DESIGN OF THE UNREAL: ARTISTIC MORPHOLOGY AND METHODS OF IMAGE TRANSFORMATION IN MASS SURREALISTIC GRAPHICS

Abstract

The article presents the results of a comprehensive art historical study of the phenomenon of mass surrealism in the context of modern visual culture and graphic design. The relevance of the work is due to the need for a radical rethinking of traditional methods of visual communication, which in conditions of excessive information noise lose their effectiveness. The study substantiates that mass surrealism today appears not only as a stylistic direction that imitates classical surrealism, but as a holistic cognitive and artistic technology that transforms an advertising poster from a simple means of information into an autonomous artistic environment. The work analyzes in detail the artistic morphology of the surreal image. It is proven that the method of mass realism is based on the radical transformation of the objective form through the mechanisms of agglutination, distortion and anachronism. The combination of photorealistic persuasiveness with ontological absurdity creates a specific effect of "visual challenge", which overcomes the inertia of the recipient's perception. The use of these methods allows designers to create images with an extremely high level of cognitive retention, where intellectual tension becomes the key to brand memorability. Special attention is paid to the architectonics of unreal space, which is based on the principle of “structured lacunarity”. It is established that the deliberate creation of semantic intervals and the use of multistable images radically changes the role of the viewer: he ceases to be a passive object of influence and becomes an active subject-co-author, who intellectually completes the artistic integrity of the work. This process provides the effect of cognitive insight, which consolidates a deep emotional resonance and loyalty to the visual message. At the level of semantics and symbolism, the article reveals the strategies of mythologizing objects. Through the conceptual fusion of a commercial product with archetypal images, a symbolic conversion of a consumer object into a relevant visual mythologeme with timeless value occurs. The aesthetics of dissonance and the state of transgression inherent in mass surrealism allow the brand to become an integral part of modern visual culture, rather than simply an element of market relations. A separate part of the article is devoted to the influence of digital aesthetics (CGI, AI, AR) on the development of the mass-realist method. It is revealed that digital technologies are a medium that allows the materialization of the most complex metaphors with unprecedented authenticity. This opens the way to the creation of personalized, dynamic unreality that meets the demands of the modern digital era. It is noted that mass-realist graphics are the most adaptive communication strategy, where intellectual challenge becomes the main tool of communication between the brand and the consumer.