The article presents one of the exhibitions installed on the occasion of the opening of the new exhibition facilities of the Slovene Ethnographic Museum in Metelkova Street, Ljubljana, in December 2004. The exhibition Visual Messages in Slovenia Between the Two World Wars was conceived as an introduction to the eight-part exhibition project Exchanging glances: Between Design and Slovene Folk Culture that is briefly presented at the beginning of the article. The article continues with the views of the exhibition’s author on visual messages in Slovenia between the two world wars as a form of fine art folklorism. The exhibited material is analysed from the viewpoint of the patriotic, class-related, commercial, tourist, and cultural functions of folklorism.