https://www.adbusters.org/node/2104
http://www.adbusters.org/gallery/spoofads/alcohol/absolutend
http://www.tate.org.uk/collections/glossary/definition.jsp?entryId=38
Avant Garde - Relating or describing something is innovatory, which goes on to explore new form and new subject matters. Avant Garde was said to have began in 1850's. The term Avant Garde is more or less synonymous with modern. Taking this definition I looked to see which type of work was considered to be Avant Garde, the adbusters website provided to be one of the best sources of inspiration.
The term Avant Garde can be applied to something that is considered to be 'innovative' and probably hasn't been done before. Looking at Graphic Design that could be considered Avant Garde I came across these two posters from Adbusters. The first one for Calvin Klien, portrays the message that one shouldn't always be so persuaded by advertising in the sense that perfume adverts have a tend to feature people who are considered "perfect", aiming to sell a perfect way of life. The advert focuses on the individual who usually is a beautiful woman, but here is someone trying to move away from the false reality of advertising campaigns. The poster can really be considered as something that it new and innovative as it more or less goes against the typical message that you would get from a perfume advert. The poster is designed in the same way as most perfume adverts are, but this one is giving a completely different message, which is why I think that it can be considered as Avant Garde. Many advertising features lure people into a false sense of reality in which they often aspire to be someone or have something that they cannot actually have.
The second poster I came across which again is from Adbusters, focuses on alcohol - Absolute Vodka. The poster itself highlights the dangers of alcohol. The chalk lines around the bottle reflect the lines of what is usually a dead body. Visually the poster has a huge impact and almost shocks the viewer into considering their alcohol intake and how badly it could be effecting them. I consider both posters to be Avant Garde in the sense that they fight against how advertising works in a innovative way, both show a new way of putting across certain messages, and ultimately the posters make the audience question a number of things, mostly about how advertising can often lure them away from reality into a false sense of security. Both works take on a new approach and are essentially fighting against how advertising typically works.
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