|
The
serigraph technique is introduced in Cuba from the Unites
States around the final years of the twenties, coming from
Mexico, as the outcome of a modernization process started
in the early years of the century with the substitution of
the litography for the offset and rotoengrave. This changes,
in a way, were related to a spirit of comsumption that did
not permit a breach to save and keep for the art service,
as happened further more, the development of all those techniques
taken away from the branch of the commercial publicity; braking
in this way a whole tradition.
The
screen, as it was named in the republican past, was associated
from the beginnings on one side to a constant-peaked commercial
publicity and on the other side, to a coarse advertisement
in the political sphere. Despite it was quickly a very useful
mean, it never went far beyond the boundaries of domestic
atelier or modest enterprise to become ''Grand Atelier''.
The main cause of this fact was that the main source of orders
were not provided by remarkable companies, (...), but from
the small industry, the small business men and cinematographic
enterprises that were not under the influence of powerful
transnationals of film distribution.
 |
|
After
1959, the former sources of orders, were swept by new
social conceptions. All was leaning in favor of a different
massive difussion, (...) Wide advertising campaings
approaching health, education and culture, sports and
materials savings are developed; the young revolution
summoned masses up to new important tasks. Within this
process, posters peaked, in a few years, a top and internationally-renowned
place. There are, of course, examples of artistic works
made in serigraphs around the decades of 60 and 70,
by request of different institutions or created by authors´initiative,
but with a few exceptions, the proposal did not achieve
a sistematic character.
|
Eladio Rivadulla, author of the first poster about theRrevolution,
signs a sample of a new edition at the Atelier. Also appear
MarioCalvit from Panama and Guillermina Ramos |
Around
the 80s it is noticeable the necessity of achieving for the
Plastic Arts a vehicle of permanent difussion allowing a level
of access wider than that offered by the individual work,
(...) the majority agreed in the fact that was the multiple
serigraphic original the best to fulfill the highly-increasing
demands (...). In other words, there is a common opinion stating
the serigraph allows a more racional endeavoring of the art
commercialization.
|