Travel to Different Countries Week After Week. 'Ibusz'.
A1 1 Sheet (cca. 55 x 84 cm)
A small tear on the left side. Fold marks, four times folded. Fine.
Advertising poster of the Hungarian Travel Agency, called IBUSZ. It was designed by Tibor Gönczi Gebhardt, probably in the late 1950s.
Graphic artists were frequently commissioned to design posters for big tourism companies. Most pieces of these works in Hungary were created for Malév, the late Hungarian airlines, and Ibusz, which was the national bus company and the Hungarian Travel Agency at the same time. It is still an active travel agency with a long tradition, as it was founded in 1902.
This design was created in the 1950s, when the half of the decade was characterised by the dominance of Socialist Realism. It was the compulsory choice of artists, in times when artistic freedom was under constraint by political dictatory. The aim of the posters was to be easily understandable and to remain realistic. This work bears some characteristics of typical posters of the age, but it also has several different features in contrast to those. This fact suggests that the poster was probably created later than the first half of the decade.
This work functions as an illustrational board: it pictures every possibility a tourist could choose to travel with the help of Ibusz. It depicts 6 stylized scenes in bright, simple colours, with the descriptions of the given service. In the upper left corner the first scene shows the main desk of the company where some visitors are being welcomed. The title of this scene appears below on a pink panel: 'Information, creating of packages'. The next scene, in the lower left corner shows an Ibusz bus at the bottom of a hill. The text on another pink panel says: 'Three-hour walking tour in the Buda hills.' The upper scene in the middle sector of the design is a composition of typical Hungarian landmarks from different towns, programs (images of a gypsy music band, folk dancers) and products (grapes, a bottle of wine, flask). Next to it the represented service can be read: 'Ibusz tours in the country'. Below, the lower scene captures people carrying packs and rushing towards an Ibusz bus. The service pictured here is: 'Trips abroad, guided local tours'. The next scene in the upper right corner shows a group of children with an adult in front of an Ibusz bus and the landmarks of the Castle district of Buda. Next to them there are also three adults gazing at the landscape. The given service: 'Sightseeing tours, school trips'. The last scene below depicts a male figure standing at the tollgate in uniform, waving for a car in the background. Another, green-coloured text claims: 'By bus you can travel comfortably and full of fun while having a rest', and 'Come and trust the travel agencies of Ibusz. Detailed information and offices in Budapest and countrywide.' It is interesting that a map of the long-distance bus network of Hungary can be seen on the backside of the poster.
The illustrative function of the design, the cheap paper and the big quantitiy of the given information are typical characteristics of Socialist Realism. However, the simple, stylized visuality employed here (the simple shapes; bright, neon colours; stylized portrayal), and the fact that it was possible to travel abroad are features of the latter period.