Abstract

PANTOVIć, Branislav. Serbia en imágenes: mensajes visuales de un país. Cuad. Cent. Estud. Diseñ. Comun., Ensayos [online]. 2015, n.52, pp.255-266. ISSN 1853-3523.

The ubiquity of the image in everyday life leads us to witness a mighty revival of the culture of the image. The image of different countries -through potential culture of their territories and reputations of their respective nations- ranks as one of the main presentation cards in the international arena. This article focuses on "product design", in relation to the Serbian national image. We have based our research on two cases of graphic design that took place in Belgrade, the Serbian capital. The first is the winning image of the card design contest VISA in 2005, and the second is a giant poster of 2010 located at the Nikola Tesla International Airport. The two designs are developed to enhance international competitiveness and both represented the national Serbian heritage. But, however, the objectives to achieve were not the same. One has been produced for an international private company and the other was drawn by an official institution. Given these different objectives that achieves the image, we propose to conduct a semiotic analysis of the two advertising cases. We will try to figure out what the designed images are telling us. From this point on we can perhaps understand the meanings of the messages that show and hide and what are the suggested actions.

Keywords : Communication; Country image; Design; Power; Semiotics; Serbia.

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