According to an article in the Oxford Art Journal, author Andrew Herscher states that research shows that the “interwar Czech avant-garde as, among other things, a highly productive source of media, and especially books and publications.” Teige utilizes the many media forms including typography, illustrations that contributed to modern day advertising. His designs images and creative design in advertising of products (197). Teige uses his distinct architectural theories and exhibits them in a new art form as a designer of fonts as a typographer (198).
In particular, the famous landscape paintings reveal the use of geometric shapes, primary colors, and structure. For example, in the postcards: The Departure for Cythera in 1923 featured in the City Gallery of Prague and Greetings from a Journey, 1924 (shown left) the montage display of geometric shapes and images thus exemplifies art in terms of modernity (Levinger 521).
The abstract, yet bold images and shapes create a visual harmony for the works of art. The postcards have a specific place to align the text, shapes, and images. The repetition is apparent through the use of geometric shapes.
The “montage” style of photography and design combines Teige’s technological photographic skills with the geometric design in his work Travel Postcard or also known as Greetings from a Journey from 1924, presently featured in the Institute for Art History of the Academy of Sciences of the Czech Republic (Mansbach 66). They include geometric design, iconic and typographic combination, and photography. The use of photography alone as both technological and art advancement represent modernity for the time.
Teige creatively displays the “montage” style with words and text overlapping geometric shapes and texts. However, the “montage” style doesn’t necessarily stick to the modern “eye-pleasing” advertisements used in modern day layout design.
Teige’s ability to precisely position of the photos and words ultimately creates an effective and stimulating form of advertisement. The use of creative visuals justifies a human’s ability to react to advertising in the visual sense. The work affects the viewer in terms of persuasion.
