在纽约时报上发表关于竞选海报的博文，现为大西洋投稿。“他们想告知公众，而那个阶段的民众又具有一定的文化素养，所以会更加注重文字。进入
3、19世纪以后，利用木板印刷开始变得容易起来，接近19世纪末，开始使用网版那时候没有照像机，只能依靠木板或铁制画像。到了19世纪末，照像机出现了，人们可以见到格兰特的照片，还能看到更早些时候的林肯照片，而摄影术更易掌握，照片复制也更加可行，所以印刷技术在朝着这个方向发展。”20世纪中期，一种新的设计方案成为主流：黑白照片，配上彩色背景和大号文字。大写印刷体标语和候选人姓名替代了19世纪晚期的蚀刻印刷中的细长草书，原色调代替了橄榄灰和日光黄。将油墨转进橡皮滚筒里的胶版印刷，成为了20世纪主要的商业印刷术，到1972年，尼克松竞选总统时，彩色照片，和全彩的版面设计，已将黑白单色取而代之。如今每到选举
4、年，候选人（和他们的广告，设计，以及印刷公司）将会大批量生产彩色海报，印刷术的发展，本质上并没有使竞选海报变得更加复杂。今天，最为广泛使用的风格，为印刷体的矩形海报（见多尔/肯普和布什/切尼的海报）。仅用候选人的姓，或许加上一句简短的宣传语，每隔四年，这些海报就会悬挂在无数街边以及居民的前院里。这告诉我们印刷术的发展不会强制改变设计的风格。如今简约当道。而其他科技手段则将这种精简的设计推广普及：有了众多的电子媒介，候选人不必再通过海报传递信息，19世纪末的冗长文字以及做作的画像如今看起来极其可笑。电视广告已承袭了高级别信息传播以及形象塑造的功能。如今，海报仅能提醒我们竞选者的姓氏。而海报的美感
5、以及可记忆性都统统交由字体和配色方案来处理了。附海报图集：威廉亨利哈里森 1840丹尼尔韦伯斯特 1848扎卡里泰勒 1848卡斯/巴特勒 1848约翰弗里蒙特 1856米勒德菲尔莫尔 1856詹姆斯布坎南 1856亚伯拉罕林肯 1860林肯/约翰逊 1864林肯/约翰逊 1864格兰特/科尔法克斯 1868加菲尔德/阿瑟 1880克利夫兰/亨德里克斯 1884威廉麦金利 1896麦金利/霍巴特 1896麦金利/罗斯福 1900伍德罗威尔逊 1912考克斯/罗斯福 1920杜鲁门/巴克利 1948约翰菲茨杰拉德肯尼迪 1960肯尼迪/约翰逊 1960林登约翰逊 1960罗伯特弗朗西斯肯尼迪 1
6、968尼克松/阿格纽 1968尼克松/阿格纽 1972尼克松/阿格纽 1972理查德尼克松 1972乔治麦戈文, 1972卡特/蒙代尔 1980吉米卡特, 1980罗纳德里根 1980里根/布什 1984杰西杰克逊 1984蒙代尔/费拉罗 1984布什/奎尔 1992克林顿/戈尔 1992多尔/肯普 1996克里/爱德华兹 2004克里/爱德华兹 2004布什/切尼 2004巴拉克奥巴马 2008海报图像来源：国会图书馆，RonWadeB，Lori Ferbe Collectibles The Evolution of the Campaign PosterIn a few short mon
7、ths, campaign posters will be everywhere.The gamut of Republican White House candidates will roll out the commercial artwork theyve chosen to augment their presidential ambitions. Iowa and New Hampshire will be festooned.The modern campaign poster is a slick thing, with message-tested taglines and o
8、ccasionally trendsetting design. But its nothing like its early forebears. As an element of political culture, the campaign poster has taken a long road to its present form.John Quincy Adams became the first presidential candidate to widely use posters in 1824, according to theUniversity of Virginia
9、s Miller Center, but the oldest American campaign poster in the Library of Congresss digital file promoted presidential candidate William Henry Harrison in 1840.In the 1800s, posters were more detailed than they are today. Early campaign posters featured etched portraits of the candidates looking st
10、atesmanly and were printed using wood or metal plates, sometimes inked in color. Extensive text sometimes accompanied the portraits (see the Garfield/Arthur and McKinley/Hobart posters above), and in some instances text was the posters main feature (see the two Lincoln/Johnson posters).It was harder
11、 to reproduce images than to reproduce text, said Steven Heller, a design expert and formerNew York Timesart director who blogged about campaign posters for theTimesin 2008 and who nowcontributes toThe Atlantic. They wanted to inform the public, and the public at that stage was fairly literate, so t
12、here was more of an emphasis on the word. As you get further into the 19th century, it gets easier to reproduce things with wood engravings, and toward the end of the century throughhalftone. There wasnt a camera, so you were reliant on likenesses from wood or steel engravings. By the end of the cen
13、tury, the camera had come into being and you could see a photo of U.S. Grant, and you could see a photo of Abe Lincoln earlier than that, but photography became more accessible, photo reproduction became more doable, and so the printing technique kind of conformed to that.By the middle of the 20th c
14、entury, a new design scheme came to dominate: black-and-white photographs with color backgrounds and large text. Big, block-letter slogans and candidate names replaced the lengthy cursive script seen in the etched prints of the late 1800s, and primary colors replaced their dusty olives and sun-yello
15、ws.Offset printing, in which ink is transferred to a rubber cylinder, became the dominant commercial-printing technology in the 1950s, and color photographs, along with full color layouts, supplanted black-and-white by the time Richard Nixon ran for president in 1972.While candidates (and their advertising, design, and printing firms) now mass-produce color-photography posters in every election year, printing advancements havent made campaign posters more complex, per se. The most widespread style, to this day, is t
