The aim of my thesis is to analyse the Hungarian print and online commercial product communication in the 20th and 21st century. After presenting the poster culture in Europe and Hungary, I will turn to the product communication of three Hungarian brands that still exist today. I will analyse the brands' print advertisements from the typographic, visual and message conveying point of view and compare them with their online counterparts. The examples show that in many cases, the research and branding that precedes product communication reduces the scope for the graphic designer and highlights the importance of a more artistically sophisticated end result for material that is taken to the street or online, as for many people these are the means of access to culture.