VISUAL CULTURE. AN APPROACH TO THE ADVERTISING POSTER WORLD. DOES THE ANALOG POSTER STILL HAVE THE SAME IMPORTANCE TODAY?

[ES] Este Trabajo de final de máster se articula en base a una investigación teórica que pretende explorar el mundo del cartel publicitario desde sus primeros inicios a finales del siglo XIX hasta la actualidad. Con una mirada más cercana se seguirá su evolución en la historia, se conocerán referentes artísticos que han incorporado el cartel a su obra y/o que han podido influir con su estilo personal en la cartelería publicitaría del siglo XXI, se plantearán cuestiones acerca de su importancia hoy en día o en qué otro tipo de material gráfico ha derivado el cartel y en general la publicidad en formato analógico. Además, se indagará en el panorama actual dentro del campo del diseño gráfico y la publicidad para conocer quienes son los referentes actuales y los recursos que utilizan.
[EN] This Master's Final Project is based on a theoretical investigation that aims to explore the world of the advertising poster from its first beginnings at the end of the 19th century to the present day. With a closer look, its evolution in history will be followed, artistic references will be known who have incorporated the poster into their work and / or who have been able to influence the advertising posters of the 21st century with their personal style, questions will be raised about their importance today or in what other type of graphic material has derived the poster and in general the advertising in analog format. In addition, the current panorama within the field of graphic design and advertising will be investigated to find out who the current references are and the resources they use.