Jules Chéret’s Design Aesthetics and Ideology: Analysis of his Influence on Contemporary Poster and Illustration Design in Pakistan

Abstract

Jules Chéret is widely known as the father of modern advertising poster design. This research article focuses on Chéret’s illustrations, imagery, typography, colors, compositions, layouts, and modern stylistic approach, all of which revolutionized the advertisement industry. It studies the posters produced during the Belle Époque period through the meticulous process of lithography. Chéret’s use of basic principles of poster design, with colorful and dynamic compositions focusing on imagery and typography, has great significance in the history of art. The article critically focuses on Chéret’s legacy by positioning the posters he created as a conjunction of art, social sciences, and commerce in the evolution of modern graphic design. The article further studies the influence of Chéret’s aesthetics and ideology on contemporary advertisement design and illustration in Pakistan, with a focus on the depiction of the female figure. The qualitative research incorporates formal and critical analysis of artistic styles in these designs. By establishing a connection between Western art history and contemporary art and design, this article underscores the lasting influence of Chéret’s design principles and cross-cultural adaptability in developing design aesthetics in Pakistan.