The Development of Greeting Card in the Late 19th and the Early 20th Centuries in European-wide Context

The aim of the research is to carry out the art reconstruction of the greeting postcard development at the territory of Ukraine in the late nineteenth and early twentieth centuries in the European-wide context. Methodology of the research. In the article, along with general scientific methods (analysis, synthesis, induction, deduction, comparison, monitoring, systematization, historical chronological, historical-comparative, statistical), traditional art-study methods that have been used as follows: historical-cultural, reconstructive-model, historical-attributive that contributed to the disclosure of the evolution and figurative transformation of the greeting card following a chronological sequence. Therefore, we obtain additional knowledge about the object and context of the study. The scientific novelty of the research involves the author’s interpretation of the phenomenon of a greeting card from the standpoint of its figurative-stylistic and cultural potential. The article observes and describes the art evolution analysis of the greeting card and reveals its regional features. Conclusions. As a result of the research, it was discovered that the largest collection of greeting cards is in private funds. The maximum number of postcards in state funds of museums does not exceed 60 units. There is no collection of greeting cards in many museums. This indicates a lack of attention of scientists to greeting cards as subjects of the graphic arts phenomenon research. The art evolution of the greeting card was observed and described, and its regional features were revealed. It requires further art study of the regional features of greeting card with regard to figurative, stylistic and cultural potential