Posters lend themselves perfectly to serial display. The mediation of the message and of the identity of the advertiser is supported by the effects of recognition. However in contemporary advertising campaigns this awareness is only rarely used in imaginative and intelligent ways.

This publication illustrates the creative and effective advertising potential of posters in series. What is vital here is that a design concept has been followed. By doing so a formal or content- driven approach is sensitively varied, with the posters in the series only slightly differing from one another.

At the same time the free interpretation of a basic concept can lead to a wide and highly inspirational spectrum of interpretations. What has been fundamental in the selection of campaigns for this book is the ability of the single poster to assert itself individually, while the fact that it belongs to a series is shown as being visually beneficial.