Graphic vs. plasticity: a review on Joan Perucho’s writings contributing to advertising and graphic design self-understanding (Barcelona, 1960-1970)

Abstract

High & Low, Arte & Pub... so a wide topic! During the 20th Century the relationship between art andadvertising have been varied and complex. However, there is something that performs as mediationbetween them, between art for art’s sake and the pragmatic requests of marketing: it is GraphicDesign. It was born aiming at making advertising with art to address an industrial, capitalist, consumeristand culturally learned society, at least visually learned. From my point of view, an interestingtopic to discuss here is the question on quality related to graphic products which ought to workefficiently while advertising, or communicating. Seen like this, the topic might be common with therest of panels; for that related to consumption, we should focus on Graphic Design concerned withselling things, ideas, life-styles or tastes. In Spain, it was formerly called Commercial Art or GráficaPublicitaria. When I was invited to participate in that conference I was working on the conceptualizationof design in Spain during the several foundational moments of design practice. Hence, I foundeda collection of articles written by Joan Perucho from 1960 until 1970 devoted to the internationalartistic scene; some of them tried to understand the nature of graphics for advertising. I felt veryinterested in Perucho’s efforts done to understand the new medium and discover the quality criteriathat actually inform it. I presume they can help to enrich our debate.