vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
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SoTa rusTavelis saxelobis saxelmwifo universiteti<br />

ganaTlebisa <strong>da</strong> mecnierebaTa fakulteti<br />

istoriis, arqeologiisa <strong>da</strong> eTnologiis departamenti<br />

specialoba - xelovnebis istoria <strong>da</strong> Teoria<br />

sofio sanikiZe<br />

<strong>vizualuri</strong> <strong>reklamis</strong> <strong>Teoriuli</strong> <strong>da</strong> <strong>praqtikuli</strong><br />

<strong>aspeqtebi</strong><br />

baTumi 2011<br />

1

naSroms aqvs rogorc <strong>praqtikuli</strong>, iseve <strong>Teoriuli</strong> Rirebuleba<br />

a<strong>da</strong>mianebisTvis, romlebic erTi mxriv, <strong>da</strong>kavebuli arian sareklamo<br />

saqmianobiT, meore mxriv, swavloben an mecnieruli TvalsazrisiT<br />

muSaoben <strong>vizualuri</strong> <strong>reklamis</strong> sxva<strong>da</strong>sxva sferos Seswavlaze.<br />

naSromis erT-erTi <strong>da</strong> ZiriTadi Rirseba mis diapazonSia, <strong>reklamis</strong><br />

warmoqmnaSi monawile sxva<strong>da</strong>sxva aspeqtis ganxilvis mravalferovnebaSi.<br />

gansakuTrebuli yuradRebis prizmaSia gatarebuli <strong>reklamis</strong> esTetikuri<br />

mxare.<br />

re<strong>da</strong>qtori: baTumis xelovnebis saswavlo universitetis sruli<br />

profesori, xelovnebaTmcodneobis doqtori maia WiWileiSvili<br />

recenzentebi: Tbilisis SoTa rusTavelis saxelobis Teatrisa <strong>da</strong><br />

kinos saxelmwifo universitetis sruli profesori,<br />

xelovnebaTmcodneobis doqtori lela oCiauri.<br />

Tbilisis saxelmwifo samxatvro akademiis mediaxelovnebis fakultetis<br />

asocirebuli profesori no<strong>da</strong>r sumbaZe.<br />

2

sarCevi<br />

Sesavali . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4<br />

Tavi 1. <strong>vizualuri</strong> <strong>reklamis</strong> saxeobebi. warmoSoba <strong>da</strong> ganviTarebis<br />

dinamika. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11<br />

§ Ι. <strong>vizualuri</strong> <strong>reklamis</strong> ganviTareba antikur periodSi. . . . . . . . . . . . 13<br />

§ ΙΙ. Sua saukuneebis reklama. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17<br />

§ ΙΙΙ. sareklamo saqmianobis axali etapi . . . . . . . . . . . . . . . . . . . . . . . 21<br />

Tavi 2. reklama <strong>da</strong> xelovneba.<br />

§ Ι. plakatis (baneris) ganviTareba <strong>da</strong> gamosaxvis specifika. . . . . . . . . 30<br />

§ ΙΙ. mxatvrul-stilisturi tendenciebi XIX-XXss-is vizualur reklamaSi<br />

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37<br />

Tavi 3. sareklamo saqme saqarTveloSi.<br />

§ Ι. <strong>vizualuri</strong> <strong>reklamis</strong> ganviTarebis istoriuli mimoxilva. . . . . . . . 51<br />

§ ΙΙ. tele<strong>reklamis</strong> fsiqologiuri <strong>da</strong> mxatvruli <strong>aspeqtebi</strong> . . . . . . . . . 66<br />

§ ΙΙΙ. Tanamedrove teqnologiuri <strong>reklamis</strong> fsiqologiuri <strong>aspeqtebi</strong> . . 84<br />

§ ΙV. feris fsiqologiis gamoyeneba reklamaSi <strong>da</strong> feri, rogorc<br />

qarTuli korporatiuli /safirmo /stilis ZiriTadi elementi . . . . . . . 89<br />

§ V. simbolos mniSvneloba reklamaSi . . . . . . . . . . . . . . . . . . . . . . . . 101<br />

§ VΙ. gare reklama saqarTveloSi. (realoba <strong>da</strong> perspeqtivebi). . . . . . . 105<br />

§ VΙΙ. kreativis mniSvneloba vizualur reklamaSi. . . . . . . . . . . . . . . . 112<br />

<strong>da</strong>skvna- rekomen<strong>da</strong>ciebi . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 120<br />

gamoyenebuli literatura . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 130<br />

<strong>vizualuri</strong> masala. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 139……<br />

3

Sesavali<br />

reklama- informacia fizikur an iuridiul pirze, produqciaze,<br />

ideebze, wamowyebebze <strong>da</strong> sxva<strong>da</strong>sxva tipis momsaxurebaze gavrcelebuli<br />

nebismieri formiT <strong>da</strong> saSualebebiT, mimarTuli sazogadoebis farTo<br />

masebisTvis (samizne auditoriaze). igi orientirebulia fizikuri,<br />

iuridiuli pirisadmi interesis formirebaze. xels uwyobs produqciisa<br />

<strong>da</strong> momsaxurebis popularizacias, gavrcelebas, realizacias,<br />

samomxmareblo stan<strong>da</strong>rtebis <strong>da</strong>nergvas <strong>da</strong> konkurenciis gaZlierebas.<br />

es Tavis mxriv, <strong>da</strong>debiTad moqmedebs fasebis regulirebaze. dRes<br />

<strong>reklamis</strong> gareSeE warmoudgenelia yoveli biznessaqmianobis winsvla <strong>da</strong><br />

warmateba. reklama warmoSva cxovrebiseulma moTxovnebma <strong>da</strong> misi<br />

mniSvneloba yovelwliurad izrdeba.<br />

Tanamedrove sainformacio teqnikis epoqaSi reklama gabatonebulia<br />

sazogadoebrivi cxovrebis yvela sferoSi <strong>da</strong> warmoadgens samomxmareblo<br />

auditoriis faruli marTvis erT-erT yvelaze mZlavr saSualebas.<br />

Tanamedrove reklama ukve zemoqmedebas axdens sazogadoebrivi sistemis<br />

faseulobebze <strong>da</strong>, kerZod, TiToeuli individis msoflmxedvelobaze. is<br />

qvecnoburad moqmedebs a<strong>da</strong>mianis fsiqikaze, wamebSi SeuZlia gamowvios<br />

masSi garkveuli ganwyoba, emociuri mdgomareoba <strong>da</strong> aRZras moqmedebis<br />

survili (iqneba es reklama komerciuli, socialuri, politikuri Tu<br />

sxva). masStaburobis <strong>da</strong> Tanxebis brunvis TvalsazrisiT reklamas ukve<br />

aTanabreben Sou-biznesTan (yovelwliurad reklamaze msoflioSi<br />

<strong>da</strong>axloebiT 400 miliard dolarze meti ixarjeba), zemoqmedebis Zali<strong>da</strong>n<br />

gamomdinare ki reklamas hipnozs a<strong>da</strong>reben.<br />

gamoiyofa <strong>reklamis</strong> ramdenime ZiriTadi funqcia:<br />

informaciuli funqcia - momxmareblisMMinformireba produqtis, firmis<br />

Tu momsaxureobis Sesaxeb.<br />

ekonomikuri funqcia - produqciis, momsaxurebis popularizacia <strong>da</strong><br />

gayidvebis stimulireba.<br />

socialuri funqcia - mizanmimarTulia sazogado cnobierebis<br />

formirebaze, komunikaciuri kavSirebis gaZlierebasa <strong>da</strong> cxovrebis<br />

donis gaumjobesebaze.<br />

saganmanaTleblo funqcia - iTvaliswinebs siaxleebis an garkveuli<br />

4

ideebis propagan<strong>da</strong>s cxovrebis sxva<strong>da</strong>sxva sferoSi.<br />

esTetikuri funqcia - mizanmimarTulia a<strong>da</strong>mianis gemovnebis <strong>da</strong><br />

silamazis aRqmis unaris ganviTarebaze.<br />

TanamedroveobaSi vizualur aRqmas gansakuTrebuli prioriteti<br />

mieniWa. teqstur informaciaze metad, yuradReba <strong>da</strong>eTmo gamosaxulebebs<br />

<strong>da</strong> simboloebs. vizualiuri <strong>reklamis</strong> zemoqmedebis efeqturoba aisneba<br />

imiT, rom <strong>vizualuri</strong> aRqma gaucnobierebeli procesia. a<strong>da</strong>mianis tvini<br />

Tav<strong>da</strong>pirvelad informacias aRiqvams rogorc realobas, iwvevs Sesabamis<br />

emociebs <strong>da</strong> mxolod Semdeg axdens mis logikur analizs. vizualur<br />

aRqmas pasuxobs a<strong>da</strong>mianis Tavis tvinis marjvena naxevarsfero, romelic<br />

uzrunvelyofs emociur impulsebs, maSin roca beWdviT informacias<br />

pasuxobs marcxena- racionaluri (pendikova. . .2008:276). <strong>reklamis</strong> erT-erTi<br />

mTavari mizanic swored emociebis gamowvevaSi mdgomareobs. aqe<strong>da</strong>n<br />

gamomdinare vizualur reklamas meti SesaZlebloba aqvs moaxdinos<br />

a<strong>da</strong>mianis cnobierebiT manipulireba. viziarebT v. rozinis azrs imis<br />

Sesaxeb, rom dRes, samomxmareblo bazars ipyrobs ara TviT sagani,<br />

aramed misi gamosaxuleba e.w. <strong>vizualuri</strong> xati (rozini 2004:203).<br />

dRes, konkurenciis zr<strong>da</strong> xels uwyobs <strong>reklamis</strong> saxeobebis swrafi<br />

tempiT ganviTarebasac. is rac reklamaSi efeqturi iyo guSin, aRar<br />

moqmedebs dRes. gamudmebiT icvleba sareklamo gzavnilebis formebi <strong>da</strong><br />

mxatvrul-esTetikuri ga<strong>da</strong>wyvetis principebi, amitom <strong>reklamis</strong> Seqmnis<br />

procesi dizainer-grafikosebisgan moiTxovs informaciis vizualizaciis<br />

axali xerxebis, ideebis, formebis Ziebas <strong>da</strong> iseT aucilebel Tvisebebs,<br />

rogoricaa: metaforiuli azrovnebis <strong>da</strong> fantaziis unari, mxatvruli<br />

xedva, feris <strong>da</strong> kompoziciis grZnoba.<br />

<strong>vizualuri</strong> reklama grafikuli dizainis erT-erTi produqtia.<br />

grafikuli dizainis obieqtebis mniSvnelovan maxasiaTeblebs warmoadgens<br />

esTetikuroba <strong>da</strong> silamaze. aqe<strong>da</strong>n gamomdinare reklamaSi marketinguli<br />

motivaciis <strong>da</strong> ekonomikuri funqciis gverdiT gansakuTrebul<br />

mniSvnelobas iZens mxatvrul-esTetikuri funqcia. komerciuli<br />

<strong>da</strong>niSnulebis gar<strong>da</strong> reklama emsaxureba esTetikis kanonebs, sargeblobs<br />

imave mxatvrul-gamomsaxvelobiTi saSualebebiT, riTac xelovneba.<br />

<strong>vizualuri</strong> reklama ar iqneba efeqturi <strong>da</strong> maRalproduqtiuli Tu<br />

5

emyareba mxolod marketingul <strong>da</strong> fsiqologiur safuZvlebs.<br />

aucilebelia SemoqmedebiTi midgoma, rac ganapirobebs a<strong>da</strong>mianze<br />

efeqturi zemoqmedebis xarisxs. <strong>reklamis</strong> Teoretikosi p. ovCinikova<br />

sruliad marTebulad aRniSnavs: ,,SemoqmedebiTi miznis realizacia,<br />

produqtis an momsaxurebis <strong>reklamis</strong> koncefciis saxiT, <strong>reklamis</strong><br />

funqciis Sesrulebis aucilebeli pirobaa”. cneba dizainSi farTo<br />

mniSvnelobiT igulisxmeba ideis, Canafiqris gadmocemis originaloba <strong>da</strong><br />

silamaze” (ovCinikova 2009:340).<br />

sityva reklama warmoiSva laTinuri sityvisgan _,,reclamare”,rac<br />

wamoyvirebas (xmamaRla Setyobinebas, gaprotestebas), niSnavs. reklamam<br />

kacobriobis istoriaSi didi gza gaiara. Tixis firfitaze amokveTili<br />

ubralo gancxadebi<strong>da</strong>n <strong>da</strong>wyebuli, <strong>da</strong>mTavrebuli – giganturi sareklamo<br />

korporaciebiT.<br />

saqarTveloSi, <strong>vizualuri</strong> <strong>reklamis</strong> kvali XIXs-is Sua wlebi<strong>da</strong>n<br />

Cndeba. evropis qveynebTan mWidro ekonomikurma urTierTobebma <strong>da</strong><br />

konkurenciis ganviTarebam biZgi misca <strong>reklamis</strong> iseTi saxeobebis<br />

ganviTarebas rogoricaa: gazeTis reklama <strong>da</strong> Tanamedrove gare <strong>reklamis</strong><br />

winapari - mxatvruli abra. miuxe<strong>da</strong>vad evropuli stilis mkafio<br />

gavlenisa <strong>da</strong> rusuli TviTmpyrobelobis mier erovnuli Cagvrisa, XIXs-is<br />

bolo aTwleulebSi, qarTulma reklamam rusuli Sriftis miRma<br />

warmoaCina sakuTari individualoba <strong>da</strong> SeimuSava erovnuli stili.<br />

rogorc cnobilia XIXs-is bolosa <strong>da</strong> XXs-is pirvel meoTxedSi qarTul<br />

mxatvrobas <strong>da</strong> poezias ar <strong>da</strong>ukargavs Tavisi <strong>da</strong>moukidebloba <strong>da</strong><br />

erovnuli skolis Rirseba. sareklamo abrebs ki iseve rogorc evropaSi,<br />

ZiriTa<strong>da</strong>d qmnidnen mxatvrebi, romlebic abrebis weris Taviseburebebs<br />

swavlobdnen specialur ferwerul amqrebSi. am periodis meabreTa Soris<br />

yvelaze cnobili gax<strong>da</strong> niko firosmanaSvili. mxatvrebma erovnuli<br />

Tematikis <strong>da</strong> SemoqmedebiTi niWis Serwymis safuZvelze qveyanaSi<br />

<strong>da</strong>amkvidres qarTuli <strong>reklamis</strong> individualuri saxe. XIX-XXss-is<br />

sareklamo abrebi gamoirCeo<strong>da</strong> mxatvrul-stilisturi ga<strong>da</strong>wyvetis<br />

mravalferovnebiT, specifikuri eniT, iumoriT, uSualobiT <strong>da</strong> aRiqmebo<strong>da</strong><br />

rogorc qalaqis erT-erTi RirsSesaniSnaoba.<br />

6

sabWoTa xelisuflebis periodSi konkurenciis ararsebobam didi<br />

xniT Seaferxa saqarTveloSi <strong>reklamis</strong> saxeobebis ganviTareba <strong>da</strong>,<br />

gamoiwvia sagrZnobi CamorCena msoflioSi mimdinare ekonomikuri <strong>da</strong><br />

sareklamo procesebTan Se<strong>da</strong>rebiT. am periodSi viTardeba mxolod<br />

politikur-saagitacio plakati, romlis meSveobiT sabWoTa xelisufleba<br />

zemoqmedeb<strong>da</strong> sazogadoebriv azrze.<br />

Tanamedrove <strong>vizualuri</strong> <strong>reklamis</strong> ganviTareba ukavSirdeba<br />

saqarTveloSi socialisturi ekonomikis demontaJis periods. am<br />

periodi<strong>da</strong>n ganviTarebas iwyebs <strong>reklamis</strong> yvelaze masStaburi,<br />

sanaxaobiTi, ZviradRirebuli <strong>da</strong> zemoqmedebis TvalsazrisiT Zlieri<br />

saxeoba - telereklama. tele<strong>reklamis</strong> Sesaxeb cnobili iaponuri<br />

komiqsebis ,,mangas” kreatiuli direqtori akira kagami sruliad<br />

marTebulad aRniSnavs: ,,namdvili talanti Wirdeba imas, rom gayido<br />

produqti 15 wamSi” (tangeiti 2008:190). satelevizio <strong>reklamis</strong><br />

zemoqmedebis efeqturobas gansazRvravs Semdegi mniSvnelovani faqtorebi:<br />

1. telereklama, moicavs auditoriis farTo masebs <strong>da</strong> 2. zemoqmedebs<br />

kompleqsurad (<strong>vizualuri</strong>, xmovani, teqsturi, musikaluri komponentebiT).<br />

samwuxarod, qarTuli televizia jer kidev savsea ucxouri<br />

warmoebis an stilisturad gaigivebuli telereklamebiT, rac<br />

garkveulwilad moqmedebs qveynis tradiciebsa <strong>da</strong> faseulobebze.<br />

marTebulia mosazreba imis Sesaxeb, rom xSiradreklamirebul saganTan<br />

erTad xdeba sxva, ucxo qveynis cxovrebis stilis gafetiSeba <strong>da</strong> SeWra<br />

mayureblis cxovrebaSi, romelic faqtobrivad gaucnobiereblad iRebs<br />

sareklamo rgoliT mowodebul informacias (lebaniZe 2008:184). cnobili<br />

amerikeli sociologis jankarlo buzis azriT reklama, umTavres <strong>da</strong><br />

Seu<strong>da</strong>rebel rols TamaSobs Cvevebisa <strong>da</strong> a<strong>da</strong>T-wesebis SemqnaSi,<br />

kulturuli <strong>da</strong> esTetikuri normebis gavrcelebasa <strong>da</strong> gamntkicebaSi.<br />

(feofanovi: 2000:33). gansakuTrebiT uaryofiTad moqmedebs axalgazrdebis<br />

msoflmxedvelobasa <strong>da</strong> qcevis normebze reklamebSi faruli Tu Ria<br />

erotikuli motivebis ga<strong>da</strong>Warbebuli gamoyeneba. marTalia, seqsualuri<br />

motivebis CarTava reklamaSi yuradRebis mipyrobis erT-erTi Zlieri <strong>da</strong><br />

universaluri saSulebaa, magram zomiereba saWiroa yvelaferSi.<br />

zomiereba sWirdeba agreTve samauwyeblo arxebze reklamebis gaSuqebis<br />

7

ga<strong>da</strong>Warbebul xangrZlivobas <strong>da</strong> sixSires. zomierebis <strong>da</strong>rRveva am<br />

sferoSi iwvevs mayurebelSi gaRizianebis SegrZnebas. magaliTad:<br />

iaponiaSi yvelaze grZelformatiani reklama 20 wams grZeldeba, rac<br />

absoliturad sakmarisia misi aRqmisTvis. <strong>da</strong>mtkicebulia, rom mxolod<br />

pirveli 5 wamia ganmsazRvreli imisa, <strong>da</strong>interesdeba Tu ara mayurebeli<br />

reklamiT.<br />

mniSvnelovani adgili ukavia reklamaSi fsiqologiur aspeqtebs.<br />

<strong>reklamis</strong> <strong>vizualuri</strong> organizaciis dros aucilebelia a<strong>da</strong>mianis<br />

yuradRebis gamomwvevi faqtorebis <strong>da</strong> mxedvelobiTi aRqmis specifikis<br />

gaTvaliswineba.<br />

gansakuTrebuli mniSvneloba vizualur reklamaSi eniWeba feris<br />

fsiqologiis gamoyenebas. zemoqmedebis TvalsazrisiT, feri erT-erTi<br />

uZlieresi komponentia. is ipyrobs yuradRebas, didxans rCeba<br />

mexsierebaSi, iwvevs iluziebs <strong>da</strong> asociaciebs, qmnis ganwyobas.<br />

cnobili Sveicareli fsiqologi m. luSeri sruliad marTebulad<br />

aRniSnavs: ,,rogorc musika iwvevs garkveul grZnobebs <strong>da</strong> qmnis garkveul<br />

ganwyobas, ise feric, misi sxva<strong>da</strong>sxva tonebiT, simkveTriT <strong>da</strong> sikaSkaSiT,<br />

iwvevs a<strong>da</strong>mianSi garkveul grZnobebs <strong>da</strong> qmnis garkveul ganwyobas”.<br />

(luSeri 2000: mis: http://www.aquarun.ru/psih/ct/ct5.html). mTlianobaSi, ferisgan<br />

miRebuli STabeWdileba TiTqmis 60%-iT gansazRvravs reklamirebuli<br />

produqtis an momsaxurebis mowonebas.<br />

Ddid rols TamaSobs reklamaSi simbolos gamoyeneba. simbolo<br />

warmoadgens brends. is komunikaciis universaluri saSualebaa -<br />

momentalurad aRiqmeba <strong>da</strong> ar saWiroebs Targmans. gaSuqebis sixSiris<br />

safuZvelze kargad SerCeul efeqtur simbolos, nel-nela eCveva<br />

a<strong>da</strong>mianis Tvali, amitom garkveuli periodis Semdeg, produqtis<br />

pir<strong>da</strong>piri Cveneba aRar warmoadgens saWiroebas, sakmarisia mxolod<br />

gamoCndes misi <strong>vizualuri</strong> simbolo <strong>da</strong> momxmarebeli imwamsve<br />

warmoidgens TviT produqts an momsaxurebas. cnobili ingliseli<br />

grafikos-dizaineris d. oligvis azriT yoveli reklama un<strong>da</strong><br />

ganixilebodes im TvalsazrisiT, Tu rogor qmnis is simboloTa<br />

kompleqss <strong>da</strong> rogor aris warmodgenili brendis imiji (oligvi 2007, mis<br />

http://www.elitarium.ru/2004/03/04/djevid_ogilvi__otkrovenija_reklamnogo_agenta_1963.html<br />

8

Cvens qveyanaSi <strong>vizualuri</strong> <strong>reklamis</strong> mxatvrul-esTetikuri ga<strong>da</strong>wyveta<br />

jer kidev martivi <strong>da</strong> sqematuria. un<strong>da</strong> aRiniSnos, rom gare <strong>reklamis</strong><br />

mxatvrul - esTetikuri gamomsaxvelobis xarisxs didi mniSvneloba aqvs,<br />

rogorc adresatze zemoqmedebis TvalsazrisiT, aseve, qalaqis<br />

esTetikuri galamazebis TvalsazrisiTac (axali sareklamo formatebi<br />

garkveulwilad cvlian qalaqis iersaxes). samwuxarod am <strong>da</strong>rgSi<br />

SeiniSneba profesiuli <strong>da</strong> SemoqmedebiTi midgomis deficiti. sareklamo<br />

abrebze, bilbordebze, brendmaurebze <strong>da</strong> gare <strong>reklamis</strong> sxva formatebze<br />

jer kidev mravlad vxe<strong>da</strong>vT qarTul enaze Targmnil ucxouri warmoebis,<br />

an <strong>da</strong>savlur reklamebTan stilisturad gaigivebul gamosaxulebebs. Es<br />

ganpirobebulia imiT, rom qveyanaSi umeteswilad ucxouri warmoebis<br />

produqciaa, aseve imiT, rom reklama, kerZod ki misi zogierTi saxeoba,<br />

Cveni qveynaSi jer kidev Camoyalibebis procesSia <strong>da</strong> jer ar SeumuSavebia<br />

individualuri saxe, amitom jer naadrevia farTo saubari qarTuli<br />

kreativis specifikis Sesaxeb. sareklamo gzavnilebze <strong>da</strong>kvirvebis<br />

safuZvelze SeiZleba iTqvas, rom xSir SemTxvevaSi ar ikiTxeba kavSiri<br />

gamosaxulebasa <strong>da</strong> teqstur informacias Soris, <strong>da</strong>rRveulia kompoziciis<br />

ganawilebis principebi, SeiniSneba teqsturi informaciis marTlweris<br />

gaumarTaoba, <strong>da</strong>rRveulia qarTuli sityvis siwminde. es yovlad<br />

miuRebelia, radgan <strong>reklamis</strong> enas iseTive erovnuli <strong>da</strong> mxatvruli<br />

funqcia akisria, rogorc Teatris sceni<strong>da</strong>n, kino <strong>da</strong> teleekrani<strong>da</strong>n<br />

warmoTqmul sityvas. quCebSi <strong>da</strong>montaJebul sareklamo firniSebze,<br />

ZiriTa<strong>da</strong>d, vxe<strong>da</strong>vT erTi <strong>da</strong> imave suraTs - produqtis pir<strong>da</strong>pir<br />

fotoreklamas an a<strong>da</strong>mianebis fotogamosaxulebebs, romlebic TavianTi<br />

momxibvlelobis <strong>da</strong> statiuri formebis meSveobiT warmoaCenen produqts,<br />

rac <strong>reklamis</strong> erT-erT yvelaze primitiul ileTs warmoadgens.<br />

qveyanaSi <strong>vizualuri</strong> <strong>reklamis</strong> martivi saxe, adgilobriv<br />

pirobebTan <strong>da</strong> kulturul konteqstTan a<strong>da</strong>ptaciis <strong>da</strong>bali xarisxi,<br />

aixsneba ramdenime faqtoriT:<br />

1. neli tempiT viTardeba qarTuli mrewveloba. qarTuli <strong>reklamis</strong><br />

<strong>da</strong>mkvidrebisTvis ki aucilebel pirobas warmoadgens sakuTari<br />

produqciis warmoeba.<br />

9

2. saqarTveloSi sareklamo saagentoebs, ZiriTa<strong>da</strong>d, <strong>da</strong>mkveTebi<br />

karnaxoben TavianT mosazrebebs <strong>da</strong> sqemebs. maTi mosazrebebi ki xSir<br />

SemTxvevaSi, optimaluri ga<strong>da</strong>wyveti<strong>da</strong>n sakmaod Sors dgas. <strong>da</strong>mkveTi<br />

Tvlis, rom vinc ,,debs did fuls” reklamaSi, is flobs prioritets<br />

mis ideur, mxatvrul-esTetikur gamosaxvazec, rac sakmaod amcirebs<br />

<strong>reklamis</strong> xarisxs. meore mxriv, es ganpirobebulia imiT, rom<br />

sareklamo sferoSi jer ar arseboben avtoritetebi (rogorebic arian<br />

<strong>da</strong>savleTis qveynebSi), romelTa Sromebi <strong>da</strong> rekomen<strong>da</strong>ciebi myar<br />

nia<strong>da</strong>gs Seuqmnis <strong>reklamis</strong> ganviTarebas.<br />

3. dRes sareklamo saagentoebSi umeteswilad samuSaod Rebuloben<br />

a<strong>da</strong>mianebs, romlebic kargad floben garkveul kompiuterul<br />

programebs, magram ar gaaCniaT specialuri mxatvruli ganaTleba.<br />

TviT sityva ,,dizaini” gulisxmobs inJinrul-teqnikuri <strong>da</strong> mxatvruli<br />

Semoqmedebis erTobliobas, grafikos-dizaineris wodeba ki<br />

kompiuteruli programebis codnis gar<strong>da</strong> iTvaliswinebs specialur<br />

mxatvrul ganaTlebas, rac anviTarebs aucilebel profesiul<br />

unar_Cvevebs <strong>da</strong> mxatvrul xedvas. marTebulia <strong>reklamis</strong> Teoretikosis<br />

r. ovCinikovas azri imis Sesaxeb, rom naxati aris fuZe <strong>reklamis</strong><br />

grafikuli dizainisa im SemTxvevaSic ki, roca is Seqmnilia<br />

kompiuteruli saSualebebiT (ovCinikova 2009:142). <strong>da</strong>kvirvebebi aCvenebs,<br />

rom profesional mxatvrebs SeaqvT reklamaSi individualuri<br />

mxatvruli xedva, Tavisi periodis mxatvrul-stilisturi tendenciebi<br />

<strong>da</strong> gamosaxvis sakuTari meTodebi, rac saboloo jamSi zrdis<br />

<strong>reklamis</strong> gamomsaxvelobas <strong>da</strong> Sesabamisad, aZlierebs zemoqmedebis<br />

xarisxs.<br />

4. qveyanaSi jer ar arsebobs specialuri saswavleblebi, sa<strong>da</strong>c<br />

SesaZlebeli iqneba <strong>vizualuri</strong> <strong>reklamis</strong> Teoriis <strong>da</strong> praqtikis<br />

Seswavla. specialurad momzadebuli maRalkvalificiuri<br />

specialistebi momavalSi SeZleben sworad warmarTon sareklamo<br />

saqmianoba, Seqmnan esTetikurad maRalxarisxovani <strong>da</strong> Sinaarsobrivad<br />

saintereso sareklamo gamosaxulebebi.<br />

Tanamedrove qarTuli reklama axali sociokulturuli movlenaa,<br />

romelic zemoqmedebas axdens aramarto qveynis ekonomikur, aramed<br />

10

sazogadoebis politikur <strong>da</strong> kulturul cxovrebazec. saqarTveloSi am<br />

<strong>da</strong>rgis Taviseburebebis Seswavla mniSvnelovania erovnuli kulturuli<br />

fenomenisa <strong>da</strong> msoflioSi mimdinare esTetikuri procesebis konteqstSi<br />

gaazrebis TvalsazrisiT. axali dro axal amocanebs wamoWris<br />

sazogadoebis winaSe, izrdeba <strong>praqtikuli</strong> interesi gamoyenebiTi<br />

xelovnebis <strong>da</strong>rgebisadmi, saWiro gaxdeba gamomsaxvelobiTi midgomebisa<br />

<strong>da</strong> Ziebebis, problemebis ga<strong>da</strong>wyvetis Rrma codna. aqe<strong>da</strong>n gamomdinare,<br />

<strong>vizualuri</strong> xelovnebis am <strong>da</strong>rgis specifikis <strong>Teoriuli</strong> <strong>da</strong> <strong>praqtikuli</strong><br />

<strong>aspeqtebi</strong>s Secnoba, misi mecnieruli gaazreba gansakuTrebul<br />

mniSvnelobas iZens, rac Tavis mxriv, ganapirobebs naSromis aqtualobas.<br />

naSromi warmoadgens saqarTveloSi <strong>vizualuri</strong> <strong>reklamis</strong>, rogorc<br />

<strong>Teoriuli</strong>, ise <strong>praqtikuli</strong> <strong>aspeqtebi</strong>s kvlevis pirvel c<strong>da</strong>s. jerjerobiT<br />

CvenSi xelovnebis am <strong>da</strong>rgis Sesaxeb Zalze mwiri samecniero literatura<br />

moipoveba. ufro metic, Tanamedrove xelovnebaTmcodneobiT<br />

literaturaSi <strong>vizualuri</strong> <strong>reklamis</strong> gamomsaxvelobiTi specifikis<br />

kvlevis mimarTulebiT sicarielea. naSromis mecnieruli siaxle<br />

<strong>vizualuri</strong> <strong>reklamis</strong> sxva<strong>da</strong>sxva <strong>aspeqtebi</strong>s warmoCenasa <strong>da</strong> qarTuli<br />

profesiuli kreatiuli <strong>reklamis</strong> <strong>da</strong>mkvidrebisTvis saWiro meTodebis<br />

ZiebaSi mdgomareobs.<br />

11

Tavi I. <strong>vizualuri</strong> <strong>reklamis</strong> saxeobebi. warmoSoba <strong>da</strong><br />

ganviTarebis dinamika<br />

reklama - ekonomikuri sistemis Semadgeneli nawilia. igi xels<br />

uwyobs produqciisa <strong>da</strong> momsaxurebis popularizacias, gavrcelebas,<br />

realizacias, samomxmareblo stan<strong>da</strong>rtebis <strong>da</strong>nergvas <strong>da</strong> konkurenciis<br />

gaZlierebas. es Tavis mxriv, <strong>da</strong>debiTad moqmedebs fasebis regulirebaze.<br />

(SevCuki 2007:3; sabWoTa. . . 1982:1128).<br />

<strong>reklamis</strong> mizania - konkretuli pirisgan (<strong>da</strong>mkveTisgan) mowodebuli<br />

informaciis gavrceleba xalxis masebSi, sazogadoebis yuradRebis<br />

mipyroba <strong>da</strong> interesis gaRviveba.<br />

<strong>reklamis</strong> amocanaa -konkretul auditoriasa Tu erTob sazogadoebaSi<br />

gamoiwvios moqmedebis survili <strong>da</strong>mkveTisgan <strong>da</strong>gegmili miznis<br />

Sesasruleblad. iqneba es reklama komerciuli, socialuri, politikuri<br />

Tu kerZo.<br />

<strong>reklamis</strong> yvelaze gavrcelebuli formebia:<br />

1. reklama presaSi: sareklamo gancxadeba, statia, mimoxilva.<br />

2. beWdviTi reklama: sareklamo katalogi; prospeqti; bukleti;<br />

broSura, plakati; afiSa; kalen<strong>da</strong>ri; mosaloci baraTi <strong>da</strong> sxva.<br />

3. satelevizio reklama: sareklamo kinofilmebi, rgolebi,<br />

teletixari, telereportaJebi.<br />

4. radioreklama: sareklamo radio gancxadebebi; rgolebi, ga<strong>da</strong>cemebi.<br />

5. sareklamo gamofenebi: saerTaSoriso, nacionaluri, mudmiv<br />

moqmedi.<br />

6. gare reklama: sareklamo abra, baneri (plakati), transparanti,<br />

maniSnebeli, manaTobeli firniSebi, sxva<strong>da</strong>sxva saxis eleqtro tabloebi<br />

<strong>da</strong> ekranebi, vitrinis reklamebi, saxuravis konstruqciebi, reklama<br />

satransporto saSualebebze.<br />

7. internet reklama: kompiuteruli sareklamo informacia; internet<br />

banerebi <strong>da</strong> a.S.<br />

sityva reklama warmoiSva laTinuri sityvisgan _ ,,reclamare”, rac<br />

wamoyvirebas (xmamaRla Setyobinebas) niSnavs. gamomdinare <strong>reklamis</strong><br />

arsi<strong>da</strong>n SeiZleba iTqvas, rom <strong>reklamis</strong> principebi jer kidev<br />

12

pirvelyofil a<strong>da</strong>mianTa sazogadoebaSi SeiniSnebo<strong>da</strong>. qvis xanis<br />

a<strong>da</strong>mianebi erTmaneTs informacias ga<strong>da</strong>scemdnen bgerebis, Sromis<br />

iaraRebis <strong>da</strong> sacxovrebeli adgilebis saSualebiT. paleoliTis xanis<br />

a<strong>da</strong>miani (40-25 w. Cv.w.-mde) sxvebTan Se<strong>da</strong>rebiT sakuTar upiratesobas<br />

amtkiceb<strong>da</strong> gamorCeuli Zalis, moxerxebulobis <strong>da</strong> simamacis<br />

demonstrirebiT, rac TviT<strong>reklamis</strong> erTgvar formas warmoadgens.<br />

rogorc cnobilia gviani paleoliTis <strong>da</strong>sawyisSi (Cv.w.-mde 40-35ww.)<br />

SeimCneva a<strong>da</strong>mianis azrovnebisa <strong>da</strong> gonebis intensiuri ganviTareba.<br />

a<strong>da</strong>miani viTardebo<strong>da</strong> <strong>da</strong> masSi matulob<strong>da</strong> TviTgamoxatvis survili.<br />

swored am periodSi SeiniSneba sxva<strong>da</strong>sxva saxis gamomsaxvelobiTi<br />

formebis Casaxva, razec metyvelebs _ gamoqvabulebis kedlebis<br />

moxatuloba, patara mrgvali qan<strong>da</strong>kebebi, gravirebuli naxatebi qvaze <strong>da</strong><br />

sxva (sazRvargareTis. . . 1961:9). magaliTad: am periodis kedlis naxatebis<br />

amsaxveli foto masali<strong>da</strong>n Cans <strong>vizualuri</strong> <strong>reklamis</strong> formebis -<br />

piqtogramis <strong>da</strong> logos Casaxvis niSnebi (suraTi 1, 2). aqe<strong>da</strong>n gamomdinare<br />

SeiZleba iTqvas, rom <strong>reklamis</strong> formebis <strong>da</strong>arseba iwyeba qvis xanis<br />

periodi<strong>da</strong>n.<br />

§ Ι. <strong>vizualuri</strong> <strong>reklamis</strong> ganviTareba antikur periodSi<br />

<strong>reklamis</strong> istoriuli ganviTarebis Semdgomi etapi antikur xanas<br />

(laTinuri satyvisgan -antiqus-uZvelesi) ukavSirdeba. rogorc cnobilia,<br />

antikuri periodi monaTmflobeluri wyobilebis formirebis, kulturisa<br />

<strong>da</strong> xelovnebis ayvavebis xanaa. xelovnebis mniSvnelovani nimuSebi<br />

aRmoCenili iyo Zveli saberZneTisa <strong>da</strong> romis teritoriebze. Cvenamde<br />

moRweuli dokumenturi masalis mixedviT (xelnawerebi, Tixis <strong>da</strong> qvis<br />

abrebi, papirusze <strong>da</strong>mwerloba, kedlis mxatvroba), SesaZlebelia saubari<br />

am periodis <strong>reklamis</strong> saxeobebis ganviTarebaze. Zvel romSi <strong>da</strong><br />

saberZneTis teritoriis axlomdebare kunZulebze, kerZod, kretasa <strong>da</strong><br />

mikenis mi<strong>da</strong>moebSi, arqeologebis mier aRmoCenili iqna Tixis abrebi,<br />

romlebic Seswavlis Semdeg Cv.w-mde XIV saukunes miakuTvnes. erT-erT<br />

aseT abraze sxva<strong>da</strong>sxva profesiebis CamonaTvalTa Soris aRmoaCines<br />

macnis profesiac. aseTi profesia gulisxmob<strong>da</strong> qalaqis centralur<br />

13

moe<strong>da</strong>nze Sekrebili xalxis masebisTvis informaciis miwodebas.<br />

mauwyebels evalebo<strong>da</strong> gaevrcelebina informacia gladiatorTa<br />

brZolebis, omSi miRwevebis, moqalaqeebs sasamarTloSi gamoZaxebis,<br />

gamotanili ganaCenebis, saeklesio <strong>da</strong> sxva dResaswaulebis Sesaxeb.<br />

mauwyeblebi xmaRla gayvirodnen sxva<strong>da</strong>sxva saxis informacias. xmis<br />

intensivobis gasaZliereblad <strong>da</strong> xalxis yuradRebis misapyrobad maT Tan<br />

<strong>da</strong>hqon<strong>da</strong>T cxovelis rqa an zanzalaki. aseTi tipis ,,wamoyvirebebi”<br />

warmoadgen<strong>da</strong> antikur periodSi informaciis gavrcelebis ZiriTad<br />

saSualebas (kumanecki 1990:27).<br />

<strong>vizualuri</strong> <strong>reklamis</strong> ganviTarebis TvalsazrisiT sainteresoa Zveli<br />

romi<strong>da</strong>n <strong>da</strong> saberZneTi<strong>da</strong>n Cvenamde moRweuli sareklamo gancxadebebi.<br />

aRsaniSnavia qalaqPpompeiSi (Cv.w.aR.79ww.) aRmoCenili sareklamo<br />

saSualebaTa siuxve <strong>da</strong> mravalferovneba. sagul<strong>da</strong>gulod iyo<br />

reklamirebuli Termebi (antikuri abanoebi, romaelebis sayvareli<br />

<strong>da</strong>sasvenebeli adgili) sastumroebi, duqnebi, samikitnoebi <strong>da</strong><br />

sacxovrebeli vilebi. arqeologebma gaTxrebis Sedegad, pompeis mxolod<br />

centralur quCaze, romelsac ,,stabievos gzas” uwodebdnen aRmoaCines 20<br />

duqani. mTlianad pompeiSi ki <strong>da</strong>iTvales <strong>da</strong>axloebiT 140 aseTi<br />

<strong>da</strong>wesebuleba (uConova. . . 2008:44). gasarTobi <strong>da</strong>wasebulebebis simravle<br />

mianiSnebs imaze, rom isini erTmaneTSi eweodnen konkurencias. aqe<strong>da</strong>n<br />

gamomdinare, yoveli duqnis mepatrone ecdebo<strong>da</strong> imas, rom misi sareklamo<br />

abra yofiliyo efeqturi, TvalSisacemi <strong>da</strong> sxvaze metad miepyro<br />

gamvlelis yuradReba. nimuSisTvis sainteresoa fotomasala gaTxrebis<br />

Sedegad napovni ramdenime abrisa, romlebic asaxavs imdroindel<br />

reklamebs. Cvenamde moaRwia ori tipis abram - reliefurma <strong>da</strong><br />

mxatvrulma. reliefuri abris magaliTs warmoadgens oqrosmWedelis<br />

saxelosnos sareklamo abra (suraTi 3). kompozicia qvazea amokveTili.<br />

abraze gamosaxulia saxelosnos interieri <strong>da</strong> iq momuSave ostatebi.<br />

abraze Cans, rom saxelosnoSi muSaobs ramdenime oqromWedeli. figurebSi<br />

saocari gulmodgineoba igrZnoba. avtorma mSvenivrad gadmosca<br />

saxelosnoSi arsebuli saqmiani atmosfero.<br />

sainteresoa reliefuri abrac, romelic mexorcis maRazias uwev<strong>da</strong><br />

reklamas. (suraTi 4)M masze gamosaxulia welSi moxrili xan<strong>da</strong>zmuli<br />

14

mamakaci, romelic mihyveba bargiT <strong>da</strong>tvirTul kameCs. zemoqmedebis<br />

TvalsazrisiT reklama sustia, radgan a<strong>da</strong>mianis aseT pozaSi gamosaxva<br />

iwvevs mnaxvelSi Secodebis ganc<strong>da</strong>s, riTac abra kargavs mizidulobis<br />

Zalas.<br />

mxatvruli abrebi<strong>da</strong>n sainteresoa pompeiSi napovni Rvinis duqnis<br />

reklama (suraTi 5). masze gamosaxulia sami romaeli qali, romelTa<br />

Soris erTi TiTqos sTavazobs <strong>da</strong>narCen ors sasmels. kompozicia<br />

romaelebisTvis sayvarel wiTel <strong>da</strong> mwvane ferebSia ga<strong>da</strong>wyvetili.<br />

antikur periodSi farTo gamoyenebaFhpova simbolurma gamosaxulebebmac.<br />

yvelaze xSirad mimarTavdnen mcenareebi<strong>da</strong>n - gvirgvinis, yvavilebis, xis<br />

totis simbolur gamosaxulelebs, cxovelebi<strong>da</strong>n - xaris, cxenis, lomis,<br />

spilos, ZaRlis gamosaxulelebs <strong>da</strong> sxva (uConova. . . 2008:45).<br />

Zvel saberZneTSi xelosnebi TavianT namuSevrebze sakuTrebis<br />

amsaxvel niSnebs tvifravdnen. magaliTad: napovnia gvelis formis majis<br />

samkauli, romelzec safirmo warweraa amotvifruli. (suraTi 6).<br />

sameTuneo nawarmis siuxvis mixedviT, am periodSi, keramikis warmoebis<br />

centrs qalaqi xersonesi (dRevandeli yirimis teritoria) warmoadgen<strong>da</strong>.<br />

Cvenamde moaRwia Tixis WurWlisa <strong>da</strong> larnakebis fragmentebma,<br />

nelsacxeblebisTvis gankuTvnilma WinWilebma, sxva<strong>da</strong>sxva saxis<br />

samkaulebma, romlebsac savaraudod sameTuneo saxelosnoebsa <strong>da</strong><br />

duqnebisAwin yiddnen. <strong>reklamis</strong> funqcias TviT SeTavazebuli saqoneli<br />

asruleb<strong>da</strong>. produqciis <strong>reklamis</strong> aseTma meTodmaDdRevandelobaSi<br />

maRaziis vitrinebsa <strong>da</strong> <strong>da</strong>xlebze ga<strong>da</strong>inacvla. dRemde arsebobs quCaSi<br />

produqciis SeTavazebis meTodic. antikur periodSi produqcize<br />

amotvifruli sakuTrebis niSnebi, warmoadgens Tanamedrove qarxnuli<br />

markis- e.w safirmo markis uZveles prototips.<br />

rogorc cnobilia Zvel romSi xSirad imarTebo<strong>da</strong> gladiatorTa<br />

brZolebi, aseT brZolebze <strong>da</strong> sxva saxis sanaxaobiT warmodgenebze<br />

mayurebelTa mozidvis moTxovnam warmoSva saWiroeba mayurebelTa<br />

informirebisa am sanaxaobis Sesaxeb, misi reklamirebisa, amitom<br />

romaelebma sareklamo gancxadebebis gakvra specialurad agebul<br />

kedlebze (ambusebze) <strong>da</strong>iwyes. aRsaniSnavia is, rom sareklamo gancxadebis<br />

esTetikur mimzidvelobaze pasuxs agebdnen specialurad mowveuli<br />

15

kaligrafiis ostatebi, romlebsac kedlis TeTr fonze ZiriTa<strong>da</strong>d<br />

wiTeli feris saRebaviT amoyav<strong>da</strong>T lamazi asoebi, aseve, <strong>reklamis</strong><br />

efeqturobisTvis mimarTavdnen sxva<strong>da</strong>sxva gamomsaxvelobiT xerxebs.<br />

magaliTad: aTavsebdnen warwerebs <strong>da</strong>xatul CarCoSi, rac qmnis iseT<br />

vizualur efeqts, romlis saSualebiT warwera TiTqos cildeba kedels,<br />

win gamodis <strong>da</strong> ufro advilad xvdeba a<strong>da</strong>mianis TvalTaxedvis areSi.<br />

aqe<strong>da</strong>n gamomdinare <strong>reklamis</strong> efeqturobisTvis a<strong>da</strong>mianebi ukve eZiebdnen<br />

misi vizualizaciis axal-axal gzebsa <strong>da</strong> xerxebs. informaciis<br />

gasavrceleblad iyenebdnen aseve, xis <strong>da</strong>febs <strong>da</strong> spilenZis firfitebsac.<br />

magaliTad cnobilia romis imperatoris iulius keisaris brZaneba imis<br />

Sesaxeb, rom sazogado adgilebSi agebul sareklamo kedlebze<br />

periodulad ganeTavsebinaT senatis mier miRebuli ga<strong>da</strong>wyvetilebebi <strong>da</strong><br />

sxva (aqsenova2005:5). antikuri periodis kedlis reklamam safuZveli<br />

Cauyara <strong>reklamis</strong> iseT saxeobas rogoricaa - afiSa.<br />

<strong>reklamis</strong> arqiteqturasTan kavSiris uZveles nimuSs warmoadgens Zvel<br />

egviptis qalaq memfisSi napovni qvis sareklamo abra (Cv.w.-mdeIIIs.),<br />

romelic sizmrebis amxsnels ekuTvno<strong>da</strong> (suraTi 7). abraze moTavsebulia<br />

warwera: ,,me, rino, krites kunZuli<strong>da</strong>n, RmerTebis nebiT avxsni sizmrebs”.<br />

warweris qvemoT moTavsebulia RvTaebrivi xaris- ,,apisis” gamosaxuleba,<br />

romelic Zvelegviptur miTologiaSi keTilSobilebis gar<strong>da</strong>saxul<br />

RmerTad <strong>da</strong> memfisis mfarvelad moixsenieba. RvTaebriv xars imqveyniur<br />

samyarosTanac akavSirebdnen, romlis arsebobisac sjero<strong>da</strong>T egviptelebs.<br />

aqe<strong>da</strong>n gamomdinare gamoikveTa gamosaxulebis kavSiri warwerasTan_<br />

azrobrivad maT amoucnobi, mistikuri samyaro aerTianebT. abra<br />

sainteresoa mxatvrul-esTetikuri ga<strong>da</strong>wyvetis TvalsazrisiTac.<br />

sizmrebis amxsnelis reklama moTavsebulia qvis dekoratiul CarCoSi,<br />

romlis gverdebs amSvenebs ionuri orderis msgavsi svetebis forma.<br />

abras Tavze vxe<strong>da</strong>vT akroterionebiT (mcenareuli ornamentebi)<br />

gaformebul frontons. CarCos qve<strong>da</strong> nawili kibisebri formisaa, rac<br />

antikuri periodis arqiteqturisTvis <strong>da</strong>maxasiaTebel elements<br />

warmoadgen<strong>da</strong>. aseTi kibisebri misadgomi qmnis perspeqtivis efeqts <strong>da</strong><br />

TiTqos avyavarT memfisis RvTaebrivi xaris - ,,apisis” gamosaxulebamde.<br />

16

SeiZleba iTqvas, rom mxatvrul- esTetikuri TvalsazrisiT abra<br />

sainteresod aris ga<strong>da</strong>wyvetili.<br />

antikur periodSi safuZveli Caeyara politikur reklamasac, ramac<br />

Tavis mxrivs xeli Seuwyo reklamaSi karikaturis ganviTarebas.<br />

gaTxrebis Sedegad aRmoCenil erT-erT winasaarCevno mowodebas Tan<br />

axl<strong>da</strong> warwera: ,,Tu Sen SegSurdeba <strong>da</strong> amas gaanadgureb, gisurveb rom<br />

avad gaxde” (uConova . . .2008:53-54). Zveli romis kedlebze xSirad<br />

SexvdebodiT romael politikosTa winasaarCevno urTierTpaeqrobis<br />

amsaxvel grafitebs, karikaturebs, politikuri saxis mowodebebs, aseve<br />

warwera-miTiTebebs monebisa <strong>da</strong> vilebis yidva-gayidvis Sesaxeb.<br />

aRsaniSnavia is faqtic, rom antikur periodSi, kerZod Zvel saberZneTsa<br />

<strong>da</strong> romSi qalaqis xelisuflebis mxri<strong>da</strong>n <strong>da</strong>iwyo sareklamo procesis<br />

regulireba, magaliTad: aTenSi <strong>da</strong>iniSna ori Tanamdeboba _ agoranomis<br />

<strong>da</strong> astinomis. Aam Tanamdebobebze <strong>da</strong>kavebuli a<strong>da</strong>mianebi amyarebdnen<br />

wesrigs sabazro teritoriebze, sakmaod mkacrad akontrolebdnen<br />

reklamebis ganTavsebis adgils <strong>da</strong> esTetikuri gamomsaxvelobis xarisxs.<br />

(uConova. . .2008:60). sareklamo procesebis regulireba dResac Zalze<br />

mniSvnelovania.<br />

aqe<strong>da</strong>n gamomdinare, antikur periodSi iwyeba <strong>reklamis</strong> mxatvrul-<br />

esTetikuri gamomsaxvelobis mniSvnelobis gacnobiereba <strong>da</strong> sareklamo<br />

procesebis kontroli. macneTa tradiciuli wamoyvirebebis gverdiT ki<br />

ganviTarebas iwyebs <strong>vizualuri</strong> <strong>reklamis</strong> iseTi mniSvnelovani saxeobebi<br />

rogoricaa Aabra <strong>da</strong> afiSa. ganviTarebas iwyebs politikuri reklama.<br />

§ ΙΙ. Sua saukuneebis reklama<br />

MmauwyebelTa instituti Sua saukeneebSic ga<strong>da</strong>dis. Aadreuli Sua<br />

saukuneebis periodi<strong>da</strong>n (V-Xss.) sareklamo teqstebs Cvenamde ar<br />

mouRwevia, rac garkveulwilad ganapiroba am periodSi ekonomikis neli-<br />

tempiT ganviTarebam. saqonlis brunva xdebo<strong>da</strong> feo<strong>da</strong>luri Temebis<br />

lokalur CarCoebSi <strong>da</strong> bazirebuli iyo pirovnul urTierTobebze. Aam<br />

periodSi, wina planze gamodis religiuri msoflmxedveloba - kerZod<br />

qristianuli ideologia. mosaxleobis farTo wreebis yuradReba miipyro<br />

17

sasuliero pirTa swavleba_<strong>da</strong>rigebebma. qa<strong>da</strong>gebis gansakuTrebiT<br />

<strong>da</strong>majerebel formad iqca samagaliTo swavlebebi_ ,,exempla”. aseTi<br />

swavlebebi mWermetyvelebis niWs moiTxov<strong>da</strong>. mqa<strong>da</strong>gebelTa mizans<br />

warmoadgen<strong>da</strong> sazogadoebis <strong>da</strong>jereba swored am religiis umaRles<br />

RirebulebaSi <strong>da</strong> masebis azrovnebaSi Sesabamisi ideologiis Canergva.<br />

(qa<strong>da</strong>gebis aseTi meTodi mTeli Sua saukuneebis ganmavlobaSi<br />

vrceldebo<strong>da</strong>). gamoikveTa religiuri <strong>reklamis</strong> niSnebi. zepir-sityvieri<br />

mowodebebiT xalxis masebeze gavlenas axdendnen ara marto eklesiis<br />

msaxurni, aramed am periodis politikosebi <strong>da</strong> vaWrebic.<br />

XIs-<strong>da</strong>n iwyeba urbanuli kulturis intensiuri ganviTareba. qalaqebis<br />

zr<strong>da</strong>sTan <strong>da</strong>kavSirebiT, sazogadoebaSi gaCn<strong>da</strong> matad informirebis<br />

moTxovna, rac Tavis mxriv warmoadgens biZgs komunikaciuri<br />

saSualebebis axali formebis Ziebisadmi. nel-nela iwyeba <strong>reklamis</strong><br />

gacnobiereba, rogorc calke sazogadoebrivi kavSiris gansxvavebul<br />

formad. sagrZnoblad gaizar<strong>da</strong> moTxovna mauwyebelTa institutze.<br />

magaliTad: XIIs-Si safrangeTSi, Seiqmna mauwyebelTa pirveli<br />

profesiuli gaerTianeba. 100 wlis Semdeg, 1258w. mefe filipe avgustma<br />

gamosca ordonansi (kanoni), romelic avaldebuleb<strong>da</strong> qalaqis<br />

mauwyeblebs gaerTianebuliyvnen korporaciaSi. XVIIs-is pirvel naxevarSi<br />

monarqma ludoviko XIII ufro <strong>da</strong>akonkreta <strong>da</strong> <strong>da</strong>xvewa mauwyebelTa<br />

movaleobebi. mauwyeblebma miiRes garkveuli administraciuli uflebebiT<br />

sargeblobis SesaZlebloba, ris gamoc sakmaod amaRl<strong>da</strong> maTi<br />

TviTSefaseba sazogadoebaSi. magaliTad: 1368 wlis inglisis statutebSi<br />

(kanonmdebloba) ewera: ,,aravis aqvs ufleba <strong>da</strong>ukiTxavad, TviTneburad,<br />

Tavisi yviriliT gaukeTos reklama raimes. Tu vinme <strong>da</strong>interesebulia<br />

risime reklamirebiT, man un<strong>da</strong> Seatyobinos mauwyebels. wesis <strong>da</strong>mrRvevs<br />

<strong>da</strong>eniSneba jarima an ga<strong>da</strong>ecema sasamarTlos” (samfsoni. . .1874:47).<br />

Sua saukeneebis periodis gamomsaxvelobiTi <strong>reklamis</strong> nimuSebze<br />

saubari SesaZlebelia Cvenamde moRweuli gerbebis (ganmasxvavebeli<br />

niSani, romelsac irCevdnen raindebi <strong>da</strong> ga<strong>da</strong>scemdnen memkvidreobiT),<br />

samrewvelo <strong>da</strong> savaWro emblemebis (savaWro gaerTianebebis, ostatTa<br />

saxelosnoebisa <strong>da</strong> kerZo pirebis ganmasxvavebeli Asimboluri<br />

gamosaxuleba) <strong>da</strong> AafiSebis mixedviT.<br />

18

XI-XIVss-Si gansakuTrebuli popularoba moipova raindTaAgerbebma,<br />

romelTa <strong>da</strong>arseba ganapiroba erTi mxriv, im dros gavrcelebulma<br />

jvarosnulma laSqrobebma <strong>da</strong>, meore mxriv, a<strong>da</strong>mianebis survilma<br />

raRaciT gamorCeuliyvnen sxvebisgan. aqe<strong>da</strong>n gamomdinare, a<strong>da</strong>mianebma<br />

sakuTari Tanrigis, statusis Tu gvariSvilobis warmoCena <strong>da</strong>iwyes<br />

simboloebis <strong>da</strong> gerbebis demonstrirebiT.<br />

XIIIs-Si <strong>da</strong>savleT evropaSi sagrZnoblad imata sxva<strong>da</strong>sxva saxis<br />

saxelosnoebis ricxvma. yoveli axali saxelosno cdilob<strong>da</strong> sakuTar<br />

nawarmze sxvebisgan gansxvavebuli simbolo gamoesaxa. swrafvam<br />

TviTgamoxatvisken ganapiroba sawarmoo emblemis ganviTareba. Semdgom,<br />

xelosnebma TavianT nakeTobebs devizebic <strong>da</strong>urTes. erT-erTi pirveli<br />

sareklamo devizi ekuTvnis safrangeTis mefes filipe IV-is periods (XIII-<br />

XIVss). mefis oqroTi gaformebul gerbs, emblemasTan erTad axl<strong>da</strong><br />

warwerac: ,,wmin<strong>da</strong> fialebi <strong>da</strong> gvirgvinebi- Cveni nakeTobaa”. aseTi<br />

warwerebi sareklamo sloganis ganviTarebis winapirobaa.<br />

XIVs-is <strong>da</strong>sawyisSi, italiaSi, ostatebi TavianT produqciaze<br />

sakuTar gvars tvifravdnen. magaliTad: cnobilia am periodis qaRaldis<br />

mwarmoebeli sagvareulo sawarmo ,,fabriano”, romelTa produqcia didi<br />

popularobiT sargeblob<strong>da</strong> konstantinopolSi. sainteresoa amonaweri<br />

londonis noxebis mwarmoebelTa gildiis debulebi<strong>da</strong>nac: (1331 w.) ,,noxs<br />

ar eqneba gerbi, Tu is ar aris sufTa Salis, aseve ar eqneba gerbi<br />

baliSs, Tu is ar aris sufTa Salis” (uConova. . . 2008:89). msgavsi azri<br />

aqvs <strong>da</strong>afiqsirebuli erT-erT italiel Tanamdebobis pirsac. is wers: ,,Tu<br />

romelime profesionali ostati svams Tavis xanjlebze an sxva nawarmze<br />

garkveul niSans, xalxi cnobs mis nawarms <strong>da</strong>, aqe<strong>da</strong>n gamomdinare<br />

produqcia ukeTesad saRdeba. vfiqrob, sxva romelime ostatis mier<br />

aseTive niSnis gamoyeneba un<strong>da</strong> aikrZalos, radgan amiT zaraldeba<br />

xalxi. a<strong>da</strong>mianebs erTi xelosnis nawarmi erevaT meoreSi” (uConova. . .<br />

2008:87).<br />

XV-XVIss-Si <strong>da</strong>savleT evropaSi sagrZnoblad gaizar<strong>da</strong> <strong>reklamis</strong><br />

gamomsaxvelobiTi saSualebebi <strong>da</strong> misi gavlena sazogadoebriv<br />

cxovrebaze. am periodis Sesaxeb cnobili holandieli kulturologi<br />

<strong>da</strong> istorikosi i. xeizinga wers: ,,mTavari Tavisebureba gviani Sua<br />

19

saukeneebis kulturisa _ misi metismetad <strong>vizualuri</strong> xasiaTia” (xeizinga<br />

1988:318). metismeti vizualizaciis erT-erTi mizezi gaxl<strong>da</strong>T is, rom<br />

sazogadoebis umravlesoba gaunaTlebeli iyo,Aamitom cota vinme Tu<br />

SeZleb<strong>da</strong> abraze teqstis amokiTxvas. Aam faqtori<strong>da</strong>n gamomdinare<br />

gaizar<strong>da</strong> moTxovna mxatvrebze <strong>da</strong> nalbandebze, romelTa naxatebi <strong>da</strong><br />

amokveTili gamosaxulebebi abrebze, exmarebo<strong>da</strong> a<strong>da</strong>mianebs swori<br />

orientacia moexdinaT uamravi samikitnoebis, duqnebis <strong>da</strong> sxva<br />

<strong>da</strong>wesebulebebis labirinTebSi. im periodis Aabrebis simravles <strong>da</strong><br />

saWiroebas naTlad aRwers xelovnebaTmcodne J. fovie. is wers: ,,abrebi<br />

_ miamiti naxatebia amoWrili SeRebili xisgan an mooqrovili tilosgan,<br />

maT didi adgili ukaviaT Sua saukuneebis socialur cxovrebaSi, isini<br />

arqmeven Senobas saxels, reklamas uweven duqnebsa <strong>da</strong> samikitnoebs.<br />

qalaqSi, sa<strong>da</strong>c quCebi ar aris <strong>da</strong>niSnuli, xolo saxlebi ara ris<br />

<strong>da</strong>nomrili, abrebi mTavari orientiria qalaqis cxovrebaSi” (uConova . . .<br />

2008:98).<br />

am periodis vizualur reklamaze saubari SeiZleba Cvenamde<br />

moRweuli mxatvruli <strong>da</strong> moculobiTi abrebis mixedviT. magaliTad:<br />

sainteresoa Rvinis duqnisken gzis maniSnebeli moculobiTi abra<br />

(suraTi 8). abraze, maniSnebel isars warmoadgens dekoratiuli liTonis<br />

ornamenti, romelzec Rvinis kasria mimagrebuli. abra Zalian lamazi <strong>da</strong><br />

originaluria. aseTi moculobiTi abrebi yovelTvis xvdeba a<strong>da</strong>mianis<br />

TvalTxedvis areSi <strong>da</strong> ipyrobs yuradRebas Tavisi naturaluri<br />

formebiT <strong>da</strong> SesaZlebeli yovelmxrivi <strong>vizualuri</strong> aRqmiT. moculobiTi<br />

tipis Sua saukunovan sareklamo abrebi dResac aqtualuria, rac<br />

TanamedroveobaSi vizualurad asaxavs cnobil gamonaTqvams: ,,axali _<br />

zogjer kargad <strong>da</strong>viwyebuli Zveliao.”<br />

XVs-is <strong>da</strong>sawyisSi evropaSi ganviTarebas iwyebs graviura (xis,<br />

liTonis, qvis, minis <strong>da</strong> sxva Ggluv ze<strong>da</strong>pirze amokveTili naxati). am<br />

periodis graviurebSi ZiriTa<strong>da</strong>d gamosaxvdnen religiur scenebs.<br />

Semdgom, graviuris ostatebma iswavles beWdviTi meTodis msgavsad<br />

dedni<strong>da</strong>n gamosaxulebis qaRaldebze ga<strong>da</strong>tana. aseTma winsvlam Zalze<br />

gaaxara imdroindeli xelisufalni, radgan warmoiSva informaciis<br />

gavrcelebis Se<strong>da</strong>rebiT swrafi saSualeba. xelisufalni graviorebs<br />

20

ukveTavdnen sakuTari politikuri miznebisTvis sasurvel Temebs,<br />

romelTac Semdgom sareklamo furclebis saxiT avrcelebdnen xalxis<br />

masebSi <strong>da</strong> axdendnen zemoqmedebas sazogadoebriv azrze. gravirebulma<br />

mfrinavma furclebma sagrZnoblad gaaiola informaciis gavrceleba<br />

sazogadoebaSi. gravirebuli meTodiT mfrinavi furclebis (dRevandeli<br />

flaierebi) gavrceleba, tipografiuli tiraJirebis <strong>da</strong> beWdviTi<br />

<strong>reklamis</strong> sawyisia. politikuri xasiaTis naxatebis <strong>da</strong>xatvas Senobebis<br />

kedlebze avalebdnen mxatvrebsac. aseTi tipis naxatebma safuZveli<br />

Cauyara <strong>reklamis</strong> erT-erT yvelaze mxatvrul saxeobas - plakats, kerZod<br />

politikur plakats. G<br />

Sua saukuneebis bolos izrdeba moTxovna ganaTlebul, moazrovne<br />

a<strong>da</strong>mianebze, xelnawer wignebze, mfrinav furclebze, afiSebze, rac, Tavis<br />

mxriv iqca beWdviTi saSualebebis gamogonebis stimulad. am periodSi<br />

mTavrobam <strong>da</strong>iwyo quCebSi xmauriani reklamirebis SezRudvebi, amitom<br />

sxva<strong>da</strong>sxva saxis teqsturma Setyobinebebma afiSebis saxiT Senobebis<br />

kedlebze ga<strong>da</strong>inacvla. informaciis gavrcelebis aseT formas yvelaze<br />

adre moxetiele msaxiobebis jgufebma mimarTes. isini TavianT sanaxaobiT<br />

afiSebs sacxovrebeli saxlebis ezoebSi, umetesad ki safosto<br />

sadgurebSi akravdnen, swored aqe<strong>da</strong>n warmoiSva saxelwodeba _<br />

fosteri (afiSa, plakati).<br />

amrigad, am periodSi viTardeba, <strong>reklamis</strong> iseTi saxeobebi,<br />

rogoricaa: samrewvelo emblema, gerbi, mxatvruli <strong>da</strong> moculobiTi abra,<br />

afiSa. saTaves iRebs <strong>reklamis</strong> yvelaze mxatvruli saxeoba- plakati.<br />

§ ΙΙΙ. sareklamo saqmianobis axali etapi<br />

M XVs-Si germaneli ostatis iohanes gutenbergis mier sabeWdi<br />

manqanis gamogonebam komunikaciis sferoSi teqnikuri revolucia<br />

moaxdina. am mniSvnelovani gamogonebiT iwyeba sareklamo saqmianobis<br />

axali etapi, romelic vrceldeba mTel <strong>da</strong>savleT evropaSi.<br />

beWdviTi tiraJirebis sawyisi<strong>da</strong>n Kkomerciuli <strong>da</strong> politikuri<br />

<strong>reklamis</strong> sayvareli Janri xdeba mfrinavi furceli, zomiT 15X23, rasac<br />

im droi<strong>da</strong>n flaiers uwodeben, (dRevandeli flaieris zoma ZiriTa<strong>da</strong>d<br />

21

Seadgens 10X7_20X10 sm.). Tavi<strong>da</strong>n es iyo <strong>da</strong>beWdili mokle teqsti,<br />

ZiriTa<strong>da</strong>d wignebis CamonaTvaliT an sxva<strong>da</strong>sxva saxis komerciuli Tu<br />

politikuri operatiuli SetyobinebebiT. teqsts xSirad gravirebul<br />

dekoratiul CarCoSia Tavsebdnen. mogvianebiT informacias grafikuli<br />

ilustraciac <strong>da</strong>urTes, ramac sareklamo mfrinav Ffurcels mxatvruli<br />

saxe SesZina. XVs-Si gavrcelebulma mfrinavma furclebma Tavis mxriv<br />

warmoSves beWdviTi <strong>reklamis</strong> iseTi saxeobebi rogoricaa: katalogi,<br />

(gasayi<strong>da</strong>d <strong>da</strong>gegmili produqciis CamonaTvali), prospeqti (wignebis an<br />

sxva<strong>da</strong>sxva saxis gamomcemlobis cnobari) <strong>da</strong> preiskuranti. (fasebis<br />

cnobari sxva<strong>da</strong>sxva produqciaze) am ukanasknels didi gasaqani misca<br />

cnobilma venecielma tipografma <strong>da</strong> mecnierma aldo manucim, romelmac<br />

1498 wels <strong>da</strong>beW<strong>da</strong> Tavisi pirveli 15 wigni berZnul enaze <strong>da</strong> Tan <strong>da</strong>urTo<br />

am wignebis fasebis katalogi (uConava . . . 2008:108). amave saukunis<br />

<strong>da</strong>sasrul germanelma gamomcemelma erhard ratdoltma gamoigona<br />

satitulo furceli. cnobili istorikosi_ vladimer lublinski wers:<br />

,,gutenbergis Sedevris - beWdviTi manqanis gamogonebi<strong>da</strong>n saukunis<br />

meoTxedic ar gava, rom 1476 wels veneciaSi erhartd ratdolti Seqmnis<br />

msoflioSi pirvel satitulo furcels, romelSic informacia leqsiviT<br />

aris mowodebuli <strong>da</strong> galamazebulia ornamentiT” (suraTi 9) (uConava . . .<br />

2008:109). XVs-Si gamosuli uamravi wignis, maTi avtorebisa <strong>da</strong><br />

gamomcemlobebis simravlem satitulo furclis arseboba<br />

aucilebelobad aqcia. misi meSveobiT sazogadoebas SeeZlo<br />

erTmaneTisgan gaerCia wignebi. satitulo furceli warmoadgen<strong>da</strong><br />

Tavisebur safirmo niSans, romelic reklamas uwev<strong>da</strong> wignis avtorsa <strong>da</strong><br />

gamomcemlobas. aRsaniSnavia is, rom am periodSi satitulo furcels<br />

ZiriTa<strong>da</strong>d qmnidnen cnobili mxatvrebi, ris safuZvelzec bevri maTgani<br />

xelovnebis nimuSs uTanabrdeba. magaliTad: aRsaniSnavia didi mxatvris-<br />

hans holbein uncrosis mier wignebis <strong>reklamis</strong>Tvis Seqmnili satitulo<br />

furceli, romelic mxatvruli TvalsazrisiT xelovnebis nimuSs<br />

warmoadgens (suraTi 10). satitulo furcels ZiriTa<strong>da</strong>d alamazebdnen<br />

ornamentebiT, mxatvruli SriftebiT <strong>da</strong> gravirebuli dekoratiuli<br />

CarCoTi. Semdgom, satitulo furceliFnel-nela kargavs mxatvrul<br />

faseulobas, risi mizezic gax<strong>da</strong> is, rom masze aRar muSaobdnen<br />

22

mxatvrebi. TanamedroveobaSi, satitulo furceli moklebulia<br />

dekoratiulobas <strong>da</strong> mxolod dokumentis xasiaTs atarebs.<br />

XV saukuni<strong>da</strong>n <strong>da</strong>wyebuli sagrZnoblad izrdeba moTxovna beWdviT<br />

reklamaze <strong>da</strong> mis tiraJirebaze. reklamiT <strong>da</strong>interesdnen ara marto<br />

wignebis <strong>da</strong> sxva<strong>da</strong>sxva saxis produqciis vaWrebi, aramed eklesiis<br />

msaxurnic. mravlad ibeWdebo<strong>da</strong> broSurebi, romlebSic asaxuli iyo<br />

fasebi sxva<strong>da</strong>sxva saxis dokumentebsa <strong>da</strong> momsaxurebaze, aseve, uwyebebs<br />

fasebis Sesaxeb, romlebsac adgendnen romis papis kancelariis<br />

warmomadgenlebi. (lublinski 1972:120). reklamas masobrivad mimarTavdnen<br />

satransporto saSualebaTa, sastumroTa mepatroneebi <strong>da</strong> Teatraluri<br />

sanaxaobebis organizatorebi. am ukanasknelTa <strong>da</strong>kveTiT, mfrinavi<br />

furcelis gar<strong>da</strong>, ibeWdebo<strong>da</strong> Teatraluri afiSebi. (XVI-XVIIss.)<br />

pirveli afiSebi formatiT, SriftiT <strong>da</strong> ilustraciuli masaliT<br />

identuri iyo mfrinavi furclisa. gansxvaveba mdgomareob<strong>da</strong> mxolod<br />

gavrcelebis wesSi. afiSebs akravdnen Senobebis kedlebze, mfrinavi<br />

furceli ki ZiriTa<strong>da</strong>d vrceldebo<strong>da</strong> kafeebis, samikitnoebis <strong>da</strong><br />

,,xeli<strong>da</strong>n_ xelSi” ga<strong>da</strong>cemis meSveobiT. MmagaliTad: 1563 wlis inglisis<br />

erT-erT samefo debulebaSi ewera: ,,msaxiobebma afiSa un<strong>da</strong> gaakran<br />

fostasTan axlos warmodgenamde ramdenime dRiT adre, imisTvis, rom<br />

xalxi winaswar iyos informirebuli sanaxaobis Sesaxeb” (uConava. . .<br />

2008:118). sainteresoa aseve is, rom XVI-XVIIss-is evropul afiSebSi<br />

Zalian gulmodgined iyo aRwerili sanaxaobebis programa, programebSi<br />

ki detalurad konkretdebo<strong>da</strong> yoveli msaxiobis roli <strong>da</strong> moqmedeba. erTi<br />

mxriv, imdroindeli afiSebis teqsti iyo Zalian grZeli <strong>da</strong><br />

mosabezrebeli, meore mxriv ki a<strong>da</strong>mians SeeZlo detalurad gacnobo<strong>da</strong><br />

programas - Tu ris naxvas sTavazobdnen <strong>da</strong> aqe<strong>da</strong>n gamomdinare<br />

gakeTebina arCevani. aseTi tipis afiSebi vrceldeba XIX saukunis meore<br />

naxevramde. maTi warmoeba wydeba <strong>reklamis</strong> erT-erTi yvelaze<br />

mravalferovani <strong>da</strong> mxatvruliA saxeobis - plakatis asparezze gamosvlis<br />

Semdeg.<br />

wignis beWdvis logikuri gagrZeleba gax<strong>da</strong> <strong>reklamis</strong> iseTi<br />

saxeobebis <strong>da</strong>arseba, rogoricaa sagamomcemlo niSani /emblema/,<br />

eqslibrisi <strong>da</strong> savizito baraTi.<br />

23

yvelaze pirvel sagamomcemlo emblemad cnobilia gamosaxuleba<br />

saxelwodebiT ,,ormagi fari”, romlis avtorebia: gutenbergis mimdevrebi<br />

iohan fusti <strong>da</strong> petera Seferi. (suraTi 11). namuSevarSi gamosaxulia<br />

faris ori nawili, romlebic erTmaneTSi bantiseburad aris ga<strong>da</strong>bmuli.<br />

,,ormag farze” metad cnobili gax<strong>da</strong> venecieli gamomcemlis ald manucis<br />

sagamomcemlo marka - gemis vRuzaze Semoxveuli delfinis gamosaxulebiT<br />

<strong>da</strong> deviziT: ,,festina lente”- ,,iCqare nela”. (1503w.) (suraTi 12). (uConava . . .<br />

2008:118). tipografiuli xanis <strong>da</strong>wyebi<strong>da</strong>n orasi wlis Semdeg wignis<br />

avtorebma <strong>da</strong> gamomcemlebma mimarTes gravirebul eblemebs, romlebsac<br />

eqslibrisi /laTinuri<strong>da</strong>n ex libris _wignebi<strong>da</strong>n / ewo<strong>da</strong>. eqslibrisi<br />

(sakuTrebis gamomsaxveli niSani) ar warmoadgens reklamas pir<strong>da</strong>piri<br />

gagebiT, magram yoveli eqslibrisi Seicavs <strong>reklamis</strong> elementebs, radgan<br />

am patara miniaturebis mxatvruli ga<strong>da</strong>wyveta simbolurad gamoxatavs<br />

wignis mflobelebis individualobas <strong>da</strong> socialur mdgomareobas.<br />

XVI-XVIIss-Si eqslibrisebs qmnidnen iseTi gamoCenili mxatvrebi,<br />

rogorebic arian: albrext diureri, lukas kranaxi -ufrosi, uiliam<br />

hogarti <strong>da</strong> sxvebi. mag: cnobilia albrext diureris Svidi proeqti <strong>da</strong> 13<br />

tiraJirebuli wignis simbolo. erT-erTi pirveli maTgani <strong>da</strong>TariRebulia<br />

1500 wliT <strong>da</strong> Seqmnilia mecnierisa <strong>da</strong> humanistis _ vilibel<strong>da</strong><br />

pirkhaimerisaTvis (suraTi 13) eqslibrisze gamosaxulia mecnieris<br />

sagvareulo gerbi, romelsac Tan axlavs devizi: ,,sibi et amicis”_ ,,CemTvis<br />

<strong>da</strong> megobrebisTvis.” (uConava. . . 2008:121) gamomdinare iqe<strong>da</strong>n, rom am<br />

miniaturebze muSaobdnen didi mxatvrebi, bevri eqslibrisi warmoadgens<br />

namdvil grafikul Sedevrs. TanamedroveobaSi, sagamomcemlo /sastambo/<br />

emblema <strong>da</strong> eqslibrisi Sinaarsobrivi <strong>da</strong>tvirTvis TvalsazrisiT ar<br />

Secvlila, Seicvala mxolod maTi Sesrulebis teqnikuri mxare.<br />

eqslibrebis Semdeg, yofacxovrebaSi Semodis <strong>reklamis</strong> axali saxeoba<br />

e.w. ,,savaWro baraTi” (trade card), rac dRevandeli savizito baraTis<br />

winamorbedia. aseTi savaWro baraTebi gansakuTrebulad popularuli<br />

xdeba XVIII s-Si. Tavi<strong>da</strong>n es iyo didi zomis sareklamo furclebi<br />

romelime maRaziis emblemiT an raime saxeobis savaWro markiT. am<br />

periodi<strong>da</strong>n SemorCenilia ingliseli mxatvris uiliam hogartis mier<br />

Seqmnili savaWro baraTi, romlis saSualebiTac mxatvari<br />

24

popularizacias ukeTebs Tavis saxelosnos. baraTze - warweraa:<br />

,,graviori _ uiliam hogarti” (suraTi 14), (uConava. . . 2008:121).<br />

sainteresoa hogartis mier Seqmnili sakmaod originaluri graviura-<br />

,,kolumbi texs kvercxs”, romelic mosawvev baraTs warmoadgen<strong>da</strong> <strong>da</strong><br />

gansazRvruli iyo naxatebis auqcionze xalxis <strong>da</strong>sapatiJeblad (saraTi<br />

15).<br />

sabeWdi manqanis gamogonebam sareklamo saqmianobaSi warmoSva axal-<br />

axali SesaZleblobebi, magram <strong>reklamis</strong> Semdgomi ganviTarebisTvis<br />

udidesi roli iTamaSa perioduli presis <strong>da</strong> Sesabamisad Jurnalistikis<br />

<strong>da</strong>arsebam. swored am socialuri institutis Camoyalibebam XVIIs-is<br />

pirvel naxevarSi, xeli Seuwyo <strong>reklamis</strong> winsvlas <strong>da</strong> srulyofas.<br />

sagazeTo <strong>reklamis</strong> ganviTarebaSi mniSvnelovani adgili ukavia<br />

frang mwerals, eqims, moazrovnes <strong>da</strong> Jurnalists _ teofrast renodos<br />

saxels. 1631 wlis 30 maiss renodom gamosca istoriaSi pirveli gazeTi<br />

frangul enaze, saxelwodebiT _,,la gazette” (suraTi 16). saxelwodeba man<br />

ga<strong>da</strong>iRo italiuri moneta _ gazzetta- <strong>da</strong>n (gaseta, XVIs.). gazeTi<br />

gamodio<strong>da</strong> kviraSi erTxel. renodo gax<strong>da</strong> pirveli frangi Jurnalisti,<br />

romlis meSveobiTac presaSi gaCn<strong>da</strong> kerZo sareklamo gancxadebebi<br />

(tangeiti 2008:20). Arenodom, ludoviko XIII-isa <strong>da</strong> kardinal riSelies<br />

TanadgomiT, gaxsna pirveli saagentoc, romlis saxelwodeba JRer<strong>da</strong><br />

Semdegnairad: ,,misamarTebisa <strong>da</strong> Sexvedrebis saagento”. es iyo Taviseburi<br />

pirveli sainformacio - sareklamo centri, sa<strong>da</strong>c yovel a<strong>da</strong>mians<br />

Tavisuflad SeeZlo Sesvla, informaciis miReba raimes Sesaxeb,<br />

sakuTari gancxadebis gamoqveyneba, risime gayidva <strong>da</strong> yidva. aRsaniSnavia<br />

is faqti, rom Mmefis brZanebis Tanaxmad saagento sruliad ufasod<br />

muSaob<strong>da</strong>. mefis brZanebaSi ewera: ,,sainformacio saagento un<strong>da</strong> iyos<br />

Suamdgomi Raribsa <strong>da</strong> mdi<strong>da</strong>rs Soris, avadmyofsa <strong>da</strong> eqims Soris <strong>da</strong>,<br />

ramdena<strong>da</strong>c SesaZlebelia, un<strong>da</strong> muSaobdes ufasod”. fizika-maTematikis<br />

mecnierebaTa doqtori, profesori iuri popovi wers: ,,SeiZleba iTqvas,<br />

rom renodom safuZveli <strong>da</strong>udo sareklamo saagentoebis <strong>da</strong>arsebas”<br />

(popovi 1978:38).<br />

safrangeTis magaliTis mixedviT Jurnalistikis ganviTareba <strong>da</strong>iwyo<br />

inglisSi, germaniasa <strong>da</strong> amerikaSi, magram yvelaze metad swrafi<br />

25

ganviTareba sareklamo saqmianobam hpova inglisSi. qveyanaSi arsdebo<strong>da</strong><br />

axal-axali gazeTebi, romlebSic nel-nela izrdebo<strong>da</strong> sareklamo<br />

gancxadebaTa raodenoba. magaliTad: istoriuli wyaroebis mixedviT,<br />

pirveli reklama <strong>da</strong>ibeW<strong>da</strong> gazeT -,,Mercurius Politiqus”_Si (,,politikuri<br />

cnobari”) 1652 wels, gazeTi <strong>da</strong>arsa ingliselma Jurnalistma merCmont<br />

nidxemma (samfsoni 1874:72). aseve, londonSi, 1786 wels, vinme uiliam<br />

teilorma gaxsna pirveli sareklamo saagento saxelwodebiT_ ,,Tailor and<br />

Newton” (,,teilori <strong>da</strong> niutoni”) es saagento gax<strong>da</strong> erT-erTi pirveli,<br />

romelmac <strong>da</strong>iwyo Suamdgomlis funqciis Sesruleba <strong>reklamis</strong> <strong>da</strong>mkveTsa<br />

<strong>da</strong> stambas Soris (uConava . . . 2008:129).<br />

amerikaSi pirveli sareklamo saagento 1842 wels gaxsna volni<br />

palmerma. saagentoOakontroleb<strong>da</strong> cnobil gamomcemlobebs amerikasa <strong>da</strong><br />

kana<strong>da</strong>Si.<br />

inglisSi, sareklamo xelovnebis mniSvnelovan figurad miCneulia<br />

jon houtoni. aRsaniSnavia, rom ganaTlebiT farmacevtma gamosca<br />

yovelkvireuli Jurnali saxlwodebiT ,,A Collection for Improvement of<br />

Husbandry and Trade” (krebuli saqmosnobisa <strong>da</strong> vaWrobis ganviTarebisTvis).<br />

am krebulis pirveli nomeri gamovi<strong>da</strong> 1692 wels <strong>da</strong> ibeWdebo<strong>da</strong> 1703<br />

wlamde. aRsaniSnavia is, rom masobrivi komunikaciis sferoSi hiutoni<br />

iyo pirveli, romelmac Tavis krebulSi gamoaqveyna kerZo, intimuri<br />

gancxadebebi. aseTi tipis sareklamo gancxadebebma swrafad miizi<strong>da</strong><br />

sazogadoebis didi nawili <strong>da</strong> savaraudod hiutons kargi finansuri<br />

sargebelic moutana. magaliTad: krebulSi gamoqveynebul erT-erT<br />

sareklamo gancxadebaSi ewera: ,,30 wlis jentlmens, romelsac aqvs kargi<br />

mamuli, surs <strong>da</strong>qorwineba axalgazr<strong>da</strong> qalbatonze, romlis piradi<br />

qoneba Seadgens 3000 funts. jentlmeni mzad aris garigeba sabuTiT<br />

<strong>da</strong>akanonos” (samfsoni 1874:131).Ggancxadeba namdvilad iumoristulad<br />

JRers, magram aseTi gancxadebebi warmoadgen<strong>da</strong> siaxles <strong>da</strong> rogorc<br />

yvelafers axals, maTac interesiT <strong>da</strong>ewafa xalxi. un<strong>da</strong> aRiniSnos, rom<br />

kerZo xasiaTis intimuri gancxadebebi TanamedroveobaSic iwvevs interess<br />

<strong>da</strong> am kuTxiT XVII saukunesTan Se<strong>da</strong>rebiT araferi Secvlila.<br />

erTaderTi cvlileba mdgomreobs imaSi, rom gancxadebebis reklamirebas<br />

hiutonis yovelkvireuli Jurnalis nacvlad dRes yvelaferze ukeT<br />

26

interneti asrulebs. TanamedroveobaSi, a<strong>da</strong>mianebi masobrivad mimarTaven<br />

internets, romelic savsea, rogorc intimuri gancxadebebiT, aseve<br />

sxva<strong>da</strong>sxva saxis gasacnobi programebiT.<br />

XVIII saukunis bolos, sareklamo xelovneba sakmaod ganviTar<strong>da</strong> <strong>da</strong><br />

momgebiani saqmianobad iqca. SeiZleba iTqvs, rom am periodis reklama<br />

Tavisi saxeobebis simdidriTa <strong>da</strong> variantebis simravliT TiTqmis<br />

utoldeba Tanamedrove dones, magram jer kidev mwiri rCeba misi<br />

<strong>vizualuri</strong> mxare. evropaSi pirveli ilustrirebuli reklamebi gazeTebSi<br />

gaCn<strong>da</strong> 1680 wels, magram Zalian iSviaT <strong>da</strong> SemTxveviT xasiaTs atareb<strong>da</strong>.<br />

aRsaniSnavia is faqtic, rom XVIII s-is meore naxevrSi reklamas miaqcies<br />

yuradReba am periodis iseTma seriozulma mkvlevarebma, rogorebic<br />

iyvnen: jorj edisoni, jorj svifti, samuel jonsoni <strong>da</strong> ukve <strong>da</strong>iwyes<br />

saubari <strong>reklamis</strong> zemoqmedebis negatiur mxareebzec.M magaliTad<br />

samuel jonsoni 1761 welSi gamocemul Jurnal ,,The idler”_Si (,,usaqmuri”)<br />

wers: ,,reklama ukve imdenad bevria, rom uaryofiTad moqmedebs<br />

sazogadoebaze, is ipyrobs yuradRebas ga<strong>da</strong>metebuli <strong>da</strong>pirebebiT <strong>da</strong><br />

mWermetyvelebiT _ ZiriTa<strong>da</strong>d paTetiuri. Ddidi <strong>da</strong>pirebebi- sulia<br />

<strong>reklamis</strong>” (uConava . . . 2008:144). jonsonis es mSvenieri mosazreba Tavi<strong>da</strong>n<br />

bolomde esa<strong>da</strong>geba Tanamedrove reklamasac, romelic dResac zedmetad<br />

bevria <strong>da</strong> realobaze bevrad ufro mets gvpirdeba.<br />

XVIII saukunis bolos <strong>da</strong> XIX s-is <strong>da</strong>sawyisSi sxva qveynebTan<br />

Se<strong>da</strong>rebiT, sareklamo saqmianobis centri xdeba inglisi, rac ganapiroba<br />

qveyanaSi ekonomikis swrafma ganviTarebam. qveyanaSi yalibdeba<br />

warmatebul <strong>da</strong> mdi<strong>da</strong>r mrewvelTa wre, romelTa Soris gaimarTa mwvave<br />

konkurencia. produqciis gasaRebis mizniT <strong>da</strong> xalxis misazi<strong>da</strong>d isini<br />

eZebdnen <strong>reklamis</strong> gavrcelebis axal gzebsa <strong>da</strong> ideebs, aman, Tavis mxriv<br />

metad ganaviTara sareklamo xelovneba <strong>da</strong> saqmianoba. Jurnal-gazeTebSi<br />

miniaturuli sareklamo ilustraciebi Secvala didi zomis sareklamo<br />

gamosaxulebebma.Aam <strong>da</strong>rgSi novatoruli midgomiT gamoirCeo<strong>da</strong><br />

inglisuri Jurnali ,,Fermer” (1774w.), romlSic reklamirebuli iyo<br />

fermerebis meurneobisTvis saWiro manqanebis suraTebi, aseve,<br />

yovelTviuri ilustrirebuli Jurnali ,,la Belle Assemble” (1790w), romelSic<br />

ibeWdebo<strong>da</strong> produqcia susti sqesis warmomdgenlebisTvis. xolo masobriv<br />

27

mkiTxvelze gaTvlili pirveli ilustrirebuli evropuli Jurnali gax<strong>da</strong><br />

inglisuri Jurnali- ,,Peni Megezin” (Jurnali kapikad), romelic gamoica<br />

1824 wels. Uufro gamomsaxvelobiTi gax<strong>da</strong> am periodis gare reklamac.<br />

frangi istorikosi fernard brodeli wers: iglisis quCebi<br />

ga<strong>da</strong>tvirTuli iyo moZravi etlebiT, romlebzec <strong>da</strong>magreuli iyo<br />

sxva<strong>da</strong>sxva HSinaarsis sareklamo abrebi manaTobel SuqurebTan erTad.<br />

etlebi moZraobdnen dRisiTac <strong>da</strong> RamiTac” (brodeli 1988t.II:56). aseTi<br />

,,mosiarule reklamebis” simravle aferxeb<strong>da</strong> moZraobas, ramac gamoiwvia<br />

ukmayofileba mosaxleobaSi <strong>da</strong> inglisis parlamenti iZulebuli Seiqmna<br />

1835 wels aekrZala <strong>reklamis</strong> gavrcelebis aseTi meTodi. Semdgom iwyeba<br />

sareklamo teqstebis <strong>da</strong> sareklamo suraTebis masiuri xatva specialur<br />

<strong>da</strong>dgmul mrgval tumboebze, umetesad ki trotuarebsa <strong>da</strong> kedlebze.<br />

<strong>reklamis</strong> gavrcelebis aseTi ,,trotuaruli” meTodi gagrZel<strong>da</strong> XIXs-is<br />

Sua perio<strong>da</strong>mde. swored trotuarebze <strong>da</strong> kedlebze xatva gax<strong>da</strong> biZgi,<br />

<strong>reklamis</strong> yvelaze mravalferovani <strong>da</strong> mxatvruli saxeobis- plakatis<br />

ganviTarebisTvis. (uConova . . . 2008:.206-208).<br />

XIXs-Si, amerikasa <strong>da</strong> evropaSi ganviTar<strong>da</strong> <strong>reklamis</strong> erT_erTi<br />

saintereso saxeoba _ vitrinis reklama, rasac XIXs-is Sua perodSi<br />

gansakuTrebuli mniSvneloba gazis, mogvianebiT ki eleqtro ganaTebis<br />

gamogonebam mianiWa. vitrinis gaformebis xelovneba metad saxasiTo<br />

gax<strong>da</strong> germaniaSi (germenuli<strong>da</strong>n -,,schaufensrter” niSnavs ,,fanjaras<br />

<strong>da</strong>TvalierebisTvis“). Tv<strong>da</strong>pirvelad sareklamod gamiznul produqcias<br />

vitrinis Taroebze aTavsebdnen. saWiro xdeba sagnis esTeTikuri<br />

miwodeba, raTa vitrinam miipyros yuradReba. evropaSi Cndeba vitrinis<br />

dekoratoris profesia. <strong>reklamis</strong> mkvlevarebi v. uConava <strong>da</strong> n. starix<br />

TavianT wignSi ,,<strong>reklamis</strong> istoria” aRniSnaven: “dinamiuri CvenebisTvis<br />

vitrinebSi iyenebdnen aramarto manekenebs, aramed cocxal a<strong>da</strong>mianebsac”<br />

(uConova. . . 2008:246-247). Semdgom, vitrinis sareklamo funqcias itvirTavs<br />

abra.<br />

Aamrigad, XVIII saukunis bolos, sareklamo saqmes gansakuTrebuli<br />

mniSvneloba mieniWa. is momgebian saqmianobad iqca, radgan tiraJirebis<br />

saSualebiT SesaZlebeli gax<strong>da</strong> informaciis gamravleba <strong>da</strong> swrafi<br />

gavrceleba. ganviTareba <strong>da</strong>iwyo <strong>reklamis</strong> iseTma saxeobebma, rogoricaa:<br />

28

gazeTis <strong>da</strong> Jurnalis reklama, vitrinis reklama, <strong>da</strong>ars<strong>da</strong> sareklamo<br />

saagentoebi. saxeobebis simdidriT <strong>da</strong> formebis simravliT XVIII saukunis<br />

reklama TiTqmis ar Camovardebo<strong>da</strong> Tanamedroveobas. mwiri rCebo<strong>da</strong><br />

mxolod misi gamomsaxvelobiTi mxare. <strong>reklamis</strong> mniSvnelobis zr<strong>da</strong>ze<br />

metyvelebs is faqtic, rom mas yuradReba miaqcies am periodis cnobilma<br />

mkvlevarebma.<br />

29

Tavi II. reklama <strong>da</strong> xelovneba<br />

§ Ι. plakatis (baneris) ganviTareba <strong>da</strong> gamosaxvis specifika<br />

XIXs-is meore naxevarSi <strong>reklamis</strong> saxeobebma (mfrinavma furcelma,<br />

afiSam) metad mravalferovani saxe SeiZina, rac ganapiroba germaneli<br />

gamomgoneblis iohan aloiz zeneferdelis mier 1798 wels <strong>da</strong>zguri<br />

beWdvis teqnikis liTografiis (warmosdgeba berZnuli sityvisgan- litho-<br />

niSnavs qvas, grapho –vwer, vxatav) gamogonebam. liTografiis meSveobiT<br />

SesaZlebeli gax<strong>da</strong> feradi beWdva (tatievi… mis: http://bse.sci-<br />

lib.com/article070814.html). pirveli liTografiuli saxelosno gaixsna<br />

miunxenSi 1806 wels, 1816 wels, aseTive saxelosno <strong>da</strong>ars<strong>da</strong> safrangeTSi,<br />

1822 wels ki londonsa <strong>da</strong> ruseTSi. litografiuli beWdvis teqnika<br />

gax<strong>da</strong> plakatis xelovnebis ganviTerebis erT_erTi umniSvnelovanesi<br />

biZgi. 1862 wels inglisSi <strong>da</strong>ars<strong>da</strong> plakatistTa asociacia, romelic<br />

miznad isaxav<strong>da</strong> <strong>reklamis</strong> am yvelaze mxatvruli saxeobis<br />

popularizacias (uConova . . . 2008:211). MXIXs-is 80-ani wlebSi inglisur<br />

reklamaSi aqtualuri xdeba devizebis (sloganebis) gamoyeneba. 1893<br />

wlisTvis ki istoriuli wyaroebis mixedviT qveyanaSi sareklamo<br />

gzavnilebi imdenad bevri iyo, rom inglisis mTavrobis iniciativiT<br />

<strong>da</strong>ars<strong>da</strong> nacionaluri gaerTianeba, romelsac evalebo<strong>da</strong> quCebSi<br />

sareklamo gancxadebaTa ga<strong>da</strong>Warbebuli raodenobis kontroli.<br />

safrangeTSi sareklamo xelovnebis ganviTareba XIX saukunis meore<br />

naxevri<strong>da</strong>n iwyeba.Aam periodis frangul reklamas gansakuTrebuli<br />

aRiareba moutana <strong>reklamis</strong> yvelaze mxatvrulma saxeobam - plakatma.<br />

plakati- laTinurad ,,placatum”- gancxadebas niSnavs. warmoiSva sityva<br />

plaguar-i<strong>da</strong>n (mikvra, miwepeba). inglisSi <strong>da</strong> amerikaSi mas uwodeben foster-s,<br />

(posteri) germaniaSi <strong>da</strong>s Plakat-s (plakati), safrangeTSi affich-s (afiSa)<br />

(basialaia 2010:40). saqarTveloSi plakats (Tanamedrove terminologiiT-<br />

baners). <strong>da</strong>niSnulebis <strong>da</strong> funqciis mixedviT ansxvaveben plakatis<br />

ramdenime ZiriTad saxeobas:<br />

1. politikurs (agitaciuri, propagandistuli tipis plakatebi);<br />

30

2. sareklamos (plakatebi Seqmnili sxva<strong>da</strong>sxva saxis produqciis <strong>da</strong><br />

sanaxaobebis <strong>reklamis</strong>Tvis);<br />

3. saswavlos (plakati Seicavs informacias codnis sxva<strong>da</strong>sxva sferos<br />

Sesaxeb);<br />

4. instruqciuls (plakatebi informaciiT teqnikuri usafrTxoebis, san.<br />

<strong>da</strong>sufTavebis <strong>da</strong> higienis Sesaxeb);<br />

5. monografiuls (informaciuli cnobebi gamoCenili moRvaweebis<br />

saiubileo TariRebis Sesaxeb);<br />

6. informaciuls (siaxleebi latareebis <strong>da</strong> gaTamaSebebis Sesaxeb);<br />

(ivanovi 1963:5-8). Tumca un<strong>da</strong> aRiniSnos, rom sityva informaciuli<br />

miesadegeba plakatis yvela saxeobas, radgan yvela saxis plakati iseve,<br />

rogorc mTlianad reklama aris garkveuli siaxlis <strong>da</strong> informaciis<br />

matarebeli.<br />

teqnikuri Sesrulebis TvalsazrisiT plakati aris nabeWdi <strong>da</strong><br />

xeliT naxati. plakatSi informacia mowodebulia ZiriTa<strong>da</strong>d feradi<br />

gamosaxulebis meSveobiT, rac stilisturad ganasxvavebs mas afiSasagan.<br />

plakatisgan gansxvavebiT, afiSaSi did rols TamaSobs teqsturi<br />

Setyobineba, mis gamomsaxvelobiT saSualebas warmoadgens mxolod<br />

Srifti. plakatSi ki <strong>da</strong>tvirTva eniWeba gamosaxulebas, mas SeuZlia<br />

,,aCvenos”, amitom sargeblobs metad <strong>da</strong>majerebeli SesaZleblobiT.<br />

gamomdinare <strong>reklamis</strong> principebi<strong>da</strong>n (miipyros yuradReba, moaxdios<br />

StabeWdileba <strong>da</strong> <strong>da</strong>ajeros), plakats aqvs gamosaxvis specifika: is<br />

momentalurad un<strong>da</strong> xvdebodes a<strong>da</strong>mians TvalTaxedvis areSi, ikiTxebodes<br />

Sori manZili<strong>da</strong>n, axdendes emociur zemoqmedbas, vizualurad <strong>da</strong><br />

Sinaarsobrivad aRiqmebodes martivad <strong>da</strong> gasagebad. specifiki<strong>da</strong>n<br />

gamomdinare plakati, garkveulwilad, zRu<strong>da</strong>vs mxatvars weris im<br />

TavisuflebaSi, romelic SesaZloa mas qondes sxva saxis mxatvruli<br />

namuSevris Seqmnis procesSi, mxatvarma-plakatisma un<strong>da</strong> Seqmnas suraTi,<br />

romelSic, xSir SemTxvevaSi, SeZlebs ramdenime ideis, siuJetis, <strong>da</strong>yvanas<br />

<strong>da</strong> gamosaxvas erTian lakonur, martivad aRsaqmel vizualur formad, -<br />

TiTqmis simbolomde. rusi plakatisti v. ivanovi savsebiT marTebulad<br />

aRniSnavs: ,,plakatistebma xan<strong>da</strong>xan swrafad un<strong>da</strong> gamosaxon is, rac jer<br />

arc ki unaxavT, Tanac un<strong>da</strong> gamosaxon es <strong>da</strong>majereblad” (ivanovi,1963:10).<br />

31

plakati gaurbis siRrmis iluzias, zedmet plastikurobas, masSi<br />

upiratesoba eniWeba lakonur kompoziciur ga<strong>da</strong>wyvetas. is aramarto<br />

axdens ideis demonstrirebas, aramed itacebs, ancvifrebs <strong>da</strong> arwmunebs<br />

a<strong>da</strong>mians. axdens masze emociur zemoqmedebas. aqe<strong>da</strong>n gamomdinare <strong>reklamis</strong><br />

es saxeoba mxatvr-plakatistisgan moiTxovs garkveul Tvisebebs,<br />

ZiriTa<strong>da</strong>d: fantaziis unars, dekoratiulobas <strong>da</strong> feris grZnobas.<br />

gansakuTrebuli mniSvneloba aqvs plakatSi Tanmxleb teqstsac. teqsti<br />

gamosaxulebis Semadgeneli nawilia, rogorc azrobrivi aseve<br />

kompoziciuri TvalsazrisiT. is harmoniulad erwymis gamosaxulebis<br />

sibrtyes <strong>da</strong> aRiqmeba gamosaxulebis informaciul, emociur <strong>da</strong><br />

amavdroulad dekoratiul <strong>da</strong>namatad. teqstis lakonurobas udidesi<br />

mniSvneloba aqvs plakatis gamomsaxvelobis misaRwevad. Teqsturi<br />

informacia aris ideis mokle sityvieri ganmarteba Hharmoniulad<br />

Sekruli gamosaxulebasTan. teqsts SeuZlia gaamZafros a<strong>da</strong>mianSi<br />

plakatisgan miRebuli emociuri STabeWdileba, gansakuTrebul<br />

mniSvnelobas iZens teqsti politikur plakatSi, igi, amZafrebs plakatis<br />

ideur-mxatvrul <strong>da</strong>tvirTvas. plakatebSi ki, romlebic Seqmnilia<br />

sxva<strong>da</strong>sxva saxis sanaxaobiTi warmodgenebisTvis, momentaluri <strong>vizualuri</strong><br />

aRqmis TvalsazrisiT teqsti warmoCndeba, rogorc gamosaxulebis<br />

dekoratiuli elementi, rac ganapirobebs plakatis kompoziciaSi<br />

mxatvruli Sriftebis gamoyenebas. magaliTad: Tu plakati asaxavs<br />

romelime istoriul periods SesaZlebeli iqneba epoqisTvis<br />

<strong>da</strong>maxasiaTebeli stilisturi formis Sriftis gamoyeneba. Tu rogori<br />

Sriftis gamoyeneba jobs ama Tu im plakatSi <strong>da</strong>mokidebulia<br />

gamosaxulebis Janrul <strong>da</strong> stilistur Taviseburebebze, dizainer-<br />

grafikosis SemoqmedebiT gamocdilebaze, romelic kopiraiterTan<br />

(a<strong>da</strong>miani romelic adgens sareklamo teqstebs) erTad fiqrobs plakatis<br />

mxatvrul gamosaxvaze.<br />

cnobilia plakatSi feris, gamosaxulebis <strong>da</strong> Sriftis ramdenime<br />

ZiriTadi funqciebi (anisimova 2003:61-63). Sriftis funqciebi<strong>da</strong>n<br />

ganasxvaveben atraqciul, azrobriv - gamomsaxvelobiT, eqspresiul,<br />

saxasiaTo, simbolur, iumoristul <strong>da</strong> esTetikur funqciebs.<br />

Sriftis atraqciuli (mimzidveli) funqcia mdgomareobs SemdegSi:<br />

32

P teqstis yvela detali muSaobs adresatis yuradRebis misapyrobad,<br />

rac gulisxmobs asoebis sidides, zomas, manZils maT Soris, simkveTres,<br />

moxazulobas, wakiTxvis garkveul ritms <strong>da</strong> a. S. Srifti arCeuli un<strong>da</strong><br />

iyos ise, rom a<strong>da</strong>mianma plakatis warwera SeamCnios Sori manZili<strong>da</strong>n,<br />

swrafad <strong>da</strong> martivad amoikiTxos Sinaarsi.<br />

Aazrobriv gamomsaxvelobiTi funqcia gulisxmobs SriftiSi azrobrivad<br />

mniSvnelovani nawilebis gamokveTas. magaliTad: calkeuli sityva,<br />

wina<strong>da</strong>deba, abzaci, rac xels Seuwyobs adresatis yuradRebis<br />

aqcentirebas teqstis mniSvnelovan nawilze.<br />

E eqspresiuli funqcia <strong>da</strong>fuZnebulia Sriftis sxva<strong>da</strong>sxva emociur-<br />

gamomsaxvelobiT Tvisebebze, rac gulisxmobs SriftSi plastikuri<br />

formebis gamoyenebas <strong>da</strong> ferTa tonebis varirebas. Aanisimova Tvlis, rom<br />

asoebis ornamentuli moxazuloba a<strong>da</strong>mianSi iwvevs simCatis <strong>da</strong> sinatifis<br />

SegrZnebas, <strong>da</strong>xrili asoebi ki iwvevs <strong>da</strong>Zabulobis <strong>da</strong> aRelvebis<br />

SegrZnebas. plakatSi xelnawer Sriftebs ki mimarTaven maSin, roca<br />

avtors surs gamowvios ndoba <strong>da</strong> gaamZafros plakatis emociuri<br />

zemoqmedeba (anisimova 2003:62). maSasa<strong>da</strong>me, Sriftis formas, <strong>da</strong>xras,<br />

moxazulobas, iseve, rogorc fers SeuZlia gamowvios a<strong>da</strong>mianSi<br />

garkveuli grZnobebi.<br />

Sriftis saxasiaTo funqcia a<strong>da</strong>mianSi garkveuli asociaciebis<br />

gamowvevis SesaZleblobas <strong>da</strong> mayureblis <strong>da</strong>kavSirebas garkveul<br />

istoriul epoqebTan, erebTan, socialur garemosTan, calkeul<br />

politikur moRvaweebTn. magaliTad: mimarTaven cnobili politikuri<br />

moRvaweebis xelweris imitacias e.w. ,,optikur citatebs” an romelime<br />

istoriuli epoqisTvis <strong>da</strong>maxasiaTebel Srifts.<br />

Sriftis simboluri funqcias, saxasiaTo funqciis msgavsad, gaaCnia<br />

Tviseba gamoiwvios sxva<strong>da</strong>sxva saxis asocoaciebi. magaliTad: otto fon<br />

bismarkis epoqaSi garmaniaSi SeiniSnebo<strong>da</strong> goTuri Sriftebis<br />

mravalferovneba. TanamedroveobaSi aseTi Sriftebis gamoyenebam SeiZleba<br />

gamoiwvios a<strong>da</strong>mianSi, rogorc <strong>da</strong>debiT asociaciebi_ germaniis istoriul<br />

tradiaciebTan, kulturasTan <strong>da</strong>kavSrebiT. aseve, uaryofiTi asociaciebi_<br />

faSizmTan <strong>da</strong>kavSirebiT.<br />

iumoristuli funqcia efuZneba Sriftis iseT Tvisebebs, romelic<br />

33

gamosaxulebasTan erTad, an sxva saSualebebTan kompleqsSi SesZens<br />

plakats iumoristul gamomsaxvelobas.<br />

esTetikuri funqcia Sriftisa ki ganisazRvreba plakatis teqstis<br />

mxatvrul ga<strong>da</strong>wyvetasa <strong>da</strong> esTetikur gamomsaxvelobaSi, riTac is<br />

zemoqmedebas axdens a<strong>da</strong>mianis esTetikur grZnobebze. teqstis Sedgenis<br />

dros kopiraiterisTvis <strong>da</strong> dizainer-grafikosisTvis gasaTvaliswinebelia<br />

aseve, sxva<strong>da</strong>sxva kulturul sivrceSi suraTis aRqmis lingvisturi<br />

Taviseburebebic - kiTxvis Tavisebureba, mimarTuleba, asoTa wyobis<br />

xasiaTi <strong>da</strong> sxva.<br />

vizualur <strong>reklamis</strong> specialistebisTvis aucilebelia Sriftis feris<br />

<strong>da</strong> fonis erTmaneTSi kombinirebis codnac, ris safuZvelzec teqsti iZens<br />

gansakuTrebul simkveTres <strong>da</strong> advilad ikiTxeba. <strong>reklamis</strong> cnobil<br />

Teoretikosis p. ovCinikovas mier Seqmnili sqema, <strong>da</strong>exmareba <strong>reklamis</strong><br />

specialists fonis <strong>da</strong> Sriftis erTmaneTTan marTebulad ga<strong>da</strong>wyvetis<br />

gansazRvraSi (ovCinikova 2009:187).<br />

(teqstis xilvadobis klebadoba zevi<strong>da</strong>n qveviT).<br />

Srifti Ffoni<br />

Savi yviTeli<br />

mwvane TeTri<br />

wiTeli TeTri<br />

lurji TeTri<br />

TeTri lurji<br />

Savi TeTri<br />

yviTeli wiTeli<br />

TeTri wiTeli<br />

TeTri mwvane<br />

TeTri Savi<br />

wiTeli yviTeli<br />

mwvane wiTeli<br />

wiTeli wiTeli<br />

34

Sriftis funqciebis msgavsad plakatSi ansxvaveben gamosaxulebis<br />

ramdenime ZiriTad funqciasac: atraqciuls, eqspresiuls <strong>da</strong> esTetikur<br />

funqciebs.<br />

gamosaxulebis atraqciuli funqcia msgavsad Sriftis funqciisa<br />

mdgomareobs imaSi, rom gamosaxulebam momentalurad miipyros a<strong>da</strong>mianis<br />

yuradReba, rac gamoixateba gamosaxulebis zomebisa <strong>da</strong> formebis<br />

maStaburobaSi, feriT ga<strong>da</strong>wyvetasa <strong>da</strong> simkveTreSi, Canafiqris<br />

gadmocemis originalobaSi <strong>da</strong> sxva.<br />

eqspresiuli funqcia gamoixateba gamosaxulebis <strong>da</strong>niSnulebaSi-<br />

zemoqmedeba moaxdinos a<strong>da</strong>mianis emociebze.<br />

esTetikuri funqcia gulisxmobs Canafiqris mxatvrul - esTeTikur<br />

gamosaxvas, riTac gamosaxuleba zemoqmedebas moaxdens a<strong>da</strong>mianis<br />

esTetikur grZnobebze A(anisimova 2003:51). gamosaxuleba warmoadgns,<br />

rogorc teqstis vizualur <strong>da</strong>matebas, aseve, <strong>reklamis</strong> <strong>da</strong>moukidebel<br />

elements. gamosaxulebis amocanaa:<br />

1. miizidos yuradReba,<br />

2. gamoiwvios interesi,<br />

3. moaxdinos produqtis demonstrireba- Seqmnas produqtis <strong>vizualuri</strong><br />

xati.<br />

4. ganmartos <strong>reklamis</strong> teqsti,<br />

5. gaxados teqsti metad <strong>da</strong>samaxsovrebeli (SevCuki 2007:20).<br />

plakatis mxatvruli ga<strong>da</strong>wyvetis TvalsazrisiT mniSvnelovania is,<br />

rom teqsti naxatis an ilustraciis Tavisebur kompoziciur,<br />

dekoratiul, mxatvrul gagrZelebad aRiqmebodes. Ggamosaxulebis <strong>da</strong><br />

teqstis mxatvrul- kompoziciuri sinTezis warmoCenis TvalsazrisiT,<br />

sainteresoa plakati, romelic Seiqmna mxatvr qeTi matabelis mier S.<br />

rusTavelis nawarmoebis ,,vefxistyaosnis” Temaze Seqmnili kolaJebis<br />

gamofenisTvis (suraTi 17). plakatSi teqsti Tavis formiT qmnis figuris<br />

gamosaxulebis siluets, gamosaxuleba ki aRiqmeba teqstis mxatvrul<br />

gagrZelebad. un<strong>da</strong> aRiniSnos, rom plakatSi kargad aris moRweuli,<br />

formaTa lakonuroba, rac gamoixateba SemoqmedebiTi Canafiqris<br />

maqsimalurad gaerTianebul <strong>da</strong> lakonur gadmocemaSi. plakati<br />

sainteresoa im TvalsazrisiTac, rom masSi igrZnoba nawarmoebisTvis,<br />

35

kerZod ki misi gmirebisaTvis <strong>da</strong>maxasiaTbeli dimanamika. TviT gmiris<br />

mxatvrul- simbolur gamosaaxulebaSi, mis moZraobaSi, Cans eqspresia.<br />

plakatSi ikiTxeba gamosaxulebis eqspresiuli funqcia. namuSevari<br />

garkveulwilad, naxulobs saerTos frangi mxatvar-plakatistis tuluz<br />

lotrekis afiSebis gmirebTan. Sesrulebis TvalsazrisiTAki lotrekis<br />

plkatebis msgavsad tovebs simartivis moCvenebiT iluzias. swored es<br />

moCvenebiTi <strong>vizualuri</strong> simartive-ase aucilebeli plakatis aRqmisTvis,<br />

miiReba fiqris <strong>da</strong> Ziebis Sedegad.A plakatSi - ,,Cven <strong>da</strong> vefxistyaosani”<br />

simartivis iluzias qmnis figuris formebis ganzogadoebuli gadmocema,<br />

romelic gamosaxulia sxeulis formebis gamoxatvis lakonuri xerxebiT.<br />

gamosaxulebaSi ZiriTadi aqcenti gakeTebulia figuris siluetis<br />

kidurebze (xelebsa <strong>da</strong> fexebze), romelTa eqspresiuli moZraoba qmnis<br />

emociur <strong>da</strong>tvirTvas. figuris formebis gadmosacemad gamoyenebuli Savi<br />

laqebi, warweris ganTavsebis xasiaTi <strong>da</strong> Tanmimdevroba xazs usvams<br />

figuris moZraobas, siluetis warmoCenas, warweris <strong>da</strong> gamosaxulebis<br />

Tanabar mniSvnelovnebas kompoziciaSi. Mmxatvruli TvalsazrisiT<br />

plakati- ,,Cven <strong>da</strong> vefxistyaosani” aris teqstisa <strong>da</strong> gamosaxulebis<br />

sinTezis SesaniSnavi magaliTi. Ateqstis <strong>da</strong> gamosaxulebis Serwymis<br />

TvalsazrisiT.<br />

teqstis <strong>da</strong> gamosaxulebis Serwymis TvlsazriT sainteresoa<br />

qarTuli radio _ ,,Fm ucnobi”- sTvis Seqmnili plakatic (suraTi 18).<br />

sityva- ,,ucnobis” pirveli aso ,,u” gar<strong>da</strong>isaxeba mxatvrul formad,<br />

riTac gamosaxulebis Semadgenel detalad warmodgeba. sainteresod<br />

aris ga<strong>da</strong>wyvetili a<strong>da</strong>mianis profilis gamosaxuleba, romelSic teqstis<br />

pirveli aso ,,u”-s grafikuli moyvaniloba erTi mxri<strong>da</strong>n simbolurad<br />

qmnis a<strong>da</strong>mianis profilSi Tvalebs, meore mxri<strong>da</strong>n ki aRiqmeba rogorc<br />

Savi niRabi, riTac gamosaxuleba pasuxobs plakatis Sinaars.<br />

mTlianobaSi, plakatSi –F,,FM ucnobi”, kargad aris miRweuli formaTa<br />

<strong>da</strong> ferTa lakonuroba <strong>da</strong> gamoirCeva Canafiqris originaluri <strong>da</strong><br />

sazriani gadmocemiT.<br />

aqe<strong>da</strong>n gamomdinare, plakatSi ilustracia asaxavs <strong>reklamis</strong><br />

umniSvnelovanes momentebs, teqsti ki gadmogvcems avtoris azrobriv<br />

miniSnebebs. <strong>vizualuri</strong> aRqmis TvalsazrisiT teqsti gamosaxulebis<br />

36

Semadgenel elemantsac warmoadgens, romelic harmoniulad erwymis<br />

kompoziciis sibrtyes <strong>da</strong> aRiqmeba gamosaxulebis rogorc emociur<br />

azrobriv- emociur, aseve mxatvrul <strong>da</strong> dekoratiul <strong>da</strong>namatad.<br />

§ΙΙ. mxatvrul-stilisturi tendenciebi XIX_XXss-is<br />

vizualur reklamaSi.<br />

,,xelovneba aris <strong>da</strong> rCeba im mxatvrul<br />

ujre<strong>da</strong>d, sai<strong>da</strong>nac reklama sesxulobs<br />

mxatvrul saSualebebs, saxes ucvlis maT <strong>da</strong><br />

xSirad impulss aZlevs TviT xelovnebis<br />

ganviTarebas misive saxeSecvlili formebis<br />

wyalobiT.”<br />

(esTetikuri. . . 1986:165)<br />

mxatvrul-stilisturi TvalsazrisiT sainteresoa XIX-XX saukunis<br />

afiSebi <strong>da</strong> plakatebi. 1889-90wlebSi gansakuTrebuli popularobiT<br />

evropaSi sargeblob<strong>da</strong> plakati. cnobili frangi mwerli anri peruSo<br />

wers: ,,axali plakatis mosaZieblad koleqcionerebi arafris winaSe ar<br />

Cerdebodnen, isini xsnidnen plakatebs quCaSi kedlebi<strong>da</strong>n, yidulobdnen<br />

gamkvrelebisgan. TiTqmis yvela qalaqSi ixsnebo<strong>da</strong> franguli an<br />

saerTaSoriso plakatebis gamofena” (peruSo 1990:123). plakatiT<br />

<strong>da</strong>interesdnen XIX-XX saukunis iseTi gamoCenili mxatvrebi, rogorebic<br />

arian: onore domie, Jiul Sere, tuluz lotreki, Teofil steinlei,<br />

alfons muxa, obri berdslei, pier bonari, bernar vilmo, salvador<br />

<strong>da</strong>li, adolf kasandri, endi uorxoli <strong>da</strong> sxvebi. aRsaniSnavia is, rom<br />

swored XIXs-is plakatis gamomsaxvelobiTi sistemis saSualebaTa<br />

mravalferovnebam, ganapiroba grafikuli dizainis sxva<strong>da</strong>sxva<br />

teqnologiebis <strong>da</strong>arseba. aRsaniSnavia isic, rom am periodSi, sareklamo<br />

xelovneba, rogorc dizaini, jer ar iyo gamoyofili mxatvrobisgan,<br />

amitom plakatebs ukveTavdnen im periodis yvelaze cnobil mxatvrebs,<br />

romlebic TavianTi mxatvruli xedvisa <strong>da</strong> SemoqmedebiTi niWis<br />

safuZvelze ubralo sareklamo gancxadebas gar<strong>da</strong>saxavdnen xelovnebis<br />

maRalmxatvrul nawarmoebad.<br />

37

eklamis am saxeobaSi pirvel grafikos -karikaturistad cnobilia<br />

mxatvari onore domie. domies politikuri xasiaTis namuSevrebi<br />

ZiriTa<strong>da</strong>d parizis komunis Temas exebo<strong>da</strong> (1871 w), amitom domie umetesad<br />

politikuri plakatis ganmaviTareblad gvevlineba. misi karikaturebi<br />

vrceldebo<strong>da</strong> mfrinavi furclebis saxiT <strong>da</strong> ibeWdebo<strong>da</strong> sxva<strong>da</strong>sxva<br />

ilustrirebul gamomcemlobebSi. sainteresoa domies erT-erTi<br />

karikatura- axalgazr<strong>da</strong> mamakacis gamosaxulebiT, romelic kedelze<br />

gakrul afiSaze warweras kiTxulobs (suraTi 19). es namuSevari<br />

sainteresoa imiT, romH mxatvars masSi aRbeWdili aqvs im droindeli<br />

afiSebis <strong>vizualuri</strong> saxe, rogorc namuSevri<strong>da</strong>n Cans, Savi feris teqsti<br />

ZiriTa<strong>da</strong>d ibeWdebo<strong>da</strong> ferad furclebze domies karikaturebi plakatis<br />

erT-erT saxeobas politikuri plakats anviTarebs.<br />

plakatis xelovnebis ganviTarebis sawyis etapze mniSvnelovan<br />

figurad aris miCneuli frangi mxatvari Jiul Sere. cnobili rusi<br />

xelovnebaTmcodne tugenholdi Seres Sesaxeb wers: ,,mis plakatebSi<br />

xazis <strong>da</strong> laqis dinamika akrZelebs TviT quCis dinamikas, xolo<br />

gamosaxulebis haerovneba erwymis quCis garemos <strong>da</strong> amave dros matebs mas<br />

sadResaswaulo atmosferos” (tugenholdi 1987:158-159). tugenholdis es<br />

sityvebi mniSvnelovania plakatis mxatvruli xarisxis SefasebisTvis.<br />

rogorc avRniSneT plakati warmoadgens Tavbisebur kedlis mxatvrul<br />

nawarmoebs, romelic QZiriTa<strong>da</strong>d quCaSi kedlebze ikvreba. aqe<strong>da</strong>n<br />

gamomdinare is erwymis arqiteqturul ansambls <strong>da</strong> garkveulwilad<br />

aRiqmeba, rogorc arqiteqturis Semadgeneli elementi.<br />

Seres mravalferovani plakatebi haerovani <strong>da</strong> amavdroulad<br />

dinamikuria. mis namuSevrebSi ikiTxeba monasmebis, Jestebis, moZraobebis<br />

Tavisufleba <strong>da</strong> figurebis gamomwvevi pozis xatvis manera. Olotrekis<br />

plakatebisgan gansxvavebiT, Seres plakatebis koloriti <strong>da</strong> ferTa<br />

kontrastuli Serwyma, metad pasuxobs <strong>reklamis</strong> principebs. mxatvari<br />

SesaniSnavad qmni<strong>da</strong> namuSevarSi kontrasts (ase aucilebels <strong>reklamis</strong><br />

dinamiuri gamomsaxvelobisTvis), riTac plakati u<strong>da</strong>vod Sori manZilad<br />

moxvdebo<strong>da</strong> a<strong>da</strong>mians TvalTaxedvis areSi. mag: ganvixiloT misi erT-erTi<br />

plakati- ,,saxsoleine“ (suraTi 20), romelic navTis lampas uwevs<br />

reklamas. Aam Temaze Seres Seqmnili aqvs ramdenime plakati. sainteresoa<br />

38

is, rom namuSevrebis am seriaSi, mxatvari ar cvlis arc mTavar gmirs_<br />

momomxiblavi <strong>da</strong> xalisiani qalis saxiT <strong>da</strong> ra Tqma un<strong>da</strong> ar cvlis<br />

mTavar sareklamo sagans _ navTis lampas. miuxe<strong>da</strong>vd amisa, yvela misi<br />

namuSevari gansxavavebulia erTmaneTisgan. mxatvari cvli<strong>da</strong> mxolod<br />

ferTa gamas, Jestebs <strong>da</strong> umeteswilad moZraobebs. civi <strong>da</strong> Tbili ferebis<br />

SerwymiT namuSevarSi Seres kargad aqvs miRweuli kontrasti, mxatvari<br />

lurj fonze, gamosaxavs mkveTr yviTel kabaSi Semosil mimzidvel qals,<br />

romelsac xelSi mowiTalo-narinjisfer ferebSi ga<strong>da</strong>wyvetili navTis<br />

lampa uWiravs. wiTel <strong>da</strong> yviTel ferebs muqi lurji foni aniWebs<br />

gansakuTrebuli simkveTres, rac Tavis mxriv suraTs matebs efeqtur<br />

gamomsaxvelobas. namuSevrebi<strong>da</strong>n Cans, rom Seres gaaCn<strong>da</strong> feris kargi<br />

grZnoba, rac Tan<strong>da</strong>yolili niWia <strong>da</strong> ar iswavleba. 1866 wels, parizSi<br />

Serem <strong>da</strong>arsa liTografiuli saxelosno. aRsaniSnavia is faqtic, rom man<br />

pirvelma <strong>da</strong>iwyo mis namuSevrebze sakuTari inicialebis <strong>da</strong>sma.Hmasve<br />

ekuTvnis pirveli afiSa, romelic im dros cnobili kabare ,,mulen ruJis”<br />

sezonis gaxsnas iuwyebo<strong>da</strong>. Seres plakatebi Sinaarsobrivad xalisiani <strong>da</strong><br />

vizualurad martivad aRsaqmelia, rac sareklamo plakatis aucilebel<br />

pirobas warmoadgens. misi namuSevrebi erTi mxriv aRiqmeba rogorc<br />

reklama, xolo meore mxriv rogorc xelovnebis maRalmxatvruli<br />

nawarmoebebi.<br />

mxatvrul-stilisturi TvalsazrisiT, sainteresoa aseve didi<br />

frangi mxatvris tuluz-lotrekis afiSebi (plakatebi). lotreks, rogorc<br />

plakatists, aRiareba kabare - ,,mulen ruJis” sezonis gaxsnasTan<br />

<strong>da</strong>kavSirebiT Seqmnilma afiSam moutana, romelmac SeZlo Seres amave<br />

Temaze Seqmnili mSvenieri plakatis Semdeg <strong>da</strong>emsaxurebina sazogao<br />

mowoneba. ganvixiloT misi afiSa saxelwodebiT ,,jein avrili” (1893w)<br />

(suraTi 21). sainteresoa is, rom lotrekma jein avrilis figura, Tamamad<br />

moaTavsa formatis marcxena mxares, kompoziciis proporciuli wyoba ki<br />

gaaTanabra formatis marjvena kuTxeSi originalurad gamosaxuli<br />

musikosis xelis <strong>da</strong> simebiani sakravis- violonCelis detaliT, romelic<br />

aseve, garkveulwilad namuSevris dekoratiul CarCo<strong>da</strong>c aRiqmeba. am<br />

afiSaSi lotreks miRweuli aqvs <strong>reklamis</strong> am saxeobis erT-erTi<br />

mTavari komponenti - formaTa <strong>da</strong> ferTa lakonuroba. lotrekis<br />

39

afiSebs gaaCniaT gansakuTrebuli mizidulobis Zala. imisaTvis, rom<br />

plakatma miiqcios yuradReba, gar<strong>da</strong> sworad mignebuli kompoziciur-<br />

mxatvruli <strong>aspeqtebi</strong>sa, aris sxva mxatvruli meTodebic, rac naTlad<br />

gamovlin<strong>da</strong> mis namuSevrebSi <strong>da</strong> ramac ganapiroba didi frangi mxatvris<br />

warmateba konkretulad <strong>reklamis</strong> am saxeobaSi. un<strong>da</strong> aRiniSnos, rom<br />

yvela saxis mxatvrul namuSevarSi naturis xasiaTis, adgilis ganwyobis<br />

<strong>da</strong> ganaTebis gadmocema ,,gadmotana tiloze”. aris is erT-erTi<br />

umniSvnelovanesi mxatvruli meTodi, riTac namuSevarSi iqmneba garkveul<br />

emociuri <strong>da</strong>tvirTva <strong>da</strong> rac Tavis mxriv iwvevs mnaxvelSi garkveul<br />

ganwyobas. magaliTad: yovel profesional mxatvars SeuZlia <strong>da</strong>xatos<br />

portreti, magram yvela maTgans ver miakuTvneben mxatvar- portretists.<br />

Ees aixsneba imiT, rom yvela mxatvars ar gaaCia im uxilavi xasiaTis<br />

gadmocemis niWi, rac gaaCnia yovel konktretul a<strong>da</strong>mians. Aanri peruSo<br />

Tavis wignSi- ,,tuluz lotrekis cxovreba” aRniSnavs, rom mxatvari<br />

sagul<strong>da</strong>gulod swavlob<strong>da</strong> a<strong>da</strong>mianTaA saxeebs <strong>da</strong> gansakuTrebiT<br />

xasiaTs. (peruSo 1990:123). swored a<strong>da</strong>mianis xasiaTis, adgilis<br />

atmosferos <strong>da</strong> ganwyobis gadmocemis gansakuTrebuli niWiT gamoirCeo<strong>da</strong><br />

didi frangi postimpresionisti mxatvari. lotrekis afiSebSi<br />

SesaniSnavad aris gadmocemuli is Tavisufali <strong>da</strong> garkveulwilad<br />

gamomwvevi atmosfero, romelic sufevs aseTi tipis <strong>da</strong>wesebulebebSi.<br />

aseve lotrekis xelweras axasaTebs: Jestebis, moZraobebis, pozebis<br />

Tavisufali uSualo gadmocema, figurebis wera yovelgvari gaidealebis<br />

gareSe, rac advilad gasagebs xdis mnaxvelisTvis mis Semoqmedebas. anri<br />

peruSo lotrekis Sesaxeb sruliad marTebulad wers: ,,lotreks gaaCn<strong>da</strong><br />

plakatistisTvis aucilebeli yvela monacemi _ monumeturoba,<br />

dekoratiuloba, eqspresiuloba, moqnili xazi, lotreki <strong>da</strong>badebuli iyo<br />

plkatisTvis” (peruSo 1990:125). peruSos mier lotrekis monacemebis<br />

CamonaTvals SeiZleba <strong>da</strong>vamatoT iumoris grZnobac, rac misi<br />

namuSevrebi<strong>da</strong>n gamomdinare uTuod gaaCn<strong>da</strong> frang mxatvars. iomori<br />

erT-erT umniSvnelovanes rols TamaSobs <strong>reklamis</strong> a<strong>da</strong>mianze<br />

zemoqmedebis TvalsazrisiT, iumori a<strong>da</strong>mians ayenebs karg gunebaze. Tumca<br />

isic un<strong>da</strong> aRiniSnos, rom is rac acinebs erTs, SeiZleba ar mowondes<br />

meores, amitom iumoris gamoyenebasac reklamaSi sifrTxile Wirdeba.<br />

40

saWiroa Semowmdes ra reaqcias gamoiwvevs konkretuli iumori<br />

a<strong>da</strong>mianebSi <strong>da</strong> gayidis Tu ara is raimes. (sxvaTaSoris Uun<strong>da</strong> aRiniSnos,<br />

rom iumori SesaniSnavad iyo gamoyenebuli XIX-XXss-is Zveli Tbilisis<br />

sareklamo abrebis warwerebSic).<br />

amrigad, Mlotrekis namuSevrebi eqvemdebareba plakatis specifikis<br />

TiTqmis yvela moTxovnas. isini gmoirCevian formaTaA <strong>da</strong> ferTa<br />

lakonurobiT, naturis xatvis uSualobiT <strong>da</strong> amave dros Sinagani<br />

eqspresiiT <strong>da</strong>, rac mTavaria, <strong>reklamis</strong>Tvis aucilebeli Sinaarsis<br />

aRqmisTvis siadviliT. xelovnebaTmcodne tiu viirandi marTebulad<br />

aRniSnavs: ,,tuluz lotrekis <strong>da</strong>msaxureba mdgomareobs imaSi, rom man,<br />

Tavisi Teatraluri plakatebiT safuZveli Cauyara Tanamedrove<br />

sareklamo grafikas” (viirandi 1990:149).<br />

un<strong>da</strong> aRiniSnos, rom lotrekis weris uSualoeba <strong>da</strong> ubraloeba<br />

garkveulwilad saerTos naxulobs didi qarTveli mxatvaris firosmanis<br />

SesaniSnav abrebTan. lotrekis afiSebsa <strong>da</strong> plakatebSi gamoxatuleba<br />

hpova postimpresionizmisTvis <strong>da</strong>maxasiaTebelma niSan-Tvisebebma: xazis<br />

saxviTi mniSvnelobis <strong>da</strong> rolis gazr<strong>da</strong> (swored moqnili <strong>da</strong> mkveTri<br />

xazis meSveobiT qmnis lotreki mis namuSevrebSi eqspresias). feradovani<br />

laqis wamyvani mniSvneloba, realobis garkveuli transformireba.<br />

mxatvris plakatebSi ikveTeba modernis stilisTvis <strong>da</strong>maxasiaTebeli<br />

niSnebic- gamosaxulebis Casma CarCoSi, dekoratiuloba, xazis meSveobiT<br />

siluetis gamovlena.<br />

modernistuli stilis niSan-Tvisebebi aisaxa warmoSobiT Cexi<br />

mxatvris alfons muxas (1860-1939) plakatebSi, romelic 1887 wli<strong>da</strong>n<br />

cxovrob<strong>da</strong> <strong>da</strong> miRvaweob<strong>da</strong> safrangeTSi. gansakuTrebiT cnobilia<br />

mxatvris Teatraluri plakatebi msaxiobis sara bernaris gamosaxulebiT,<br />

sasmelebis reklamebi <strong>da</strong> sxva. Mmuxas plakatebis mTavar Temas<br />

momxibleli <strong>da</strong> graciozuli qalis figura warmodgens, romelic<br />

produqcias uwevs reklamas. magaliTisTvis ganvixiloT muxas erT-erTi<br />

plakati_ ,,latrappistine”, romelic alkoholur sasmels uwevs reklamas.<br />

(suraTi 22) lotrekis afiSebis Tavisufali <strong>da</strong> uSualo weris<br />

manerisgan gansxvavebiT muxas namuSevarSi Cans figuris gaidealebuli<br />

mowodeba <strong>da</strong> kompoziciis metad dekoratiul_ornamentuli<br />

41

ga<strong>da</strong>wyveta.Mmis namuSevrebSi aisaxa ar nuvosaTvis <strong>da</strong>maxasiaTebeli iseTi<br />

niSan - Tviseba rogoricaa: mcenareuli motivebis Serwyma dekoratiul<br />

<strong>da</strong> konstruqciul elementebTan.<br />

P gansakuTrebiT gvin<strong>da</strong> gamovyoT XX saukunis didi frangi mxatvari-<br />

plakatisti bernar vilmo (1930-1989ww). MaRsaniSnavia am plakatistis<br />

mxatvruli xedva, sazrianoba, azrovnebis <strong>da</strong> weris masStaburoba, feris<br />

grZnoba <strong>da</strong> gemovneba. Mmisi plakatebi izi<strong>da</strong>vs Dmxatvruli meTodebiT,<br />

ideis originaluri <strong>da</strong> saintereso gamosaxviT. mis namuSevrebSi aisaxa<br />

plakatis xelovnebis yvela principi. didi profesionalizmiT aris<br />

Sesrulebuli gamagrilebeli sasmel - ,,oranginas” <strong>da</strong> fexsacmelebis<br />

firmis _,,bally”-s reklamirebisTvis Seqmnili plakatebi. Nmag: <strong>da</strong>vakvirdeT<br />

firma ,,bally”-s sareklamo plakatebs: ideurad originalurad aris<br />

Sesrulebuli plakati, romelSic gamosaxulia mamakaci fexsacmlis<br />

samoselSi (saraTi 23). un<strong>da</strong> aRiniSnos am plakatis Taviseburi<br />

eleganturoba <strong>da</strong> kultura, Canafiqris araCveulebrivi gonebamaxviluri<br />

<strong>da</strong> saintereso gamosaxva. sainteresoa ,,bally”- sadmi Seqmnili meore<br />

plakatic _ ori gogonas gamosaxulebiT, romelebic zRvis sanapiroze<br />

laRad miiswrafian win (saraTi 24). am namuSevarSi vilmos ar aqvs<br />

gamoyofili fexsacmeli calke gamosaxulebad. is saerTod ar<br />

akeTebs <strong>da</strong>tvirTvas produqciaze, vilmo umetesad mimarTavs<br />

a<strong>da</strong>mianebis grZnobaTa samyaros. Ggamosaxulebas plakatSi metad<br />

simboluri <strong>da</strong>tvirTva aqvs, man Seqmna gzavnili, romelic fexsacmlis<br />

simCatis, haerovnebis <strong>da</strong> komfortis SegrZnebis gar<strong>da</strong>, qmnis SegrZnebas<br />

a<strong>da</strong>mianis swrafvisa Tavisuflebisken. sayovelTaod cnobilia ZveliM<br />

gamonaTqvami: ,,yvelaferi genialuri _ ubraloa”. swored es sityvebi<br />

miesa<strong>da</strong>geba vilmos ,,orangina”-s fexsacmlisTvis Seqmnil or plakats.<br />

Ppirvel plakatSi mxatvarma gamosaxa qvafenilze TiTqos mitovebuli an<br />

<strong>da</strong>karguli erTi cali wiTeli qalis fexsacmeli, romlis gverdiT<br />

qvafenili<strong>da</strong>n ucnaurad amozrdila yvavili ia (suraTi 25). vilmo isev<br />

akeTebs simbolur miniSnebebs: fexsacmlis wiTeli feriT <strong>da</strong> formis<br />

natifi moyvanilobiT is mianiSnebs qalis kekluc, gamomwvev <strong>da</strong><br />

graciozul arsebaze. yvavilis gamosaxulebiT ki qalis naz <strong>da</strong> sust<br />

arsze. meore plakati, erTi SexedviT metad gvagonebs Canaxats an eskizss.<br />

42

(suraTi 26) kompoziciaSi, figura, romelic ikravs fexsacmels<br />

gadmocemulia xazobrivi naxatis meSveobiT. am plakatSi gansakuTrebiT<br />

ikveTeba vilmosaTvis Cveuli namuSevris Sesrulebis simartivis iluzia,<br />

romlis ukan <strong>da</strong>farulia Semoqmedis didi Canafiqri. Pplakati martivad<br />

aRiqmeba <strong>da</strong> advili gasagebia. originalurad aris Sesrulebuli<br />

forToxlis aromatis gamagrilebeli sasmelis - ,,oranginas” plakatebic<br />

(suraTi 27). magaliTad: erT-erT plakatSi mxatvarma forToxlis forma<br />

sombolurad gamosaxa 3 qolgis saxiT, romlebic Serwymulia a<strong>da</strong>mianebis<br />

gamosaxulebebTan <strong>da</strong> namuSevarSi erTian mxatvrul formas qmnian. vilmos<br />

SesaniSnavi reklmebi gax<strong>da</strong> ,,oranginas” firmis savizito baraTi <strong>da</strong> Seuwyo<br />

xeli am sasmelis popularizacias <strong>da</strong> gayidvas. mis plakatebs axasiaTebs<br />

ideis originaluri gamosaxva, formaTa lakonuroba, msuye monasmebi,<br />

mkveTri kontrastuli ferebi. vilmo, minimaluri formebis, xazebis <strong>da</strong><br />

ferebis gamoyenebiT qmnisEefeqtur, TvalSisacem, sazrian <strong>da</strong> saintereso<br />

kompoziciebs, rac udidesi profesionalizmis Sedegia. vilmos<br />

namuSevrebSi aisaxa plakatis Seqmnis yvela aucilebeli niSan-Tviseba,<br />

rasac emateba aucilebeli Tan<strong>da</strong>yolili Tvisebebi: mxatvruli niWi,<br />

kargi gemovneba, metaforiuli azrovneba <strong>da</strong> feris grZnoba. swored<br />

Tavisi udidesi niWis safuZvelze aRwevs mxatvari plakatSi minimaluri<br />

xerxebiT maqsimalurs.<br />

modernizmis periodis mxatvrebi<strong>da</strong>n sainteresoa avstrieli mxatvris<br />

gustav klimtis (1862-1918) zogierTi namuSevari, romelic aseve cnobilia,<br />

rogorc venis secesionis (ar-nuvos periodis mxatvarTa gaerTianeba)<br />

<strong>da</strong>marsebli, prezidenti <strong>da</strong> Jurnal ,,ver saqrum”-is (RvTaebrivi<br />

gazafxuli) re<strong>da</strong>qtori. klimtis naxatebi gar<strong>da</strong> kompoziciis<br />

originaluri ga<strong>da</strong>wyvetis <strong>da</strong> koloritis mravalferovnebisa, ipyrobs<br />

mnaxvelis yuradrebas Ria erotizmiTac, magaliTad: namuSevari ,,SiSveli<br />

simarTle” (suraTi 28) masSi gamosaxulia SiSvel wiTura qali,<br />

romelsac xelSi simarTlis sarke uWiravs, naxatis Tavze ikiTxeba<br />

Semdegi sityvebi: ,,Tu Sen, Seni saqmiT <strong>da</strong> xelovnebiT ar SegiZlia<br />

moewono yvelas, moewone ramdenimes”. mowonde yvelas _ borotebaa.”<br />

(klimti 1899:24). namuSevari garkveulwilad warmoadgens reklamas, masSi<br />

ismis mowodeba, romelic teqstis mixedviT mimarTulia Semoqmedi<br />

43

a<strong>da</strong>mianebisTvis. <strong>vizualuri</strong> TvalsazrisiT, namuSevari mnaxvels izi<strong>da</strong>vs<br />

Tav<strong>da</strong>pirvelad qalis SiSveli sxeulis gamosaxulebiT, Semdeg<br />

saintereso teqstiT <strong>da</strong> bolos- originaluri <strong>da</strong> garkveulwilad,<br />

ucnauri TematikiT, romlis gacnobiereba teqstis wakiTxvis Semdeg xdeba.<br />

tuluz lotrekis <strong>da</strong> Jiul Seres plakatebisgan gansxvavebiT, romelTa<br />

<strong>vizualuri</strong> suraTi martivia aRsaqmelad <strong>da</strong> naklebad moTxovs rogorc<br />

<strong>da</strong>mxmare teqsts, aseve suraTis Temis gaazrebas. klimtis suraTi metad<br />

rTulia, amitom a<strong>da</strong>miani Sori manZili<strong>da</strong>n erTbaSad mis Sinaarss srulad<br />

ver aRiqvams. namuSevari moiTxovs teqstis wakiTxvas, <strong>da</strong>kvirvebas <strong>da</strong><br />

mimarTavs mnaxvelis azrobriv impulsebs. <strong>da</strong>kvirvebam gviCvena, rom quCaSi<br />

mimavali a<strong>da</strong>miani, xSir SemTxvevaSi Cqarobs <strong>da</strong> iSviaTad midis axlos<br />

kedelze gakrul plakatTan (banerTan). raTa mSvi<strong>da</strong>d <strong>da</strong>aTvalieros<br />

gamosaxuleba. Aaqe<strong>da</strong>n gamomdinare klimtis magaliTze SeiZleba iTqvas,<br />

rom ramdena<strong>da</strong>c azrobrivad saintereso <strong>da</strong> Rrma ar un<strong>da</strong> iyos sareklamo<br />

gamosaxuleba, misi a<strong>da</strong>mianze zemoqmedebis efeqti <strong>da</strong>bali iqneba, Tu<br />

a<strong>da</strong>miani momentalurad <strong>da</strong> martivad ver SeZlebs misi Sinaarsis aRqmas <strong>da</strong><br />

gagebas.<br />

aRsaniSnavia safrangeTSi moRvawe warmoSobiT rusi mxatvris,<br />

ilustratoris, scenografis <strong>da</strong> dizaineris leon baqstis (1886-1924)<br />

namuSevrebi. baqstis Teatraluri kostiumebi gamoirCeo<strong>da</strong><br />

dekoratiulobiT, sinatifiT <strong>da</strong> koloritis mravalferovnebiT. riTac<br />

misma modelebma parizuli modis saxlis didi mowoneba <strong>da</strong>imsaxura.<br />

un<strong>da</strong> aRiniSnos, rom baqstis kostumebis dizaini es iyo axali modis<br />

pirveli niSnebi. is iyo erT-erTi pirvelTagani, romelmac reklamireba<br />

<strong>da</strong>uwyo mo<strong>da</strong>s. reklama Zalian mWidro kavSirSia mo<strong>da</strong>sTan. reklama<br />

momentalurad ,,isrutavs” <strong>da</strong> awodebs mayurebels msoflio modis<br />

mimdinare siaxlebs cxovrebis yvela sferoSi. aRsaniSnavia baqstis<br />

mier Seqmnili plakati - saintereso saxelwodebiT ,,Tojinebis didi<br />

saqvelmoqmedo bazari” (suraTi 29), aseve, sainteresoa kostumis dizaini,<br />

romelic mxatvarma Rvinis boTlis sareklamo etiketad aqcia <strong>da</strong> amiT<br />

sakmaod originalurad <strong>da</strong> sazrianad gauwia reklama, rogorc sakuTar<br />

Semoqmedebas, aseve sasmelsac (suraTi 30).<br />

44

eklamis istoriaSi mniSvnelovan figuras warmoadgens xarkovSi<br />

<strong>da</strong>badebuli, magram safrangeTSi moRvawe mxatvari _ adolf kasandric.<br />

(1901-1968) kasandris mniSvneloba mdgomareobs imaSi, rom mis mier Seqmnil<br />

plakatebSi gamoikveTa kavSiri xelovnebis Tanamedrove mimdinareobebsa<br />

<strong>da</strong> komerciul dizains Soris, aseve, man erT-erTma pirvelma aRwera<br />

<strong>reklamis</strong> momentaluri zemoqmedebis efeqti momxmarebelze. (pendikova. . .<br />

2008:152-153) mxatvris STagonebis wyaros warmoadgen<strong>da</strong> modernistuli <strong>da</strong><br />

avangarduli mimdinareobebi xelovnebaSi. gatacebuli iyo kubizmiT- p.<br />

pikasos <strong>da</strong> J.brakis SemoqmedebiT, rac aisaxa mis sareklamo plakatebSic-<br />

kasandrma gansakuTrebuli yuradReba <strong>da</strong>uTmo kopmoziciis geometriuli<br />

formebiT Seqmnis principebs. mxatvris namuSevrebis Tavisebur ritms<br />

gansazRvravs kompoziciis agebis dekoraciuli struqtura, formis<br />

plastikuri metyvelebis <strong>da</strong> sivrcis gadmocemis pirobiTi xasiaTi.<br />

magaliTad Rvinis barisTvis Seqmnili plakati (saraTi 31). aqe<strong>da</strong>n<br />

gamomdinare kasandris plakatebi esTetikuri TvalsazrisiT mimzidvelia<br />

<strong>da</strong> eqvedebareba plakatis principebs, mxatvruli ga<strong>da</strong>wyvetis<br />

Tavisuflebis TvalsazrisiT ki SezRudulia.<br />

aRsaniSnavia cnobili espaneli siurrealisti mxatvris- salvador<br />

<strong>da</strong>lis reklamebic. magaliTad sainteresoa avtomanqana ,,Lexus”-is<br />

popularizaciisTvis Seqmnili reklama, romelic warmodgens 1931 wels<br />

Seqmnili misive namuSevris - ,,rbili saaTis” interpretacias. (suraTi<br />

32) mxatvari misTvis Cveuli maneriT- naturalisturad asaxuli sagnebis,<br />

skurpulozurad gamoweril detalebis paradoqsul, uCveulo montaJs<br />

gTavazobs. is avtomanqanis reklamas mxolod misi ramdenime detalis<br />

irealuri, simbuluri, plastikurad <strong>da</strong>klaknili formebis meSveobiT<br />

warmoadgens. swored plastikuri formebi qmnis mayurebelSi garkveuli<br />

moqnilobis <strong>da</strong> moxerxebulobis SegrZnebas, rac reklamaSi simbolurad<br />

warmogvidgens avtomanqana ,,Lexus”-is gamosaxulebas, Semdgom ki<br />

asociaciurad akavSirebs mayurebel mis monacemebTan. mxatvrma Seqmna<br />

suraTi, romelSic WeSmariteba gadmosca misi mdi<strong>da</strong>ri fantaziis <strong>da</strong><br />

qvecnobierebis siRrmi<strong>da</strong>n. <strong>da</strong>lis- ,,Lexus”-is reklama ar aris martivad<br />

aRsaqmeli misi kompoziciebi rTulad gasagebia <strong>da</strong> umetesad mimarTuli<br />

mayureblis gonebisken, riTac is metad saintereso xdeba. <strong>da</strong>lis xels<br />

45

ekuTvnis aseve, tkbileulis cnobili firma- ,,Chupa-Chups”-is logosTvis<br />

yvavilis formis mofiqreba, romelic dRemde warmoadgens firma- ,,Chupa-<br />

Chups”- is vizualur xats, (1969w) (suraTi 33) aseve, musikaluri konkursi-<br />

evroviziis logos Seqmna, didi mxatvari siamovnebiT TviTon qmni<strong>da</strong><br />

sareklamo rgolebs <strong>da</strong> xSirad Tavad Rebulob<strong>da</strong> maTSi monawileobas.<br />

<strong>da</strong>lis Semoqmedebam didi gavlena moaxdina Tanamedrove <strong>reklamis</strong><br />

ganviTarebaze. man Semoitana siaxle reklamaSi, rac gulisxmobs<br />

gamogonili, irealuri, personaJis <strong>da</strong> sagnis gamoyenebas, am meTods<br />

dResac mimarTaven grafikos-dizainerebi. aseve, xSirad iyeneben<br />

sxva<strong>da</strong>sxva saxis reklamebSi TviT <strong>da</strong>lis uCveulo iersaxesac,<br />

gansakuTrebiT ki, mimarTaven simbolur miniSnebas did espanel mxatvarze<br />

grZeli <strong>da</strong> wvrili ulvaSebis gamosaxulebis meSveobiT.<br />

grafikos- dizainerisTvis saWiro niWiT aris <strong>da</strong>jildovebuli<br />

SesaniSnavi siurrealisti mxatvri rene magritic (1898-1967). salvador<br />

<strong>da</strong>lis msgavsad mis namuSevrebSi sagnebi, detalebi gansakuTrebuli<br />

gulmodginebiT aris gamowerili <strong>da</strong> absurdul aspeqtSia warmodgenili<br />

realuri sinamdvilis calkeuli elementebi. mxatvris namuSevrebis<br />

mTavar ideas warmoadgens is, rom SeuTanxmebeli sagnebis <strong>da</strong> elementebis<br />

mezobloba, SesaZlebels xdis yoveli maTganis arsis <strong>da</strong> bunebis<br />

gansakuTrebiT konkretul aRqmas <strong>da</strong> gagebas. magritis es meTodi<br />

efeqturad imoqmedebs vizualur reklamaSic, sa<strong>da</strong>c sagnebs <strong>da</strong> garkveul<br />

elementebs eniWeba gansakuTrebuli mniSvneloba. mxatvris namuSevrebi<br />

gamorCeva formaTa <strong>da</strong> ferTa lakonurobiT, kontrastulobiT,<br />

Canafiqris originalobiT. r. magritis namuSevrebSi naTlad Cans<br />

avtoris mdi<strong>da</strong>ri fantazia, arastan<strong>da</strong>rtuli azrovneba, mxatvruli xedva.<br />

mxolod mokle sloganis <strong>da</strong>matebaa saWiro imisTvis, rom misi TiTqmis<br />

yvela namuSevari ga<strong>da</strong>iqces Zalian risime efetur reklamad, romelTa<br />

ideis originaluri gamosaxva <strong>da</strong> ferTa magiuri kontrastuloba<br />

miizi<strong>da</strong>v<strong>da</strong> <strong>da</strong> <strong>da</strong>afiqreb<strong>da</strong> mayurebels. magaliTad: r. magritis<br />

namuSevari - molbertis gamosaxulebiT, sloganis <strong>da</strong>matebiT karg<br />

reklamas gauwev<strong>da</strong> romelime samxatvro galereas, saxelosnos an<br />

naxatebis gamofenas (suraTi 34). aseve, sainteresoa r. magritis mier<br />

Seqmnili boTlebis grafikuli dizainic, romelic warmoadgens magaliTs<br />

46

imisa, rom mxatvarma Tavisi SemoqmedebiTi niWis safuZvelze sami ubralo<br />

sagani aqcia xelovnebis nimuSad - SesZina yovel maTgans sxva<strong>da</strong>sxva<br />

elferi, gamomsaxveloba <strong>da</strong> xasiTi (suraTi 35).<br />

XIX saukunis pirvel aTwleulSi sareklamo procesis intensiuri<br />

ganviTareba iwyeba amerikis SeerTebul StatebSic, rac gamoiwvia qveynis<br />

politikur-ekonomikurma aRmavlobam, es ukanaskneli ki samoqalaqo omis<br />

<strong>da</strong>srulebas <strong>da</strong> monobis gauqmebas mohyva. Uukve saukunis bolos sareklmo<br />

saqmianobis mixedviT aSS sayovelTaod aRiarebul msoflio liderad<br />

iqca. amerikeli istorikosiDpiter bei<strong>da</strong> Tavis wignSi ,,<strong>reklamis</strong> mokle<br />

istoria” wers: ,,reklamam amerikelTa gonebasa <strong>da</strong> cnobierebaSi <strong>da</strong>ivana.<br />

Tumca, ver gavixsenebT rodis vnaxeT an movismoneT igi pirvelad. mTeli<br />

Cveni cxovreba reklamiT aris garemoculi <strong>da</strong> Cvenc bavSvobi<strong>da</strong>nve ise<br />

veCveviT mas, rogorc balaxs, haers <strong>da</strong> mzes”. (bei<strong>da</strong> 1991:21). swored XIX<br />

saukunis bolos aSS-Si <strong>da</strong>ars<strong>da</strong> iseTi cnobili brendi, rogoricaa ,,koka-<br />

kola” (1886w) brendis saxelwodeba moifiqra profesiiT buRalterma<br />

frenk robinsonma. sainteresoa am periodis ,,koka-kolas”<br />

popularizaciisTvis Seqmnili sareklamo plakatebi. MmagaliTad: 1800<br />

wlis plakatSi ,,koka-kola 5-centad” (suraTi 36), gamosaxulia<br />

momxibvleli momRimari qali, romelsac xelSi sasmeliT savse Wiqa<br />

ukavia. Aam periodis TiTqmis yvela plakatSic igivea gamosaxuli_<br />

(sasmels ZiriTa<strong>da</strong>d reklamas ukeTebs momxibvleli qali) plakatebi,<br />

ideis gamosaxvis originalobis TvalsazrisiT, metad martivia, magram<br />

Cvens yuradRebas izi<strong>da</strong>vs misi mxatvruli ga<strong>da</strong>wyveta. Semdgom etapze<br />

,,koka-kolas” sareklamo suraTebi metad saintereso <strong>da</strong> mxatvrul saxes<br />

Rebulobs. Mmag: Seva<strong>da</strong>roT XIX-XXss-is mijnaze Seqmnili sasmelis<br />

reklama _ ,,a<strong>da</strong>mianebi <strong>da</strong> <strong>da</strong>Tvebi”, romelic ekuTvnis amerikel mxatvars<br />

fred mizens <strong>da</strong> Tnamedrove fotoreklama, romelic yoveli fexis<br />

nabijze gvxvdeba. pirveli sareklamo suraTi, ,,a<strong>da</strong>mianebi <strong>da</strong> <strong>da</strong>Tvebi”<br />

(suraTi 37). warmoadgens ferwerul nawarmoebs, Sesrulebuls mxatvris<br />

mier. meore reklama ,,Coca-Cola as Asi” (suraTi 38) (momxibvleli gogonas<br />

gamosaxulebiT, romelic keklucad uwevs reklamas samels) Tanamedrove<br />

fotoreklamas warmoadgens. ideur- mxatvruli TvalsazrisiT reklama<br />

Zalze primitiulia- TanamedroveobisTvis <strong>da</strong>maxasiTebeli faruli<br />

47

erotizmis niSnebiT. aseTi tipis fotoreklamebis Seqmna SeuZlia<br />

garkveuli kompiuteruli programebis mcodne a<strong>da</strong>mians. Ppirveli<br />

<strong>reklamis</strong> Seqmna ki SeuZlia mxolod profesional mxatvrs.<br />

reproduqciebze <strong>da</strong>kvirvebiT naTlad ikveTeba didi sxvaoba <strong>reklamis</strong><br />

mxatvruli Sesrulebis <strong>da</strong> siuJetis originalobis TvalsazrisiT. u<strong>da</strong>voa<br />

pirveli <strong>reklamis</strong> metad saintereso, amasTanave uSualo <strong>da</strong> mimzidveli<br />

suraTi, romelic gar<strong>da</strong> <strong>reklamis</strong>a aRiqmeba, rogorc maRalmxatvruli<br />

nawarmoebi <strong>da</strong> warmoadgens xelovnebis nimuSs.<br />

XIX-XX ss-is aSS-s vizualur reklamaze saubrisas Jurnalisti<br />

ekaterine tukvaZe statiaSi ,,<strong>reklamis</strong> socialuri roli sazogadoebaSi-<br />

aSS magaliTi” sruliad marTebulad aRniSnavs: ,,<strong>reklamis</strong> ilustraciebis<br />

SeqmnaSi aqtiurad monawileoben profesionali mxatvrebic, romlebmac<br />

mniSvnelovnad gaaumjobeses sareklamo gancxadebebis esTetikuri mxare”<br />

E(tukvaZe 2008:226). XX saukunis pirvel naxevrSi amerikaSi <strong>vizualuri</strong><br />

reklama, teqnikuri SesaZleblobebis TvalsazrisiT sakmaod maRal<br />

dones aRwevs. reklamebis is <strong>vizualuri</strong> saxe <strong>da</strong> saxeobebi, romlebic<br />

ukve arsebob<strong>da</strong> aSS-Si XXs-is 50-60- ian wlebSi, saqarTveloSi jer kidev<br />

ganviTarebis procesSia. amerikis gare reklamebis <strong>vizualuri</strong> saxe Tavis<br />

namuSevarSi asaxuli aqvs XX saukunis 50-iani wlebis amerikel<br />

hiperrealist mxatvars riCard estess. j. gogdoni wers: ,,1960 welSi<br />

<strong>da</strong>arsebulma fotorelizma moiTxova axali midgoma xelovnebis<br />

amocanebisadmi. estesi <strong>da</strong> sxva mxatvrebi TavianT SemoqmedebaSi<br />

cdilobdnen realobis <strong>da</strong> iluziis Serwymas” (gogdoni 1997:151) estesis<br />

namuSevrebis mixedviT SeiZleba vimsjeloT am periodis amerikaSi<br />

<strong>vizualuri</strong> <strong>reklamis</strong> ganviTarebis doneze. estesma yoveldRiuroba<br />

saxviTi xelovnebis obieqtad gar<strong>da</strong>qmna, is gamosaxav<strong>da</strong> samyaros,<br />

romelic cnobili iyo molionobiT amerikelisTvis. magaliTisTvis<br />

sainteresoa namuSevari ,,quCa reklamebiT” (suraTi 39). namuSevarSi<br />

asaxulia amerikis erT-erTi quCa, romelic ,,ga<strong>da</strong>Wedilia sxva<strong>da</strong>sxva saxis<br />

reklamebiT. un<strong>da</strong> aRiniSnos, rom sakmaod sainteresod <strong>da</strong> maSstaburad<br />

aris reklamirebuli alkoholuri sasmeli ,,gordoni”, rac mianiSnebs<br />

amerikaSi monumenturi <strong>da</strong> ZviradRirebuli sareklamo konstruqciebis,<br />

48

abrebis <strong>da</strong> Stenderebis (patar zomis erT an ormxrivi gasaSleli<br />

sareklamo abra) arsebobas.<br />

reklamaSi sruliad axal mxatvrul stilis gvTavazobs XX<br />

saukunis 50-iani wlebSi aRmocenebuli Tanamedrove xelovnebis erT-erTi<br />

mimdinareoba pop-artis warmomadgeneli _ amerikeli mxatvari <strong>da</strong><br />

reJisori endi uorxoli (1930-1987). mxatvarma Tavisi kariera reklami<strong>da</strong>n<br />

<strong>da</strong>iwyo, aformeb<strong>da</strong> vitrinebs, xatav<strong>da</strong> plakatebs, riTac male gaiTqva<br />

saxeli. uorxolis xelweras axasiaTebs kompoziciis kvadratebad <strong>da</strong>yofa,<br />

romlebSic riTmulad meordeba erTi <strong>da</strong> igive gamosaxuleba. marTebuli<br />

azri imis Sesaxeb, rom mravaljer gameorebul gamosaxulebas, SeuZlia<br />

magiuri zemoqmedeba iqonios mayurebelze” (msoflio . . .2009:335).<br />

kompoziciis agebis am sistemam SesZina uorxols weris sakuTari manera<br />

<strong>da</strong> ganasxvava sxva mxatvrebisgan. mag: ,,koka-kola”-s, <strong>da</strong> ,,Cempbell.s” reklamebi<br />

<strong>da</strong> sxva (suraTi 40, 41 ). uorxols Seqmnili aqvs plakati cnobili<br />

Sveicariuli arayisTvis -,,Absolute”, gar<strong>da</strong> ourxolisa, arayis reklamaze<br />

muSaobdnen iseTi cnobili xelovnebis moRvaweebi rogorebi arian: keiT<br />

xeringi, keni Sarfi, deniel xersti <strong>da</strong> sxvebi.<br />

avtoris fanrtaziis unaris <strong>da</strong> Canafiqris originalurad<br />

gamosaxvis magaliTad sainteresoa uorxolis mier Seqmnili tomatis<br />

mwarmoebeli firma- ,,cempbell,s” -sTvis Seqmnili reklama (suraTi 42).<br />

namuSevarSi mxatvarma gamosaxa sakuTari Tavi, romelic tomatis<br />

pastaSi iZireba. reklama Zalzed sainteresod aris mofiqrebuli, misi<br />

zemoqmedebis efeqtianobas aZlierebs isic, rom sakuTari Tavis<br />

warmoCeniT uorxoli aCvenebs mayurebels, rom Tava<strong>da</strong>c sargeblobs am<br />

produqtiT (am SemTxvevaSi, moqmedebs ndobis faqtoric avtoritetuli<br />

a<strong>da</strong>mianis mimarT), riTac aseve, cdilobs <strong>da</strong>ajeros momxmarebeli<br />

produqciis maRal xarisxSi.<br />

aqe<strong>da</strong>n gamomdinare, XIX-XXss-is evropasa <strong>da</strong> amerikaSi reklamebze<br />

ZiriTa<strong>da</strong>d muSaobdnen mxatvrebi, romlebmac TavianTi SemoqmedebiTi<br />

niWis <strong>da</strong> mxatvruli profesionalizmis safuZvelze, pragmatuli <strong>da</strong><br />

komerciuli Sinaarsis reklama gardsaxes maRali xelovnebis nimuSad.<br />

un<strong>da</strong> aRiniSnos, rom am periodis mxatvrebi <strong>reklamis</strong> komerciul mxareze<br />

metad, yuradrebas amaxvilebdnen mis mxatvrul-esTetikur<br />

49

gamomsaxvelobaze, iswrafodnen mSvenierebisken <strong>da</strong> realobis<br />

galamazebisken. didi mniSvneloba aqvs aseve imas, Tu vin Seqmna reklama.<br />

Tu is Seqmnilia tuluz lotrekis, salvador <strong>da</strong>lis an endi uorxolis<br />

mier, is ukve warmoadgens xelovnebis nimuSs. <strong>da</strong>kvirvebebi aCvenebs, rom<br />

profesionali mxatvrebis mier samyaros mxatvruli xedva, SemoqmedebiTi<br />

niWi <strong>da</strong> <strong>da</strong>xvewili esTetikuri gemovneba amdidrebs <strong>reklamis</strong><br />

gamomsaxvelobas. maT SeaqvT reklamaSi individualuri mxatvruli stili,<br />

gamosaxvis sakuTari meTodebi <strong>da</strong> SeuZliaT aiyvanon komerciuli<br />

Sinaarsis reklama maRali xelovnebis donemde.<br />

<strong>reklamis</strong> zemoqmedebis Zali<strong>da</strong>n gamomdinare SesaZloa, xalxis<br />

garkveuli nawilisTvis reklamaSi pirvelad nanaxi siuJeti an <strong>vizualuri</strong><br />

simbolo gaxdes gzamkvlevi xelovnebis samyaroSi, literaturasa <strong>da</strong><br />

mecnierebaSi, riTac is garkveulwilad itvirTavs saganmanaTleblo<br />

funqciasac. a. malcevi sruliad marTebulad wers: ,,miuxe<strong>da</strong>vad Tavisi<br />

pragmatizmisa, reklamas SeuZlia gaanaTlos xalxis masebi, igulisxmeba<br />

reklama, romelic ar Camouvardeba maRali xelovnebis nimuSs. maRal<br />

xelovnebas Se<strong>da</strong>rebiT naklebi Sansi aqvs miaRwios farTo auditoriamde<br />

vidre sareklamo gzavnils Seqmnils maRal doneze” (malcevi. 17.11.2008).<br />

amrigad, xelovneba amdidrebs reklmas.D<strong>da</strong>kvirvebebi aCvenebs, rom<br />

SemoqmedebiTad mowodebuli reklama, gacilebiT efeturad zemoqmedebs<br />

a<strong>da</strong>mianze. Tanamedrove amerikeli publicisti vens pavardi <strong>reklamis</strong><br />

Sesaxeb sruliad marTebulad aRniSnavs: ,,xelovneba <strong>da</strong>umizne saTaveSi <strong>da</strong><br />

moartyav safuleSi” (grigolia 2011 #29:47).<br />

50

Tavi III. sareklamo saqme saqarTveloSi.<br />

§ Ι. <strong>vizualuri</strong> <strong>reklamis</strong> ganviTarebis istoriuli mimoxilva<br />

XIXs-is <strong>da</strong>sawyisi<strong>da</strong>n ekonomikuri cxovrebis gaumjobesebasTan<br />

<strong>da</strong>kavSirebiT saqarTveloSi, kerZod ki TbilisSi gaCn<strong>da</strong> uamravi<br />

saxelosnoebi, duqnebi <strong>da</strong> sxva savaWro <strong>da</strong>wesebulebebi, qveyanaSi<br />

<strong>da</strong>myar<strong>da</strong> mWidro ekonomikuri kavSiri evropis qveynebTan. rogorc<br />

cnobilia 40-iani wlebi<strong>da</strong>n saqarTveloSi evropis qveynebi<strong>da</strong>n mravlad<br />

Camodiodnen vaWrebi <strong>da</strong> xelosnebi, romlebic xsnidnen sxva<strong>da</strong>sxva saxis<br />

maRaziebs, evropuli tansacmlis samkerveloebs, <strong>da</strong> sxva <strong>da</strong>wesebulelebs.<br />

cnobilia, rom am periodSi mravali sa<strong>da</strong>rbazo kedlis Rumelis<br />

meSveobiT Tbebo<strong>da</strong>, romlebisTvisac keramikis filebs italiasa <strong>da</strong><br />

safrangeTSi ukveTavdnen (Tbilisuri. . . . 2008: 9). TbilisSi gaCn<strong>da</strong> cneba-<br />

,,evropuli sazogadoeba”. cnobili mwerali CuJbinski wers: ,,Tbilisis<br />

evropuli sazogadoeba Zalian ganaTlebulia. es aris umaRlesi klasisi<br />

ojaxebi, romelTac aqvT TavianTi saRamoebi, yrilobebi, mejlisebi,<br />

modebi, ekipaJebi, vizitebi, isini gamoirCevian parizuli CacmulobiT <strong>da</strong><br />

varcxnilobiT” (CuJbinski 1844:3). evropasTan kavSirs asaxavs Zveli foto<br />

suraTic, romelzec gamosaxulia baTumis zrvispira quCaze mdebare<br />

sastumro sareklamo warweriT ,,hotel de franse” (sastumro safrangeTi)<br />

(suraTi 43). iyo aseve, sastumro londonic msgavsi inglisuri warweriT,<br />

romelic TbilsSi axlandeli saxeliT aTonelis q. # 31-Si mdebareob<strong>da</strong>.<br />

im droindel Tbilss asaxavs 1847 wlis gazeT ,,zakavkazski vestnikic”,<br />

romelSic weria: ,, ...Tbilisi erTgvari ianusia, romelic erTi saxiT<br />

aziisken aris mimarTuli, meoreTi - evropisken” (zakavkazski . . . 1847:#6)<br />

aqe<strong>da</strong>n gamomdinare, am periodSi, evropasTan farTo ekonomikurma<br />

kavSirma saqarTveloSi ganaviTra konkurencia, romlis zr<strong>da</strong>sTan erTad<br />

ganviTareba <strong>da</strong>iwyo <strong>reklamis</strong> saxeobebmac.<br />

<strong>vizualuri</strong> <strong>reklamis</strong> ganviTarebis kvali ZiriTa<strong>da</strong>d XIXs-is Sua<br />

wlebi<strong>da</strong>n Cndeba, romlis Sesaxeb msjeloba SesaZlebelia arqivebSi<br />

moZiebuli foto masalis <strong>da</strong> Zveli gazeTebSi mopovebuli informaciis<br />

safuZvelze. aRsaniSnavia am periodis gazeTebSi gamoqveynebuli<br />

reklamebis <strong>da</strong> sareklamo abrebis - specifikuri ena <strong>da</strong> mxatvrul-<br />

51

stilisturi ga<strong>da</strong>wyveta. gazeTebSi mravla<strong>da</strong> gvxvdeba arailustrirebuli<br />

mwiri sareklamo gancxadebebi, ZiriTa<strong>da</strong>d iseTebi, rogoric aris<br />

gamoqveynebuli 1900 wlis gazeT ,,iveriaSi”, romelic iuwyeba: ,,pirveli<br />

kerZo samkurnalo eqim navasardianisa. avadmyofT iRebnen eqimni yovel<br />

dRe, kvira dRis gar<strong>da</strong>” (,,iveria” 1900,#182). aseve, mravla<strong>da</strong>a gancxadebebi<br />

sxva<strong>da</strong>sxva warmodgenebis an Sekrebebis Sesaxeb. magaliTad: ,,qalaqis<br />

TeatrSi, kviras 10 seqtembers b. safarovis TaosnobiT jon morisi<br />

gahmarTavs gundovan suraTebs ,,vefxis tyaosni<strong>da</strong>n” (,,iveria” 1900, #196).<br />

<strong>da</strong> sxva. gazeTis ilustrirebuli reklamebi<strong>da</strong>n sainteresoa 1880 wlis<br />

,,droebaSi” gamoqveynebuli gancxadeba, romelic iuwyeba: ,,inglisis<br />

maRaziaSi Tmis amomyvani mak-masteri amagrebs Tmebs <strong>da</strong> adrindel fers<br />

aZlevs, fasi aTi SuSisa 2 maneTi, gagzavniT 2 maneTi <strong>da</strong> 28 kap. aseve<br />

iyideba qinis poma<strong>da</strong>, sCotkebi Tavis tkivilis mosaspoblad, tualetis<br />

saponi, duxebi <strong>da</strong> sxva.” (suraTi 44).Ggancxadebas Tan axlavs inglisur<br />

stilSi Cacmuli grZelTmiani qalbatonis gamosaxuleba. (,,droeba” 1880<br />

#231). ilustrirebuli <strong>reklamis</strong> magaliTs warmoadgens aseve reklama<br />

imave gazeTSi, romelic iuwyeba: ,,gustav keppenis maSinebis maRaziaSi<br />

moipoveba Semdegi maSinebi: (moyveba CamonaTvali). ilutraciaze<br />

gamosaxulia erT-erTi imdroindeli saamqro manqanis gamosaxuleba<br />

(suraTi 45). aseve, sainteresoa, ilustrirebuli sareklamo gancxadeba,<br />

romelzec cxenze amxedrebuli meomaria gamosaxuli. reklama iuwyeba:<br />

,,am kviri<strong>da</strong>m <strong>da</strong>ibeWdeba <strong>da</strong> 6 aprili<strong>da</strong>m gaiyideba yaramaniani. mecamete<br />

kari. iyideba meliqiSvilis stambaSi <strong>da</strong> wignis maRaziebSi. Ffasi 2 abazi”<br />

(suraTi 46). (,,droeba” 1880 #231).<br />

sainteresoa XIX-XX saukunis qarTuli mxatvruli abrebi, romlebic<br />

Tbilisis RirsSesaniSnaobas warmoadgendnen. mwerali giorgi evangulovi<br />

aRniSnavs: abrebi asaxavdnen yoveli qalaqis suls, gonebriv<br />

SesaZleblobebs <strong>da</strong> upirveles yovlisa gemovnebas, Tu adre abras ar<br />

aqcevdnen yuradRebas, axla Cven vxe<strong>da</strong>vT, rom abra Tavis ganviTarebaSi<br />

gar<strong>da</strong>isaxa <strong>reklamis</strong> sxva saxeobad- plakatad” (evangulovi 1917:#104:4).<br />

SegviZlia vTqvaT, rom Zveli abrebi vizualurad TiTqmis arafriT<br />

gansxvadebian sareklamo plakatisgan. maTSic msgavsad plakatis<br />

specifikisa didi adgili eTmobo<strong>da</strong> gamosaxulebas, Tanmxlebi teqsti ki<br />

52

mokle <strong>da</strong> lakonuria. aqe<strong>da</strong>n gamomdinare plakatis winamorbeds<br />

ilustrirebuli abra warmoadgens. Zveli abrebi, aseve, Tanamedrove gare<br />

<strong>reklamis</strong> winapra<strong>da</strong>c gvevlinebian. magaliTisTvis sainteresoa 1894 wlis<br />

imeruli Sampanuris reklama (suraTi 47), romelic mxatvrul-<br />

stilisturad gvaxsenebs franguli plakatis skolas, aseve, amerikuli<br />

gamagrilebeli sasmelis ,,koka-kolas” imave periodis reklamebs,<br />

romlebSic sasmels gvTavazobs momxibvleli qali WiqiT xelSi.<br />

reklamaSi ar ikiTxeba qarTuli individualoba. is, umeteswilad<br />

ucxouri warmoebis <strong>reklamis</strong> STabeWdilebas tovebs, Tumca sainteresoa<br />

misi mxatvruli ga<strong>da</strong>wyveta. namuSevari kamerul-lirikuli xasiaTisaa,<br />

gamoirCeva sinatifiT, <strong>da</strong>xvewili formebiT, akademiuri SesrulebiT,<br />

karga<strong>da</strong>a SerCeuli feradovani gama - mSvidi <strong>da</strong> idumali lurji<br />

erTdroulad gamokveTs <strong>da</strong> amasTanave romantikul intonacias aniWebs<br />

qalis centralur gamosaxulebas, romlis Tavis <strong>da</strong> xelis graciozulad<br />

gamoweril moZraobas ga<strong>da</strong>aqvs mayureblis mzera sasmelze.<br />

mxatvruli TvalsazrisiT sainteresoa Semdegi reklamac (1894w),<br />

romelic vinme g. gozalovis kamfetebis mwarmoebel qarxnas uwevs<br />

popularizacias (suraTi 48). namuSevarSi gamosaxulia patara gogona,<br />

romelic telefonis meSveobiT ukveTavs qarxanas misTvis sasurvel<br />

tkbileuls. imisTvis, rom mayurebelisTvis advilad gasagebi gaxdes<br />

<strong>reklamis</strong> Sinaarsi, avtorma gogonas xelSi gamosaxa furceli teqstiT,<br />

romlezec weria moTxovna (Требование). aRsaniSnavia, is, rom abraze teqsti<br />

ramdenime enazea <strong>da</strong>werili- rusulad, qarTulad, somxurad <strong>da</strong> arabulad,<br />

rac naTlad metyvelebs im faqtze, rom saqarTveloSi cxovrobdnen <strong>da</strong><br />

moRvaweibdnen sxva<strong>da</strong>sxva juris a<strong>da</strong>mianebi. reklamaSi didi adgili<br />

uWiravs rusul Srifts, rac mis mniSvnelobaze metyvelebs. sainteresoa<br />

gamosaxulebis <strong>da</strong> Sriftis kompoziciuri ganawilebac: kompoziciurad<br />

gamosaxuleba moTavsebulia formatis marcxena mxares, ris safuZvelzec<br />

aqcenti ga<strong>da</strong>dis formatis marjvena mxares moTavsebul warweraze<br />

(rogorc cnobilia a<strong>da</strong>mianis Tvali suraTs advilad aRiqvams<br />

marcxni<strong>da</strong>n-marjvniv). namuSevris ferTa gama ZiriTa<strong>da</strong>d Sedgeba<br />

lurjis, narinjisferis <strong>da</strong> TeTri tonebisgan, lurji foni metyvelebas<br />

53

aniWebs TeTrs <strong>da</strong> narinjisfers, riTac TvalSisacems xdis mTavar<br />

detalebs: warweras- ,,Конфетная фабрика” <strong>da</strong> gogonas figuras.<br />

aRsaniSnavia sakeravi manqanebis ,,zingeris” kompaniis reklamac (1900w)<br />

(suraTi 49). reklamaSi gamosaxulia rusul nacionalur samosSi<br />

Semosili mimzidveli qali, romelic sakerav manqanasTan muSaobs,<br />

centraluri gamosaxuleba moTavsebulia rusuli aso ,,z”-sgan Seqmnil<br />

Semorkalul CarCoSi, masSive moTavseblia warwerac. avtorma aqcenti aso<br />

,,z”-ze gaakeTa, romelic wiTeli feris meSveobiT umalve ipyrobs<br />

yuradRebas. CarCoSi moqceuli gamosaxulba ki umeteswilad dekoratiul<br />

<strong>da</strong>namatad aRiqmeba. un<strong>da</strong> aRiniSnos, rom sareklamo abra mxatvruli<br />

TvalsazrisiT karg donezea Sesrulebuli <strong>da</strong> mxatvrul-stilisturi<br />

ga<strong>da</strong>wyvetis TvalsazrisiT waagavs modernistuli stilis <strong>da</strong>savlur<br />

mxatvrul plaketebs.<br />

dekoratiuli TvalsazrisiT sakmaod maRal doneze aris<br />

gaformebuli kompania ,,zingeris” maRaziis eqsterieric, (1900w.) (suraTi<br />

50). Sesasvleli karis marjvena <strong>da</strong> marcxena gverdebze moTavsebulia<br />

kompaniis safirmo abrebi, vitrinebSi warmodgenilia maTi produqcia.<br />

maRaziis Tavze ki vxe<strong>da</strong>vT reliefuri asoebisgan Sedgenil warweras-<br />

,,kompania zingeri’.<br />

sakmaod Tanamedrove doneze aris Seqmnili vinme sosiko<br />

merkvilaZis wignebis maRaziis sareklamo abrac (suraTi 51). maRaziis<br />

Tavze moTavsebulia Semorkaluli konstruqcia, romelzec reliefuri<br />

formis asoebia <strong>da</strong>kruli. formis mixedviT abra, savaraudod Suqreklamas<br />

warmoadgen<strong>da</strong>, amitom funqciuri iqnebo<strong>da</strong> sibneleSic.<br />

Tbilisis abrebi gamorCeodnen formis, Sinaarsis <strong>da</strong> Janris<br />

mravalferovnebiT. AZiriTa<strong>da</strong>d maT or jgufad yofen: Sriftul <strong>da</strong><br />

mxatvrul abrebad. Sriftuli abrebis simravle SeimCneo<strong>da</strong> qalaqis<br />

aristokratul ubnebSi, mxatvruls ki umeteswilad SevxvdebodiT mis<br />

Zvel nawilSi <strong>da</strong> nawilobriv marcxena samnapiroze axlad aSenebul<br />

raionebSi. Tumca mkacri diferenciacia SeuZlebelia, radgan qalaqSi<br />

met-neklebad SeiniSnebo<strong>da</strong> orive saxis abrebi. cnobili mwerali gaston<br />

buaCiZe aRniSnavs: ,,saukunis bolos Tbilisi gvevlineba wvrili<br />

mevaWreebis, meduqneebis <strong>da</strong> mravalricxovani abrebis qalaqad. Suqreklama<br />

54

<strong>da</strong> moxatuli farnebi ki RamiTac zemoqmedeben” (buaCiZe 1981:44)<br />

xelovnebaTmcodne i. Zucova ki Tavis statiaSi ,,Zveli Tbilisis<br />

mxatvruli iersaxe” wers: ,,Tbilisis quCebi abrebis mravalferovnebiT <strong>da</strong><br />

simravliT sagamofeno galereas Camogav<strong>da</strong>, es feradi <strong>da</strong> mimzidveli<br />

abrebi epatiJebodnen <strong>da</strong> izi<strong>da</strong>vdnen gamvlelebs”. (Zucova 1990:2) abrebis<br />

simravle marTlac kargad Cans Zveli foto masali<strong>da</strong>n, romelzec<br />

aRbeWdilia Zvel Tbilisis m. voroncovis moe<strong>da</strong>ni <strong>da</strong> puSkinis quCa (1902-<br />

1903ww) (suraTi 52, 53). abrebs fons uqmni<strong>da</strong> mevaWreTa ,,wamoyvirebebi”,<br />

romlebic yiddnen sxva<strong>da</strong>sxva saxis produqcias (mwvalis, xils, rZis<br />

produqtebs <strong>da</strong> sxva). m. tabataZes aRwerili aqvs TbilisSi, cnobili<br />

mai<strong>da</strong>nis moe<strong>da</strong>nze arsebuli situacia: ,,aq Tavs iyri<strong>da</strong> yvelanairi jurisa<br />

<strong>da</strong> sxva<strong>da</strong>sxva enaze molaparake xalxi, ismo<strong>da</strong> moxetiale musikosTa<br />

xmebi, muSebisa <strong>da</strong> mtvirTavebis SeZaxilebi, vaWrebisa <strong>da</strong> gamyidvelebis<br />

yvirili, romlebic TavianT saqonels aqebdnen” A(tabataZe 1989:9).<br />

marTlac, albaT bevrs axsovs quCis mevaWreTa wamoyvirebebi Zveli<br />

qarTuli filmebi<strong>da</strong>nac, romlebic asaxavdnen Zvel qalaqur cxovrebas.<br />

magaliTad cnobili filmi _ ,,rac ginaxavs veRar naxav”, romelSic<br />

cnobili qarTveli msaxiobi sifiko Wiaureli TamaSobs mawvnis<br />

gamyidvels <strong>da</strong> sxva.<br />

aRsaniSnavia, is rom XIX-XXss-is mijnis TiTqmis yvela abra rusul<br />

enaze iwerebo<strong>da</strong> (xSir SemTxvevaSi gramatikulad gaumarTavi), rasac<br />

naTels fens istoria. istorikosi l. sanikiZe XIX s-is bolo periodis<br />

Sesaxeb wers: ,,1880-iani wlebi saqarTvelosTvis umZimesi wlebi iyo,<br />

radgan rusxelmwifis samoxeleo-biurokratiuli xrova gansakuTrebuli<br />

siaSkaraviT cdilob<strong>da</strong> saqarTveloSi rusifikatoruli politikis<br />

<strong>da</strong>mkvidrebas _ qarTuli enis, kulturis tradiciebis <strong>da</strong> znis<br />

Zirfesvianad amoZirkvas” (sanikiZe 1988:572). miuxe<strong>da</strong>vad ruseTis<br />

xelisuflebis mxri<strong>da</strong>n politikuri zewolisa, am periodis abreze<br />

<strong>da</strong>kvirvebam saintereso ram gviCvena: aRsaniSnavia is, rom abrebis rusul<br />

teqstebSi Tanamedroveze metad ikiTxeba qarTuli suliskveTeba,<br />

specifikuri iumori <strong>da</strong> ena. aseTi erovnuloba, garkveulwilad, aixsneba<br />

imiT, rom miuxe<strong>da</strong>vad am periodSi Seqmnili rusuli <strong>da</strong> evropuli stilis<br />

mkafio gavlenisa (rac Tavis mxriv mniSvnelovani faqtori iyo, axali<br />

55

qarTuli xelovnebis ganviTarebaSi, radgan SeuZlebelia saerTo<br />

mxatvruli procesisgan mowyvetili ganviTareba), XIX saukunis bolosa<br />

<strong>da</strong> XX saukunis pirvel meoTxedSi qarTul mxatvrobas <strong>da</strong> poezias ar<br />

<strong>da</strong>ukargavs Tavisi <strong>da</strong>moukidebloba <strong>da</strong> erovnuli skolis Rirseba.<br />

cnobili mwerali n. janberiZeEaRniSnavs: ,,rusuli TviTmpyrobelobis<br />

mier erovnuli Cagvris miuxe<strong>da</strong>vad, qveyanaSi mimdinareobs erovnuli<br />

TviTSegnebis gamoRviZebis procesi, ramac ukve XIXs-is bolo<br />

aTwleulebSi qarTuli literaturisa <strong>da</strong> mTlianad kulturis ayvaveba<br />

ganairoba” (janberiZe 1989:8). abrebs ki iseve, rogorc evropaSi,<br />

ZiriTa<strong>da</strong>d, qmnidnen imdroindeli mxatvrebi, romelTa Soris iyo<br />

TviTnaswavli mxatvari firosmanic. aqe<strong>da</strong>n gamomdinare reklamebSi<br />

rusuli Sriftis miRma SenarCunebuli iqna qarTuli individualizmi <strong>da</strong><br />

TavisTavadoba. Jurnalisti eka lomiZe wers: ,,XIXs-is 90-ian wlebSi<br />

evropasa <strong>da</strong> amerikaSi ,,koka-kolas” sareklamo kampaniis xana idga.<br />

qarTvelebisTvis kargad iyo cnobili <strong>da</strong>savluri <strong>reklamis</strong> moTxovnebi,<br />

romelsac uTuod iTvaliswinebdnen, Tumca brendis wardgenisas mTavari<br />

mniSvneloba mainc erovnul faqtors eniWebo<strong>da</strong>” (kviris . . 2011:29).<br />

magaliTad ganvixiloT reklama, romelic im droisTvis popularul<br />

brends - sarajiSvilis koniaks emsaxureba (suraTi 54). reklamaSi<br />

gamosaxulia XIXs-is erT-erTi pirveli qarTveli fotomodeli barbale<br />

bagrationi-<strong>da</strong>viTaSvili. erovnul samosSi sagangebod gamowyobili<br />

momxibvleli babo, langariT sTavazobs mayurebels sasmels. kompoziciis<br />

ze<strong>da</strong> marcxena kuTxeSi gamosaxulia emblema - kavkasiis frialo<br />

kldeebze Semdgari jixvis gamosaxulebiT, romelic sarajiSvilma<br />

saerTaSoriso sasaqonlo niSnad aqcia. miuxe<strong>da</strong>vad imisa, rom mTavar<br />

atributze - boTlze moTavsebulia rusulenovani warwera, yvela detali<br />

metyvelebs imaze rom reklama aris qarTuli warmoebis. samwuxarod,<br />

Tanamedrove reklamam <strong>da</strong>karga erovnuloba. dRevandeli sareklamo<br />

gzavnilebi qarTuli sityvebiT umetesad ucxour mentalobas <strong>da</strong><br />

cxovrebis stlis aSuqeben.<br />

mxatvruli TvalsazrisiT sainteresoa fotomasalaSi aRbeWdili<br />

vinme xandradzovis musikaluri instrumentebis saxelosnos erT-erTi<br />

sareklamo abra (suraTi 54a). sainteresod aris mofiqrebuli saxelosnos<br />

56

karebze qalis <strong>da</strong> mamakacis gamosaxulebebi, romlebic musikalur<br />

instrumentebze ukraven <strong>da</strong> amiT uweven reklamas saxelosnos.<br />

aRsaniSnavia Zveli abrac, romelic konstruqciiT Tanamedrove manaTobel<br />

yuTs (,,laiTboqs”) waagavs (suraTi 55). abris qveviT ikiTxeba warwera<br />

,,l.l.Strexeris kbilis samkurnalo” aRsaniSnavi, is faqti, rom am<br />

periodis TiTqmis yvela abraze iwerebo<strong>da</strong> <strong>da</strong>wasebulebis mepatronis<br />

gvari. magaliTisTvis warmodgenilia ori fotosuraTi Sriftuli tipis<br />

abrebisa, romlebic reklamas uweven rogorc <strong>da</strong>wesebulebis, aseve<br />

mepatroneebis vinaobasac (suraTi 56,57). pirvel abraze vxe<strong>da</strong>vT<br />

saintereso warweras: ,,Semosasvleli saxli, <strong>da</strong>salevi <strong>da</strong>wesebuleba l.<br />

WeliZis <strong>da</strong> a. fruiZis”. meoreze ki weria: ,,savaWro saxli Tavad z.<br />

jorjaZesi”. abra Tavisi Semorkaluri formiT amSvenebs Senobas,<br />

romelic arafriT Camouvardeba Tanamedrove tipis dizainiT aSenebul<br />

nagebobas. aseTi Sriftuli tipis Babrebi mravlad iqmnebo<strong>da</strong> Zvel<br />

qalaqSi.<br />

aRsaniSnavia am periodis abrebis teqstic, romlebic didi iumoriT<br />

iyo Sedgenili g. evangulovs <strong>da</strong> i. Zucovas aRwerili aqvT ramdenime<br />

Zveli abris teqsti, romlebic izi<strong>da</strong>ven TvianTi specifikuri qarTuli<br />

iumoriT <strong>da</strong> uSualobiT (Zucova 1990:3; evangulovi, 1917:#104:4). magaliTad<br />

erT-erTi cnobili duqnis mepatronis aSugi agzazis duqnis abras ewera:<br />

,,Ное-Лечебница” (noes samkurnalo), erT-erTi samikitnos abraze<br />

moTavsebul gamosaxulebas_ taburetze mjdomi kintos saxiT Tan axl<strong>da</strong><br />

teqsti, romelic gamvlels amcnob<strong>da</strong>: ,,Здесь живет бедни Сико’’ (aq cxovrobs<br />

sawyali siko), xolo fexsacmlis saxelosnos abras axl<strong>da</strong> teqsti:<br />

,,Несостоятелни Шио поневоль вь подвале животь сапоги и галоши шьеть” (sawyali<br />

Sio uneburad sar<strong>da</strong>fSi cxovrobs, keravs Ceqmebs <strong>da</strong> kaloSebsac keravs.<br />

Aabra CuRureTSi), aseve iumoriT iyo <strong>da</strong>werli warwera erT-erTi duqnis<br />

abraze ,,Салидни обед для Салидни лудеи” (soliduri sadili, soliduri<br />

xalxisTvis) mag: warwera Rvinis sar<strong>da</strong>fis abraze: ,,Вини погреба<br />

кахетински Акоба, пиом до гроба и даже в гроба” (Rvinis sar<strong>da</strong>febi kaxeli<br />

iakobis, vsvamT kubos karamde <strong>da</strong> kuboSic. abra klor-taxSi). aseve, ,,В<br />

духане Гога апетит бога” (gogas duqanSi ma<strong>da</strong>a RmerTiviT. abra sololakSi),<br />

"Душа рай, двер открывай, не стучай" (suli samoTxesi, kari gaaRe ar<br />

57

<strong>da</strong>akauno. abra avlabarSi) erT-erTi mkeravis saxelosnos Tavze mikrul<br />

abras ki ewera: ,,Демократически сапожник” (demokratiuli mewaRe) <strong>da</strong> sxva.<br />

abraTa aseT ,,iumorinaSi” xvdebo<strong>da</strong> egzotikuri warwerebic: magaliTad:<br />

momplezir, san-susi, E,,eldorado” <strong>da</strong> sxva. abrebis ena, maTi teqsti<br />

Zalian mkafiod, efeqturad iyo Sedgenili <strong>da</strong> gaTvlili iyo imaze, rom<br />

gaeCerebina gamvleli. un<strong>da</strong> iTqvas, rom Tanamedrove reklamebisgan<br />

gansxvavebiT, Zveli abrebi mnaxvels izi<strong>da</strong>vs Tavisi uSaloebiT,<br />

ubraloebiT <strong>da</strong> pir<strong>da</strong>pirobiT. maTSi adgili ar aqvs sinamdvilis<br />

gaidealebas, rac imsaxureb<strong>da</strong> mowonebas <strong>da</strong> xalxis ndobas.<br />

XXs-is <strong>da</strong>sawyisi<strong>da</strong>n qveyanaSi vrceldeba axali kulturuli<br />

mimdinareoba modernizmi. saqarTvelos sazogadoeba ecnoba <strong>da</strong> iTavisebs<br />

msoflioSi popularul mimdinareobas. xelovnebaTmcodne Tea tabataZe am<br />

periodis Sesaxeb aRniSnavs: ,,XXs-is <strong>da</strong>sawyisis Tbilisi, kapitalisturi<br />

tipis qalaqad yalibdeba, sa<strong>da</strong>c iqmneba axali- modernuli kultura.<br />

Tbilisis modernuli kulturisa <strong>da</strong> xelovnebis xasiaTi<br />

,,multikulturuloba”, romelic, rogorc faqti garkveulwilad<br />

konkretuli istoriuli viTarebiTac iyo ganpirobebuli, magram isev<br />

Tbilisuri, zoga<strong>da</strong>d ki qarTuli kulturis bunebi<strong>da</strong>n gamomdinare, 1910-<br />

20-iani wlebis qarTuli xelovnebis arsebiT, mniSvnelovan maxasiaTeblad<br />

iqca” (tabataZe 2011:62). Mmodernizmis gavrcelebiT, Seicvala reklamebis<br />

mxatvrul-stilisturi ga<strong>da</strong>wyvetac - maTSi gamovlin<strong>da</strong> axali<br />

mimdinareobisTvis <strong>da</strong>maxasiaTebeli niSan-Tvisebebi. magaliTisTvis<br />

sainteresoa 1909 welSi Seqmnili reklama ,,Земляничное Молоко” (suraTi<br />

58), romelic saxis kanis mosavlel saSualebas- kosmetikur rZes uwevs<br />

popularizacias. (zakavkazie 1909#108). namuSevarSi kompoziciuri <strong>da</strong><br />

mxatvruli ga<strong>da</strong>wyvata (momxibvleli qalis gamosaxuleba, romlis<br />

Serwyma mcenareul ornamentTan qmnis erTian dekoratiul suraTs)<br />

uneburad gvagonebs alfons muxas sareklamo plkatebs. reklamaSi Cans<br />

modernistuli stilisTvis <strong>da</strong>maxasiTebeli iseTi niSan-Tvisebebi,<br />

rogoricaa: kompoziciis agebis dekoraciuli struqtura, mcenareuli<br />

ornamentebis gamoyeneba, gamosaxulebis ornamentuli moCarCoveba.<br />

modernis stilis niSan-Tvisebebi aisaxa iponuri yavis reklamaSic,<br />

(suraTi 59) (tifliski. . . 1912:#139), esaa- xazis wamyvani mniSvneloba,<br />

58

gamosaxulebis ornamentuli Serwyma garkveul <strong>da</strong>talebTan <strong>da</strong> fonTan.<br />

swrafva dekoratiulobisken. namuSevarSi SeiniSneba ornamentis riTmuli<br />

gameorebis gamoyenebac, reklama mxatvrul–esTetikuri TvalsazrisiT<br />

mimzidvelia, magram Tu Sevxe<strong>da</strong>vT mas rogorc mxolod reklamas<br />

produqciis arsis aRqmis TvalsazrisiT, un<strong>da</strong> aRiniSnos, rom sustia<br />

kavSiri teqstsa <strong>da</strong> gamosaxulebas Soris- teqstis gareSe iaponeli qalis<br />

gamosaxuleba ufro metad aRiqmeba tradiciuli iaponuri samosis an<br />

varcxnilobis reklamad.<br />

kompoziciurad sainteresoa fexsacmelis ,,galoSebisTvis” Seqmnili<br />

reklamac, romelic sakmaod detalurad iZleva informacias produqciaze<br />

(suraTi 60). (zakavkazie 1911:#20). masSi kargad aris gamoyenebulia<br />

miniSnebebi, romlebic metyveleben: gamomSvebi qarxnis solidurobaze,<br />

produqciis raodenobaze, gamoyenebul masalaze. Mmxatvruli kuTxiT<br />

sareklamo gamosaxuleba cotaTi ga<strong>da</strong>tvirTulia <strong>da</strong> moklebulia<br />

lakonurobas, magram amavdroulad gamarTulia kompoziciuri agebis<br />

TvalsazrisiT.K kargad aris mofirebuli TviT fexsacmlis _ galoSis<br />

gamosaxuleba, romlis ,,myarad <strong>da</strong>bijebuli” Ziris anabeWdi reklamaSi<br />

simbolurad aRniSnavs mis gamZleobas <strong>da</strong> maRal xarisxs, rac<br />

Sinaarsobrivad akavSirebs gamosaxulebas teqstur SetyobinebasTan.<br />

am periodSi abrebs xatavdnen mxatvrebi, romelTa umravlesoba<br />

gaerTianebuli iyo spacialur saswavlo mxatvar-mRebavTa amqarebSi,<br />

cnobili mxatvris iv. vefxvaZis mogonebebiT ,,TbilisSi bevr saqmosanas<br />

hqon<strong>da</strong> gaxsnili samxatvro safirniSo saxelosno, maT <strong>da</strong>qiravebuli<br />

hyav<strong>da</strong>T namdvili xelosani mxatvrebi, Segirdebi” (Tbilisuri . . . 2008:17).<br />

amqruli Semoqmedeba gansakuTrebiT ganviTar<strong>da</strong> XIX saukunis meore<br />

naxevarSi, rac qalaqis ganviTareba-mSeneblobam gamowvia. Sroma amqarebSi<br />

diferencirebuli yofila. erTni oTaxebsa <strong>da</strong> sa<strong>da</strong>rbazoebs amkobdnen,<br />

meoreni saeklesio Tu samxedro droSebs, sxvebi xatavdnen abrebsa <strong>da</strong><br />

qmnidnen fonebs fotoateliebisTvis. fermwerTa amqari msxvil <strong>da</strong> wvril<br />

baWrebs, maRaziaTa restornebis, duqnebis <strong>da</strong> sastumroebis mflobelebs<br />

emsaxurebo<strong>da</strong> (Tbilisuri. . . 2008:12). yovel amqars hqon<strong>da</strong> Tavisi droSa,<br />

romelic maTi gaerTianebis reklamas warmoadgen<strong>da</strong>. saineresoa erT-erTi<br />

amqris droSa, romelic 1911wliT aris <strong>da</strong>Tarigebuli (suraTi 61). droSis<br />

59

SuagulSi gamosaxula macxovari, gverdebze ki oqros ornamentebSi<br />

Caxatulia angelozebi, romelTac xelSi uWiravT palitra. rogorc<br />

fotosuraTi<strong>da</strong>n Cans droSa ga<strong>da</strong>wyvetilia modernis stilSi. kompozicia<br />

gamoirCeva <strong>da</strong>telebis <strong>da</strong> ornamentuli motivebis siuxviT, sinatifiT <strong>da</strong><br />

solidurobiT, am ukanasknels mas aniWebs oqros feri. aseTi tipis<br />

amqarebi arsebob<strong>da</strong> XX saukunis 20 wlebamde. 1914 wels amqarSi Sedio<strong>da</strong><br />

109 kaci. mxatvar-mRebavTa muSaoba saerTo nawarmad iTvlebo<strong>da</strong>, amitomac<br />

Tavis namuSvrebs iSviTad awerdnen xels, aqe<strong>da</strong>n gamomdinare cota ram<br />

aris cnobili abrebis avtorebis Sesaxeb. marTebulia azri imis Sesaxeb,<br />

rom swored amqaris ostatebi qmnidnen qalaqis dizains, mis mxatvrul<br />

gaformebas <strong>da</strong> garegan saxes. aRsaniSnavia m tabataZis gamonaTqvamic:<br />

,,amqaris fermwerTa Semoqmedeba gamorCeva originalobiT <strong>da</strong> TviTmyofadi<br />

ostatobiT, xelosnobasTan Serwymuli naivuri xelovnebiTa <strong>da</strong><br />

<strong>da</strong>xvewili faqizi gamovnebiT” (tabataZe 1989:74). cnobilia abrebis<br />

ramdenime ostati mag: g. zazaSvili, iv. vefxvaZe, k. grigolianci, b.<br />

telingateri <strong>da</strong> sxvebi (Zucova 1990:15), magram yvelaze metad aRiareba<br />

moipova didma qarTvelma TviTnaswavlma mxatvarma niko firosmanaSvilma.<br />

is xatav<strong>da</strong> abrebs Rvinis sar<strong>da</strong>febis <strong>da</strong> duqnebis mepatroneebisTvis,<br />

Tbilisis bohemuri cxovrebis amsaxvel scenebs, naturmortebs,<br />

cxovelebs. Mmxatvari namuSevrebSi gamosaxv<strong>da</strong> samyaros uSualod,<br />

bavSvuri miamiturobiT yovelgvari gaidealebis gareSe. kuznecovi Tavis<br />

wignSi ,,firosmanis Semoqmedeba” wers: ,,firosmanis abrebi pirvel rigSi<br />

dekoratiul xasiaTs atareb<strong>da</strong>. yvela maTgani mowodebuli iyo<br />

gaelamazebina intereierebi- samikitnoebi, ludis <strong>da</strong> Rvinis sar<strong>da</strong>febi,<br />

duqnebi. adgilebi, sa<strong>da</strong>c yvelaze xSirad muSaob<strong>da</strong> firosmani, amitomac<br />

Searqves mas ,,duqnis fermweri” (kuznecovi 983:116). xatvis procesSi<br />

firosnmaniM iyeneb<strong>da</strong> sakuTar ferwerul sistemas <strong>da</strong> saxviT saSualebebs,<br />

ar misdev<strong>da</strong> stils <strong>da</strong> mo<strong>da</strong>s. T jafariZe sruliad marTebulad<br />

aRniSnavs: ,,firosmanis mxatvruli sistemis yvelaze TvalSisacemi niSania<br />

misi esTetikuri Tavisufleba. es Cans formebis interpretaciaSi <strong>da</strong><br />

kompoziciebis xasiaTSic. igi Tavs ar zRu<strong>da</strong>vs mxatvruli kanonebiT,<br />

magram qmnis axal, mxolod misi pirovnebis gamomxatvel ferwerul<br />

kanonzomierebebs” (jafariZe 2010: 334). firosmani xatav<strong>da</strong> imas, rasac<br />

60

xe<strong>da</strong>v<strong>da</strong> <strong>da</strong> rogorc grZnob<strong>da</strong>. abrebs wer<strong>da</strong> iseve, rogorc sxva Janrul<br />

tiloebs, romlebsac reklamad ZiriTa<strong>da</strong>d teqstis meSveobiT<br />

gar<strong>da</strong>saxav<strong>da</strong>. misi sareklamo abrebi umeteswilad maRalmxatvrul<br />

ferwerul nawarmoebebs warmoadgenen, romlebsac dResac eTayvanebian,<br />

baZaven <strong>da</strong> Tanamedrove restornebis an duqnebis reklamad iyeneben.<br />

magaliTad: sainteresoa misi sareklamo abra <strong>da</strong>xatuli erT-erTi Rvinis<br />

sar<strong>da</strong>fisTvis (suraTi 62). abraze gamoisaxulia patara qoxisken<br />

(savaraudod Rvinis sar<strong>da</strong>fisken) mimavali uremi, romelsac ukan yanwiT<br />

xelSi cxenze amxedrebuli yaraCoReli miyveba. namuSevarSi ar aris<br />

gamosaxuli arc Rvinis boTlebi, arc qeifi <strong>da</strong> arc sar<strong>da</strong>fis interieri,<br />

Mmiuxedevad amisa namuSevari qmnis Rvinis sar<strong>da</strong>fisTvis <strong>da</strong>maxasiaTebel<br />

saqeifo ganwyobas.F firosmani, iseve rogorc tuluz lotreki,<br />

SesaniSnavad gadmoscems adgilis ganwyobas. namuSevris saerTo<br />

koloriti Camqralia, samagierod warwera ,,Rvinis sar<strong>da</strong>fi” gamosaxulia<br />

didi asoebiT <strong>da</strong> moqceulia mkveTr narinjisfer CarCoSi, riTac abras<br />

mieniWa <strong>reklamis</strong>Tvis saWiro simkveTre <strong>da</strong> TvalSisacemi ieri.<br />

sainteresoa forosmanis mier kaxuri Rvinis sawyobisTvis<br />

<strong>da</strong>xatuli erT-erTi abra, romelic vinme ozalaSvils ekuTvno<strong>da</strong> (suraTi<br />

63). Aam abraSi vlindeba modernistuli stilisTvis <strong>da</strong>maxasiTebeli niSan-<br />

Tvisebebi: gamosaxulebis moqceva CarCoSi, ovaluri plastikuri formebi,<br />

dekoratiuloba. aRsaniSnavia firosmanisTvis <strong>da</strong>maxasiaTebeli rusuli <strong>da</strong><br />

qarTuli Sriftebis Serwyma, rac im droisTvis saerTod miRebuli iyo.<br />

kerZod am abraze ganTavsebuli qarTul- rusuli warweris Sesaxeb g.<br />

buaCiZe sainteresod wers: ,,rusuli nawili aRiqmeba, rogorc Setyobineba,<br />

qarTuli ki rogorc gaformeba” (buaCiZe 1981:47). es sityvebi aseve,<br />

metyvelebs im periodSi rusuli teqstis mniSvnelobaze. aRsaniSnavia is<br />

faqtic, rom firosmans Tavis abrebSi <strong>da</strong>culi aqvs gamosaxulebis <strong>da</strong><br />

teqstis ganlagebis marTebuli Tanmimdevrobac. (a<strong>da</strong>miani pirvel rigSi<br />

yuradRebas aqcevs ilustracias, Semdeg saTaurs <strong>da</strong> bolos <strong>da</strong>matebiT<br />

teqsts, rac xels uwyobs <strong>reklamis</strong> swraf <strong>da</strong> martiv aRqmas).<br />

sainteresoa sareklamo abrac ,,Чай-Пиво”, romelic duqanSi epatiJeba<br />

gamvlelebs, sa<strong>da</strong>c sTavazoben sxva<strong>da</strong>sxva saxis sasmelebs - Cais, luds,<br />

limonaTs <strong>da</strong> sxva (suraTi 64). es namuSevari Janruli TvalsazrisiT,<br />

61

metad warmoadgens naturmots, romelSic Casmulia mamakacis figura<br />

CaidnebiT xelSi. firosmanma mignebulad <strong>da</strong>xata yvela is sfecifikuri<br />

sagani, romelic <strong>da</strong>mxmare teqstis gareSec mianiSnebs mnaxvels duqanSi<br />

arsebul TiToel konkretul sasmelze. g.xoStariaFsruliad marTebulad<br />

wers: ,,n. firosmanaSvilis naturmortebic <strong>reklamis</strong> funqcias asruleben<br />

<strong>da</strong> amdenad maTSi bevria abriseuli. Aabris <strong>da</strong>maxasiaTebeli niSnebi ki<br />

TvalnaTlivoba, mTavari sagnis warmoCena, aqe<strong>da</strong>n gamomdinare detalebis<br />

simcire, mxatvruli enis simartivea” (xoStaria 1078:32). aRsaniSnavia is,<br />

rom firosmanis namuSevrebis kompoziciaSi ar igrZnoba <strong>reklamis</strong>Tvis<br />

saWiro lakonizmi, mkveTrad gamoxatuli kontrasti, miuxe<strong>da</strong>vad amis, misi<br />

abrebi izi<strong>da</strong>vs mnaxvels, rogorc ferweruli namuSevrebi, romlebic<br />

gamoirCevian siuJetis ubraloebiT <strong>da</strong> weris uSualoebiT. aRsaniSnavia is,<br />

rom mxatvari marTalia mis mier <strong>da</strong>kanonebuli mxatvruli xerxebiT,<br />

magram yovelTvis marTebulad gamoyof<strong>da</strong> reklamaSi mTavars, rac mis<br />

Tan<strong>da</strong>yolil mxatvrul niWze <strong>da</strong> gemovnebaze mianiSnebs. firosmanis<br />

namuSevrebi laparakoben ubralo xalxis enaze, rac advilad gasagebs<br />

xdis mis Semoqmedebas.<br />

aqe<strong>da</strong>n gamomdinare, gar<strong>da</strong> funqciuri <strong>da</strong>tvirTvisa XIX-XXs-is<br />

<strong>vizualuri</strong> reklama mxatvrul- dekoratiuli xasiaTs atareb<strong>da</strong> <strong>da</strong> udides<br />

rols TamaSob<strong>da</strong> adgilobrivi nacionaluri koloritis SeqmnaSi. is<br />

uSualod ukavSirdebo<strong>da</strong> qalaqur yofas <strong>da</strong> mis ganumeorebel saxes. am<br />

periodSi, gansakuTrebiT ganviTra<strong>da</strong> Tanamedrove gare <strong>reklamis</strong> winapari<br />

mxatvruli abra, romelic qalaqis mxatvrul kulturul movlenas<br />

warmoadgen<strong>da</strong>.UmniSvnelovania is faqtia, rom iseve rogorc evropaSi,<br />

abrebs ZiriTa<strong>da</strong>d werdnen mxatvrebi, romlebmac TavianTi mxatvruli<br />

xedvis, SemoqmedebiTi midgomis <strong>da</strong> nacionaluri Tematikis safuZvelze<br />

sareklamo abra aqcies xelovnebis nimuSad <strong>da</strong> rac yvelaze mTavaria,<br />

qveyanaSi <strong>da</strong>amkvidres <strong>reklamis</strong> erovnuli, individualuri saxe. XIX-XXs-<br />

is abrebi gamoirCeodnen mxatvrul-stilisturi ga<strong>da</strong>wyvetis<br />

mravalferovnebiT, spacifikuri eniT, iumoriT <strong>da</strong> uSualoebiT.<br />

samwuxarod un<strong>da</strong> aRiniSnos, rom Tanamedrove qarTulma reklamam<br />

<strong>da</strong>karga is erovnuloba <strong>da</strong> individualoba, rac XIXs-is bolos SeimuSava<br />

qarTulma reklamam.<br />

62

<strong>vizualuri</strong> reklama sabWoTa xelisuflebis periodSi.<br />

(sabWoTa plakati)<br />

XXs-is 20-ian wlebSi, saqarTveloSi <strong>da</strong>myar<strong>da</strong> sabWoTa<br />

xelisufleba. qveyanam yvela sferoSi ganica<strong>da</strong> cvlileba. D<strong>da</strong>iketa<br />

Zveli savaWro <strong>da</strong> administraciuli <strong>da</strong>wesebulebebi, Camoixsna <strong>da</strong><br />

Semdgom <strong>da</strong>ikarga mSvenieri sareklamo abrebi. sabWoTa xelisuflebis<br />

mier gatarebulma politikamE qveyanaSi mospo konkurencia <strong>da</strong> didi xniT<br />

Seaferxa <strong>reklamis</strong> ganviTareba. Jele mamuCaZe marTebulad aRniSnavs<br />

,,saxelmwifo monopoliis pirobebSi ar arsebob<strong>da</strong> sareklamo<br />

saqmianobis ZiriTadiAmastimulirebeli _ sabazro konkurencia” (mamuCaZe<br />

2005:4). reklama aRar warnmoadgen<strong>da</strong> saWiroebas. <strong>reklamis</strong> saxeobebi<strong>da</strong>n<br />

ganviTar<strong>da</strong> mxolod sabWoTa politikur- saagitacio plakati, romlis<br />

mTavar funqcias mosaxleobis ,,swori” mimarTulebiT aRzr<strong>da</strong> <strong>da</strong><br />

Sesabamisi propagan<strong>da</strong> warmoadgen<strong>da</strong>. am periodis plakati ramdenime<br />

funqcias asruleb<strong>da</strong>: 1. sainformacio funqcias – misi bolSevikebi<br />

mosaxleobaSi partiisTvis sasurvel informacias avrcelebdnen. 2.<br />

komunikaciurs- plakati asruleb<strong>da</strong> moqalaqeebsa <strong>da</strong> mTavrobas Soris<br />

mekavSire (Tumca calmxriv) rgolis funqcias. 3. saimijos-<br />

uzrunvelyof<strong>da</strong> saxelmwifosa <strong>da</strong> mmarTveli aparatis pozitiuri saxis<br />

<strong>da</strong>mkvidrebas qveyanaSi. Jurnalisti m. basilaia sabWoTa periodis<br />

plakatis zemoqmedebis Zalaze srulad marTebulad aRniSnavs:<br />

,,komunistebma plakati iaraRad ga<strong>da</strong>aqcies, romelsac xSirad qvemexze<br />

meti Zala hqon<strong>da</strong>. erTi SexedviT ugemovno plakatebs uzarmazari Zala<br />

hqon<strong>da</strong>T. Mmartivi gamosaxuleba yvelasaTvis gasagebi iyo. xolo mokle<br />

teqsti- igive lozungi, romelic gamosaxulebas Tan axl<strong>da</strong>, ubralo<br />

moqalaqes advilad amaxsovrdebo<strong>da</strong> <strong>da</strong> mas Sesabamisi moqmedebisken<br />

ubiZgeb<strong>da</strong>. Pplakatis saSualebiT, komunistebi TiTeul moqalaqes<br />

cxovrebis wess udgendnen, sa<strong>da</strong>c mkacrad iyo gansazRvruli Wamis,<br />

Zilis, <strong>da</strong>svenebis <strong>da</strong> muSaobis ganrigi” (basilaia 2010:40).<br />

pirveli qarTulenovani sabWoTa plakatebi 30-iani wlebSi Seiqmna,<br />

romelTa avtorebis gvarebia - busirevi <strong>da</strong> mirzoevi. maT namuSevrebSi<br />

aisaxa periodis Sesabamisi suliskveTeba. magaliTad: mirzoevis plakatis<br />

63

Tematika mouwodebs kulakebis winaaRmdeg brZolisken <strong>da</strong> asaxavs<br />

movlenebs, romlebic 30-iani wlebis <strong>da</strong>sawyisSi sabWoTa kavSirSi<br />

kolmeurneobis Camoyalibebas <strong>da</strong> kulakebis (e.w. SeZlebuli glexebis)<br />

represiebs ukavSirdeba (suraTi 65). amave periodSia Seqmnili busirevis<br />

plakatic, romelic mkacrad mouwodebs klasobrivi mtrebis saboloo<br />

ganadgurebisken (suraTi 66). (klasobriv mtrebs- kulakebi aznaurebi <strong>da</strong><br />

Tavadebi warmoadgendnen). sainteresoa am ori plakatis mxatvruli<br />

ga<strong>da</strong>wyveta mirzoevis plakatSi gamosaxuleba gayofilia 3 nawilad, ar<br />

ikiTxeba formaTa lakonuroba. Bbusirevis plakati ki ufro pasuxobs<br />

plakatis principebs, formebi <strong>da</strong> feriTi ga<strong>da</strong>wyveta lakonuri <strong>da</strong><br />

kontrastulia. Llurj fonze gamosaxuli mTavri centraluri figura<br />

ga<strong>da</strong>wyvetilia wiTel ferSi <strong>da</strong> Sori<strong>da</strong>nve ipyrobs yuradRebas. Ffiguris<br />

masStaburi zomebi, eqspresiuli moZraoba, saxis moRuSuli gamomtyveleba<br />

<strong>da</strong> xelSi aRmarTuli uro, qmnis gamosaxulebis eqspresiul funqcias,<br />

riTac zemoqmedebs adresatis emociebze. pirveli, rac am periodis<br />

politikur plakatebSi gxvdeba TvalTaxedvis areSi wiTeli feris<br />

siWarbea. Uun<strong>da</strong> aRiniSnos, rom am periodis plakatebSi feris gamoyeneba<br />

<strong>da</strong>kavSirebuli iyo saxelmwifo, politikur ferTa simbolikasTan. feris<br />

simboluri funqcia gansakuTrebiT ikveTeba politikur plakatSi <strong>da</strong> xazs<br />

usvams xelisuflebis ideolugiur mniSvnelobas. wiTeli feri<br />

socialisturi moZraobis simbolod ga<strong>da</strong>iqca. am periodis plakatebze<br />

<strong>da</strong>kvirvebiT, Cans, rom maTi ferTa gama ga<strong>da</strong>wyvetilia ZiriTa<strong>da</strong>d ori<br />

feris_ wiTelisa <strong>da</strong> Savis kombinirebiT. anisimova wers: ,,Sav <strong>da</strong> wiTel<br />

ferTa gama plakatSi qmnis <strong>da</strong>Zabul <strong>da</strong> dramatul fons, wiTeli <strong>da</strong><br />

yviTelis Serwyma ki piriqiT qmnis naTel <strong>da</strong> optimistur fons” (anisimova<br />

2003:60). aqe<strong>da</strong>n gamomdinare simboluri funqciis gar<strong>da</strong>, sabWoTa<br />

plakatebSi didi mniSvneloba eniWebo<strong>da</strong> feris eqspresiul funqciasac.<br />

30-iani wlebis Semdgom periodSi, germaniasTan <strong>da</strong>wyebulma omma<br />

warmoSva axali saagitacio Sinaarsis plakatebi, romlebic<br />

<strong>da</strong>mpyroblebis winaaRmdeg brZolisken mouwoebdnen. aseve plakatebi,<br />

romlebzec aRbeWdili iyo sabWoTa beladebis _ leninis <strong>da</strong> stalinis<br />

portretebi e.w. ,,optikuri citatebis” gamoyenebiT. MmagaliTad: sabWoTa<br />

periodis plakatSi beladTa gamosaxulebis gavrcelebuli magaliTia<br />

64

vefxvaZis mier Seqmnili plakati _ ,,partia Cveni epoqis goneba, patiosneba<br />

<strong>da</strong> sindisia” (suraTi 67).<br />

omis Temaze PSeqmnili pirveli plakati ,,de<strong>da</strong> samSoblo gixmobs”<br />

ekuTvnis qarTvel mxatvars irakli ToiZes (suraTi 68). namuSevari<br />

Zalzed eqspresiuli, STambeW<strong>da</strong>via <strong>da</strong> SesaniSnavad eqvemdebareba<br />

plakatis, kerZod ki politikuri plakatis yvela principebs.<br />

gamosaxuleba, ferTa gama <strong>da</strong> Tanmxlebi teqsti lakonurad aris<br />

ga<strong>da</strong>wyvetili. formatis centrSi gamosaxuli qalis eqspresiuli figuris<br />

SesaniSnav emociur <strong>da</strong>namats warmoadgens lozungi ,,de<strong>da</strong>_ samSoblo<br />

gixmobs”. teqstSi gaJRerebuli asociaciurad ori Zlieri <strong>da</strong> amasTanave<br />

,,Tbili” sityva - ,,de<strong>da</strong>” <strong>da</strong> ,,samSoblo”, eqspresiul <strong>da</strong> masStabur<br />

gamosaxulebasTan erTad qmnis plakatSi garkveul emociur <strong>da</strong>tvirTvas,<br />

rac amZafrebs zemoqmedebas a<strong>da</strong>mianis grZnobebeze. sityva ,,dedis”<br />

gamoyenebiT, gamosaxuleba aRiqmeba ara rogorc ubralod qalis<br />

mowodeba, aramed rogorc mSobeli dedis mkacr brZanebad, romelic<br />

Svilebs mtrebis winaaRmdeg brZolisken mouwodebs. aRsaniSnavia, is rom<br />

omis periodis plakatebSi xSirad mimarTavdnen mebrZoli qalis, umetesad<br />

ki dedis gamosaxulebas, raTa gaemZafrebinaT zemoqmedeba a<strong>da</strong>mianis<br />

grZnobebze.<br />

50-60_ian wlebSi, plakatebSi politikasTan erTad socialuri<br />

Tematikac gamokveTa. Sroma gamocxad<strong>da</strong> komunistur Rirebulebad,<br />

amitomAam periodis plakatebi ZiriTa<strong>da</strong>d mouwodebdnen cxovrebis<br />

sxva<strong>da</strong>sxva sferoSi samuSao gegmis Sesrulebisken, siZneleebis<br />

<strong>da</strong>Zlevisken. Mmravlad iqmnebo<strong>da</strong> plakatebi devizebiT: ,,xuTwledi<br />

oTxwledSi”, ,,kolmeurneebo ga<strong>da</strong>WarbebiT SevasruloT samwliani gegma”,<br />

,,SevasruloT <strong>da</strong>wesebul va<strong>da</strong>Si saxelmwifosTvis puris Cabarebis gegma”,<br />

(suraTi 69) <strong>da</strong> sxva. aqtiurad gamoikveTa aseve, Temebic, romlebic<br />

exebo<strong>da</strong> medicinas, cxovrebis jansaR wess, bavSvTa movlas <strong>da</strong> sxva. Mmag:<br />

plakati ,,zustad <strong>da</strong>icaviT Sromis, <strong>da</strong>svenebis, kvebis <strong>da</strong> Zilis reJimi”<br />

(suraTi 70). 60-ian wlebSi avtomobilebis ricxvis momravlebasTan<br />

<strong>da</strong>kavSirebiT qarTul plakatebSi simTvralesTan brZolis Temac<br />

gamoCn<strong>da</strong>. aseT plakatebs akravdnen sazogadoebrivi Tavmoyris adgilebSi.<br />

mZRolebs afrTxilebden, rom saWesTan mTvral mdgomareobaSi <strong>da</strong>jdoma<br />

65

SesaZloa <strong>da</strong>mRupveli aRmoCndes. mag: plakati_ ,,sxvis janmrTelobas<br />

adRegrZeleb sasmisiT, sakuTar dRes ki imokleb” (suraTi 71) am<br />

periodi<strong>da</strong>n moyolebuli mravlad iqmnebo<strong>da</strong> sadResaswaulo plakatebic,<br />

magaliTad iseTebi rogoricaa o. jiSkarianis plakati - ,,dila<br />

mSvidobisa patarebo!” (surTi 72 ) <strong>da</strong> sxva.<br />

A aqe<strong>da</strong>n gamomdinare, sabWoTa periodis saqarTveloSi, <strong>reklamis</strong><br />

saxeobebi<strong>da</strong>n ganviTr<strong>da</strong> mxolod politikur-saagitacio plakati <strong>da</strong><br />

<strong>da</strong>wyebuli XXs-is 20-iani wlebi<strong>da</strong>n, ganagrZob<strong>da</strong> asebobas sabWoTa<br />

kavSiris <strong>da</strong>Slamde. am periodis plakats didi <strong>da</strong>tvirTva hqon<strong>da</strong>- misi<br />

saSualebiT xelisufleba zemoqmedeb<strong>da</strong> sazogadoebriv azrze. sabWoTa<br />

plakati gamoirCeva realisturobiT, eqspresiulobiT <strong>da</strong> SesaniSnavad<br />

eqvemdebareba plakatis Seqmnis principebs _ Sinaarsobrivad advilad<br />

gasagebi, aRqmis TvalsazrisiT _ lakonuri <strong>da</strong> martivia. Mmxatvrul-<br />

stilisturi TvalsazrisiT ki umeteswilad Zalzed primitiuli.<br />

<strong>reklamis</strong> ganviTarebis Semdgomi etapi ukavSirdeba 1999- 2000 wlebs.<br />

am periodi<strong>da</strong>n ganviTarebas iwyebs zemoqmedebis TvalsazrisiT <strong>reklamis</strong><br />

erT-erTi yvelaze Zlieri saxeoba- telereklama.<br />

§ ΙΙ. tele<strong>reklamis</strong> fsiqologiuri <strong>da</strong> mxatvruli <strong>aspeqtebi</strong>.<br />

,,<strong>vizualuri</strong> aRqma gaucnobierebeli<br />

procesia. TV inforcias Tv<strong>da</strong>pirvelad Tavis<br />

tvini aRiqvams rogorc realobas <strong>da</strong> iwvevs<br />

Sesabamis emociebs. a<strong>da</strong>mians raTqmun<strong>da</strong><br />

SeuZlia ganasxvavos TVsuraTi realuri<br />

samyarosgan, magram es ukve logikuri<br />

procedurebis Sedegia.”<br />

(benjamen detenberi, bairon rivzi; mis:<br />

http://www.labex.ru/page/usearhetipsvr_6.html).<br />

<strong>reklamis</strong> formebi<strong>da</strong>n telereklama yvelaze emociuri, sanaxaobiTi,<br />

masStaburi, efeqturi <strong>da</strong> amasTanave ZviradRirebuli saxeobaa.<br />

satelevizio <strong>reklamis</strong> zemoqmedebis efeqturobas gansazRvravs ori<br />

66

ZiriTadi faqtori: 1. telereklama, moicavs auditoriis farTo masebs <strong>da</strong><br />

2. moqmedebs kompleqsurad (<strong>vizualuri</strong>, xmovani, teqsturi, musikaluri<br />

komponentebiT). telereklamas sul raRac wamebSi ZaluZs Seqmnas<br />

garkveuli ganwyoba <strong>da</strong> emociuri mdgomareoba, romlebic<br />

gaucnobiereblad fiqsirdeba a<strong>da</strong>mianSi <strong>da</strong> Semdgom ubiZgebs mas<br />

garkveuli moqmedebisken. cnobili fsiqologi d. uznaZe aRniSnavs: ,,jer<br />

Cndeba ganwyoba, rogorc mTliani subieqtis modifikacia, rogorc misi<br />

fsiqofizikuri funqciebis garkveuli moqmedebisaTvis mzaoba <strong>da</strong> Semdeg<br />

ganwyobis safuZvelze realizdeba TviTon qceva.” F(aWara 1996:6). aqe<strong>da</strong>n<br />

gamomdinare, yvelaze efeqturia reklamebi, romlebic zemoqmedeben<br />

a<strong>da</strong>mianis emociebze.<br />

Ytelevizia umniSvnelovanesi arxia msoflio komunikaciis istoriaSi.<br />

Mmisi zemoqmedebis Zala imdenad didia, rom mosaxleobis garkveuli<br />

nawili realobas ukve aRiqvams ise, rogorc sTavazobs mas ekrani<strong>da</strong>n<br />

mowodebuli informacia <strong>da</strong> suraTebi. garkveuwilad veTanxmebiT n.<br />

xaxutaSvilis azrs imis Sesaxeb, rom masobrivi komunikaciis saSualbebma<br />

<strong>da</strong>isakuTra saganmanaTleblo fuqciebis mniSvnelovani nawili, romlebic<br />

adre ekuTvno<strong>da</strong> ojaxs <strong>da</strong> skolas (xaxutaSvili 1997:5). Mteleiziis<br />

rolze a<strong>da</strong>mianis cxovrebaSi metyvelebs 2010 wlis monacemebi, romelSic<br />

asaxulia sazogadoebis mier TV yurebaze dReSi saSualod <strong>da</strong>xarjuli<br />

wuTebis raodenoba (qveynebis mixedviT) (sqema #73). TV yurebaze<br />

<strong>da</strong>xarjuli wuTebis raodenobiT pirvel adgilzea somxeTi, meore<br />

adgilzea azerbaijani, mesameze amerikis SeerTebuli Statebi, xolo<br />

meoTxe adgilze ki saqarTvelo. irkveva, rom saqarTvelos mosaxleoba<br />

televizorTan dReSi saSualod 269 wuTs atarebs. (monitoringuli. . .<br />

2010) Aaqe<strong>da</strong>n gamomdinare gasagebi xdeba <strong>reklamis</strong> <strong>da</strong>mkveTebis mxri<strong>da</strong>n<br />

televiziis ,,Sturmi”. komunikaciur saSualebebs Soris, televiziis<br />

upiratesoba, maleve <strong>da</strong>afases komerciulma organizaciebma <strong>da</strong> gaavses<br />

samauwyeblo arxebi sxva<strong>da</strong>sxva saxis reklamebiT. dRes, telereklamas<br />

ukavia wamyvani adgili msoflio marketinguli bazris struqturaSi.<br />

telereklama <strong>reklamis</strong> sxva formebTan Se<strong>da</strong>rebiT mniSvnelovani<br />

upiratesobiT sargeblobs. misi upiratesoba ganpirobebulia moZravi<br />

gamosaxulebis demonstrirebiT, sareklamo produqtis momzadebis<br />

67

procesis <strong>da</strong> misi moqmedebis detaluri CvenebiT, aseve telemayureblis<br />

sxva<strong>da</strong>sxva ganzomilebaSi, drosa <strong>da</strong> qveynebSi ga<strong>da</strong>yvanis iluziiT. sxva<br />

saxis sareklamo formebisgan gansxvavebiT telereklama yvelaze metad<br />

amaxsovrdeba a<strong>da</strong>mians, radgan moZravi suraTi advilad aRibeWdeba<br />

mayureblis gonebaSi. <strong>da</strong>maxsovrebis mxriv telereklama 1,2 jer uswrebs<br />

Jurnalis reklamas, 1,4 jer gazeTis <strong>da</strong> 2-jer radioreklamas. (inasariZe<br />

2000: 620).<br />

pirveli telereklama gaCn<strong>da</strong> amerikaSi 1931 wels ,,soup operasTan”<br />

erTad. misi <strong>da</strong>maarsebeli gaxl<strong>da</strong>T sentimentaluri serialebis Semqmneli<br />

frenk homerti. Tavi<strong>da</strong>n serialebi radioTi ga<strong>da</strong>icemo<strong>da</strong> <strong>da</strong> gaTvlili<br />

iyo diasaxlisebisTvis. am ,,radioserialebs” afinansebdnen sarecxi<br />

saSualebebis mwarmoebeli firmebi. M(mag: erT-EerTi aseTi firma iyo<br />

,,procter&gamble”). swored amitom, aseTi tipis sentimentalur serialebs<br />

ironiulad <strong>da</strong>erqva saxelwodeba ,,soup opera”./sapnis opera/ Semdgom<br />

homerti Tavis kolegasTan <strong>da</strong> meuRlesTan anna eSenherstTan erTad<br />

<strong>da</strong>wers <strong>da</strong> ganaxorcielebs, e. w. ,,dramebis seriis” <strong>da</strong>dgmebs, rac mravali<br />

wlis manZilze ga<strong>da</strong>icemo<strong>da</strong> radioTi. am radio<strong>da</strong>dgmebisgan, kerZod ki,<br />

maTSi gaxmovanebuli reklamebisgan Semosulma honorarma homerti aqcia<br />

erT-erTi umdidres a<strong>da</strong>mianad. Mmisma sentimentalurma serialebma ki<br />

ga<strong>da</strong>inacvla teleekranebze. erT-erTi pirveli seriali ,,jek armstrongis<br />

Tavga<strong>da</strong>savali”, (romelsac afinanseb<strong>da</strong> Svriis RerRilis firma-<br />

,,wheaties”) Siga<strong>da</strong>Sig CarTuli sareklamo rgolebiT gavi<strong>da</strong> eTerSi<br />

swored 1931 wels. XX saukunis 50 ian wlebSi amerikelma mayurebelma<br />

ixila soup opera _ ,,de<strong>da</strong> parkinsi” (Ma.Parkins), romelSic CarTuli<br />

iyo sarecxi saSualebis oxsidol-is reklama. 1941 wels, amerikulma<br />

telekompania ,,NBC”-m <strong>da</strong>iwyo komerciuli programebis gaSuqeba, romelTa<br />

saeTero dro meore msoflio omis periodSi SeizRu<strong>da</strong>. programebi<br />

ganaxl<strong>da</strong> omis <strong>da</strong>mTavrebisTanave.U ukve 1946 wlisTvis sxva<strong>da</strong>sxva saxis<br />

komerciul proqtebze amerikaSi weliwadSi ixarjeboio<strong>da</strong> 4 milioni<br />

dolari. xolo 1949 wlisTvis reklamaze <strong>da</strong>xarjuli saerToO Tanxa<br />

weliwadSi Seadgen<strong>da</strong> 12 milion dolars. (tangeiti 2008:44). mas Semdeg es<br />

ricxvi mxolod izrdeba. amerikis magaliTze telereklama gavrcel<strong>da</strong><br />

evropaSic. telereklmam ver moiki<strong>da</strong> fexi xolod sabWoTaAkavSiris<br />

68

qveynebSi <strong>da</strong> maT Soris saqarTveloSic. sabWoTa xelisuflebis dros ar<br />

arsebob<strong>da</strong> konkurencia, ar iyo kavSiri <strong>da</strong>savleTis ganviTarebad<br />

qveynebTan, amitom televiziiT Suqdebo<strong>da</strong> mxolod politikuri,<br />

informaciuli tipis mwiri sareklamo gancxadebebi. komerciuli<br />

tele<strong>reklamis</strong> ganviTareba saqarTveloSi mxolod 1998 wli<strong>da</strong>n SeimCneva.<br />

am periodi<strong>da</strong>n <strong>da</strong>iwyo iseTi ucxouri brendebis sareklamo rgolebis<br />

gaSuqeba rogoricaa: ,,coca-cola”, ,,stimorol”, ,,proqter&gamble” <strong>da</strong> sxva.<br />

Tanamedrove telereklama eyrdnoba mTel rig fsiqologiur<br />

faqtorebs. ZiriTa<strong>da</strong>d mimarTavs yuradRebis <strong>da</strong> mexsierebis xelSemwyob<br />

fsiqologiur faqtorebs. xelovnebaTmcodne maia lebaniZe wers:<br />

,,zegavlenis TvalsazrisiT, sareklamo gzavnili SesaZloa iyos<br />

racionaluri <strong>da</strong> emociuri. racionaluri (sagnobrivi) telereklamaM<br />

<strong>da</strong>majerebel argumentebze <strong>da</strong>yrdnobiT konkretul informacias awvdis<br />

myidvels raime produqciis Tu momsaxureobis Sesaxeb. emociuri<br />

(asociaciuri) telereklama ki mimarTulia grZnobaTa samyarosadmi,<br />

emociebisadmi. zemoqmedebs ideis <strong>da</strong> warmosaxvis saSualebiT” (lebaniZe<br />

2008:184). telereklama ZiriTa<strong>da</strong>d mimarTavs sareklamo rgolebs,<br />

romlebic a<strong>da</strong>minis emociebisadmi aris mimarTuli. Eemociuri tipis<br />

telereklama aZlierebs saazrovno impulsebs <strong>da</strong> qvecnobierad aRZravs<br />

a<strong>da</strong>mianebSiO garkveul asociaciebs maTi codnisa <strong>da</strong> gamocdilebis<br />

Sesabamisad. aqe<strong>da</strong>n gamomdinare, fsiqologiuri TvalsazrisiT<br />

telereklama Taviseburi patara propagandistuli filmia, romelic<br />

ubiZgebs a<strong>da</strong>mians garkveuli moqmedebisken.<br />

A arsebobs tele<strong>reklamis</strong> Semdegi mTavari saxeobebi:<br />

1. sareklamo gancxadeba_ xorcieldeba ekranze morbenali striqonis an<br />

uZravi sareklamo teqstis saxiT, romelsac axmovanebs diqtori an<br />

msaxiobi;<br />

2. sareklamo teletixari_ mokle uZravi sareklamo gamosaxuleba,<br />

safirmo niSnis an logos saxiT, romelsac aSuqeben raime ga<strong>da</strong>cemis<br />

<strong>da</strong>wyebis win.<br />

3. sareklamo rgoli_ <strong>reklamis</strong> yvelaze gavrcelebuli, ZviradRirebuli<br />

<strong>da</strong> yvelaze mxatvruli saxeoba. Taviseburi mokle filmi, romelic<br />

69

warmoadgens reJisorul_operatorul nawarmoebs msaxiobebis CarTviT,<br />

musikis TanxlebiT <strong>da</strong> sxva<strong>da</strong>sxva saxis specefeqtebiT;<br />

4. telereportaJi_ satelevizio sareklamo reportaJi movlenis<br />

adgili<strong>da</strong>n. mag: gamofenebi<strong>da</strong>n, prezentaciebi<strong>da</strong>n, maRaziebi<strong>da</strong>n <strong>da</strong> a.S.<br />

xorcieldeba mowveuli stumrebis <strong>da</strong> momxmareblebis monawileobiT,<br />

romlebic konkretuli Temis Sesaxeb gamoTqvamen TavianT azrs <strong>da</strong><br />

amiT reklamas ukeTeben sareklamod gamiznul Temas TuU pruduqcias;<br />

5. sareklamo telega<strong>da</strong>cema_ specialuri satelevizio ga<strong>da</strong>cema raime<br />

saxis produqciis Sesaxeb. reklamirebuli produqtis xarisxsa <strong>da</strong><br />

sasargeblo TvisebebSi mayureblis <strong>da</strong>sarwmunenlad iwveven eqspertebs,<br />

momxmareblebs, gamyidvelebs, romlebic cdiloben mayureblis<br />

<strong>da</strong>rwmunebas reklamirebuli produqciis RirsebebSi.<br />

CamoTvlili tele<strong>reklamis</strong> saxeobebi<strong>da</strong>n sareklamo rgoli yvelaze<br />

mxatvruli, efeqturi <strong>da</strong> zemoqmedebis TvalsazrisiT mniSvnelovani<br />

saxeobaa. sareklamo samyaros legen<strong>da</strong> klod hopkinsi wers: ,,Tqven ver<br />

gamoxvalT raime produqciiT bazris mWidrod <strong>da</strong>kavebul segmentze<br />

sityvebiT: iyideT Cemi produqcia!. es gamoiwvevs Tqveni produqciis<br />

mxolod <strong>da</strong>wunebas, Tqven un<strong>da</strong> SesTavazoT mayurebels raRac<br />

gansakuTrebuli momsaxureba an aRweroT am produqciis raime unikaluri<br />

Tviseba Tu xarisxi, raTa momxmarebeli ga<strong>da</strong>erTos misTvis ukve nacnobi<br />

markis produqcii<strong>da</strong>n Tqvens produqciaze” (tangeiti 2008:.29). igives<br />

aRniSnav<strong>da</strong> cnobili <strong>reklamis</strong> geniosi devid ologvic is wers: ,,<strong>reklamis</strong><br />

efeqturoba naklebad efuZneba imas, Tu ras <strong>da</strong>werT, is efuZneba imas, Tu<br />

ra arguments moiyvanT sareklamo produqtis an momsaxureobis<br />

sasargeblod” (oligvi 2006). cnobili <strong>reklamis</strong>tebis es sityvebi friad<br />

mniSvnelovani <strong>da</strong> gasaTvaliswinebelia, radgan reklama teleekranze<br />

ukve imdenad bevria, rom bevri fiqria saWiro, raTa Seiqmnas iseTi<br />

ideurad originaluri, vizualurad efeqturi <strong>da</strong> mimzidveli sareklamo<br />

rgoli, romelic gamoirCeva ukve ise<strong>da</strong>c mravlad arsebuli efeqturi <strong>da</strong><br />

mimzidveli sareklamo rgolebisgan.<br />

arc erT sareklamo formas ar Wirdeba imdeni gamocdileba <strong>da</strong><br />

profesionalizmi, ramdenic telereklamas. <strong>reklamis</strong> Teoretikosi a.<br />

malceva sruliad marTebulad aRniSnavs: ,,maRalmxatvrul sreklamo<br />

70

golze muSaobis procesi SeiZleba gavaTanabroT moklemetraJiani<br />

filmis ga<strong>da</strong>RebasTan xSirad moulodneli <strong>da</strong> amoucnobi <strong>da</strong>sasruliT.<br />

rgolis xangrZlivoba Seadgens saSualod mxolod erTi wuTs <strong>da</strong> es un<strong>da</strong><br />

iyos iseTive srulyofili <strong>da</strong> <strong>da</strong>srulebuli produqti, rogorc<br />

nebismieri xelovnebis nimuSi” (malcevi 17.11.2008; mis: http://www.taby27.ru).<br />

sareklamo rgolis Seqmna rTuli procesia <strong>da</strong> moiTxovs iseT<br />

aucilebel Tvisebebs, rogoricaa: sazrianoba, analizis unari, maRali<br />

gemovneba, SemoqmedebiT niWi <strong>da</strong> iumoris grZnoba. arc Tu ise advilia<br />

yvela CamoTvlili Tviseba moZebnoY erT a<strong>da</strong>mianSi, amitom xSirad<br />

reklamaze muSaobs ramdenime a<strong>da</strong>miani, romlebic qmnian am TvisebaTa<br />

erTobliobas. erTi sareklamo rgolis muSaobis procesze <strong>da</strong>kavebuli<br />

SeiZleba iyos 3 <strong>da</strong>n 30-mde kaci (gaaCnia <strong>reklamis</strong> sirTules <strong>da</strong> xarisxs).<br />

scenaristebi, reJisorebi, operatorebi, msaxiobebi, diqtorebi <strong>da</strong> sxva.<br />

gamoiyeneba rTuli <strong>da</strong> ZviredRirebuli teqnika, rac <strong>da</strong>kavSirebulia did<br />

<strong>da</strong>naxarjebTan. stilisturi TvalsazrisiT sareklamo rgolebi<br />

ramdenime tipisaa. yvelaze xSirad teleekranze vxe<strong>da</strong>vT Semdeg tipis<br />

sareklamo rgolebs: reJisorul--<strong>da</strong>dgmiTs, operatoruls, animaciurs <strong>da</strong><br />

informaciuls.<br />

1. reJisorul <strong>da</strong>dgmiTi saxis sareklamo rgoli moicavs originalur<br />

scenarul ideebs <strong>da</strong>fuZnebuls msaxiobebis profesiul TamaSze,<br />

romelsac dgams reJisori. aseTi rgolisTvis specialurad irCeva an<br />

iwereba originaluri musika. rgolis montaJis Semdeg mimdinareobs misi<br />

grafikuli <strong>da</strong>muSaveba.<br />

2. operatorul rgols iReben maSin, roca saWiroa raime saxis<br />

produqtis efeqturi warmoCena. Mmag: kvebis produqtebis ,,gemrielad”<br />

Cveneba, Tmebis warmoCena Sampunis moxmarebis Semdeg, avtomobilis<br />

efeqturi gaSuqeba gzaze <strong>da</strong> sxva. aseTi tipis sareklamo rgolis Seqmna<br />

rTuli <strong>da</strong> ZviradRirebuli procesia. YsinamdvileSi ar arsebobs Sampuni,<br />

romelic moiyvans Tmebs iseT idealur mdgomareobaSi, rogorc<br />

sareklamo rgolebSia naCvenebi. mag: (,,pantene”, ,,head&shoulders”,<br />

,,schwarzckopf”-is <strong>da</strong> sxva sareklamo rgolebi). aseTi gaidealebuli Tmebis<br />

iluziis Sesaqmnelad iyeneben sxva<strong>da</strong>sxva kompiuterul efeqtebs, rasac<br />

gamocdileba <strong>da</strong> profesionalizmi Wirdeba. asTive meTodiT iReben<br />

71

kvebis produqtebsac, romlebsac xelovnurad uqmnian simsuyis,<br />

simkveTris <strong>da</strong> madismomgvreli ,,sigemrielis” iluzias. saqarTveloSi,<br />

rogorc wesi, aseTi tipis rgolebi naxevarfabrikatis saxiT Semodis. Aaq<br />

maT ukeTeben teqstis a<strong>da</strong>ptacias, Targmnian <strong>da</strong> cvlian ucsour warwerebs<br />

qarTuliT.<br />

3. animaciuri rgolebi gansakuTrebulad mravalferovani <strong>da</strong> efeqturia.<br />

Aanimacia iZleva warmosaxvis mraval SesaZleblobas. animaciis<br />

saSualebiT SeiZleba a<strong>da</strong>miani <strong>da</strong>frinavdes, cxoveli laparakobdes <strong>da</strong><br />

sxva. aseTi rgolebis Sesaqmnelad mimarTaven kompiuterul grafikas.<br />

animaciur reklamebs ZiriTa<strong>da</strong>d iyeneben sabavSvo produqciis<br />

reklamirebisTvis, Tumca igi efeqturad moqmedebs ufrosi Taobis<br />

mayurebelzec. sainteresoa <strong>da</strong>dgmiTi <strong>da</strong> animaciuri rgolebis Serwymac<br />

mag: <strong>da</strong>dgmiTi tipis rgolSi animaciuri personaJis Setana.<br />

4. informaciuli rgoli gamoiyeneba, roca saWiroa raime produqtis an<br />

momsaxureobis swrafi detaluri aRwera. informaciuli rgoli ori<br />

saxisaa: 1. slaid-Sou (ekranze dinamikurad cvalebadi fotoebi an<br />

ilustraciebi <strong>da</strong> maTi swrafi aRwera) 2. informaciuli videorgoli<br />

(diqtori swrafad <strong>da</strong> lakonurad yveba mocemuli produqtis an<br />

momsaxureobis Sesaxeb). informaciuli rgoli yvelaze advilad<br />

Sesaqmneli sareklamo rgolia, radgan ZiriTadi aqcenti keTdeba<br />

diqtoris Tanmxleb xmaze <strong>da</strong> produqciis vizualur iersaxeze.<br />

tele<strong>reklamis</strong> Seqmnis procesSi friad saintereso <strong>da</strong> magaliTis<br />

saxiT gasaTvaliswinebelia klod hopkinsis midgoma sareklamo<br />

saqmisadmi, (<strong>reklamis</strong> istoriaSi cnobili rogorc, ,,hopkinsis midgoma”)<br />

romelic aqvs aRwerli cnobil Jurnalists <strong>da</strong> mwerals mark tangeits:<br />

,,yvela reklamirebul produqtSi hopkinsi eZeb<strong>da</strong> raRac gansakuTrebuls,<br />

unikalur Tvisebebs <strong>da</strong> maTze akeTeb<strong>da</strong> aqcents. mag: CikagoSi muSaobis<br />

periodSi is <strong>da</strong>iqirava erT-erTma sareklamo saagentom, raTa Seeqmna<br />

reklama ludis ,,Schlitz”-is safirmo markis popularizaciisTvis. hopkinsma<br />

gaigo, rom qarxanaSi ludisTvis gamzadebul boTlebs stelirizacias<br />

ukeTebdnen cxeli orTqliT iseve, rogorc yvela sxva qarxanaSi, magram<br />

hopkinsisgan gansxvavebiT aravis mofiqrebia gamoeyenebia es TiTqos<strong>da</strong><br />

umniSvnelo detali ludis reklamaSi. hopkinsma reklama swored am<br />

72

detalze aqcentirebiT aago. man AaCvena momxmarebels, rom ,,Schlitz”-is<br />

ludis boTlebi sufTavdeba cxeli orTqliT. momxmarebels gauCn<strong>da</strong><br />

STabeWdileba, rom es konkretuli ludis qarxana gansakuTrebiT<br />

gulmodgined zrunavs Hhigienis <strong>da</strong> sisufTavis <strong>da</strong>cvaze. ,,Schlitz”-is<br />

reklamam gamoiRo didi Sedegi <strong>da</strong> sasmelis gayidva sagrZnoblad<br />

gaizar<strong>da</strong>.” Haqe<strong>da</strong>n gamomdinare, sazrianoba, mofiqreba <strong>da</strong> Zieba did rols<br />

TamaSobs am xelovnebaSi <strong>da</strong> xSirad erTma patara <strong>da</strong> sworad mignebulma<br />

detalma SeiZleba sareklamo gzavnils moutanos warmateba. <strong>reklamis</strong><br />

warmateba ki mdgomareobs reklamirebuli produqciisadmi interesis<br />

gamowvevasa <strong>da</strong> gayidvebis maCveneblis amaRlebiT. sasrgeblo iqnebo<strong>da</strong><br />

klodHhopkinsis midgoma gamogveyenebia qarTuli produqciis, bunebis,<br />

tradiciebis <strong>da</strong> niSan-Tvisebebis unikalurobis Ziebis magaliTad. mag:<br />

Cvens qveyanaSi <strong>da</strong> sazRvargareTac qmediTunariani <strong>da</strong> saintereso iqneba<br />

telereklamebi, romlebic asaxavs qarTuli bunebis, kulturis, Rvinis,<br />

Cais aromatis, gamagrilebeli sasmelebis, qarTuli kerZebis<br />

unikalurobas <strong>da</strong> sxvebisgan ganmasxvavebel niSan-Tvisebebs.<br />

swored Cveni qveynisaTvis <strong>da</strong>maxasiaTebeli unikaluri niSan-Tvisebebis<br />

Zieba cxovrebis yvela sferoSi, maTi warmoCena <strong>da</strong> popularizacia<br />

iTamaSebs mniSvnelovans rols qarTuli sareklamo xelovnebis<br />

gavniTarebisTvis. telereklamebi SesaZlebelia Seiqmnas <strong>da</strong>savluri<br />

gamocdilebis SeswavliT <strong>da</strong> gaTvaliswinebiT, magram ara yvelaferi<br />

qarTulis identificirebiT <strong>da</strong>savlur kulturasTan. axali<br />

mimdinareobebi <strong>da</strong> sxva<strong>da</strong>sxva stilebi yovelTvis iarsebebs xelovnebaSi.<br />

TavisTavad aucilebelia maTi miReba <strong>da</strong> Seswavla, magram ar SeiZleba<br />

individualobis <strong>da</strong> tradiciebis <strong>da</strong>kargva. sakuTaris uaryofas <strong>da</strong> sxva<br />

qveynis cxovrebis wesisTan <strong>da</strong>msgavsebas yovelTvis mivyevarT uaryofiT<br />

Sedegebamde.<br />

qarTul telesivrceSi gaSuqebuli sareklamo rgolebi<br />

umetswilad <strong>da</strong>savlur <strong>da</strong> rusul xasiaTs atarebs. jer kidev mravlad<br />

Suqdeba qarTul enaze Targmnili ucxouri warmoebis, an <strong>da</strong>savlur<br />

telereklamebTan stilisturad gaigivebuli sareklamo rgolebi, rac<br />

ganpirobebulia imiT, rom reklama, kerZod ki misi zogierTi saxeoba<br />

(telereklama, gare reklama, internetreklama) saqrTvelosTvis axali<br />

73

xelovnebaa, amitom am xelovnebis Serwyma qveynis kulturasTan<br />

Camoyalibebis procesSia, aseve imiT, rom neli tempebiT viTardeba<br />

qarTuli ekonomika. Tu ra saxis produqciis warmoeba <strong>da</strong> ganviTareba<br />

xdeba Cvens qveyanaSi SegviZlia vimsjeloT swored teleekranze<br />

gaSuqebuli qarTuli sareklamo rgolebis mixedviT. <strong>da</strong>kvirvebam gviCvena,<br />

rom saqarTveloSi am etapze yvelaze metad viTardeba mobiluri<br />

komunikaciebi, samSeneblo kompaniebi <strong>da</strong> sabanko saqmianoba, aqe<strong>da</strong>n<br />

gamomdinare mravlad iqmneba sxva<strong>da</strong>sxva saxis reklamebi, romlebic maT<br />

saqmianobas Tu momsaxurebis xarisxs uweven popularizacias. es<br />

telereklamebi aRsaniSnavia imT, rom qarTuli warmoebisaa <strong>da</strong> maTze<br />

<strong>da</strong>kvirvebiT SegviZlia vimsjeloT Cvens qveyanaSi sareklamo xelovnebis<br />

ganviTarebazec. mag: kreatiuli midgomiT aris Seqmnili ,,Tbs bankis”<br />

<strong>da</strong>dgmiTi saxis sareklamo rgoli (suraTi 74), romelSic msaxiobebi<br />

TamaSoben quCaSi gamvlel ubralo a<strong>da</strong>mianebs, romlebic bankis<br />

Senobis vitrinaSi TiTqos xe<strong>da</strong>ven TavianTi survilebis <strong>da</strong> ocnebebis<br />

asrulebas. isini xe<strong>da</strong>ven sakuTar Tavs im garemoSi <strong>da</strong> iseT formaSi,<br />

rogoric maT warmodgenaSia asaxuli. erTi xe<strong>da</strong>vs sakuTar Tavs Zvirfasi<br />

avtomobilis saWesTan, meore misTvis sasurvel mogzaurobas <strong>da</strong> <strong>da</strong>svnebas<br />

ZviradRirebul kurortze, mesame mdidrulad mowyobil saxls <strong>da</strong><br />

a.S.Hsareklamo rgols ar axlavs teqsti <strong>da</strong> komentari. Amas alamazebs <strong>da</strong><br />

avsebs mxolod musikaluri gaformeba. Mmiuxe<strong>da</strong>vad amisa, sarekmao rgoli<br />

advilad gasagebi <strong>da</strong> sasiamovno sayurebelia. aRsaniSnavia isic, rom<br />

rgolSi sworad aris gaTvlili asakobrivi jgufebic, rac imas niSnavs,<br />

rom reJisorma gamoiyena yvela asakis msaxiobi <strong>da</strong> amiT Seqmna sareklamo<br />

gzavnili gankuTvnili yvela asakis mayureblisTvis. ra Tqma un<strong>da</strong> yvela<br />

a<strong>da</strong>mianis ocneba sxavadsxva saxisaa, magram lamaz cxovrebaze,<br />

komfortze, avtomobilze <strong>da</strong> mogzaurobaze ocnebobs TiTqmis yvela.<br />

swored am survilebze aris agebuli am konkretuli bankis sareklamo<br />

rgoli. sityvierad, rom aRvweroT gaSuqebuli <strong>reklamis</strong> <strong>vizualuri</strong><br />

suraTi,B amovikiTxavT Semdegs: Cven viciT raze ocnebobT, viciT, rom<br />

umravlesobisTvis es ocnebebi miuwvdomelia, magram Cven SegviZlia<br />

vaqcioT Tqveni ocnebebi realobad, ,,Tbs bankTan” erTad yvelaferi<br />

SesaZlebelia. rgoli izi<strong>da</strong>vs yuradRebas ara Tavisi SinaarsiT, aramed<br />

74

Tavisi originalobiT, mxatvruli ga<strong>da</strong>wyvetiT <strong>da</strong> iumoriT. miuxe<strong>da</strong>vad<br />

imisa, rom mayurebels kargad esmis <strong>reklamis</strong> mowodebis gaidealeba, is<br />

ar iwvevs gaRizianebis SegrZnebas <strong>da</strong> aRiqmeba rogorc patara<br />

iumoristuli filmi, romlis SigniT <strong>da</strong>maluli fsiqologiuri<br />

faqtorebi ubiZgebs mayurebels isargelos konkretuli bankis<br />

momsaxurebiT.<br />

qarTuli tele<strong>reklamis</strong> individualobis Ziebis TvalsazrisiT, kargi<br />

<strong>da</strong>sawyisia Sokoladi ,,barambos” kreatiuli midgomiT Seqmnili<br />

sareklamo rgoli, romelic patara Teatralizebul <strong>da</strong>dgmas warmodgens<br />

(suraTi 75). masSi Teatralur kostiumebSi gamowyobili msaxiobebi<br />

reklamas uweven tkbil sasusnavs. sareklamo rgoli TiTqos kulisebs<br />

miRma an TviT scenazea ga<strong>da</strong>Rebuli. ,,barambos”Hreklmis mxatvrul<br />

ga<strong>da</strong>wyvetaSi igrZnoba kavSiri qarTul TeatrTan, riTac rgoli<br />

Sokoladis sigemrielis gar<strong>da</strong>, axsenebs mayurebels Teatrs <strong>da</strong> amiT<br />

qvecnobierad uwevs mas popularizacias. sareklamo rgoli yuradRebas<br />

izi<strong>da</strong>vs misi mxatvruli ga<strong>da</strong>wyvetiT, gansxvavdeba <strong>da</strong>savluri stiliT<br />

ga<strong>da</strong>Rebuli stan<strong>da</strong>rtuli sareklamo rgolebisgan. aqe<strong>da</strong>n gamomdinare,<br />

,,barambos” reklama misi ideur - mxatvruli ga<strong>da</strong>wyvetiT warmoadgens<br />

qarTuli kreatiuli <strong>reklamis</strong> karg magaliTs.<br />

KqarTuli kreatiuli tele<strong>reklamis</strong> Ziebis TvalsazrisiT sainteresoa<br />

sarecxi fxvnilis - ,,vardos” popularizaciisTvis Seqmnilia sareklamo<br />

rgoli, romelic warmoadgens kargi donis mcire qoreografiul <strong>da</strong>dgmas<br />

_ miuzikls. <strong>reklamis</strong>Tvis siuJeti aRebilia poplaruli Zveli qarTuli<br />

filmi<strong>da</strong>n, rac <strong>da</strong>matebiT emociur elfers aniWebs sareklamo rgols.<br />

aRsaniSnavia aseve, gasarTobi ga<strong>da</strong>cema- ,,iumorina”-sTvis Seqmnili<br />

sxva<strong>da</strong>sxva wlis sareklamo rgolebi, romlebic warmoadgens mcire<br />

iumoristul- musikalur <strong>da</strong>dgmebs.<br />

zemoqmedebis TvalsazrisiT mniSvnelovani faqtoria reklamaSi<br />

sazogadoebisTvis cnobili saxeebis CarTva. yovelTvis efeqturi <strong>da</strong><br />

qmediTunariania tereklamebi, romlebSic monawileoben xalxisTvis<br />

sayvareli <strong>da</strong> cnobili a<strong>da</strong>mianebi, radgan amESTxvevaSi moqmedebs ndobis<br />

faqtori avtoritetuli a<strong>da</strong>mianis mimarT. aseTi telereklamebis<br />

magaliTebia: afTiaqi ,,psp”-s reklma momRerali nani bregvaZis<br />

75

monawileobiT, kaxuri Rvinis ,,ba<strong>da</strong>gonis” SesaniSnavi sareklamo rgoli,<br />

romelSic monawileob<strong>da</strong> didi msaxiobi sofiko Wiaureli,<br />

gamagrilebebli sasmelis ,,nataxtaris” reklama msaxiobisa <strong>da</strong> poetis<br />

niko gomelauris monawileobiT, ,,iumorina”-s sareklamo rgolebi,<br />

romlebSic tradiciulad monawileoben iseTi cnobili msaxiobebi,<br />

rogorebic arian kaxi kavsaZe <strong>da</strong> givi berikaSvili. <strong>da</strong> sxva. A<br />

friad mniSvnelovania reklamaSi iumoris gamoyeneba, iumori uqmnis<br />

sareklamo rgols saintereso <strong>da</strong> originalur saxes, ayenebs a<strong>da</strong>mians<br />

karg gunebaze. cnobili argentineli reJisori <strong>da</strong> iumoristuli <strong>reklamis</strong><br />

erT-erTi saukeTeso specialisti endi fogvili wers: ,,iumori yvelaze<br />

metad muSaobs reklamaSi, is yvelaze marTebulad gadmogvcems<br />

informacias, Tan ucbadve SeiZleba Tqma moqmedebs Tu ara reklama<br />

mayurebelze, xalxi icinis _ e.i. yvelaferi karga<strong>da</strong>a” (fogvili 2007, mis:<br />

http://www.adme.ru/kreativnyj-obzor/rezhisser-endi-fogvill-odin-iz-luchshih-specialistov-v-mire-po-<br />

smeshnoj-reklame-20599/). iumoris grZnobiT Seqmnili telereklamebi<br />

yovelTvis sasiamovno sayurebeli <strong>da</strong> efeqturia zemoqmedebis mxriv. Mmag:<br />

ucbad gax<strong>da</strong> popularuli mobiluri kavSirebis kompaniis ,,bilainis”<br />

<strong>da</strong>dgmiTi saxis sareklamo rgoli, romelic warmoadgens mcire<br />

iumoristul- musikalur <strong>da</strong>dgmas (suraTi 76). Tumca, isic un<strong>da</strong><br />

aRiniSnos, rom is rac acinebs erTs, SeiZleba ar mowondes meores,<br />

amitom iumoris gamoyenebasac reklamaSi sifrTxile Wirdeba. saWiroa<br />

Semowmdes ra reaqcias gamoiwvevs konkretuli iumori a<strong>da</strong>mianebSi <strong>da</strong><br />

gayidis Tu ara is produqts.<br />

mniSvnelovani is faqti, rom qarTul sareklamo rgolebSi<br />

nakleba<strong>da</strong>a erotikuli motivebi, racAase mravlad gvxvdeba <strong>da</strong>savlur <strong>da</strong><br />

rusul sareklamo rgolebSi. umravlesoba <strong>da</strong>savluri warmoebis<br />

sareklamo rgoli Seicavs seqsis elements. Sokoladis reklamebis (mag:<br />

,,dove” <strong>da</strong> ,,корона”-s reklamebi <strong>da</strong> sxva) <strong>da</strong> maTi mirTmevis banalur<br />

scenaSic ki intimis <strong>da</strong> naxevrad siSiSvlis <strong>vizualuri</strong> suraTebi ufro<br />

metia, vidre TviT produqtis <strong>vizualuri</strong> gamosaxuleba. aseTi saxiT<br />

mowodebuli Sokoladis an sxva saxis saWmeli produqtis e.w.<br />

,,sigemriele” qvecnobierad iwvevs mayurebelSi sxva<strong>da</strong>sxva saxis intimur<br />

asociaciebsac. sul sxvaa, roca saqme gvaqvs sunamoebis, sayofacxovrebo<br />

76

higienuri saSulebebis telereklamebTan. aseT reklamebSi erotikuli<br />

motivebis gamoyeneba normaluria, Tumca zomiereba aqac saWiroa<br />

gamomdinare iqe<strong>da</strong>n, rom reklama zemoqmedebis Zlieri saSualebaa <strong>da</strong> mas<br />

uyurebs yvela asakis mayurebeli. gasaTvaliswinebelia aseve qveynis<br />

kultura <strong>da</strong> mentaliteti. viqtor soroCenko Tavis statiaSi ,,seqsi<br />

reklamaSi” wers: reklama aris ekonomikis mamoZravebeli Zala,<br />

seqsualuri motivebi ki <strong>reklamis</strong> mamoZravebeli Zala, isini moqmedeben<br />

Cvens biologiur instinqtebze, seqsualuri reklama mimarTulia yvelaze<br />

Zlieri emociebis gamowvevisaTvis. es xels ki uwyobs produqciis<br />

gayidvas” (soroCenko 2004, mis: http://www.dix.ru/4909). erTi mxriv, veTanxmebi<br />

am azrs, magram aris meore mxarec: teleekranebzeGaseTi tipis reklamebis<br />

simravle <strong>da</strong> gaSuqebis sixSire, produqciis gayidvebis ricxvis momatebas<br />

a<strong>da</strong>mianebis cxoveluri instiqtebis gaZlierebis xarjze aRwevs, rac<br />

Tavis mxriv garkveulwilad sazogadoebaSi sulierebis <strong>da</strong>kargvas<br />

gamoiwvevs.<br />

aqe<strong>da</strong>n gamomdinare <strong>da</strong>savluri stilis reklamebs un<strong>da</strong> Caenacvlos<br />

qarTuli individualizmiT Seqmnili telereklamebi, rac mniSvnelovani<br />

faqtoria Cvens qveyanaSi sareklamo xelovnebis momavali<br />

ganviTarebisTvis.<br />

satelevizio <strong>reklamis</strong> mayurebelze zemoqmedebis efeqturobisTvis<br />

sasurvelia Semdegi aucilebeli komponentebis <strong>da</strong> wesebis<br />

gaTvaliswineba:<br />

1. rgoli un<strong>da</strong> gakeTdes ise, rom mayurebelma pirvelive wamebSi gaigos<br />

sareklamo mowodebis arsi. sareklamo rgoli un<strong>da</strong> <strong>da</strong>iwyos raRac<br />

mniSvnelovaniT, raTa ucbad miipyros yuradReba, amisTvis reklamirebuli<br />

Temis yvelaze saintereso <strong>da</strong> mTavari nawili un<strong>da</strong> warmoCndes<br />

pirvelsave wamebSi.<br />

2. <strong>da</strong>mtkicebulia, rom pirveli 5 wami ganmsazRvrelia imisa,<br />

<strong>da</strong>interesdeba Tu ara a<strong>da</strong>miani reklamiT. 5 wamis Semdeg interesi<br />

sareklamo rgolis mimarT an moimatebs an <strong>da</strong>iklebs (gaaCnia<br />

reklamirebuli produqtis motivacias, sareklamo rgolis <strong>vizualuri</strong> <strong>da</strong><br />

teqsturi mxaris efeqturobas <strong>da</strong> originalobas, fsiqologiri<br />

faqtorebis konstruqcias).<br />

77

3. <strong>reklamis</strong> <strong>vizualuri</strong> mxare un<strong>da</strong> iyos saintereso, mkafio <strong>da</strong> advilad<br />

<strong>da</strong>samaxsovrebeli.<br />

4. didi mniSvneloba aqvs reklamaSi xmis tembrs. auditoriasTan<br />

kontaqts uzrunvelyofs xmis Tbili toni.<br />

5. yoveli fraza un<strong>da</strong> muSaobdes energiulad, lakonurad <strong>da</strong> efeqturad.<br />

6. reklama un<strong>da</strong> iyos Zalian mokle <strong>da</strong> lakonuri. reklamebis gaSuqebis<br />

ga<strong>da</strong>Warbebuli xangrZlivoba iwvevs gaRizianebis SegrZnebas <strong>da</strong><br />

mayurebeli bolomde aRar uyurebs sareklamo mowodebas. magaliTad:<br />

iaponiaSi yvelaze grZelformatiani sareklamo rgoli 15-20 wams<br />

grZeldeba. iaponelebi sruliad marTebulad Tvlian, rom es dro<br />

sakmarisia sareklamo mowodebis aRqmisTvis. cnobili iaponuri komiksebis<br />

,,mangas” kretiuli direqtori akira kagami wers: ,,gavyidoT produqti 15<br />

wamSi- marto amas Wirdeba namdvili talanti” (tangeiti 2008:190).<br />

<strong>da</strong>kvirvebam aCvena, rom saqarTveloSi sareklamo rgolebis<br />

xangrZliboba iSviaTad Seadgens 60-70 wams, rac ganpirobebulia rgolis<br />

<strong>da</strong>mzadebis, ga<strong>da</strong>Rebis <strong>da</strong> eTerSi ganTavsebis siZviriT. grZel<br />

formatiani (60w. <strong>da</strong> meti) sareklamo rgolebis <strong>da</strong>kveTa ZiriTa<strong>da</strong>d xdeba<br />

sxva<strong>da</strong>sxva politikuri organizaciebis <strong>da</strong> adgilobrivi msxvili<br />

kompaniebis mier. mag: mobiluri komunikaciebis ,,magTis”, ,,jeoselis”<br />

,,bilainis” sareklamo rgolebi, aseve bankebis- ,,Tbs bankis”,<br />

,,saqarTvelos bankis” sarklamo rgolebi.K aseTi msxvili kompaniebi<br />

grZelformatian sareklamo rgolebs iyeneben imijis SesanarCuneblad. (e.<br />

w. imij reklamebi).<br />

A xarisxiani sareklamo rgolis Sesaqmnelad <strong>da</strong> mayurebelze<br />

zemoqmedebis gansaxorcieleblad gasaTvaliswinebelia ramdenime<br />

mniSvnelovani faqtori:<br />

1. sareklamo rgolSi mniSvnelovania axali informaciis gaJRereba,<br />

siaxlis Cveneba.<br />

2. rgolis <strong>da</strong>wyebisTanave un<strong>da</strong> <strong>da</strong>saxeldes brendis saxeli,<br />

3. saWiroa pruduqciis TvalsaCino demonstrireba (produqtis<br />

momzadeba, moqmedebaSi Cveneba <strong>da</strong> moxmareba).<br />

4. saWiroa problemis mogvarebis Cveneba (iqamde <strong>da</strong> Semdeg).<br />

5. efeqturia cxovrebi<strong>da</strong>n aRebuli scenebis Cveneba.<br />

78

6. efeqturad moqmedebs reklamirebuli produqciis momxmarebelTa<br />

rekomen<strong>da</strong>ciebis gaSuqeba.<br />

7. saWiroa produqciis saukeTeso mxareebis Cveneba <strong>da</strong> gansakuTrebuli<br />

qeba.<br />

8. aucilebelia mizezis Cveneba, Tu ratom Rirs am konktretuli<br />

produqciis Yyidva.<br />

9. saWiroa rgolSi saxasiaTo personaJebis CarTva.<br />

10. kargia iumoris gamoyeneba.<br />

11. aucilebelia ndobis aRZvra mayurebelSi.<br />

reklama televiziisTvis Semosavlis erT-erTiO yvelaze xelsayreli<br />

wyaroa. komunikaciuri saSualebebi ZiriTa<strong>da</strong>d finansdebian reklamebis<br />

saSualebiT. MmagaliTad: saSualod 30 wamiani rgolis fasi 2009 wels<br />

saqarTvelos televiziis ZiriTad arxebze _ rusTavi2-sa <strong>da</strong> imedze prais<br />

listiT, <strong>da</strong>axloebiT 519.60 amerikul dolars Seadgen<strong>da</strong> (sareklamo . . .<br />

2009).Epatara arxebsa <strong>da</strong> regionalur televiziebSi <strong>reklamis</strong> fasi<br />

gacilebiT naklebia.MmagaliTad: aWaris televiziaSi erTwuTiani<br />

sareklamo rgoli, sul raRac, 180 lari Rirs. aWaris televiziis<br />

sareklamo saagento ukmayofilebas gamoTqvams imis Taobaze, rom rom<br />

2005 wli<strong>da</strong>n moyolebuli aRar SeiniSneba aqtiuroba <strong>da</strong>mkveTebis mxri<strong>da</strong>n<br />

<strong>da</strong> mizezad asaxeleben qveyanaSi Seqmnil ekonomikur krizissK (aWaris. . .<br />

2009). krizisi, ra Tqmaun<strong>da</strong>, moqmedebs reklamaze, magram am SemTxvevaSi<br />

krizisi ar TamaSobs mTavar rols. sinamdvileSi mizezi mdgomareobs<br />

maSi, rom aWaris televizias uyurebs sazogadoebis mxolod mcire<br />

nawili <strong>da</strong> Semoifargleba regionis auditoriiT, swored es aris<br />

<strong>da</strong>mkveTis mxri<strong>da</strong>n susti <strong>da</strong>interesebis mTavari mizezi. <strong>da</strong>mkveTs urCevnia<br />

ganaTavsos Tavisi reklama saqarTvelos televiziis ,,titan” arxebze,<br />

romelTac uyurebs sazogadoebis 80%. muxe<strong>da</strong>vad siZvirisa <strong>da</strong>mkveTi<br />

mza<strong>da</strong>a gaiRos uzarmazari Tanxebi telereklamaze, radganNNdroulad <strong>da</strong><br />

xarisxianad gakeTebul telereklamas imdenad didi mogeba moaqvs, rom<br />

<strong>da</strong>mkveTi inazRaurebs sareklamo rgolze <strong>da</strong> misi Cvenebis sixSireze<br />

gaweul xarjebs. sareklamo rgolis gaSuqebis sixSire friad<br />

mniSvnelovania <strong>reklamis</strong> zemoqmedebisTvis. amisTvis iyeneben yuradRebis<br />

<strong>da</strong> mexsierebis erT-erT fsiqologiur faqtors _ ganmeorebas, romlis<br />

79

meSveobiT reklama aiZulebs <strong>da</strong>ajeros informacia iseT mayurebelsac ki,<br />

romelmac Tavi<strong>da</strong>n ar gamoTqva mzadyofna <strong>da</strong>ejerebina reklamirebuli<br />

informacia. cnobili amerikeli marketologi, kompania _ ,,hipnozuri<br />

marketingis prezidenti” <strong>da</strong> mwerali jo vitale (avtori wignisa<br />

,,hipnuzuri sareklamo tqstebi”) mivi<strong>da</strong> <strong>da</strong>skvnamde, rom <strong>da</strong>rwmunebis erT-<br />

erTi yvelaze Zlieri instrumenti _ ganmeorebaa. is wers: ,,ganmeoreba<br />

moqmedebs, rogorc hipnozi, kargi hipnoziorebi iyeneben ganmeorebas,<br />

rogorc zemoqmedebis saSualebas, magaliTad: isini imeoreben: ,,Tqven<br />

iZinebT”. Tu Tqven gaigonebT am frazas ramdenjerme Tqven marTlac<br />

<strong>da</strong>iZinebT” (vitale 2009 mis: http://prochtenie.ru/index.php/docs/3076). TiTqmis<br />

igive xdeba reklamaSic, rac metad xSirad meordeba <strong>reklamis</strong> mTavari<br />

momentebi, miT metad moqmedebs a<strong>da</strong>mianze sareklamo gzavnili.<br />

<strong>da</strong>mkveTi did yuradRebas aqcevs Tavisi produqciis <strong>reklamis</strong> gaSuqebis<br />

sixSires. reglametis mixedviT ganmeorebis sixSire saaTSi ar un<strong>da</strong><br />

aRematebodes 15 wuTs. saqarTvelos samauwyeblo arxebze es reglamenti<br />

<strong>da</strong>rRveulia. <strong>reklamis</strong> gaSuqebis ga<strong>da</strong>Warbebuli xangrZlivoba <strong>da</strong><br />

gaSuqebis sixSire iwvevs mayurebelSi gaRizianebis SegrZnebas, rac<br />

uaryofiTad aisaxeba <strong>reklamis</strong> popularobaze. 50 gamokiTxuli<br />

a<strong>da</strong>miani<strong>da</strong>n 42-ma aRniSna rom telereklamebis gaSuqebis sixSire maTSi<br />

iwvevs gaRizianebis SegrZnebas. aRizianebs mayurebels reklamebSi<br />

produqciis ga<strong>da</strong>Warbebulad gaidealebuli suraTic. reklama un<strong>da</strong> iyos<br />

odnav gaidialebuli <strong>da</strong> un<strong>da</strong> warmoaCendes reklamirebul produqcias<br />

saukeTeso mxri<strong>da</strong>n es <strong>reklamis</strong> erT-erTi wesia, magram araviTar<br />

SemTxvevSi ar SeiZleba suraTis gaidealeba imdenad, rom is ar<br />

Seesabamebodes sinamdviles. am problemebis mosagvareblad aucilebelia<br />

Seiqmnas iseTi sakanonmdeblo institutebi, romlebic gaakontroleben<br />

<strong>reklamis</strong> Sesabamisobas realobasTan.<br />

reklamaze msoflioSi zarmazari Tanxebi ixarjeba. is biujetis<br />

Sevsebis erT-erT sariozul saSualebad iqca.<br />

<strong>da</strong>xarjuli Tanxebis raodenobas <strong>da</strong> maT zr<strong>da</strong>s wlebis mixedviT<br />

gviCvenebs Semdegi sqema: (sqema #77), (monitoringuli. . . 2010). sqemi<strong>da</strong>n<br />

Cans, rom telereklamaze <strong>da</strong>naxarjebi yovelwliurad izrdeba.<br />

magaliTad: 2006 wels reklamaze <strong>da</strong>ixarja _ 54 000 000 dolari, 2007<br />

80

wels _ 62 000 000 dolari, 2008 wels _ 79 000 000 dolari, 2009 wels<br />

90000 000 dolari, xolo 2010 wels, wina welTan Se<strong>da</strong>rebiT<br />

telereklamaze moTxovna gaizar<strong>da</strong> 20%, <strong>da</strong> <strong>da</strong>naxarjebma Seadgina 109 000<br />

000 dolari. aqe<strong>da</strong>n gamomdinare televiziis erT-erT umniSvnelovanes<br />

Semosavlis wyaros warmoadgens <strong>da</strong>mkveTi. aseve, un<strong>da</strong> aRiniSnos, rom<br />

uzarmazari Tanxebis brunvis safuZvelze, reklama iqca saxelmwifo<br />

biujetis Sevsebis erT-erT seriozul saSualeba<strong>da</strong>c. cnobili ingliseli<br />

Jurnalisti <strong>da</strong> sareklamo saqmianobis mkvlevari mark tangeiti aRniSnavs:<br />

,,satelivizio arxebis swrafma raodenobrivma zr<strong>da</strong>m gamoiwvia is, rom<br />

<strong>da</strong>mkveTs uWirs Tavisi produqciis mimarT momxmareblis yuradRebis<br />

mizidva, dRes sareklamo kampaniis warmateba mdgomareobs ara imaSi rac<br />

SeiZleba met arxze ganaTavsos Tavisi reklama <strong>da</strong> ganuwyvetliv imeoros,<br />

aramed imaSi, rom ganaTavsos reklama saWiro adgilas <strong>da</strong> saWiro dros”<br />

(tangeiti 2009). sruliad veTanxmebiT tangeitis mosazrebas, radgan<br />

<strong>reklamis</strong> gansaTavseblad friad mniSvnelovania aramarto ZiriTadi<br />

arxebis gaTvaliswineba, aramed im maRal reitinguli ga<strong>da</strong>cemebis<br />

codnac, romlebic am arxebze Suqdeba. gasaTvaliswinebelia aseve, TV<br />

yurebis yvelaze aqtiuri saaTebic. <strong>reklamis</strong> gavrceleba yvelaze<br />

efeqturia: dilis saaTebSi, samuSao saaTebis <strong>da</strong>srulebis Semdeg,<br />

<strong>da</strong>svenebis dReebSi (SabaT_kviras) <strong>da</strong> dResaswaulebis dros. es is droa,<br />

roca a<strong>da</strong>miani saxlSia <strong>da</strong> telega<strong>da</strong>cemebis yurebis meti SesaZlebloba<br />

aqvs. reitinguli ga<strong>da</strong>cemebis <strong>da</strong>DTV. yurebis yvelaze aqtiuri saaTebis<br />

codna <strong>reklamis</strong> QqmediTunarianobisTvis <strong>da</strong> efeqturobisTvis aucilebeli<br />

faqtoria. Tu <strong>da</strong>mkveTi Tavisi pruduqciis (momsaxurebis) reklamas<br />

ganaTavsebs iseT ga<strong>da</strong>cemebSi, romelTa mimarT sazogadoebis interesi<br />

naklebia an ganaTavsebs dRis im saaTebSi, roca sazogadoebis umetesi<br />

nawili samuSaozea, reklama moutans mas <strong>da</strong>bal Sedegs.<br />

sainteresoa im ga<strong>da</strong>cemebis codna, romlebic am etapze saqarTveloSi<br />

yvelaze reitingul ga<strong>da</strong>cemebad iTvleba <strong>da</strong>, aqe<strong>da</strong>n gamomdinare,<br />

xelsayrelia <strong>reklamis</strong> gansaTavseblad. yvelaze reitingul ga<strong>da</strong>cemebs<br />

warmoaCens sqema, romelSic mokvleulia 2010 wlis 20-<strong>da</strong>n 10 yvelaze<br />

maRalreitinguli ga<strong>da</strong>cemebi (sqema #78). rogorc sqemi<strong>da</strong>n Cans reitingiT<br />

pirveli adgili ukavia programa ,,niWiers” (rusTavi2), meore adgilzea<br />

81

saaxalwlo koncerti Sua qalaqSi (imedi), mesameze ga<strong>da</strong>cema ,,profili”<br />

(rusTavi 2) <strong>da</strong> a.S. aqe<strong>da</strong>n gamomdinare, reklama qmediTunariani iqneba Tu<br />

<strong>da</strong>mkveTi ganaTavsebs Tavisi produqciis reklamas sqemaSi naCveneb<br />

yvelaze reitingul ga<strong>da</strong>cemebSi <strong>da</strong> am ga<strong>da</strong>cemebis Cvenebis saaTebSi.<br />

mniSvnelovania aseve, imis gaTvaliswineba, Tu romel ga<strong>da</strong>cemebs uyureben<br />

umeteswilad Zlieri sqesis warmomadgenlebi <strong>da</strong> romels susti sqesis<br />

warmomadgenlebi, aseve mozardebi <strong>da</strong> bavSvebi, mag: serialebs<br />

umeteswilad uyureben mandilosnebi, amitom efeqturia iseTi produqciis<br />

reklamebis ganTavseba, romlebic gankuTvnilia susti sqesis<br />

warmomadgenlebiTvis. magaliTad: saxlis atributebi, sarecxi<br />

saSualebebi, sayofacxovrebo nivTebi <strong>da</strong> sxva. sportuli saxis<br />

ga<strong>da</strong>cemebSi ki ufro qmediTunariani iqneba reklamebi, romlebSic<br />

warmoCenilia produqciaZlieri sqesis warmomadgenlebisTvis.<br />

Mmarketinguli motivaciis, sazogadoebis moTxovnebis Seswavlis<br />

Semdeg, iqmneba reklama ama Tu im produqtze an momsaxurebaze.<br />

warmodgenil sqemaSi asaxulia 2010 wlis 20 yvelaze reklamirebadi<br />

kategoria saqarTveloSi (sqema #79). (saerTaSoriso. . . 2010). yvelaze<br />

reklamirebadi kategoriis oceulSi I adgilzea mobilur kavSirTa<br />

komunikaciebi, II. sxva<strong>da</strong>sxva saxis socialuri reklamebi, III. Sokoladis<br />

produqcia, IV. sabanko operaciebi <strong>da</strong> a.S. rogorc vxe<strong>da</strong>vT, reklama<br />

moicavs cxovrebis TiTqmis yvela sferos. televiziis saSualebiT is<br />

warmarTavs Cvens interesebs <strong>da</strong> gvbiZgulobs garkveuli moqmedebisken.<br />

samwuxarod Tanamedrove televizia savsea sazRvargareTi<strong>da</strong>n <strong>da</strong><br />

ruseTis<strong>da</strong>n gadmoRebuli telereklamebiT, primitiuli <strong>da</strong>savluri<br />

teleserialebiT, skan<strong>da</strong>luri <strong>da</strong> sensaciuri SouebiT, rac, Tavis mxriv,<br />

qmnis Tavisebur simulaciur realobas <strong>da</strong> garkveulwilad zians ayenebs<br />

qarTul tradiciebs <strong>da</strong> faseulobebs.Y <strong>da</strong>savluri cxovrebis stilis<br />

popularizacia gansakuTrebiT moqmedebs axalgazrdebis fsiqikaze,<br />

msoflmxedvelobasa <strong>da</strong> qcevis normebze.UxelovnebaTmcodne maia lebaniZe<br />

<strong>da</strong>savluri telereklamebis Sesaxeb sruliad marTebulad SeniSnavs:<br />

,,xSiradreklamirebul saganTan erTad xdeba sxva, ucxo qveynis<br />

cxovrebis, urTierTobis stilis gafetiSeba, SeWra Mmayureblis<br />

cxovrebaSi, romelic faqtobrivad gaucnobiereblad iRebs sareklamo<br />

82

goliT mowodebul informacias” (lebaniZe 2008:184). cnobili amerikeli<br />

sociologis jankarlo buzis azriT reklama umTavres <strong>da</strong> Seu<strong>da</strong>rebel<br />

rols TamaSobs Cvevebisa <strong>da</strong> a<strong>da</strong>T-wesebis SemqnaSi, kulturuli <strong>da</strong><br />

esTetikuri normebis gavrcelebasa <strong>da</strong> gamntkicebaSi” (feofanovi 2000:33).<br />

amrigad, telereklamas ZaluZs axalgazr<strong>da</strong> TaobebSi, xeli Seuwyos<br />

gemovnebis <strong>da</strong> kulturis ganviTrebas. sasurvelia, sareklamo rgoli<br />

warmoadgendes moklemetraJian films, romelSic aisaxeba originaluri<br />

idea <strong>da</strong> saintereso azri. qarTuli reklama Tavis individualur saxes<br />

SeiZens mxolod maSin, roca saqarTveloSi ganviTardeba mrewveloba <strong>da</strong><br />

iarsebebs qarTuli produqcia. televizia un<strong>da</strong> gamovides <strong>da</strong>mkveTis<br />

rolSi, romelic popularizacias gauwevs saqarTvvelos bunebas,<br />

kulturas, siZveleebs, istorias, miviwyebul regionebs, aRmSeneblobas <strong>da</strong><br />

qvelmoqmedebas. Qqvelmoqmedebis mxriv aRsaniSnavia, im ga<strong>da</strong>cemebis<br />

telereklamabi, romlebic popularizacias uweven saqvelmoqmedo<br />

saqminobas. Mmag: gasarTobi ga<strong>da</strong>cema ,,vis un<strong>da</strong> ociaTasi”, romelic am<br />

etapze exmareba gaWirvebul <strong>da</strong> unarSezRudul a<strong>da</strong>mianebs.<br />

saqvelmoqmedo fondis ,,iavnanas” koncertebis telereklamebi. aseTi<br />

reklamebi iwvevs mayurebelSi gulisxmierebis grZnobas <strong>da</strong> periodiulad<br />

gvaxsenebs gaWirvebulTa mimarT qvelmoqmedebis aucileblobas. reklamas<br />

garkveulwilad SeuZlia <strong>da</strong>nergos axalgazrdebSi interesi wignis,<br />

kulturis, xelovnebis mimarT. ubiZgos momaval Taobebs swavla-<br />

ganaTlebisken. Zneli gasaxsenebelia reklama, romelic romelime wigns<br />

an wignis avtors uwev<strong>da</strong> pupularizacis. ar SeiZleba orientirebis<br />

aReba marto Tanxebze <strong>da</strong> mdi<strong>da</strong>r <strong>da</strong>mkveTebze. aqe<strong>da</strong>n gamomdinare<br />

mivdivarT <strong>da</strong>skvnamde:<br />

1. zemoqmedebis TvalsazrisiT sareklamo formebi<strong>da</strong>n telereklama erT-<br />

erTi yvelaze masobrivi <strong>da</strong> Zlieri formaa,A aqe<strong>da</strong>n gamomdinare<br />

aucilebeli pirobaa qveyanaSi sakuTari mrewvelobis ganiTareba, raTa<br />

<strong>da</strong>savlur reklamebs Caenacvlos qarTuli reklamebi, rac Tavis mxriv<br />

xels Seuwyobs qarTuli <strong>reklamis</strong> <strong>da</strong>mkvidrebas.<br />

2. sareklamo rgolisadmi aucilebelia SemoqmedebiTi midgoma. yoveli<br />

axali rgoli un<strong>da</strong> gamoirCeodes Tavisi ideis originalurobiT,<br />

<strong>vizualuri</strong> efeqtebiT, teqstis originalurobiT, magram amasTanave<br />

83

simartiviT <strong>da</strong> lakonurobiT. winaaRmdeg SemTxvevaSi sareklamo rgolis<br />

mimarT DyuradReba dundeba.Fsasurvelia sareklamo rgoli warmoadgendes<br />

mcire moklemetraJian saintereso films, rac ufro metad <strong>da</strong>ainteresebs<br />

<strong>da</strong> miizi<strong>da</strong>vs mayurebels. cnobilia, rom rac ufro mZafria raimesgan<br />

miRebuli STabeWdileba (iqneba es <strong>da</strong>debiTi Tu uaryofiTi) miT metad<br />

aRibeWdeba igi a<strong>da</strong>mianis mexsierebaSi. kontrasti, moulodneloba,<br />

simkveTre, siaxle, uCveuloba, originaloba, efeqturoba, amasTanave<br />

simartive <strong>da</strong> ubraloeba. es is komponentebia, romlebic saWiroebs yvela<br />

saxis axal sareklamo gzavnilis Seqmnis process <strong>da</strong> strategiul<br />

gaazrebas.<br />

3. saWiroa gaakonroldes <strong>reklamis</strong> Sesabamisoba realobasTan.<br />

4.Aucilebeblia reklamaSi im unikalobis warmoCena <strong>da</strong> popularizacia,<br />

rac Cvens qveyanas sxva qveynebisgan gansxvavebiT gaaCnia <strong>da</strong> swored am<br />

unikalurobaze <strong>da</strong> sxvebisgan gansxvavebul niSan - Tvisebaze un<strong>da</strong> aigos<br />

yvela saxis reklama. Aar SeiZleba sakuTari individualobis <strong>da</strong>kargva,<br />

uaryofa <strong>da</strong> gaigiveba sxva qveynis kulturasTan. aseTi identificireba<br />

yovelTvis badebs cud tons yvela saxis xelovnebaSi. teqnikuri<br />

inovaciebisYTvalsazrisiT <strong>da</strong>savluri gamocdilebis Seswavla, magram<br />

sakuTari individualobis <strong>da</strong> unikalurobis warmoCena. am principiT aris<br />

saWiro midgoma yoveli sareklamo gzavnilis Sesaqmnelad.<br />

§ΙΙΙ. Tanamedrove teqnologiuri <strong>reklamis</strong> fsiqologiuri<br />

<strong>aspeqtebi</strong>.<br />

TanamedroveobaSi, dRiTidRe izrdeba <strong>da</strong> viTardeba produqciis<br />

warmoeba, inergeba axali teqnologiuri saSualebebi. aqe<strong>da</strong>n gamomdinare<br />

sazogadoebaSi farTovdeba interesTa sfero, Cndeba meti sxva<strong>da</strong>sxva<br />

saxis survilebi, warmoiqmneba axal-axal moTxovnebi, xolo<br />

moTxovnilebebi ki gvbiZgeben moqmedebisken. (naTaZe 1983:289). <strong>reklamis</strong><br />

amocanac es aris - gamoiwvios konkretul auditoriasa Tu mTels<br />

sazogadoebaSi moqmedebis survili. yoveli axali sareklamo mowodebis<br />

Seqmnis procesSi grafikos_dizainerebi fiqroben mis<br />

konkurentunarianobaze <strong>da</strong> mizidulobis Zalaze. eZieben gzebs Tu ra<br />

axal ideur, mxatvrul-esTetikur, fsiqologiur <strong>da</strong> teqnikur saSualebebs<br />

84

mimarTon imisaTvis, rom sareklamo mowodebam miipyros sazogadoebis<br />

yuradReba. rogorc cnobilia yuradReba monawileobs yvela SemecnebiT<br />

procesSi. azrovnebasac yuradReba Wirdeba. is warmarTavs a<strong>da</strong>mianis<br />

cnobierebas garkveuli mimarTulebiT <strong>da</strong> amiT SesaZlebels xdis sagnis<br />

naTel aRqmas.G fsiqologebi gamoyofen yuradRebis ori ZiriTad<br />

formas: 1. uneblie anu pasiurs <strong>da</strong> 2. nebismier anu aqtiurs. Uuneblie<br />

(pasiuri) yuradReba es aris sruliad martivi refleqsuri xasiaTis<br />

moqmedeba, roca gamRizianebeli sruliad uneblied, refleqsurad<br />

izi<strong>da</strong>vs subieqtis yuradRebas. Nnebismieri (aqtiuri) yuradrebis ZiriTadi<br />

<strong>da</strong>maxasiaTebeli ki aris, subieqtis mier yuradRebis Segnebulad<br />

amoqmedeba <strong>da</strong> misi regulacia (naTaZe 1983:129). TanamedrovebaSi sareklamo<br />

gzavnilebis simravlem <strong>da</strong> mravalferovnebam <strong>reklamis</strong><br />

spacialistebisagan moiTxova meti yuradReba <strong>da</strong>eTmoT im fsiqologiuri<br />

faqtorebisaTvis, romlebic SeZenen reklmas gansakuTrebul vizualur<br />

efqtebs, risi meSveobiTac sareklamo informacia ucbad SeZlebs<br />

moxvedras admianis TvalTxedvis areSi <strong>da</strong> uneblied _ refleqsurad<br />

miizi<strong>da</strong>vs misken yuradRebas. es ki xels Seuwyobs sareklamo informaciis<br />

nawilobriv <strong>da</strong>maxsovrebas. Tanamedrove sareklamo industriaSi,<br />

a<strong>da</strong>mianis uneblie yuradRebis misazi<strong>da</strong>d mniSvnelovan rols TamaSoben<br />

Semdegi fsiqologiuri faqtorebi: zoma, ganmeoreba, intensivoba,<br />

moZraoba, kontrasti, izolirebuli gamRizianebeli <strong>da</strong> siaxle<br />

(grigolava 1964:39-45).<br />

pirvel fsiqologiuri faqtori, romelic <strong>reklamis</strong> pirvelad aRqmas<br />

uwyobs xels, aris intensivoba. es fsiqologiuri Ffaqtori, Tanamedrove<br />

reklamaSi efuZneba Zlieri Suqis efeqts sibneleSi <strong>da</strong> efeqturia Ramis<br />

qalaqSi, Zlieri Suqi sibneleSi warmoadgens a<strong>da</strong>mianis uneblie<br />

yuradRebis mizidvis erT-erT martiv <strong>da</strong> efeqtur xerxs. fsiqologi m.<br />

grunevoldi wers: ,,Suqi izi<strong>da</strong>vs xalxs aranakleb mwerebisa” (uConova. .<br />

.2008:247).<br />

Tanamedrove Suqreklamebi (manaTobeli bilbordebi, laiT-boqsebi,<br />

videopanelebi <strong>da</strong> sxva.) informaciuli matareblis gar<strong>da</strong>, qalaqis<br />

Tavisebur mSveneba<strong>da</strong>c iqcnen <strong>da</strong> pasuxoben qalaqmSeneblobis esTetikur<br />

moTxovnebs. garkveulwilad isini axaliseben <strong>da</strong> alamazeben quCebs.<br />

85

dizainerebi Suqis intensivobiT reklamaSi axdenen produqciis Tu Temis<br />

aqcentirebas, rac xels uwyobs sareklamo mowodebis pirvelad aRqmas.<br />

Semdegi fsiqologiuri faqtori, romelsac aseve iyeneben vizualur<br />

reklamaSi subieqtis uneblie yuradRebis misazi<strong>da</strong>d aris sidide. mag:<br />

quCaSi mimaval a<strong>da</strong>mians mxedvelobis areSi aucileblad moxvdeba sxva<br />

abrebTan Se<strong>da</strong>rebiT gacilebiT ufro didi zomis formatis sareklamo<br />

abra an masiuri konstruqcia, (rac aseve SeiZleba mivakuTvnoT<br />

refleqsuri yuradRebis gamowvevis erT_erT faqtors-kontrasts). am<br />

tipis reklamebia brendmauerebi, saxuravis konstruqciebi, supersaitebi<br />

(didi zomis bilbordebi) <strong>da</strong> iunipolebi igive prizmatronebi (suraTi<br />

80,81,82,83). iunipolebi <strong>da</strong> supersaitebi masiuri saxis sareklamo<br />

konstruqciebia, romlebic montaJdeba maRal boZze. isini refleqsurad<br />

ipyroben yuradRebas aramarto Tavis didi zomiT, aramed imiTac, rom maT<br />

ZiriTa<strong>da</strong>d dgamen sxva reklamebisgan gancalkevebulad, maT amontaJeben<br />

satransporto magistralebTan axlos. sagnis gancalkeveba ki aseve<br />

yuradRebis mipyrobis erT-erTi obieqturi faqtoria, sxva sagnebisagan<br />

izolirebulad mocemuli sagani, a<strong>da</strong>mians advilad xvdeba TvalTxedvis<br />

areSi. ,,tyis piras gancalkevebul xes yvela amCnevs, magram tyeSi aseTive<br />

xeebi sul ar izi<strong>da</strong>ven Cvens yuradRebas” (naTaZe 1983:135). am SemTxvevaSi<br />

gare reklamebi izi<strong>da</strong>ven subieqtis uneblie yuradRebas, rogorc<br />

formatis sididiT, aseve gancalkevebiTac. aseTive tipis did zomis<br />

sareklamo abraa brendmaueric (igive plakati oRond didi zomis), mas<br />

aTavseben Senobebis kedlebze,U qalaqis centralur samoZrao quCebTan<br />

axlos, xalxmraval adgilebSi. brendmaueri sxva sareklamo abrebTan<br />

Se<strong>da</strong>rebiT Tavisi didi zomis formatiT, refleqsurad izi<strong>da</strong>vs a<strong>da</strong>mianis<br />

yuradRebas <strong>da</strong> xels uwyobs sareklamo informaciis pirvelad aRqmas. igi<br />

gansakuTrebiT xelsayrelia gare, Ria sareklamo miznebisaTvis, radgan<br />

yvelaze xSirad xvdeba potenciuri momxmarebels mxedvelobis areSi, rac<br />

xelSemwyobi pirobaa sxva<strong>da</strong>sxva cnobili brendebis<br />

imijisHSenarCunebisaTvis.<br />

Semdegi, rac advilad izi<strong>da</strong>vs a<strong>da</strong>mianis uneblie yuradRebas<br />

moZravi sagnis faqtoria. yuradrebis mizidvis am fsiqologiurma<br />

faqtorma gamoxatuleba hpova Tanamedrove teqnologiebSi, magaliTad:<br />

86

Senobebis gare <strong>da</strong> Si<strong>da</strong> interierebSi <strong>da</strong>montaJebuli manaTobeli<br />

morbenali striqonebi, aseve Cveni qveynisTvis Se<strong>da</strong>rebiT axali<br />

sareklamo saxeobebi_ videopanelebi (<strong>reklamis</strong> matareblebi, warmoadgenen<br />

sxva<strong>da</strong>sxva zomis, ZiriTa<strong>da</strong>d didi zomis eleqtronul ekranebs_ panoebs)<br />

(suraTi 84) <strong>da</strong> iunipolebi (sammxriani masiuri xasiaTis mbrunavi<br />

sareklamo moduli), romlebic ukve masiur xasiaTs iZens. moZravi sagnis<br />

faqtors warmoadgens reklamebi trasnsportzec. videopanelebi<br />

montaJdeba a<strong>da</strong>mianTa masobrivi Sekrebis adgilebSi, Senobebze qalaqis<br />

centralur quCebSi, metroSi, <strong>da</strong>wesebulebebSi, transportSi, <strong>reklamis</strong> es<br />

tipi <strong>da</strong>mkveTes met SesaZleblobas aZlevs gaxados sareklamo mowodeba<br />

vizualurad maqsimalurad mimzidveli, vinai<strong>da</strong>n videopanelebSi<br />

vizualur gamosaxulebas Tan axlavs teqsturi <strong>da</strong> musikaluri<br />

gaformebac, a<strong>da</strong>miani informacias aRiqvams ukve aramarto mxedvelobiT,<br />

aramed smeniTac rac aRqmis ori ZiriTad organos warmoadgens. aqe<strong>da</strong>n<br />

gamomdinare <strong>reklamis</strong> es tipi metad srulyofili <strong>da</strong> xelsayrelia<br />

sareklamo kompaniisTvis. videopanelebSi mudmivad icvleba sareklamo<br />

kadri, moZraobis faqtori ki ipyrobs a<strong>da</strong>mianis uneblie yuradRebas.<br />

aseve, MmoZraobis efeqti aqvs gare saxeobas- iunipolsac, misi sammxriani<br />

mbrunavi masiuri sareklamo moduli <strong>da</strong>montajebuli rkinis maRal boZze<br />

uneblied izi<strong>da</strong>vs a<strong>da</strong>mianis yuradRebas. iunipoli izi<strong>da</strong>vs a<strong>da</strong>mianis<br />

uneblie yuradrebas Tavisi STambeW<strong>da</strong>vi zomiTac (5m/12m an 5/15m).<br />

<strong>reklamis</strong> pirveladi aRqmisaTvis dizainerebi, reklamaSi mimarTaven<br />

Semdeg fsiqologiur faqtors _ kontrasts, rac gulisxmobs_<br />

sidideebis, formebis, zomebis <strong>da</strong> ferebis <strong>da</strong>pirispirebis meTods<br />

(maRali-<strong>da</strong>balTan, didi-patarasTan, sqeli_TxelTan, Savi-TeTrTan)<br />

Tanamedrove quCis sareklamo abrebSi, kontrasti vlindeba_ ferTa,<br />

formaTa <strong>da</strong> sidideTa SeuTanxmeblobaSi, magram ZiriTa<strong>da</strong>d mainc<br />

gamoisaxeba namuSevris ferTa gamis mkveTrad gamoxatul <strong>da</strong>pirispirebaSi.<br />

dizainirebi mimarTaven sxvaobis princips obieqtis sikaSkaSesa <strong>da</strong> fons<br />

Soris, fonis feri cvlis masze mocemul fers Tavis sawinaaRmdego<br />

(kontrastuli) mimarTulebiT (naTaZe 1983:67), rac <strong>reklamis</strong> kompoziciur<br />

ga<strong>da</strong>wyvetaSi mTavarisa <strong>da</strong> meorexarisxovanis aqcentirebis saSualeba<strong>da</strong>c<br />

warmogvidgeba. konkretul SemTxvevaSi kontrastebis gamoyeneba SeiZleba<br />

87

efuZnebodes ferTa aRqmis princips. cnobilia, rom civi ferebi (Savi,<br />

ruxi, iasamnisferi, lurji) vizualurad aSoreben Cvengan sagans <strong>da</strong><br />

amcireben mis moculobas. xolo Tbili ferebi (wiTeli, yviTeli,<br />

narinjisferi) vizualurad aaxloveben sagans <strong>da</strong> adideben mis<br />

moculobas (jafariZe 1989:44). am parametrebi<strong>da</strong>n gamomdinare sareklamo<br />

abrebSi civ ferebs ZiriTa<strong>da</strong>d iyeneben fonad, xolo Tbils sareklamod<br />

mowodebuli mTavari gamosaxulebebisTvis <strong>da</strong> rac ufro metia ferTa<br />

SeuTanxmebloba_winaaRmdegoba gamosaxulebasa <strong>da</strong> fons Soris, miT metia<br />

reklamaSi kontrasti. kontrasti yovelTvis xvdeba a<strong>da</strong>mians TvalTxedvis<br />

areSi <strong>da</strong> uneblied izi<strong>da</strong>vs mis yuradRebas.<br />

Semdeg <strong>da</strong> yvelaze mniSvnelovan faqtors sareklamo xelovnebaSi<br />

warmoadgens siaxle. revaz naTaZe wers: ,,yuradRebas izi<strong>da</strong>vs yovelive<br />

rac subieqtisTvis axalia, uCveuloa, moulodnelia <strong>da</strong> maSasa<strong>da</strong>me is, rac<br />

Secvlilia, rac moZravia, xolo is, rac ucvlelia, Cveulia,<br />

yoveldRiuria, igi aClungebs, adunebs yuradRebas” (naTaZe 1983:121). am<br />

faqtori<strong>da</strong>n gamomdinare gauwyvetliv mimdinareobs sareklamo<br />

industriaSi Zieba, rac gamoxatulebas povebs mxatvrul-esTetikuri,<br />

teqnikuri siaxleebis <strong>da</strong>mkvidrebaSi. siaxle aris mniSvnelovani faqtori<br />

<strong>reklamis</strong> mizidulobis, konkurentunarianobis miRwevisa <strong>da</strong> SenarCunebaSi.<br />

siaxle SeiZleba gamoixatos sxvavasxva saxiT_ formebSi, sidideebSi,<br />

mxatvrul ga<strong>da</strong>wyvetaSi, teqnikur saSualebebSi <strong>da</strong> sxva. magaliTad<br />

brtyeli tipis abrebs Soris ovaluri konstruqcia ukve siaxled<br />

aRiqmeba, magaliTisTvis gamodgeba Cvens mier Catarebuli erT-erTi<br />

patara eqsperimentis Sedegi: megobars vTxove, q. TbilisSi erT-erT<br />

centraluri quCaze, sa<strong>da</strong>c uamravi sareklamo abraa, gamoerCia erTi<br />

yvelaze <strong>da</strong>samaxsovrebeli reklama. aRmoCn<strong>da</strong>, rom mas yvelaze metad<br />

<strong>da</strong>amaxsovr<strong>da</strong> erTi kafe-baris reklama, radgan moixibla ideis<br />

ga<strong>da</strong>wyvetis originalobiT. kafe-baris Senobis Tavze CamontaJebuli iyo<br />

Zveli rusuli ,,pobe<strong>da</strong>s” markis namdvili avtomobilis ukana nawili,<br />

romelic sxva<strong>da</strong>sxva ferTa SexamebiT mxatvrulad gaeformebinaT, xolo<br />

seriuli nomris adgilze ewera <strong>da</strong>wesebulebis <strong>da</strong>saxeleba.<br />

originalurad <strong>da</strong> arastan<strong>da</strong>rtulad gakeTebuli reklama- Senobis Tavze<br />

CamontaJebuli avtomobilis saxiT, misi gansxvavebulobiT <strong>da</strong> siucxoviT<br />

88

uneblied ipyrob<strong>da</strong> yuradRebas <strong>da</strong> iwvev<strong>da</strong> mis mimarT interess. reklama<br />

warmoadgen<strong>da</strong> siaxles, radgan sxvagan arsad meordebo<strong>da</strong>.<br />

amrigad, reklama a<strong>da</strong>mianisTvis gaucnobiereblad, uneblied ipyrobs<br />

mis yuradRebas, rasac xels uwyobs zemoT CamoTvlili ZiriTa<strong>da</strong>d eqvsi<br />

fsoqologiuriF faqtoris- (intensivoba, moZraoba, kontrasti, sidide,<br />

gancalkeveba, siaxle), gaTvaliswineba. Tanamedrove gare reklamaSi<br />

yuradRebis gamomwvevi es faqtorebi monawileoben sazogadoebis uneblie<br />

yuradRebisEBMmizidvasa <strong>da</strong> <strong>vizualuri</strong> <strong>reklamis</strong> pirvelad aRqmaSi.<br />

§ ΙV. feris fsiqologiis gamoyeneba reklamaSi <strong>da</strong> feri,<br />

rogorc qarTuli korporatiuli /safirmo /stilis ZiriTadi<br />

elementi.<br />

reklamaSi a<strong>da</strong>mianze zemoqmedebis umniSvnelovanes komponents<br />

warmoadgens feri. feri moqmedebs a<strong>da</strong>mianis grZnobebze, qvecnobierad<br />

iwvevs CvenSi <strong>da</strong>debiT an uaryofiT emociebs, garkveul asociaciebs. fers<br />

SeuZlia gamoiwvios subieqtSi rogorc simSvidisa <strong>da</strong> komfortis, aseve<br />

aRgznebis an aRelvebis SegrZneba. <strong>vizualuri</strong> <strong>reklamis</strong> kompoziciur<br />

agebaSi feriTi ga<strong>da</strong>wyveta gansazRvravs <strong>reklamis</strong>Tvis yvelaze<br />

mniSvnelovan faqtors: gamomsaxvelobas <strong>da</strong> <strong>da</strong>maxsovrebis xarisxs.<br />

cnobili Sveicareli fsiqologi <strong>da</strong> mkvlevari maqs luSeri wers:<br />

,,rogorc musika iwvevs garkveul grZnobebs <strong>da</strong> qmnis garkveul ganwyobas,<br />

ise feric, misi sxva<strong>da</strong>sxva tonebiT, simkveTriT <strong>da</strong> sikaSkaSiT, iwvevs<br />

a<strong>da</strong>mianSi garkveul grZnobebs <strong>da</strong> qmnis garkveul ganwyobas” (luSeri<br />

2000: Tavi-I mis: http: www.aqvarun.ru.). germaneli moazrovnis goeTes<br />

ferTametyvelebis Teoriis mixedviT ki ferebi metyveleben, TuU ra<br />

Tqma un<strong>da</strong>, a<strong>da</strong>mians Seswevs unari maTi ,,ena” gaigos (kldiaSvili. .<br />

.2006:41).<br />

amerikeli fsiqologebis Tanaxmad: fers SeuZlia 38%-iT gazardos<br />

sareklamo informaciis zemoqmedeba, 40%-iT gaaumjobesos misi aRqma <strong>da</strong><br />

22%-iT gazardos <strong>da</strong>debiTi <strong>da</strong>mokidebuleba reklamirebuli<br />

produqtisadmi. mTlinobaSi ki ferisgan miRebuli STabeWdileba TiTqmis<br />

60%-iT gansazRvravs reklamirebuli produqtis an momsaxurebis<br />

89

mowonebas an <strong>da</strong>wunebas (andreeva 2005: №11, mis: www. Compuat.ru., kluevi<br />

1999, mis. http://rosdesign.com/design/kolorofdesign.htm). feri urTierTobisO<br />

erT-erTi saSualebaa, is aris Zala, romelic stimulacias uwevs yovel<br />

samomxmareblo produqts <strong>da</strong> warmodgens ga<strong>da</strong>mwyvet faqtors gayidvebis<br />

procesSi. feri iwvevs myidvelSi mTel rig emociebs, romlebic<br />

biZguloben mas ama Tu im produqtis arCevaSi. wignSi ,,esTetikuri<br />

aRzr<strong>da</strong> mizani <strong>da</strong> saSualebebi” sruliad marTebulad weria: ,,feri<br />

astimulirebs sasurvel emociebs, gvexmareba sareklamo obieqtis<br />

gamocnobaSi, qmnis simboloebs, xels uwyobs reklamirebuli sagnebis<br />

realistur gamosaxvas, ipyrobs yuradrebas, didxans rCeba mexsierebaSi,<br />

iwvevs iluziebs an amkvidrebs tradiciebs, Cvevebs.” (esTetikuri . . . ,<br />

1986:167) aqe<strong>da</strong>n gamomdinare dizainer-grafikoss gar<strong>da</strong> mxatvruli xedvisa,<br />

un<strong>da</strong> gaaCndes ferTa Teoriis, fsiqologiis <strong>da</strong> simbolikis codna.<br />

<strong>reklamis</strong> Seqmnis procesSi gasaTvaliswinebelia is faqtoric, rom<br />

sva<strong>da</strong>sxva qveynis kulturaSi erTi <strong>da</strong> igive feri sxva<strong>da</strong>sxvanairad<br />

aRiqmeba, radgan azrovnebis feriTi sistema uSualo kavSirSia qveynis<br />

geografiul sivrcesa <strong>da</strong> istoriasTan.Mmag: saqarTveloSi, ruseTSi,<br />

evropis qveynebsa <strong>da</strong> amerikaSi TeTri feri asocirdeba sicocxlesTan,<br />

dResaswaulTan, socialur warmatebasTan, siwmindesTan, iaponiaSi ki<br />

TeTri feri glovis simbolod aRiqmeba. (pendikova. . . 2008:265.) wiTeli<br />

feriA qveynebis umravlesobaSi <strong>da</strong> maT Soris saqarTveloSic siyvarulis,<br />

brZolis <strong>da</strong> aqtiurobis simboloa, CineTSi wiTeli- dResaswaulis <strong>da</strong><br />

gamarTlebis, xolo indur simbolokaSi sicocxlis ferad aRiqmeba.<br />

yviTeli_ amerikaSi ayavavebis, saqaTvelosa <strong>da</strong> ruseTSi mzis, siriaSi<br />

glovis, indoeTSi brwyinvalebis, xolo braziliaSi sasowarkveTis<br />

simboloa <strong>da</strong> a.S. aqe<strong>da</strong>n gamomdinare sareklamo suraTis Seqmnis procesSi<br />

aucilebelia gaTvaliswinebuli iyos sxva<strong>da</strong>sxva qveyniebis ferTa<br />

simbolika. M<br />

Y yovel calke aRebul fers aqvs misTvis <strong>da</strong>maxasiaTebeli moqmedeba,<br />

energetika <strong>da</strong> temperatura. realurad, optikuri moqmedebis<br />

TvalsazrisiT feri Tbili an civi ar arsebobs, es mxolod Se<strong>da</strong>rebaa<br />

SexebasTan _ asociacia. maqsLluSeri SeniSnavs: ,,feri moqmedebs grZnobiT<br />

aRqmaze, grZnobas ki verc gazomav, verc awoni <strong>da</strong> verc mikroskopis qveS<br />

90

gamoiklev” (luSeri .. 2000 Tavi-I mis: http: www.aqvarun.ru). aqe<strong>da</strong>n<br />

gamomdinare, ferTa temperaturaze laparaki mxolod pirobiTia.<br />

sityvebis msgavsad Aferebic aris civi <strong>da</strong> Tbili. jer kidev goeTes<br />

hqon<strong>da</strong> eqsperimentulad Seswavlili feris gavlena a<strong>da</strong>mianis emociur<br />

mdgomareobaze swored manve SemoiRo ,,Tbili” <strong>da</strong> ,,civi” ferebis<br />

saxelwodeba, romelic DdRes terminad aris gavrcelebuli. goeTem<br />

<strong>da</strong>adgina, rom Tbili ferebi, e.w. wiTeli, narinji, yviTeli ferebi<br />

a<strong>da</strong>mianze amagznebad, gamaxneveblad moqmedeben, lurji <strong>da</strong> iisferi<br />

ferebi ki, naRvlian, odnav mwuxare gunebaze ayeneben a<strong>da</strong>mians, xolo<br />

ferTa am or jgufs Soris speqtrSi mdebare ferebi- mwvane <strong>da</strong><br />

cisferi- <strong>da</strong>maSvideblad moqmedeben (naTaZe 1983:71; goeTe 1957, mis:<br />

http://psyfactor.org/lib/gete.htm). Tbil ferebad (speqtraluri ferebi) miCneulia<br />

ferebi, romlebic asocirdeba mzesTan <strong>da</strong> cecxlTan. esenia: wiTeli,<br />

narinjisferi, yviTeli <strong>da</strong> maTi naerTebi: wiTeli iasamnisferTan, wiTeli<br />

narinjisferTan, yviTeli narinjisferTan, yviTeli mwvanesTan. es<br />

ferebi farTod gamoiyeneba reklamaSi. gar<strong>da</strong> intesivobisa <strong>da</strong> simkveTrisa<br />

isini qmnian moCvenebiT vizualur efeqts _ adideben <strong>da</strong> aaxloveben<br />

reklamirebul sagans. ferebi, romlebic gavs wyals, liTons <strong>da</strong> yinuls,<br />

civ ferebad aRiqmeba (jafariZe 1989:44). aseTi ferebia: lurji,<br />

cisferi, mwvane, iasamnisferi <strong>da</strong> maTi naerTebi: lurJi mwvanesTan,<br />

cisferi mwvanesTan, lurji iasamnisferTan. Ees ferebi vizualurad<br />

amcireben <strong>da</strong> aSoreben Cvengan reklamirebul sagans. imisTvis rom<br />

grafikos-dizainerma reklamaSi miaRwios gamosaxulebis simkveTres,<br />

sikaSkaSes <strong>da</strong> reliefurobas un<strong>da</strong> mimarTos Tbili <strong>da</strong> civi ferebis<br />

erTmaneTSi urTierTkontrastulobis princips. am ori sawinaaRmdego<br />

temperaturis mqone ferebis Serwymis meSveobiT sareklamo suraTSi<br />

miiReba formaTa mkafioba, siRrme, perspeqtiva <strong>da</strong> iluzia _ romlis<br />

saSualebiTAsuraTze aRiqmeba <strong>da</strong>cileba, manZili sagnebs Soris. amrigad,<br />

feri, sivrcis mamodelirebeli elementia.<br />

mxatvrobisgan gansxvavebiT, reklamaSi sasurvelia ,,didi doziT” iyos<br />

gamoyenebuli kontrasti. sareklamo suraTi mxatvruli nawarmoebisgan<br />

gansxvavdeba imiT, rom sareklamo suraTis mizania gayidos raime.<br />

amisTvis man raRaciT un<strong>da</strong> miipyros yuradReba, amitom rac metia<br />

91

eklamaSi kontrasti <strong>da</strong> mkafioeba, miT metad izi<strong>da</strong>vs yuradRebas.<br />

kontrasti vlindeba ferTa, formaTa, zomaTa, sidideTa Suq-CrdilTa<br />

<strong>da</strong>pirispirebaSi. kontrasti aucilebeblia imisTvis, rom sareklamo<br />

gamosaxuleba advilad moxvdes a<strong>da</strong>mianis TvalTaxedvis areSi, iyos<br />

Sokismomgvreli, reklama, garkveulwilad hipnozia- is un<strong>da</strong> abruebdes,<br />

atyvevebdes <strong>da</strong> aiZulebdes a<strong>da</strong>mians Seasrulos misTvis sasurveli<br />

moqmedeba. ganvixiloT kontrastis mniSvneloba vizualur reklamaSi.<br />

Mmag: Senobis kedelze moTavsebulia 2 sareklamo abra, pirvel abraze<br />

lurj fonze yviTeli feris warweraa moTavsebuli, meoreze ki, yviTeli<br />

feriT <strong>da</strong>werili teqsti moTavsebulia narinjisfer fonze. romeli<br />

abri<strong>da</strong>n ufro swrafad amoikiTxavs a<strong>da</strong>miani teqsts?<br />

<strong>da</strong>kvirvebam gviCvena, rom a<strong>da</strong>miani ufro swrafad amoikiTxavs warweras,<br />

romelic lurj fonzea moTavsebuli, radgan Sedgeba civi <strong>da</strong> Tbili<br />

ferebis kontrastuli <strong>da</strong>pirispirebisgan. am SemTxvevaSi lurji feris<br />

foni SeZens yviTels mkafio gamometyvelebas <strong>da</strong> sikaSkaSes. muqi foni<br />

qmnis ferebs Soris <strong>da</strong>cilebis iluziasac, riTac warweras an<br />

gamosaxulebas aniWebs met mkafioebas. meore abraze gamosaxuli ori<br />

Tbili feris urTierTSeTanxmeba reklamaSi nakleb efeqturia <strong>da</strong> pirveli<br />

abris gverdiT aucileblad <strong>da</strong>ikargeba. aqve un<strong>da</strong> aRiniSnos, rom Ria<br />

feris teqsti muq fonze ufro advilad aRiqmeba, vidre muqi teqsti Ria<br />

fonze. civi <strong>da</strong> Tbili ferebis urTierTkontrastulobis kargi magaliTia<br />

erT-erTi alkoholuri sasmelis viski ,,Chivas” reklama (suraTi 85).<br />

gamosaxulebaze weria: ,,HThis is the chivas life”. es xuTi ZiriTadi sityva am<br />

reklamaSi gamokveTilia mkafio wiTelisa <strong>da</strong> narinjisferi tonebis<br />

SerwymiT. Ees sareklamo warwera, yvela <strong>da</strong>narCen komponentTan<br />

Se<strong>da</strong>rebiT umalve ipyrobs yuradRebas, rac ganapiroba sworad SerCeulma<br />

fonis ferebma. ruxis, lurjisa <strong>da</strong> wiTlis SeTanxmebam Seqmna<br />

gamosaxulebaSi aramarto kontrasti, aramed manZilis iluzia <strong>da</strong> siRrme,<br />

rac vizualurad gamoyofs mTavars meore xarisxovanisgan <strong>da</strong> qmnis<br />

suraTSi 2 ZiriTd plans _ wina plans <strong>da</strong> ukana plans. Aa<strong>da</strong>miani<br />

uneblieT jer <strong>da</strong>inaxavs wina plans wiTel warweris saxiT <strong>da</strong> mxolod<br />

Semdeg Tvali aRiqvams ukana plans ori mamakacis gamosaxulebaSi,<br />

romlebic miirTmeven reklamirebul sasmels. aseve, un<strong>da</strong> aRiniSnos<br />

92

isic, rom TviT sityvas ,,Chivas”, swored mkafio wiTeli feri uqmnis im<br />

energias <strong>da</strong> simxurveles, rasac realurad Seicavs alkoholuri sasmeli.<br />

am vizualur reklamaSi grafikos-dizainerma sworad miagno ferTa<br />

SeTanxmebas <strong>da</strong> maTi meSveobiT gadmosca sasmelis xasiaTi <strong>da</strong> im<br />

sasiamovno atmosferos iluzia, romelic Seiqmneba misi mirTmeviT. rCeba<br />

mxolod <strong>da</strong>rwmuneba imisa, Tu ramdenad realurad asaxavs reklama<br />

sasmelis xarisxs.<br />

sareklamo gamosaxulebis Seqmnis procesSi un<strong>da</strong> gaviTvaliswinoT<br />

is faqtoric, rom a<strong>da</strong>mani vizualurad suraTs ufro advilad<br />

marcxni<strong>da</strong>n-marjvniv aRiqvams, amitom, sareklamo gancxadeba vizualurad<br />

ufro swrafad aRiqmeba Tu gamosaxulebaSi mTavaris aqcentireba<br />

gakeTdeba formatis marjvena mxares. raTqmaun<strong>da</strong> gaaCnia imas, Tu raze<br />

akeTebs <strong>da</strong>tvirTavs grafikos-dizaineri reklamaSi gamosaxulebaze,<br />

teqstze, Tu oriveze erTad. MmagaliTisTvis ganvixiloT erT-erTi<br />

sareklamo gzavnili, romelic warmoadgens aseve <strong>da</strong>bali xarisxis<br />

sareklamo suraTis magaliTsac (suraTi 86). warmodgenili reklama<br />

gviwvevs poeziis saRamoze, reklama Seicavs teqsts <strong>da</strong> gamosaxulebas.<br />

kompoziciaSi teqsti moTvsebulia formatis marcxena mxares, xolo<br />

gaamosaxuleba formatis marjvena mxares. am SemTxvevaSi Tvali metad<br />

aRiqvams formatis marjvena mxares moTavsebul gamosaxulebas, riTac,<br />

sareklamo suraTSi <strong>da</strong>tvirTva qolgiT mimaval gogonaze ga<strong>da</strong>dis,<br />

romlis kavSiri <strong>reklamis</strong> SinaarsTan gaurkvevelia. Sinaarsis gasagebad<br />

mayurebelma un<strong>da</strong> waikiTxos teqsti. Tavismxriv, teqsts aklia simkveTre,<br />

warwerebi erTferovania, arsad Cans aqcenti, ukana plani peizaJis<br />

gamosaxulebiT zedmetad mkveTria, ris gamoc kompoziciaSi teqstsa <strong>da</strong><br />

gamosaxulebas Soris <strong>da</strong>rRveulia manZilis iluzia, wina <strong>da</strong> ukana plani.<br />

yvela detali namuSevarSi aRiqmeba cal-calke, ar ikiTxeba kavSiri maT<br />

Soris. qolgiT mimavali gogonas gamosaxuleba ki, aRiqmeba ufro<br />

qarbuqSi gamZle xarisxiani qolgebis reklamad, vidre poeziis saRamos<br />

SinaarsisTvis <strong>da</strong>maxasiaTebel liriul obiqtad. warmodgenili suraTis<br />

aRqma <strong>da</strong> ganxilva sxvagvarad moxdebo<strong>da</strong>, rom ar yofiliyo is sareklamo<br />

gzavnili <strong>da</strong> yofiliyo ubralo mxatvruli nawarmoebi. am SemTxvevaSi,<br />

suraTi mxatvrul-emociuri TvalsazrisiT iqnebo<strong>da</strong> saintereso.<br />

93

namuSevris ideur-kompoziciuri mxare Caafiqreb<strong>da</strong> mayurebels <strong>da</strong><br />

Seuqmni<strong>da</strong> garkveul ganwyobas. aqe<strong>da</strong>n gamomdinare sareklamo suraTis<br />

Seqmna ormagad rTuli procesia. erTi mxriv man un<strong>da</strong> gayidos raime,<br />

meore mxriv ki warsdges rogorc, kargi xarisxis mxatvrul_ esTetikuri<br />

nawarmoebi.<br />

cnobilia, rom a<strong>da</strong>mianis mier feris aRqma 80%-iT <strong>da</strong>mokidebulia<br />

nervul sistemaze <strong>da</strong> mxolod 20%-iT mxedvelobaze. feris SegrZneba<br />

yoveli a<strong>da</strong>mianis individualur emociur mdgomareobasTanaa<br />

<strong>da</strong>kavSirebuli, amitomac feri, romelic moswons erTs, ar moswons<br />

meores. TavisTavad cxadia, rom reklama yoveli a<strong>da</strong>mianis individualur<br />

emociur mdgomareobas ver gaiTvaliswinebs, am SemTxvevaSi is un<strong>da</strong><br />

<strong>da</strong>efuZnos mxatvruli nawarmoebis princips, un<strong>da</strong> Seiqmnas ideurad<br />

saintereso <strong>da</strong> esTetikurad mimzidveli namuSevari. A<strong>da</strong>kvirvebam aCvena,<br />

rom reklamebSi gansakuTrebiT popularuli gax<strong>da</strong> wiTeli feri. Mmas<br />

mimarTes imitom, rom wiTeli rogorc garkveulwilad agresiuli <strong>da</strong><br />

energiuli feri, yvela ferze metad ipyrobs yuradRebas, magram<br />

sareklamo suraTSi misi gamoyeneba saWiroa gansazRvruli raodenobiT,<br />

ga<strong>da</strong>metebulma wiTelma SeiZleba gamoiwvios a<strong>da</strong>mianSi agresiis an<br />

gaaRizianebis SegrZneba. principi aseTia: mTavari un<strong>da</strong> gamoikveTos,<br />

magram ar aRizianebdes.<br />

miuxe<strong>da</strong>vd a<strong>da</strong>mianis individualuri aRqmisa, yovel fers mainc aqvs<br />

Taviseburi Tvisebebi HSeZenili bunebisgan <strong>da</strong> a<strong>da</strong>mianebisgan. luSeris<br />

kvlevebis safuZvelze <strong>da</strong>adgina, rom konkretuli feri a<strong>da</strong>mianSi iwvevs<br />

sruliad konkretul emociebs. mag: wiTel-yviTeli tonebi iwvevs<br />

aRelvebis, aRgznebis <strong>da</strong> aqtiurobis SegrZnebas.Llurji <strong>da</strong> ruxi ferTa<br />

tonebi ki piriqiT moqmedeben <strong>da</strong>mamSvideblad. ganvixiloT feris<br />

ramdenime emociur-sivrcobrivi Tviseba, romelTaA gaTvaliswineba<br />

mniSvnelovania vizualur reklamaSi. (ovCinikova 2009:124); (andreeva 2005:<br />

№11 mis: www.compuart.ru); (mokSancevi 2010 mis:<br />

http://vpcomp.ru/index.php/article/34-layoutdesign/226-rudolph-mokshantsev).<br />

wiTeli _ vizualurad aaxlovebs <strong>da</strong> amavdroulad cotaTi kumSavs<br />

gamosaxulebas. Tavisi simkveTriT is umalve izi<strong>da</strong>vs a<strong>da</strong>mianis<br />

yuradRebas. wiTeli - feri Tbili, energiuli, amRgznebi <strong>da</strong> dinamiuri.<br />

94

is stimuls aniWebs tvinis moqmedebas. asocirdeba cecxlTan,<br />

siyvarulTan, ZalauflebasTan. a<strong>da</strong>mians ganawyobs ga<strong>da</strong>wyvetilebis<br />

miRebisken. wiTel fers aseve SeuZlia gamowvios aRelveba <strong>da</strong><br />

gauwonasworeblobis SegrZnebac, amitom saWiroa misi zomierad<br />

gamoyeneba. Aam Tvisebebi<strong>da</strong>n gamomdinare wiTels ver SevxvdebiT<br />

saavadmyofoebSi, samagierod am energiul fers vnaxavT samorineebis,<br />

barebisa <strong>da</strong> restornebis interieris gaformebaSi.<br />

narinjisferi (yviTelisa <strong>da</strong> wiTelis Serwyma) wiTeli feris msgavsad<br />

vizualurad aaxlovebs <strong>da</strong> sisqes aniWebs gamosaxulebas. Qqmnis siTbos,<br />

simSralis, keTildReobis <strong>da</strong> sixarulis SegrZnebas. wiTeli feris<br />

msgavsad matebs energias, ganawyobs optimisturad, magram<br />

misgangansxvavebiT ar iwvevs aRelvebis SegrZnebas, piriqiT iwvevs<br />

sulieri harmoniis <strong>da</strong> gawonasworebis SegrZnebas. mniSvnelovani<br />

faqtoria <strong>reklamis</strong>Tvis is rom, narinjisferi aRZravs a<strong>da</strong>mianSi ma<strong>da</strong>s,<br />

amitomac narinjisferiT xSiria sakvebi produqtebis reklamireba,<br />

romelTa <strong>vizualuri</strong> suraTi yovelTvis gamoiyureba msuyed <strong>da</strong><br />

madismomgvrelad.<br />

yviTeli __ vizualurad aSorebs, afarTovebs gamosaxulebas. Fferi_<br />

msubuqi, Ria, Tbili, mkveTri, magram amavdroulad gamaRizianebeli.Qqmnis<br />

sadResaswaulo ganwyobas, aRviZebs interess gare samyarosadmi <strong>da</strong><br />

intensiurad ganawyobs a<strong>da</strong>mians moRvaweobisken. mas irCeven impulsuri<br />

<strong>da</strong> sangvinikuri tipis a<strong>da</strong>mianebi, erTi mxriv yviTeli asocirdeba<br />

mzesTan, oqrosTan, sulierebasTan, sixarulTan, molxenasTan, meore<br />

mxriv ki xifaTTan, yviTeli TiTqos brZanebs mivaqcioT mas yuradReba,<br />

amitom mas xSirad iyeneben gamafrTxilebeli niSnebisTvis <strong>da</strong><br />

gancxadebebisTvis. yviTeli yvela ferze ufro didxans rCeba<br />

mexsierebaSi, magram reklamaSi yviTelis ga<strong>da</strong>Warbebuli doziT<br />

gamoyenebam SeiZleba negatiurad imoqmedos a<strong>da</strong>mianis fsiqikur<br />

wonasworobaze, amitom ar aris rekomendirebuli didi ze<strong>da</strong>pirebis<br />

mTlianad yviTeli feriT <strong>da</strong>farva. is efeqturia mxolod sxva<br />

neitralur ferebTan SeTanxmebiT. magaliTisTvis moviyvanoT erT-<br />

erTi satelefono kompaniis ,,bilainis” sareklamo gamosaxuleba (suraTi<br />

95

87). bilainis reklamaSi Savi feri erTdroulad aneitralebs <strong>da</strong> xazs<br />

usvams yviTelis simkveTres.<br />

mwvane-Mvizualurad cotaTi aviwrovebs <strong>da</strong> aerTianebs gamosaxulebas.<br />

mis TvisebaSi Sedis yuradRebis koncentrireba <strong>da</strong> mxedvelobis<br />

gamZafreba. mwvane feri xsnis emociur <strong>da</strong>tvirTvas <strong>da</strong> <strong>da</strong>Rlilobas,<br />

simbolurad asocirdeba bunebasTan, sicocxlesTan, axalgazrdobasTan,<br />

ayvavebasTan, siwmindesTan, usafrTxoebasTan. M mwvane fers irCeven<br />

gawonasworebuli a<strong>da</strong>mianebi. MreklamaSi mwvane feri ZiriTa<strong>da</strong>d<br />

popularizacias uwevs samedicino produqcias <strong>da</strong> momsaxureobas.<br />

cisferi_ vizualurad aSorebs <strong>da</strong> cotaTi amcirebs gamosaxulebas.<br />

feri simbolurad gamoxatavs msoflios, iwvevs amaRlebul grZnobebs,<br />

saerTo harmonias, adunebs, amSvidebs <strong>da</strong> xsnis mSfoTvare SegrZnebebs..<br />

reklamaSi cisferi- iwvevs sisufTavis, sigrilis <strong>da</strong> simsubuqis<br />

SegrZnebas. Aam feriT Freklamas ukeTeben gamagrilebel sasmelebs, wyals<br />

<strong>da</strong> Tambaqos nawarms. (es ukanaskneli ar un<strong>da</strong> ipyrobdes did yuradRebas<br />

Tavisi mkveTri reklamiT produqtis a<strong>da</strong>mianze mavne zemoqmedebi<strong>da</strong>n<br />

gamomdinare).<br />

lurji_ vizualurad amcirebs <strong>da</strong> kumSavs gamosaxulebas, xels uwyobs<br />

a<strong>da</strong>mianis koncentrirebas mTavarze. Aadvilad ipyrobs yuradRebas <strong>da</strong>,<br />

wiTelisgan gansxvavebiT, ar iwvevs negatiur reaqcias. lurji feri<br />

aqveiTebs sxeulis temperaturas <strong>da</strong> ma<strong>da</strong>s.Aasocirdeba siRrmesTan,<br />

zecasTan, kosmosTan, sicivesTan. Mmas irCeven ufro melanqoliuri <strong>da</strong><br />

depresiisken midrekili a<strong>da</strong>mianebi. kvlevebma aCvena, rom a<strong>da</strong>mianebi ufro<br />

advilad imaxsovreben teqstis Sinaarss, Tu Srifti lurji feriTaa<br />

<strong>da</strong>werili, magram lurji feri ar aris rekomendebuli restornebis <strong>da</strong><br />

sakvebi produqtebis reklamirebisTvis, radgan, rogorc avRniSne, igi<br />

aqveiTebs ma<strong>da</strong>s <strong>da</strong> ar gamoiwvevs sasurvel Sedegs, Aaseve araa<br />

rekomendirebuli misi ga<strong>da</strong>metebuli doziT miwodeba, Warbi lurji<br />

Trgunavs a<strong>da</strong>mians <strong>da</strong> iwvevs masSi arasasiamovno sicivis SegrZnebas.<br />

lurjs iseve rogorc cisfer fers, umeteswilad Tambaqos nawarmis, aseve<br />

Zlieri sqesisTvis gankuTvnil Hhigienuri <strong>da</strong> sayofacxovreboNnivTebis<br />

reklamebSi SevxvdebiT.<br />

iasamnisferi_ iseve rogorc lurji feri, vizualurad amcirebs <strong>da</strong><br />

96

kumSavs gamosaxulebas. bunebaSi sakmaod iSviaTi feria, romelic,<br />

garkveulwilad, asocirdeba mistikasTan, burusTan, sicivesTan,<br />

sibnelesTan, iwvvs mowyenilobis SegrZnebas. wignSi ,,esTetikuri aRzr<strong>da</strong><br />

mizani <strong>da</strong> amocanebi” weria: ,,goeTes rwmeniT iisfers moaqvs mudmivi<br />

mousvenroba, igi gvdevnis <strong>da</strong> ar gvixmobs” (esTetikuri . . . 1986:168). aseve,<br />

arsebobs mosazreba, rom iisferis moyvaruli a<strong>da</strong>mianebi<br />

artistulebi <strong>da</strong> mgrZnobiareni arian (CekuriSvili 2010:2/46:47). reklamaSi<br />

iisferis gamoyeneba aseve saWiroebs zomierebas, radgan ga<strong>da</strong>Warbebulad<br />

gamoyenebul iisfers SeuZlia gamoiwvios arabunebrivobis <strong>da</strong> siyalbis<br />

SegrZneba.<br />

yavisferi_vizualurad aaxlovebs, magram odnav kumSavs gamosaxulebas.<br />

YxasiaTobrivad_ Tbili, rbili <strong>da</strong> Rrma feria. is ganawyobs<br />

myudroebisaken, komfortisaken <strong>da</strong> stabilurobisaken. yavisfers irCeven<br />

ufro konservatiuli a<strong>da</strong>mianebi, romlebsac di<strong>da</strong>d ar surT ramis<br />

Secvla cxovrebaSi. reklamaSi am feriT, ZiriTa<strong>da</strong>d, popularizacias<br />

uweven avejs, zogierT alkoholur sasmelebs, mag koniaks, liqiors <strong>da</strong><br />

yavis nawarms.<br />

Savi_ arcerTi feris aryofna <strong>da</strong> amsTanave yvela feris erTad<br />

TavSeyraa, magram aRiqmeba rogorc erTi feri. Savi vizualurad<br />

amcirebs, magram amasTanave aaxlovebs gamosaxulebas. Savi feri iwvevs<br />

sevdis, simartovis, siZimis <strong>da</strong> gare samyarosgan mowyvetis SegrZnebas,<br />

erTi mxriv asocirdeba wyvdiadTan <strong>da</strong> borot ZalebTan, meore mxriv_<br />

gamZleobasTan, ZalasTan, eleganturobasTan, simyaresTan. feri<br />

avtoritetuli, romelic Zalauflebas gvaxsenebs. reklamaSi Savi feris<br />

gamoyeneba ar aris rekomendebuli, magram amasTanave am feris<br />

mxar<strong>da</strong>Weris gareSe yvela feri kargavs Tavis xibls <strong>da</strong> sikaSkaSes. Savi<br />

feri reklamaSi umeteswilad <strong>da</strong>mxmare feris rols TamaSobs, SaviT<br />

Seqmnili konturebi, reliefebi <strong>da</strong> Crdilebi alamazebs, gamokveTs <strong>da</strong><br />

axalisebs yvela fers <strong>da</strong> saerTod sareklamo suraTs. Sevi feriT<br />

uxdeba reklamireba avtomobilebs, zogierT alkoholur sasmels,<br />

saaTebs, mamkacis sayofacxovrebo nivTebs, tansacmelsa <strong>da</strong> inventars,<br />

musikalur instrumentebs. sareklamo gamosaxulebebSi Savi qmnis<br />

97

seriozulobis, siZlieris, avtoritetulobis, eleganturobis <strong>da</strong><br />

stabilurobis SegrZnebas.<br />

TeTri_ vizualurad afarTovebs, Slis, amaRlebs gamosaxulebas. TeTri<br />

feri aris simbolo siwmindis, sisufTavis, gaxsnilobis <strong>da</strong> amaRlebuli<br />

sulierebisa. is ar iwvevs araviTar arasasiamovno SegrZnebebs, ar ,,Rlis<br />

Tvals” <strong>da</strong> ar aRizianebs. reklamaSi TeTri Savis msgavsad <strong>da</strong>mxmare feria<br />

<strong>da</strong> efeqturia mxolod sxva F ferebTan SeTanxmebaSi. TeTri feri<br />

gansakuTrebiT efeqturia SavTan, lurjTan, cisferTan <strong>da</strong> wiTelTan.<br />

sxvaFferebTan SeTanxmebul variantSi TeTri feriT ZiriTa<strong>da</strong>d<br />

reklamirebas ukeTeben saaTebs, sasmelebs, saqorwino samoselsa <strong>da</strong><br />

momsaxurebas.<br />

<strong>vizualuri</strong> <strong>reklamis</strong> Seqmnis prosecSi gasaTvaliswinebelia feris<br />

ramdenime ZiriTad funqciac: atraqciuli, azrobriv- gamomsaxvelobiTi,<br />

eqspresiuli, simboluri <strong>da</strong> esTetikuri (anisimova 2003:59-60).<br />

atraqciuli funqcia gamoxateba feris TvisebaSi miipyros a<strong>da</strong>mianis<br />

yuradReba. mag: iseTi mkveTri ferebi, rogoricaa wiTeli, narinji <strong>da</strong><br />

yviTeli sareklamo suraTs (plakats, baners <strong>da</strong> sxva) Sori<strong>da</strong>nve aniWeben<br />

TvalSisacem gamomsaxvelobas <strong>da</strong> aadvileben mis <strong>reklamis</strong> optikur<br />

aRqmas. ferTa marTebuli kontrastuli SeTanxmeba aniWebs<br />

gamosaxulebas simkveTres, rac aaqtiurebs plakatis Sinaarsis Tu<br />

teqstis aRqmas.<br />

azrobriv gamomsaxvelobiTi funqcia gulisxmobs ferebis meSveobiT<br />

suraTSi im mniSvnelovani komponentebis <strong>da</strong> detalebis gamokveTas,<br />

romlebic avtoris azriT saWiroebs adresatis yuradRebis<br />

gansakuTrebul gamaxvilebas.<br />

eqspesiuli funqcia gamoixateba feris Tvisebaze imoqmedos a<strong>da</strong>mianis<br />

emociebze, gamoiwvios masSi garkveuli sulieri mdgomareoba.<br />

miuxedevad a<strong>da</strong>mianis mier feris aRqmis individualuri<br />

Taviseburebebisa, fsiqologebi aRniSnavnaven a<strong>da</strong>mianTa<br />

Se<strong>da</strong>rebiT stabilur reaqciebs garkveul ferebze.<br />

magaliTad: wiTeli aRagznebs, lurji amSvidebs, yviTeli iwvevs<br />

sixarulis SegrZnebas, Savi ki moqmedebs <strong>da</strong>mTrgunvelad.<br />

98

feris simboluri funqcias gaaCnia Tviseba gamoiwvios sxva<strong>da</strong>sxva saxis<br />

asocoaciebi <strong>da</strong> abstraqtuli gagebebi. adre, feris es funqcia<br />

gansakuTrebiT vlindebo<strong>da</strong> politikur reklamaSi, magram dRes, feris<br />

simboliur funqcias farTod mimarTavs komerciuli <strong>da</strong> socialuri<br />

reklamac. konkretuli feris an ferTa gamis garkveuli SeTanxmeba Cven<br />

asociaciurad gvakavSirebs romelime produqciasTan, momsaxureobesTan<br />

<strong>da</strong> a.S.<br />

feris esTetikuri funqcia ganisazRvreba feris mxatvrul- esTetikur<br />

gamomsaxvelobaSi. (feri zemoqmedens a<strong>da</strong>mianis esTetikur grZnobebze),<br />

rac mTlianad <strong>da</strong>mokidebulia dizainer-grafikosis SemoqmedebiT<br />

individualobaze, mxatvrul xedvasa <strong>da</strong> gemovnebaze.<br />

aqe<strong>da</strong>n gamomdinare vizualur suraTSi warmodgenil produqts Tu<br />

Temas emociur gamomsaxvelobas uqnis feri, Aferi qmnis suraTSi<br />

ganwyobas, rac erT-erTi umTavresi faqtoria vizualur reklamaSi,<br />

amitom aucilebelia kavSiris moZebna sareklamo produqtis xasiaTsa <strong>da</strong><br />

fers Soris. <strong>reklamis</strong> specialistisTvis savaldebuloa ferTa<br />

fsiqologiis codna <strong>da</strong> mxatvruli xedva, rac <strong>da</strong>exmarebaT maT kargi<br />

xarisxis sareklamo suraTis SeqmnaSi.<br />

saqarTveloSi SeiniSneba feris mniSvnelobis mkveTri zr<strong>da</strong>.<br />

cxovrebis yvela sferoSi mimarTaven ferTa mravalferovnebas <strong>da</strong><br />

sikaSkaSes. feri <strong>da</strong> ganaTeba gax<strong>da</strong> is ori mTavari komponenti, romliTac<br />

alamazeben qalaqis gare <strong>da</strong> Si<strong>da</strong> mxatvrul-esTetikur iersaxes.<br />

socializmis xanaSi <strong>da</strong> mis Semdgom periodSic, sazogadoebas akl<strong>da</strong><br />

ferTa mravalferovneba, akl<strong>da</strong> Suqi, samyaro ki Fferisa <strong>da</strong> Suqis<br />

gareSeEaris Raribi <strong>da</strong> erTferovani. dRes fers didi <strong>da</strong>tvirTva mieca,<br />

ramac vizualurad gaaxalisa cxovreba, Secvala <strong>da</strong> gaamdidra<br />

sazogadoebis cxovrebis stilis koloritic. igive SeiniSneba<br />

Tanamedrove reklamaSic. feri iqca sxvas<strong>da</strong>sxva saxis produqciis,<br />

kompaniebis <strong>da</strong> <strong>da</strong>wesebulebebis safirmo niSnad D<strong>da</strong> SeiZina erTgvari<br />

savizito baraTis saxe. gaZliera ferTa simbolikis roli reklamaSi.U<br />

feris meSveobiT a<strong>da</strong>mianebi ganvasxvaveben produqciis erT saxeobas<br />

meoresgan, erT organizacias sxva <strong>da</strong>wesebulebisagan <strong>da</strong> a.S.<br />

gansakuTrebiT aqtiurad iyeneben fers saqarTveloSi sakomunikacio<br />

99

kompaniebi <strong>da</strong> sabanko <strong>da</strong>wesebulebebi. TiToeulma bankma Tavisi<br />

korporaciuli, safirmo stilis mniSvnelovan elementad airCia sakuTari,<br />

sxvebisgan gansxvavebeli feri, ris meSveobiTac isini reklamas ukeTeben<br />

sakuTar <strong>da</strong>wesebulebas <strong>da</strong> momsaxurebas. ,,prokredit bankma” Tavis<br />

safirmo ferad airCia wiTeli, ,,saqarTvelos bankma” narinjisferi,<br />

,,taoprivatbankma” mwvane, ,,bazis bankma” lurji, ,,Tibisi bankma” cisferi<br />

<strong>da</strong> a.S. yvela CamoTvlili sabanko <strong>da</strong>wesebulebis eqsterieris <strong>da</strong><br />

interieris dizaini, samsaxurebrivi avtomobilebis Seferiloba, mTeli<br />

sareklamo <strong>da</strong> sasamsaxuro dokumentacia <strong>da</strong> xSirad personalis<br />

Cacmulobac Sesabamisi ferisaa. magaliTad: mimzidvelma <strong>da</strong> energiulma<br />

wiTelma ,,prokredit banks" mianiWa <strong>vizualuri</strong> simkveTre (suraTi 88). risi<br />

meSveobiTac, Tavisi gare SeferilobiT is umalve izi<strong>da</strong>vs yuradRebas <strong>da</strong><br />

amiTac uwevs reklamas Tavis saqmianobas. feri, rogorc safirmo niSani,<br />

saqarTveloSi siaxlea <strong>da</strong> nel-nela inergeba cxovrebis stilSi.<br />

bankebis magaliTze safirmo Seferilobas yuradReba eqceva sxva<br />

<strong>da</strong>wesabulebsa <strong>da</strong> savaWro obieqtebSi, mimdinareobs sakuTari feris<br />

Zieba, romelic gaxdeba ama Tu im organizaciis <strong>da</strong> <strong>da</strong>wesebulebis<br />

korporatiuli, safirmo stilis ZiriTadi elementi <strong>da</strong> erTgvari<br />

savizito baraTi. MferiTi urTierTpaeqroba SeiniSneba sami did<br />

satelefono kompanias Sorisac. magaliTad: kompania ,,bilainma”<br />

Tavis ZiriTad ferad airCia yviTeli,. ,,jeoselma” –iasamnisferi,<br />

,,magTim’’ - wiTeli. yoveli maTi siaxle <strong>da</strong> sareklamo aqcia iSveliebs<br />

arCeul fers, romelsac ormagi <strong>da</strong>tvirTva mieca: feri, rogorc<br />

esTetikuri elementi <strong>da</strong> feri rogorc safirmo niSani.<br />

amrigad, reklamaSi erT-erT umniSvnelovanes rols TamaSobs feri.<br />

is alamazebs, axalisebs <strong>da</strong> esTetikur gamomsaxvelobas aniWebs yovel<br />

samomxmareblo produqtis gamosaxulebas. feri warmoadgens ga<strong>da</strong>mwyvet<br />

faqtors gayidvis procesSi is moqmedebs a<strong>da</strong>mianis fsiqikaze <strong>da</strong> iwvevs<br />

masSi mTel rig emociebs, qmnis saTanado ganwyobas. <strong>reklamis</strong> Seqmnis<br />

procesSi aucilebelia ferTa Teoriis, fsiqologiis, <strong>da</strong> simbolikis<br />

codna. aseve, un<strong>da</strong> aRiniSnos, rom sareklamo suraTis <strong>vizualuri</strong><br />

gamomsaxvelobis Zalas ganapirobebs grafikos dizaineris _ mxatvruli<br />

niWi, gemovneba <strong>da</strong> feris grZnoba.<br />

100

§ V. simbolos mniSvneloba reklamaSi.<br />

,,simbolo aris gasaRebi a<strong>da</strong>mianis bunebaSi<br />

SesaRwevad. a<strong>da</strong>miani cxovrobs aramarto fizikur,<br />

aramed simbolur universumSi, ena, miTi, xelovneba<br />

<strong>da</strong> religia aris am universumis is sxva<strong>da</strong>sxva<br />

nawilebi, romlebisganac iZerweba simboloTa<br />

qseli - rTuli materia adაmianis gamocdilebisa”<br />

(kasireri 1998:29).<br />

TanamedroveobaSi sanaxaobiToba warmoadgens masobriv cnobierebaze<br />

zemoqmedეbis erT-erTi yvelaze universalur saSualebas. teqstur<br />

informaciaze metad yuradReba <strong>da</strong>eTmo vizualur gamosaxulebebs <strong>da</strong><br />

simboloebs. vizualizacia SeiniSneba cxovrebis yvela sferoSi. saSualo<br />

skolis saxelmZRvanelo wignebSic ki informacia umetsewilad<br />

mowodebulia <strong>vizualuri</strong> gamosaxulebebis saxiT, rasac pe<strong>da</strong>gogikaSi<br />

TvalsaCinoebis principi ewodeba. informaciis mowodebis aseTma meTodma,<br />

erTi mxriv gaadvila masalis aTvisebis procesi, meore mxriv ki<br />

gamoiwvia is, rom axalgazrdobis garkveul nawils ezareba wignSi<br />

vrceli masalis wakiTxva.<br />

<strong>vizualuri</strong> <strong>reklamis</strong> efeqturoba aixsneba imiT, rom vizualur aRqmas<br />

pasuxobs a<strong>da</strong>mianis Tavis tvinis marjvena naxevarsfero, romelic<br />

uzrunvelyofs emociur impulsebs, roca beWdviT informacias pasuxobs<br />

marcxena - racionaluri. aqe<strong>da</strong>n gamomdinare vizualurad mowodebul<br />

informacias meti SesaZlebloba aqvs moaxdinos manipulireba a<strong>da</strong>mianis<br />

cnobierebით (pendikova . . . 2008:276). v. rozini sruliad marTebulad<br />

aRniSnavs: ,,dRes samomxmareblo bazars ipyrobs ara TviT sagani, aramed<br />

misi gamosaxuleba” (rozini 2004:203).<br />

reklamaSi didi mniSvneloba eniWeba simbolos gamoyenebas. simbolo<br />

qmnis a<strong>da</strong>mianis <strong>da</strong>mokidebulebas ama Tu im produqtis, momsaxurebis,<br />

firmis, organizaciis mimarT. simbolos niSvneloba mdgomareobs imaSi,<br />

rom is momentalurad aRiqmeba <strong>da</strong> ar saWiroebs enobriv gansxvavebebs,<br />

cnobili ingliseli grafikos-dizaineris d. ოლიგვის azriT yoveli<br />

101

eklama un<strong>da</strong> ganixilebodes im TvalsazrisiT, Tu rogor qmnis is<br />

simboloTa kompleqsს <strong>da</strong> rogoria produqtis imiji. (oligvi 2007).<br />

simbolos funqcia reklamaSi warmoadgens:<br />

1. a<strong>da</strong>miაnSi emociebis gamowvevis SesaZlebloba;<br />

2. informaciis lakonurad gadmocema;<br />

3. <strong>reklamis</strong> azrobrivi <strong>da</strong>tvirTvis gaZliereba.<br />

<strong>reklamis</strong> Seqmnis procesSi ganasxvaveben simbolizaciis sam ZiriTad<br />

jgufs, romelebsac momxmarebeli yvelaze met upiratesobas aniWebs.<br />

esenia: anTropologiuri, socialuri <strong>da</strong> kulturuli. (pendikova. . .<br />

2008:287-288)<br />

anTropologiuri simbolo efuZneba a<strong>da</strong>mianis sxeulis gamosaxulebas.<br />

reklama warmoadgens samyaros, romelSic cxovroben mxolod lamazi,<br />

statiuri, keTili <strong>da</strong> gulisxmieri a<strong>da</strong>mianebi, amitom reklama gviCvenebs<br />

adაmianis sxeulis im formebs, romlebic iTvleba silamazed konkretul<br />

drosa <strong>da</strong> kulturul sivrceSi. arsebobs mTeli rigi produqciisa,<br />

romelTa popularizacia xdeba momxibvleli qalis an mamakacis SiSveli<br />

an naxevrad SiSveli sxeulis gamoyenebiT. xSirad sxeulis calkeuli<br />

nawilebic warmodgeba <strong>da</strong>moukidebel simbolur gamosaxulebebad, riTac<br />

aniWebs sareklamo gamosaxulebas <strong>da</strong>matebiT mniSvnelobas. Mmag: tuCebi<br />

aRiqmeba rogorc seqsualurobis simbolo, Tvalebi gulaxdilobis <strong>da</strong><br />

interesis simbolod <strong>da</strong> a.S. anTropologiuri simbolos gamoyeneba<br />

emyareba fsiqologebis mtkicebulebebs imis Sesaxeb, rom seqsualuri<br />

motivebi warmoadgens yuradRebis mizidvis yvelaze universalur <strong>da</strong><br />

efeqtur saSualebas.<br />

socialuri simbolos jgufi<strong>da</strong>n a<strong>da</strong>mianze zemoqmedebis TvalsazrisiT<br />

yvelaze Zlier simbolos warmoadgens ojaxis simbolo. reklamaSi<br />

warmodgenili idealuri ojaxis xati (mosiyvarule lamazi col-qmari <strong>da</strong><br />

mSoblebi, bednieri, janmrTeli bavSvebi, keTilismsurveli <strong>da</strong> gulixmieri<br />

bebiebi <strong>da</strong> babuebi, romantiuli wyvilebi) mayurebelSi yovelTvis iwvevs<br />

<strong>da</strong>debiT emociebs, amitomac xSirad sxva<strong>da</strong>sxva saxis produqtis<br />

moxmarebis procesi naCvenebia ojaxur garemoSi. socialuri simboloebis<br />

jgufi<strong>da</strong>n zemoqmedebis TvalsazrisiT karg efeqts iZleva iseTi<br />

simboloebic, rogoricaa janmrTeloba, sakvebi, usafrTxoeba.<br />

102

kulturuli simbolo- konkretuli kulturisTvis <strong>da</strong>maxasiTebeli ideis<br />

materializebuli warmodgenaa. sxva<strong>da</strong>sxva kulturul sivrceSi<br />

tradiciebis <strong>da</strong> kulturuli memkvidreobis safuZvelze droTa<br />

ganmavlobaSi yalibdeba sxva<strong>da</strong>sxva simboluri gamosaxulebebi, romlebic<br />

Semdgom erTmaneTisgan ganasxvaveben qveynebs. reklama xSirad mimarTavs<br />

xelovnebis im nimuSis gamosaxulebas, romlebic romelime qveynis<br />

kulturul simbolos warmoadgens. magaliTad: franguli sunamoebis<br />

reklamebSi xSirad warmodgenilia cnobili eifelis koSki, berZnuli<br />

zeiTunis zeTis reklაmaSi iyeneben parTenonis taZris gamosaxulebas,<br />

italiuri alkoholuri sasmelis ,,martinis” Tanmxleb gamosaxulebas<br />

warmoadgens kolizeumi, egviptis produqciis <strong>reklamis</strong> gamosaxulebas -<br />

sfinqsi, pirami<strong>da</strong> <strong>da</strong> sxva. aseve, mimarTavs ferebs, romlebic droTa<br />

ganmavlobaSi ama Tu im qveyanaSi Camoyalibebuli ferTa simbolikis<br />

meSveobiT ascociaciurad gvakavSireben konkretul qveyanasTan.<br />

pozitiurad moqmedebs mayurebelze produqciis reklაmireba konkretuli<br />

qveynis geogrაfiuli adgilmdebareobis (geografiuli simbolo)<br />

saxasiaTo, lamazi peizaJebis fonze. magaliTad: qarTuli mineraluri<br />

wylebis ,,borjomis” <strong>da</strong> ,,likanis” reklamebi.<br />

sareklamo simbolos Seqmna rTuli procesia <strong>da</strong> moiTxovs bevr<br />

fiqrs. grafikos- dizainers rTuli amocanis ga<strong>da</strong>wyveta uxdeba - man<br />

sworad un<strong>da</strong> SearCios azrobrivi kodi, romelsac simbolos formiT<br />

warmoadgens <strong>da</strong> romelic misaRebi iqneba moxmareblisTvis.<br />

simboluri gamosaxulebis interpretaciisTvis a<strong>da</strong>mianma cnobierebaSi<br />

un<strong>da</strong> gaiaros ramdenime nabiWi, jer un<strong>da</strong> aRiqvas gamosaxuli obiqtebi<br />

pir<strong>da</strong>piri mniSvnelobiT, Semdeg un<strong>da</strong> moaxdinos maTi ganmarteba<br />

ga<strong>da</strong>taniTi mniSvnelobiT <strong>da</strong> Semdeg amokiTxuli mniSvnelobebi un<strong>da</strong><br />

<strong>da</strong>akavSiros <strong>reklamis</strong> SinaarsTan. aqe<strong>da</strong>n gamomdinare simbolurი<br />

gamosaxulebis Seqmnis procesSi sasurvelia grafikos-dizainerma ar<br />

mimarTos codnis iseT sferoebs, romlebic cnobili iqneba sazogadoebis<br />

mxolod viwro wrიsTvis an saWiroebs specialur ganaTlebas, radgan<br />

rTulad gasageb simbolos <strong>da</strong> mis araswor intepretacias SeuZlia<br />

sareklamo informaciis aRqmis gafuWeba.<br />

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gaSuqebis sixSiris safuZvelze kargad SerCeul efeqtur simbolos,<br />

nel-nela eCveva <strong>da</strong>mianis Tvali, amitom garkveuli periodis Semdeg,<br />

produqtis pir<strong>da</strong>piri Cveneba aRar warmoadgens saWiroebas, sakmarisia<br />

mxolod gamoCndes misi <strong>vizualuri</strong> simbolo <strong>da</strong> momxmarebeli imwamsve<br />

warmoidgens TviT produqts an momsaxurebas. magaliTad: cnobil<br />

sakomunikacio kompaniebis ,,bilainis” <strong>da</strong> ,,jeoselis” simboluri<br />

gamosaxulebebi a<strong>da</strong>mianTa cnobierebSi ukve gaigivebulia kompaniebis<br />

saqmianobis <strong>da</strong> momsaxurebis arsTan. xSirad iyenebs reklama e.w.<br />

gaucnobierebel simboloebsac - mofiqrebuli niSnebis an formebis<br />

saxiT, romelTac ar aqvT axsna, magram SeuZliaT gamoiwvion a<strong>da</strong>mianSi<br />

garkveuli saxis asociaciebi. rogorc aRniSnavs r barti niSani SeiZleba<br />

iyos garkveuli codnis Seswavlis obieqti. amave dros, igi ganxiluli<br />

un<strong>da</strong> iyos rogorc xedvis ibieqti, saWiroa gamoaSkaravebuli iqnas, Tu<br />

rogor moZraobs niSani mniSvnelobaTa velSi, un<strong>da</strong> Semoixazos misi<br />

moZraobis konfiguracia <strong>da</strong> ganxilul iqnas rogorc idea, bunebasTan<br />

a<strong>da</strong>mianis Tanaziarebis efeqturi saSualeba. (xi<strong>da</strong>Seli 2007:11).<br />

xSirad SevxvdebiT sareklamo gzavnilebSi sagnebis, cxovelebis,<br />

frinvelebis <strong>da</strong> mcenareebis simbolur gamosaxulebebsac. magaliTad:<br />

muxis gamosaxuleba sqeli fesvebiT, stabilurobis <strong>da</strong> simyaris<br />

asociacis iwvevs. qolgis gamosaxuleba - <strong>da</strong>culobis <strong>da</strong> myudroebis. aseT<br />

simboloebs xSirad mimarTaven sabanko <strong>da</strong>wesebulebi. lomi asocirdeba<br />

ZalauflebasTan, siZlieresTan <strong>da</strong> xSir SemTxvevaSi warmosdgeba<br />

saxelmwifos gerbze Zalauflebis simbolod, msgavsi simboloa gvirgvini<br />

is gamoxatavs upiratesobas, warmatebas, uflebamosilebas <strong>da</strong> didebas.<br />

jaWvi simbolurad gamoxatavs integrecias, kavSirs, simyares,<br />

erTobliobas, urTierTobas. spilo asocirdeba simdidresTan <strong>da</strong><br />

ZalasTan, cxeni- siswrafesTan <strong>da</strong> keTilSobilebasTan, yvavili-<br />

sinazesTan, gazafxulTan, sixarulTan. gamoCenili mxatvris- pablo<br />

pikasos mier <strong>da</strong>xatuli mtredi msoflio mSvidobis simboloa <strong>da</strong> a.S.<br />

informaciis epoqam ganapiroba is, rom kulturebi <strong>da</strong>uaxlovdnen<br />

erTmaneTs <strong>da</strong> tradiciul simboloTa gverdiT gaCn<strong>da</strong> internacionaluri<br />

simboloebi <strong>da</strong> popularuli sistemebi.<br />

104

amrigad, reklamaSi simbolos mniSvneloba mdgomareobs imaSi, rom<br />

is momentalurad aRiqmeba <strong>da</strong> ar saWiroebs enobriv gansxvavebebs.<br />

simbolo warmoadgens brens. grafikos dizainerma sworad un<strong>da</strong> SearCios<br />

azrobrivi kodi, romelsac simbolos formiT warmoadgens. simboluri<br />

gamosaxulebi<strong>da</strong>n a<strong>da</strong>mianma un<strong>da</strong> amoikiTxos azri, amoicnos masSi<br />

produqti, momsaxureba <strong>da</strong> garkveulwilad <strong>da</strong>inaxos misi upiratesobebi.<br />

§ VΙ. gare reklama saqarTveloSi. realoba <strong>da</strong> perspeqtivebi<br />

gare reklama <strong>reklamis</strong> iseTi informaciuli saSualebaa, romelSic<br />

prioritetulia sazogadoebrivi TavSeyris adgilebSi produqtis<br />

gamosaxulebis <strong>vizualuri</strong> aRqma. gare reklama erT-erTi yvelaze<br />

masStaburi informaciuli saSualebaa. is produqtiulad urTierTobs<br />

momxmarebelTan. misi gavrceleba <strong>da</strong>saSvebia qalaqis, soflis <strong>da</strong> sxva<br />

<strong>da</strong>saxlebul teritoriebze, ubnebsa <strong>da</strong> sagzao magistralebze<br />

adgilobrivi TviTmarTvelobis mier gacemuli nabarTvis safuZvelze.<br />

<strong>reklamis</strong> gavrceleba Tanxmdeba mesakuTresTan. mesakuTre SeiZleba iyos:<br />

saxelmwifo, kerZo iuridiuli piri, kerZo piri. ganisazRvreba gare<br />

<strong>reklamis</strong> formebi, zomebi, ganTavsebis fasebi <strong>da</strong> a. S.<br />

gare <strong>reklamis</strong> mxatvrul-esTetikur gamomsaxvelobis xarisxs didi<br />

mniSvneloba aqvs rogorc adresatze zemoqmedebis TvalsazrisiT aseve<br />

qalaqis esTetikuri galamazebis TvalsazrisiTac, radgan axali<br />

sareklamo formatebi garkveulwilad cvlian qalaqis iersaxes.<br />

germaneli <strong>reklamis</strong> analitikosi, mwerali k. strohmeieri sruliad<br />

marTebulad aRniSnavs: ,,axali sareklamo formebi, plakatebi <strong>da</strong><br />

manaTobeli reklamebi cvlian rogorc qalaqis iersaxes, aseve,<br />

a<strong>da</strong>mianebis urTierTobis formasac did qalaqSi” (strohmeieri 2004:46).<br />

saqarTveloSi am bolo wlebis ganmavlobaSi <strong>da</strong>mkvidr<strong>da</strong> gare<br />

<strong>reklamis</strong> Semdegi saxeebi:<br />

1. sareklamo abra;<br />

2. afiSa, baneri (plakati);<br />

3. sareklamo transparanti;<br />

5. sareklamo maniSnebeli;<br />

105

6. manaTobeli firniSi;<br />

7. sxva<strong>da</strong>sxva saxis eleqtrოtablo <strong>da</strong> ekrani;<br />

8. vitrinis reklamebi;<br />

9. saxuravis konstruqciebi;<br />

10. reklama transportze;<br />

gare <strong>reklamis</strong> <strong>da</strong>niSnulebas warmoadgens:<br />

a) miiqcios yuradReba- vizualurad un<strong>da</strong> iyos TvalSisacemi,<br />

esTetikurad mimzidveli.<br />

b) uzrunvelyos maRali kontaqti_ ferTa gama un<strong>da</strong> SeirCes ise, rom<br />

ar <strong>da</strong>Zabos mxedveloba. gasaTvaliswinebelia aseve, <strong>reklamis</strong> aRqmis<br />

xarisxi amindis sxva<strong>da</strong>sxva pirobebSi.<br />

g) Seicavdes minimalur informacias- teqsturi Setyobineba un<strong>da</strong><br />

Sedgebodes araumetes 7 sityvisagan <strong>da</strong> ikiTxebodes 30-50 m. manZilis<br />

<strong>da</strong>Sorebi<strong>da</strong>n.<br />

d) aRiqmebodes SezRudul sakontaqto droSi- quCaSi mimavalma<br />

a<strong>da</strong>mianma drois minimalur monakveTSi un<strong>da</strong> gaigos <strong>reklamis</strong> Sinaarsi<br />

(SevCuki 2007:27).<br />

sareklamo RonisZiebebis esTetikuri Rirebuleba ganpirobebulia,<br />

rogorc <strong>reklamis</strong> mxatvruli ga<strong>da</strong>wyvetis doniT, aseve TviT sareklamo<br />

obieqtebiT, amitom Tanamedrove gare <strong>reklamis</strong> Seqmnis procesSi didi<br />

mniSvneloba eniWeba dizain-obiqtis <strong>da</strong>proeqtebas. sityva dizaini<br />

warmoiSva inglisuri sityvisgan E”design”, rac <strong>da</strong>proeqtebas niSnavs <strong>da</strong><br />

iTvaliswinebs inJinerul-teqnikuri <strong>da</strong> mxatvruli Semoqmedebis<br />

erTobliobas. aucilebel pirobas warmoadgens kompoziciis principebis<br />

codna. cnobili rusi <strong>reklamis</strong> Teoretikosi p. ovCinikova samarTlianad<br />

aRniSnavs: ,,dizain saqmianobis aTviseba SeuZlebelia kompoziciis<br />

Teoriis Seswavlis gareSe” (ovCinikova 2009:72). kompoziciis <strong>da</strong>proqteba<br />

iwyeba <strong>vizualuri</strong> gamosaxulebis Seqmnamde <strong>da</strong> warmoadgens dizaineris<br />

gonebriv Sromas. Tanamedrove grafikuli dizainiს produqcia SeiZleba<br />

warmoadgendes or, an sammxrian vizualur gamosaxulebas, amitom<br />

kompoziciis organizaciis diapazonic metad gafarTov<strong>da</strong>. kompoziciuri<br />

agebis TvalsazrisiT, gamoyofen dizain-obieqtebis Semdeg ZiriTad<br />

106

formebs: sibrtyobrivs, frontalur-moculobiTs, moculobiT-<br />

sivrcobrivs <strong>da</strong> siRrmiseul-sivrcobrivs (ovCinikova 2009:72-73).<br />

sibrtyobrivi_ kompozicia, romelic Sedgeba sxva<strong>da</strong>sxva elementebisgan,<br />

romelic gamoisaxeba sibrtyeze. kompoziciaSi ar ,,ikiTxeba” moculoba<br />

<strong>da</strong> siRrme. sibrtyobrivi kompoziciis magaliTebia: safirmo NniSnebi,<br />

beWdviTi reklama, fuTis gaformeba, etiketebi.<br />

frontalur-moculobiTi _ kompozicia warmoadgens elementebis naerTs,<br />

romlebic gamoisaxeba erT sibrtyeze, magram tovebs siRrmis efeqts,<br />

rac perspqeqtivis kanonebis gamoyenebis saSualebiT xorcieldeba.<br />

magaliTebs vxvdebiT Senobebis fasadebis gaformebebSi, zogierTi<br />

bilbordebis <strong>da</strong> brაndmaurebis reklamebSi.<br />

moculobiT-sivrcobrivi _ kompozicia warmoadgens obieqtebis an<br />

detalebis kavSiris, romlebic ganTavsebulia sxva<strong>da</strong>sxva donesa <strong>da</strong><br />

sibrtyeze. am tipis kompoziciebi aRiqmeba erTi, ori an sami mxri<strong>da</strong>n,<br />

amitom maTi aRqma SesaZlebelia sxva<strong>da</strong>sxva kuTxi<strong>da</strong>n. aseTi tipis<br />

dizain-obieqtebis magaliTebia: <strong>da</strong>xlebis gaformeba, vitrinis reklamebi,<br />

sagamofeno stendebi.<br />

siRrmiseul- sivrcobrivi _ kompozicia, romelic qmnis sagnebis kavSirs<br />

sivrcesTaნ, romelSic es sagnebia ganTavsebuli. kompozicia aRiqmeba<br />

yvela mxri<strong>da</strong>n. aseT dizain- obieqtebis magaliTebia: sxva<strong>da</strong>sxva saxis<br />

sareklamo interierebi <strong>da</strong> Rrma vitrinebi.<br />

Uun<strong>da</strong> aRiniSnos, rom saqarTveloSi gare <strong>reklamis</strong> mimarT SeiniSneba<br />

profesiuli <strong>da</strong> SemoqmedebiTi midgomis deficiti. jer kidev mravlad<br />

vxe<strong>da</strong>vT qarTul enaze Targmnil ucxouri warmoebis, an <strong>da</strong>savlur<br />

reklamebTan stilisturad gaigivebul gamosaxulebebs, rac<br />

ganpirobebulia imiT, rom qveyanaSi jer kidev umeteswilad ucxouri<br />

warmoebis produqciaa, aseve, imiT, rom reklama qveynisTvis axali<br />

sferoa, amitom misi Serwyma qveynis kulturasTan Camoyalibebis<br />

procesSia. quCebSi <strong>da</strong>montaJebul sareklamo firniSebze <strong>da</strong><br />

bilbordebze ZiriTa<strong>da</strong>d vxe<strong>da</strong>vT erTi <strong>da</strong> igive suraTs: produqciis<br />

pir<strong>da</strong>pir foto-reklamas an qalis Tu mamakacis fotogamosaxulebebs,<br />

romlebic TavianTi momxibvlelobis <strong>da</strong> statiuri formebis meSveobiT<br />

warmoaCenen produqts an momsaxurebas, rac warmoadgens <strong>reklamis</strong> erT-<br />

107

erT yvelaze martiv ileTs. xSir SemTxvevaSi ar ikiTxeba kavSiri<br />

gamosaxulebasa <strong>da</strong> teqstur informacias Soris. magaliTad: malamo<br />

,,kolxuris” reklama (suraTi 89), romelSic mimRimari gogonas<br />

gamosaxuleba ufro gamodgebo<strong>da</strong> kbilis pastis an stomatologiuri<br />

klinikis reklamad. Ggamosaxulebis Sinaarsobrivi kavSiri samkurnalo<br />

malamosTan ki gaugebaria. samwuxarod aseTi tipis SeuTanxmeblobas<br />

gamosaxulebasa <strong>da</strong> teqstur informacias Soris, gare <strong>reklamis</strong><br />

saxeobebSi jer- jeroboT mravlad vxvdebiT.<br />

<strong>reklamis</strong> aRqmis specifiki<strong>da</strong>n gamomdinare SeiniSneba teqstis <strong>da</strong><br />

gamosaxulebis ganlagebis ucodinarobac. sareklamo kompoziciis Seqmnis<br />

procesSi sasurvelia formatze gamosaxulebis <strong>da</strong> teqstis ganlagebis<br />

Tanmimdevrobis gaTvaliswineba. <strong>da</strong>mtkicebulia, rom a<strong>da</strong>miani pirvel<br />

rigSi yuradRebas aqcevs ilustracias, Semdeg saTaurs <strong>da</strong> bolos teqsts.<br />

aqe<strong>da</strong>n gamomdinare, sasurvelia, sareklamo formatSi Tav<strong>da</strong>pirvelad<br />

moTavsdes gamosaxuleba, Semdeg slogani <strong>da</strong> bolos <strong>da</strong>matebiTi<br />

informacia. aseTi ganlagebis gaTvaliswineba xels Seuwyobs a<strong>da</strong>mianis<br />

mier sareklamo informaciis swraf <strong>da</strong> martiv aRqmas.<br />

reklamebSi xSirad <strong>da</strong>rRveulia qarTuli enis siwmindec, rac yovlad<br />

miuRebelia. <strong>reklamis</strong> enas iseTive erovnuli <strong>da</strong> mxatvruli funqcia<br />

akisria, rogorc Teatris sceni<strong>da</strong>n, kino <strong>da</strong> teleekrani<strong>da</strong>n warmoTqmul<br />

sityvas. reklama garkveulwilad warmoadgens sarkes, romelSic irekleba<br />

sazogadoebis lingvokulturuli Taviseburebani <strong>da</strong> cxovrebis stili.<br />

samwuxaroa is faqti, rom dRvandel sareklamo abrebSi naklebi<br />

yuradReba eqceva teqstis sworad Sedgenas. is xSirad <strong>da</strong>maxinjebulia.<br />

saqarTvelos teritoriaze qarTul enas saxelmwifo enis statusi aqvs<br />

<strong>da</strong>kanonebuli, es imis niSnavs, rom yovel sareklamo mowodebas<br />

Tav<strong>da</strong>pirvelad un<strong>da</strong> amSvenebdes qarTuli teqsti <strong>da</strong>, mxolod Semdeg,<br />

ucxoenovani. samwuxarod bevr sareklamo abraSi <strong>da</strong>rRveulia qarTuli<br />

enis es konstituciuri ufleba.<br />

<strong>reklamis</strong> kanonebis ucodinarobas amtkicebs warwerebSi inglisuri<br />

sityvebis uTargmnelad gadmotana qarTuli aso-niSnebiT. msgavsi<br />

magaliTebis Sesaxeb ilia WavWavaZe jer kidev 1886 wels wer<strong>da</strong>: ,,Zalian<br />

<strong>da</strong>gvaretiana ,,evropeizmobam ” (WavWavaZe 1991:39). profesori iuri<br />

108

ibileiSvili statiaSi ,,kidev erTxel qarTuli enis Sesaxeb”, sruliad<br />

marTebulad aRniSnavs: ,,ucxo sityva, am SemTxvevaSi inglisuri sityva,<br />

inglisuri anbaniT un<strong>da</strong> <strong>da</strong>iweros. srul uwignurobas avlens is, vinc<br />

Senobas inglisuri sityvebis qarTuli anbaniT aseT warweras gaukeTebs:<br />

,,aWara Treveli”, ,,amerikan eqspres Trevel servisi” <strong>da</strong> sxva<br />

(bibileiSvili 2003 #14). marTlweris TvalsazrisiT gaumarTavi <strong>reklamis</strong><br />

magaliTia q. baTumis erT-erT centralur quCaze mdebare tansacmlis<br />

maRaziis reklama (suraTi 90). qalaqis quSebSi, xSirad SexvdebiT aseve,<br />

sareklamo abrebs warweriT: ,,Hotel”, aseTi warwera miuRebelia im<br />

TvalsazrisiT, rom qarTul enaSi gvaqvs am inglisuri sityvis Sesatyvisi<br />

sityva ,,sastumro”. marTebuli iqneba Tu abraze <strong>da</strong>iwereba jer qarTuli<br />

sityva <strong>da</strong> mxolod Semdeg ucxoenovani.<br />

enisadmi upativcemuloba vlindeba stilisturad gaumarTav<br />

wina<strong>da</strong>debebSic. mag: q. samtrediis sadgurTan axlos gamokrul erT-erT<br />

sareklamo abraze weria: ,,gayidvaSia FfoTuri piva”, rac rusuli<br />

sareklamo teqstis Targmans warmoadgens: ,,в продаже пиво”, stilisturad<br />

gamarTuli iqnebo<strong>da</strong> warwera: ,,iyideba foTuri ludi” samwuxarod aseTi<br />

tipis sareklamo mowodebebs arc Tu ise iSviaTad SevxvdebiT.<br />

qveyanaSi gare <strong>reklamis</strong> primitiuli saxe aixsneba, ramdenime<br />

mniSvnelovani faqtoris arsebobiT:<br />

1. sabWoTa xelisuflebis periodSi konkurenciis ar arsebobam<br />

qveyanaSi xangrZlivi droTi SeaCera <strong>reklamis</strong> ganviTareba, ramac<br />

gamoiwvia sakmaod sagrZnobi CamorCena evropasa <strong>da</strong> amerikaSi mimdinare<br />

ekonomikuri <strong>da</strong> aqe<strong>da</strong>n gamomdinare sareklamo procesebisgan. evropasa <strong>da</strong><br />

amerikaSi ,,<strong>reklamis</strong> bumi” emTxveva omisSemdgom periods, roca iwyeba<br />

farTo mოxmarebis produqciis masiuri warmoeba <strong>da</strong> sxva<strong>da</strong>sxva saxis<br />

garTobebis kultis Camoyalibeba. saqarTveloSi, sul ramdenime welia,<br />

rac SeiniSneba konkurenciis zr<strong>da</strong> <strong>da</strong> produqciis mravalferovneba,<br />

amitom qarTuli reklama jer gansakuTrebiT konkretulia. aseve, Cveni<br />

qveynis sareklamo propagan<strong>da</strong> garkveulwilad jer kidev emyareba<br />

politikuri propagandis trdiciebis gadmonaSTebs. Tanamedrove<br />

kreatorebi ver ganTavisufldnen reklamaSi tradiciuli vizualur<br />

109

saSualebebis gamoyenebisgan, aseve, sloganebisgan, romlebic maTi<br />

pir<strong>da</strong>pirobis gamo Zalze gvagonebs Zvel lozungebs.<br />

2. sareklamo firmebs ZiriTa<strong>da</strong>d <strong>da</strong>mkveTebi karnaxoben TavianT<br />

mosazrebebs <strong>da</strong> sqemebs, xSir SemTxvevaSi araoptimalurss. <strong>da</strong>mkveTi<br />

Tvlis, rom vinc ,,debs did fuls” reklamaSi, is aris ganmkargulebeli<br />

mis ideur, mxatvrul-esTetikur gamosaxvazec, rac sakmaod agdebs<br />

<strong>reklamis</strong> xarisxs. meore mxriv, es ganpirobebulia imiT, rom sareklamo<br />

sferoSi jer ar arseboben mkveTrad gamovlenili avtoritetebi, iseTebi,<br />

rogorebic arian <strong>da</strong>savleTis qveynebSi <strong>da</strong> romelTa arseboba<br />

aucilebelia.<br />

3. jer-jerobiT sustia <strong>reklamis</strong> Semswavleli saswavlo bazebi<br />

samxatvro akademiasa <strong>da</strong> xelovnebis universtetebSi, ar arsebobs<br />

sareklamo saqmianobis Semswavleli specialuri saswavlo<br />

<strong>da</strong>wეsebulebebi (romelTa simravle didi xania SeiniSneba evropaSi,<br />

amerikasa <strong>da</strong> ruseTSi), sa<strong>da</strong>c SesaZlebeli iqneba grafikuli dizainis<br />

Teoriis <strong>da</strong> praqtikis Seswavla. aseTi saswavleblebis <strong>da</strong>arseba<br />

aucilebelia kvalificiuri specialistebis mosamzadeblad.<br />

4. dRes sareklamo saagentoebSi umeteswilad <strong>da</strong>saqmebulni arian<br />

a<strong>da</strong>mianebi, romlebic kargad floben garkveul kompiuterul programebs,<br />

magram ar gaaCniaT spacialuri mxatvruli ganaTleba. (magaliTad:<br />

baTumSi arsebuli sareklamo saagento ,,Gama fromotion”, sa<strong>da</strong>c sruldeba<br />

teqnikuri <strong>da</strong> beWdviT saxis samuSaobebi, magram iq momaSave<br />

specialistebi ver qmnian kreatiul reklamebs, radgan ar gaaCniaT<br />

saTanado mxatvruli ganaTleba). rogorc avRniSneT, sityva- dizaini<br />

gulisxmobs sainJinro-teqnikuri <strong>da</strong> mxatvruli Semoqmedebis<br />

erTobliobas. grafikos-dizaineris wodeba ki kompiuteruli programebis<br />

codnis gar<strong>da</strong>, iTvaliswinebs specialur mxatvrul ganaTlebas, rac<br />

anviTarebs aucilebel profesiuli unar_ Cvevebs <strong>da</strong> mxatvrul xedvas.<br />

aseve, moiTxovs iseT Tvisebebs, rogoricaa: metaforiuli azrovnebis <strong>da</strong><br />

fantaziis unari, kompoziciis <strong>da</strong> feris grZnoba. <strong>reklamis</strong> Teoretikosi<br />

r. ovCinikova sruliad marTebulad Tvlis, rom naxati aris FfuZe<br />

<strong>reklamis</strong> grafikuli dizainisa im SemTxvevaSic ki, roca is Seqmnilia<br />

kompiuteruli saSualebebiT (ovCinikova 2009:142). <strong>da</strong>kvirvebebi aCvenebs,<br />

110

om profesionali mxatvrebis mier samyaros mxatvruli xedva,<br />

SemoqmedebiTi niWi <strong>da</strong> <strong>da</strong>xvewili esTetikuri gemovneba amdidrebs<br />

<strong>reklamis</strong> gamomsaxvelobas. mxatvrebs SeaqvT masSi individualuri<br />

mxatvruli stili, gamosaxvis sakuTari meTodebi <strong>da</strong> SeuZliaT<br />

pragmatuli <strong>da</strong> komerciuli Sinaarsis reklama aiyvanon maRali<br />

xelovnebis donemde.<br />

A amJamad, saqarTveloSi <strong>reklamis</strong> yvela saxeobaSi SeimCneva sxva<strong>da</strong>sxva<br />

saxis sareklamo aqciebis simravle, rac ganapirobebulia mosaxleobis<br />

sagrZnobi nawilis cxovrebis donis gauaresebiT. momxmarebeli naklebad<br />

yidulobs produqcias. am SemTxvevaSi <strong>da</strong>mkveTi iZulebuli xdeba<br />

Seqmnas SeRavaTiani pirobebi momxmareblisTvis <strong>da</strong> sTavazobs mas<br />

sxva<strong>da</strong>sxva saxis sareklamo aqciebs, magaliTad: grandiozul<br />

fas<strong>da</strong>klebebs, erTi pruduqtis SeZenis safuZvelზe meoris saჩuqrad<br />

micemas, sasaCuqre baraTebs <strong>da</strong> a.S. gamomdinare iqe<strong>da</strong>n, rom gare reklama<br />

Zviri siamovnebaa, <strong>reklamis</strong> <strong>da</strong>mkveTebi umeteswilad mimarTaven<br />

beWdviTi <strong>reklamis</strong> Se<strong>da</strong>rebiT iaf saxeobebs, iseTebs, rogoricaa<br />

bukleti <strong>da</strong> broSura. maTi meSveobiT isini sTavazoben momxmarebels<br />

sxva<strong>da</strong>sxva saxis SeRavaTebs produqciaze. broSurebis gavrceleba<br />

xorcieldeba specialuri <strong>reklamis</strong> agentebis meSveobiT. isini arigeben<br />

sareklamo informacias <strong>da</strong>wesebulebebsa <strong>da</strong> organizaciebSi. ramdenime<br />

<strong>da</strong>wეsebulebaSi moZiebuli informaciis safuZvelze reklamirebis aseTi<br />

meTodi moqmedebs. magaliTad: eleqtroteqnikis maRazia _ ,,teqnobumma”<br />

gaavrcela sareklamo broSurebi, romlebsac Tan axl<strong>da</strong> gazeTebi <strong>da</strong><br />

momgebiani latაrიis bileTebi <strong>da</strong> amiT garkveulwilad miizi<strong>da</strong><br />

momxmarebeli. mogebis surviliT misuli a<strong>da</strong>miani (miuxe<strong>da</strong>vad imisa<br />

SeiZina Tu ara man raime), TviTon xdeba <strong>reklamis</strong> matarebeli, cudis an<br />

kargis. es ukve gaaCna maRaziaSi arsebul fasebs, SemoTavazebebs <strong>da</strong><br />

momsaxureobas. am ukanasknelis xarisxic aseve mniSvnelovani faqtoria<br />

gayidvebis amaRlebis procesSi. eleqtroteqnikis maRazia_ ,,iraom“<br />

ekonomikuri krizisis viTarebaSi iafad, magram mainc gayi<strong>da</strong> Tavisi<br />

saqoneli reklamirebis msgavsi meTodis gamoyenebiT. afTiaqebma ,,jps,<br />

,,psp” <strong>da</strong> ,,aversma” gayidul medikაmentebze sasaCuqre qulebis, Semdgom<br />

ki momgebiani bileTebis mofiqrebiT, garkveulwilad <strong>da</strong>isakuTres <strong>da</strong><br />

111

ga<strong>da</strong>inawiles momxmarebeli, bankebi masობრივად mimarTaven sxva<strong>da</strong>sxvagvar<br />

SeRavaTebs procentul ga<strong>da</strong>saxadebze <strong>da</strong> anabrebze, satelefono<br />

kompaniebi- salaparako wuTebze. mimzidvelia momxmareblisTvis<br />

vitrinebze gamoqveynebuli fas<strong>da</strong>klebebic <strong>da</strong> a.S. un<strong>da</strong> aRiniSnos isic,<br />

rom am etapze qarTuli reklama xSirad mimarTavs patriotizmis<br />

grZnobas, risTvisac argumentad iyenebs produqtis naturalur xasiaTs<br />

<strong>da</strong> <strong>da</strong>mzadebis istoriul tradiciebs. es yvelaferi aris magaliTi imisa,<br />

rom reklama eZebs axal-axal gzebs <strong>da</strong> meTodebs imisTvis, rom gayidos<br />

<strong>da</strong> isev gayidos!.<br />

§ VΙΙ. kreativis mniSvneloba vizualur reklamaSi<br />

reklama warmoadgens a<strong>da</strong>mianis moRvaweobis iseT sferos, romelic<br />

gamudmebiT saWiroebs siaxleebis Ziebas. is, rac reklamaSi efeqturi iyo<br />

guSin, aRar moqmedebs dRes, amitom swrafad icvleba misi formebi <strong>da</strong><br />

mxatvrul-esTetikuri ga<strong>da</strong>wyvetis Tavisevburebani. dRes, primitiuli <strong>da</strong><br />

usaxuri reklama aRar amaxsovrdeba a<strong>da</strong>mians. Tanamedrove teqnologiebis<br />

<strong>da</strong> fsiqologiuri faqtorebis gamoyenebiT reklamas SeuZlia miipyros<br />

a<strong>da</strong>mianis mxolod uneblie yuradReba, magram reklama ver ga<strong>da</strong>iyvanas<br />

a<strong>da</strong>mianis yuradRebas nebismier (aqtiur) fazaSi, Tu sustia misi<br />

esTetikuri mimzidveloba, sloganis efeqturoba an ideis gadmocemis<br />

originaloba. STambeW<strong>da</strong>vi gamosaxulebis <strong>da</strong> efeqturi sloganis gareSe<br />

yvelaze mkveTri manaTobeli yuTic ki sul ramdenime wamis Semdeg<br />

,,Caqreba” a<strong>da</strong>mianis mexsierebaSi (Tu momxmarebeli specialurad ar eZebs<br />

konkretul reklamas). <strong>da</strong>kvirvebebi aCvenebs, rom dRes, sareklamo<br />

gamosaxulebis Seqmnis procesi teqnikuri saSualebebis TvalsazrisiT<br />

dRiTidRe viTardeba, xolo SemoqmedebiTi midgomis_ ideur <strong>da</strong> mxatvrul-<br />

stilisturi gamosaxvis Ziebis TvalsazrisiT ki Zalze primitiuli <strong>da</strong><br />

ugemovnoa. samwuxarod, jer-jerobiT <strong>reklamis</strong> Seqmnis procesSi naklebi<br />

yuradReba eTmoba SemoqmedebiT Ziebas. <strong>vizualuri</strong> reklama ar iqneba<br />

maRal produqtiuli, Tu is efuZneba mxolod marketingul <strong>da</strong><br />

fsiqologiur safuZvlebs. ucilebelia SemoqmedebiTi midgoma, rac<br />

ganapirobebs momxmarebelze metad efeqtur zemoqmedebas. cnobili<br />

<strong>reklamis</strong> Teoretikosi p. ovCinikova sruliad marTebulad aRniSnavs:<br />

112

,,SemoqmedebiTi miznis realizacia, pruduqtis an momsaxurebis <strong>reklamis</strong><br />

koncefciis saxiT, <strong>reklamis</strong> funqciis Sesrulebis aucilebeli piroba<br />

xdeba. sityva dizainis farTo cnebaSi igulisxmeba ideis, Canafiqris<br />

gadmocemis originaloba <strong>da</strong> silamaze” (ovCinikova 2009:340).<br />

gamomdinare iqe<strong>da</strong>n, rom sazRvargareTis ganviTაrebad qveynebSi<br />

mimdinare sareklamo procesebis fonze saqarTvelo jer kidev <strong>da</strong>mwevis<br />

rolSia, qarTul sivrceSi siaxled warmodgeba <strong>da</strong>savleTSi ukve moqmedi<br />

reklamebis saxe <strong>da</strong> saxeobebi, magram un<strong>da</strong> aRiniSnos, rom erTi<br />

sakiTxia saubari teqnologiuri reklაmis perspeqtivebze <strong>da</strong> meore<br />

sakiTxia saubari <strong>da</strong>savluri teqnologiebis gadmokopirebiT qarTuli<br />

kreatiuli <strong>reklamis</strong>NniSan_Tvisebebis Ziebis <strong>da</strong> warmoCenis perspeqtivebis<br />

Sesaxeb. es metad rTuli procesia <strong>da</strong> saWiroebs profesionalur <strong>da</strong><br />

SemoqmedebiT midgomas, saintereso ideebis <strong>da</strong> sakuTari qveynis<br />

produqciisTvis <strong>da</strong> kulturisTvis <strong>da</strong>maxasiaTebeli unikaluri niSan-<br />

Tvisebebis Ziebas. aseve, yvelaze mniSvnelovans – qveynaSi sakuTari<br />

mrewvelobis ganviTarebas. ibadeba kiTxva: Tu rogor un<strong>da</strong> ganviTardes<br />

momavlis reklama saqarTveloSi, raSi gamoixateba <strong>da</strong> ra mniSvnelobas<br />

warmoadgens kreativi reklamaSi?. imisTvis rom gavigoT Tu ras<br />

gulisxmobs SemoqmedebiTi midgoma reklamaSi, kerZod gare reklamaSi,<br />

sasurvelia: 1. SeviswavloT msoflio masStabis <strong>reklamis</strong> kreatorTa<br />

namuSevrebi. 2. gavecnoT Tanamedrove teqnologiur reklamaSi mimdinare<br />

siaxleebs. magaliTad: kreatiuli <strong>reklamis</strong> SesaniSnav magaliTis<br />

warmoadgens cnobili italieli grafikosis, <strong>reklamis</strong> geniosis- armando<br />

testas mier saburavebis gamomSveb firma- ,,pirelli”-sTvis Seqmnili erT-<br />

erTi SesaniSnavi reklama (suraTi 91). armando testam namuSevarSi<br />

gamosaxa spilo, romlis eSvebs Soris, xorTumis <strong>da</strong> Tavis magivrad<br />

gamosaxulia avtomanqanis saburavi, romelic kompoziciaSi stilisturad<br />

aris Serwymuli spilos gamosaxulebasTan <strong>da</strong> qmnis erTian<br />

mxatvrul formas. mxatvarma spilos gamosaxulebas simboluri<br />

<strong>da</strong>tvirTvaAmianiWa. rogorc cnobilia spilo- Zlieri, dumarcxebeli,<br />

masiuri formis cxovelia. spilos gamosaxulebasTan saburavis<br />

stilisturi gaerTianebiT ki igivi Tvisebebi SesZina produqcias <strong>da</strong><br />

yovelgvari teqsturi informaciis <strong>da</strong> sloganis gareSe araCveulebrivad<br />

113

gamokveTa <strong>reklamis</strong> Sinaarsi. avtors kargad aqvs SerCeuli<br />

koloritic, SesaniSnavad aqvs miRweuli formaTa <strong>da</strong> ferTa lakonuroba,<br />

rac erTi SexedviT gamosaxulebas Sesrulebis simartivis moCvenebiT<br />

iluzias uqmnis. armando testas saburavebis reklama gamorCeva ideis<br />

originaluri, saintereso gamosaxviT <strong>da</strong> warmodgenili pruduqciis<br />

Zalzed efeqturi reklamiT.<br />

sainteresoa cnobili germanuli brendi ,,adi<strong>da</strong>s”-is sportuli<br />

bucebisTvis Seqmnili sareklamo firniSic (suraTi 92). namuSevarSi<br />

fexsacmelis gamosaxuleba Tavisi moyvanilobiT qmnis avtomanqana-<br />

limuzinis formas. avtorma ori erTmaneTisgan gansxvavebuli<br />

sagnisgan Seqmna erTi mxatvruli forma, ris safuZvelzec, mayurebeli<br />

garkveuli saerTo maxasiaTeblebis warmodgeniT, uneblied akavSirebs am<br />

or gansxvavebul sagans erTmaneTTan. avtomanqanis gamosaxuleba<br />

a<strong>da</strong>mianSi iwvevs iseT asociaciebs, rogoricaa komforti, siswrafe,<br />

ga<strong>da</strong>adgilebis Tavisufleba. avtoris mier Cadebuli kodis mixedviT<br />

avtomanqana warmoaCens sportuli bucis igive Tvisebebs <strong>da</strong> aqe<strong>da</strong>n<br />

gamomdinare aRiqmeba <strong>reklamis</strong> Sinaarsic. namuSevarSi kargad aris<br />

SerCeuli ferTa gamac- kompoziciis Sav-TeTri koloriti xazs usvams<br />

cnobili brendis solidurobas. u<strong>da</strong>voa ideis originaloba <strong>da</strong> mxatvrul-<br />

esTetikuri ga<strong>da</strong>wyvetis momxibvleloba. <strong>reklamis</strong> Sinaarsi ki, msgavsad<br />

armando testas namuSevrisa, Zalzed martivad aRiqmeba.<br />

Canafiqris originalobiT gamorCeva erT-erTi <strong>da</strong>savluri warmoebis<br />

reklama transportzec (suraTi 93). avtobusis ukana nawilze<br />

warmodgenilia Sewuxebuli mamakacis saxe, romlic gamosaxulia<br />

avtobusze ise, rom piris adgili avtobusis mayuCis adgilmdebareobas<br />

emTxveva. mayuCi<strong>da</strong>n gamonabolqvi sawvavis kvamli a<strong>da</strong>mianis gamosaxulebis<br />

pira<strong>da</strong>n amosunTquli Tambaqos kvamlis imitacias tovebs. Ggamosaxulebas<br />

gverdiT axlavs warwera: ,,feel like quitting?-ganwyobilni xarT rom<br />

<strong>da</strong>aneboT?. warweris qveviT ki Tambaqos sawinaaღmdego medikაmenturi<br />

saSualebis suraTia moTavsebuli. reklama gamoirCeva ideis originaluri<br />

gamosaxviT.<br />

K kreatiuli <strong>reklamis</strong> Seqmnis mcdelobis magaliTs warmoadgens q.<br />

baTunSi, 26 maisis quCaze arsebuli meltalo-plasmasis kar-fanjris<br />

114

<strong>da</strong>mamzadebeli erT-erTi saamqros sareklamo firniSi,romelsac aweria:<br />

,,XXs-Si fanjrebs xatav<strong>da</strong> salvador <strong>da</strong>li, XXΙs-Si ki, fanjrebs vxatavT<br />

Cven” (suraTi 94). reklamaSi Cans ideis originalurad gadmocemis<br />

mcdeloba, magram reklama sustia rogorc teqsturi, aseve mxatvruli<br />

TvalsazrisiTac. un<strong>da</strong> aRiniSnos, rom Tu gamoCenili mxatvari s. <strong>da</strong>li<br />

xatav<strong>da</strong> kidec fanjaras namuSevarSi, is xatav<strong>da</strong> mas, rogorc<br />

kompoziciis Semadgenel erT-erT elements, amitom arasworia wina<strong>da</strong>debis<br />

aqcentireba Semdegnairad: ,,XXs-Si fanjrebs xatav<strong>da</strong> salvador <strong>da</strong>li”.<br />

gar<strong>da</strong> amisa, konkretul saamqroSi ar mimdinareobs SemoqmedebiTi<br />

saxis samuSaobebi magaliTad: fanjris dizaini an moxatva, amitom<br />

ga<strong>da</strong>taniTi mniSvnelobiTac ki ,,xmamaRali” naTqvamia: ,,XXΙs-Si fanjrebs<br />

vxatavT Cven”. azrobrivi TvalsazrisiT susta<strong>da</strong>a Sedgenili<br />

Tanamedroveobaze mimaniSnebeli gamosaxulebac.M magaliTad: gaugebaria<br />

kompoziciis centraluri figuris _ naxevrad SiSveli qalis<br />

gamosaxulebis kavSiri <strong>reklamis</strong> SinaarsTan. mxatvrobaze <strong>da</strong><br />

Semoqmedebaze mianiSnebs mxolod kompoziciaSi meore planze,<br />

gancalkevebiT mdgomi molbertis gamosaxuleba, romlis kavSiri<br />

kompoziciis <strong>da</strong>narCen detalebTan Zalze sustad aris gamovlenili.<br />

gavaanalizoT <strong>da</strong>savleTis qveynebSi kreatiuli midgomiT Seqmnili<br />

Tanamedrove gare teqnologiuri reklamebi. magaliTad: san-franciskoSi<br />

avtobusis gaCerebeze <strong>da</strong>idga manaTobeli firniSebi e.w. ,,siti<br />

formatebi”, romelSic CamontaJebulia interaqtiuli TamaSebi (suraTi<br />

95). reklama gaTvlilia imaze, rom transportis molodinis<br />

periodSi a<strong>da</strong>miani gaerTos. es konkretuli reklama aris kargi magaliTi<br />

ormxrivi urTierTkavSirisa- <strong>reklamis</strong> a<strong>da</strong>mianTan. erTi mxriv reklama<br />

qmnis a<strong>da</strong>mianisTvis komfortul <strong>da</strong> azartul garemos, more mxriv aseTi<br />

meTodiT efeqturad zemoqmedebas masze, radgan mowonebis<br />

SemTxveveSi a<strong>da</strong>mians uCndeba am konkretuli TamaSebis gagrZelebis<br />

survili <strong>da</strong> azarti. <strong>reklamis</strong> vizualur aRqmas emateba SexebiT<br />

aRqmac, rac Zalian efeqturia <strong>reklamis</strong> zemoqmedebisTvis.<br />

axali zelandiis sareklamo saagento ,,DDB “-m turistuli telearxi_<br />

,,Travel Channel” – sTvis SeimuSva sakmaod saintereso reklama. (suraTi 96).<br />

sareklamo ideis demonstrirebisTvis 2010 wlis ivlisSi, qveynis savaWro<br />

115

centrebSi <strong>da</strong>montaJ<strong>da</strong> siti-formatebi, romelTa erT mxares gamosaxuli<br />

iyo sxva<strong>da</strong>sxva qveynebsa <strong>da</strong> kontinentebze mcxovrebi mosaxleobis<br />

fotoebi sloganiT: ,,bringing the world to you” (mogawodebT msoflios)<br />

qveviT ki ewera: ,,Semouare meore mxri<strong>da</strong>n”. sitiformatis meore mxares<br />

ganlagebuli iyo ori patara fanjara- CamontaJebuli stereoskopiuli<br />

saTvaleebiT. fanjaraSi gaxedvis dros, saTvaleebis meSveobiT,<br />

a<strong>da</strong>mianis Tvalwin iSlebo<strong>da</strong> sxva<strong>da</strong>sxva kulturis mqone qveynebis<br />

ulamazesi peizaJebi <strong>da</strong>xedebi. iqmneba sxva<strong>da</strong>sxva qveyanebSi<br />

mogzaurobis iluzia. reklama aRZravs a<strong>da</strong>mianSi survils<br />

mogzaurobisken, exmareba mas qveynis arCevanSi.<br />

kargi Sedegi gamoiRo braziliis sareklamo saagento- ,,Artplan” -is<br />

originalurma reklamam braziliis turistuli saagentos ,,Embratur”-is<br />

gamokvlevam aCvena, rom qveyanas yovelwliurad stumrob<strong>da</strong> turistebis<br />

mxolod 20%. turistebis mosazi<strong>da</strong>d sareklamo saagentom moifiqra <strong>da</strong><br />

SeimuSava originaluri idea: 2011 wlis 1 ianvars milanSi, Semdeg ki<br />

evropis yvela udides qveynebSi avtobusis gaCerebebze <strong>da</strong>idga siti-<br />

formatebi - braziliis peizaJebis <strong>da</strong> kaSkaSa mzis gamosaxulebiT,<br />

romelsac axl<strong>da</strong> slogani - ,,igrZeni braziliis siTbo” (suraTi 97).<br />

konstruqciaSi mzis gamosaxulebis ukan CamontaJebuli iyo specialuri<br />

infrawiTeli gamaTbobeli, romelic aTbob<strong>da</strong> a<strong>da</strong>mians transportis<br />

molodinis periodSi. reklama gaTvlilia imaze, rom Seqmnas braziliSi<br />

arsebuli Tbili <strong>da</strong> mziani garemo. zemoqmedebis TvalsazrisiT reklama<br />

Zalzed efeქturi aRmoCn<strong>da</strong>. kompaniis Sedegebis mixedviT braziliaSi<br />

gamgzavrebis msurvelTaTvis gayiduli bileTebis raodenoba 36%-iT<br />

gaizar<strong>da</strong>.<br />

SemoqmedebiTi midgomis TvalsazrisiT, sainteresoa aseve, erT-erTi<br />

ucxouri sareklamo saagentos ,,Colle+mcvoy” –is mier yavis kafeebis<br />

,,Caribou Coffee” qselisTvis Seqmnili funqciuri gare reklama, romlebic<br />

aseve, <strong>da</strong>montaJebulia avtobusis gaCerebebze (suraTi 98). avtobusis<br />

gaCerebis ექსტერიერი და ინტერიერი ga<strong>da</strong>wyvetilia ise, rom vizualurad<br />

waagavs gazis quras. konstruqciis Si<strong>da</strong> nawilSi Camontaჟebulia<br />

eleqtrოspirali, romelic gamoscems siTbos. gverdiT kedelze ki<br />

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moTavsebuli sareklamo firniSi, romelzec cxeli yava <strong>da</strong> hoT-dogia<br />

gamosaxuli. gamosaxulebas uZRvis slogani – Hot, n Vholesome,, (,,cxeli<br />

<strong>da</strong> sasargeblo”), reklama gaTvlilia, imaze, rom civ amindSi Seqmnas<br />

konkretul kafeSi arsebuli Tbili <strong>da</strong> sasiamovno garemo. u<strong>da</strong>voa<br />

avtoris sazrianoba <strong>da</strong> SemoqmedebiTi niWi.<br />

avtoris fantaziis unaris kargi magaliTia erT-erTi saRebavebis<br />

firmis ,,coops paints” reklama, romelic warmoadgens reklamas, rogorc<br />

arqiteqturis Semadgenel elements <strong>da</strong> garkveulwilad aRiqmeba,<br />

monumenturi ferweris magaliTad (suraTi 99). avtors SesaniSnavad aqvs<br />

mofiqrebuli qili<strong>da</strong>n gadmoRvrili saRebavis <strong>vizualuri</strong> efeqti.<br />

efeqturad aqvs SerCeuli ferebic. reklama masStaburia, moculi aqvs<br />

didi teritოria, umalve ipyrobs gamvlelelis yuradRebas <strong>da</strong> u<strong>da</strong>vod<br />

moxiblavs mas ideur <strong>da</strong> mxatvrul-esTetikuri ga<strong>da</strong>wyvetis originalobiT.<br />

Aavtoris sazrianobas warmoCens kairoSi Seqmnili Semdegi reklamac,<br />

romelic cnobili Cais mwarmoebel firma -,,lipton”-s emsaxureba (suraTi<br />

100). <strong>da</strong>fnis buCqebi SeWrili <strong>da</strong> <strong>da</strong>muSavebulia ise, rom Cais Wiqis <strong>da</strong><br />

lambaqis imitacias qmnis. maTze wamocmuli liptonis safirmo emblema<br />

ki WiqaSi Cadebul Cais pakets gvagonebs. reklama masStaburia <strong>da</strong> ipyrobs<br />

gamvlelis yuradRebas Sori manZili<strong>da</strong>n.<br />

rogorc cnobilia a<strong>da</strong>mianis kavSiri gare samyarosTan xorcieldeba<br />

grZnobaTa organoebis meSveobiT. TanamedroveobaSi reklაmis<br />

efeqtურobis amaRlebis mizniT msoflio kreatorebi qmnian<br />

reklamebs, romlebic mizanmimarTulad zemoqmedeben a<strong>da</strong>miაnis aRqmis<br />

Sinaarsze _ xuT ZiriTad grZnobis organoze. iqmneba reklamebi romelTa<br />

aramarto <strong>da</strong>naxva <strong>da</strong> mosmena, aramed gasinjva, <strong>da</strong>ynosva <strong>da</strong> SexebiT<br />

aRqmaa SesaZlebeli. Tav<strong>da</strong>pirvelad iqnebo<strong>da</strong> reklamebi, romlebsac<br />

mxolod movismendiT <strong>da</strong> <strong>da</strong>vinaxavdiT, Semdeg reklamireba SesaZlebeli<br />

gax<strong>da</strong> ynosvis orgაnოs meSveobiTac. magaliTad: kosmetikur saSualebaTa<br />

cnobili ucxouri Jurnalebi - ,,Oriflame”, ,,Faberlik”, ,,Eivon”. Jurnalebis<br />

gverdebze SemoTavazebuli sunamos boTlis an sxva saxis parfiumeriuli<br />

saSualebebis vizualur gamosaxulebas Tan <strong>da</strong>hyveba surnelic, ris<br />

safuZvelzec SesaZlebelia <strong>reklamis</strong> aramarto <strong>vizualuri</strong>, aramed<br />

117

ynosviTi aRqmac, am SemTxvevaSi reklama metad <strong>da</strong>majereblad<br />

moqmedebs a<strong>da</strong>mianze, radgan aromati zemoqmedebs a<strong>da</strong>mianis<br />

qvecnobierebaze <strong>da</strong> ubiZgebs mas ufro emociuri <strong>da</strong> impulsuri<br />

ga<strong>da</strong>wyvetilebebisken (<strong>reklamis</strong>. . . 2010, mis: http://www.adme.ru/creative).<br />

<strong>da</strong>savleTis qveynebSi arsebobs cneba aromarketingi, romelic gamiznulia<br />

aramarto kosmetikuri Jurnalebis surnelovan reklamebze, aramed<br />

surnelovani bilbordebis, internet-banerebis, kიnoTeatrebSi<br />

surnelovani sareklamo rgolebis (ekranze sareklamo rgოlიs<br />

gaSuqebis procesSi xdeba surnelis gavrcleba <strong>da</strong>rbazSi, riTac<br />

warmodgenili produqtis reklama ufro <strong>da</strong>majereblad aRiqmeba)<br />

<strong>da</strong>proeqtebasa <strong>da</strong> SemuSavebaze.A aromarketingi სaqაrTvelosTvis jer-<br />

jerobiT axali cnebaa, magram reklamirebis aseTi meTodi axlo momavalSi<br />

<strong>da</strong>inergeba gare <strong>reklamis</strong> saxeobebSi. aromarketinguli <strong>reklamis</strong> magaliTs<br />

warmoadgens sareklamo kompania ,,Scent Air”-is mier aSS-Si - CrdiloeT<br />

kაrolinaSi, sagzao magistralze <strong>da</strong>montaJebuli bilbordi, romelzec<br />

gamosaxuli iyo Cangalze wamocmuli biფSteqsis naWeri (suraTi 101).<br />

(sareklamo aqcia gaatara maRaziebis qselma ,,bloom”–ma). bilbordi<br />

gamoyof<strong>da</strong> Semwvari xorcis surnels (dilis 7 sT- <strong>da</strong>n 10 saaTamde <strong>da</strong><br />

saRamos 16.00 sT-<strong>da</strong>n 19.00 saaTamde). aseTi reklama aRiqmeba aramarto<br />

vizualurad, aramed ynosvis meSveobiTac, ris safuZvelzec ufro<br />

<strong>da</strong>majereblad imoqmedebs a<strong>da</strong>mianze.<br />

Aaromarketinguli <strong>reklamis</strong> magaliTs warmoadgens germaniis<br />

sareklamo saagento ,,Studio Funk”-is mier kosmetikuri firma ,,Nivea”-s<br />

popularizaciisTvis Seqmnili e.w. surnelovani reklamac. (suraTi 102).<br />

rgoli Suqdebo<strong>da</strong> kinoTeatrebSi. reklama iwyebo<strong>da</strong> lamazi sanapiros<br />

xedis CvenebiT. Kkadri rCebo<strong>da</strong> ucvleli 55 wamis ganmavlobaSi. am<br />

periodSi, <strong>da</strong>rbazSi, კონდიcioneruli sistemis meSveobiT gavrcelebas<br />

iwyeb<strong>da</strong> ,,Nivea Sun”-is parfiumeruli surneli, romelic rgolis<br />

msvlelobis procesSi Tan<strong>da</strong>Tan mZafrdebo<strong>da</strong>. reklama mTavrdebo<strong>da</strong><br />

firmis logos <strong>da</strong> sloganis - ,,zafxulis aromati”-is warnoCeniT ekranze.<br />

SemoqmedebiTi <strong>reklamis</strong> TvalsazrisiT aRsaniSnavia ingliseli<br />

mxatvris julian biveris mier Seqmnili trotuaris samganzomilebiani<br />

118

fsevdo sareklamo gamosaaxulebebi e.w. 3D-iluzia, romelsac meorenairad<br />

quCis xelovnebas uwodeben. magaliTad: sainteresoa mis mier Seqmnili<br />

alkoholuri sasmelis viskis reklama (suraTi 103,104). un<strong>da</strong> aRiniSnos<br />

is, rom j. biveris namuSevrebSi garkveulwilad SeiniSneba Taviseburi<br />

<strong>da</strong>bruneba im fuZisadmi, riTac <strong>da</strong>iwyo arseboba vizualurma reklamam<br />

- es aris naxati. j. Bbiveris namuSevrebi mxatvrul-esTetikuri<br />

TvalsazrisiT STambeW<strong>da</strong>vi, sainteresoa <strong>da</strong> mianiSneben imaze, rom<br />

reklama nel-nela kvlav saxviTi xdeba.<br />

amrigad, marketinguli motivaciis Semdeg, a<strong>da</strong>manze zemoqmedebis<br />

TvalsazrisiT gansakuTrebuli mniSvneloba eniWeba sareklamo<br />

gzavnilebis ideur <strong>da</strong> mxatvrul-esTetikuri gamomsaxvelobis xarisxs.<br />

ucilebelia SemoqmedebiTi midgoma, rac ganapirobebs momxmarebelze<br />

metad efeqtur zemoqmedebas. SemoqmedebiTi <strong>reklamis</strong> mniSvnelobas<br />

amtkicebs kreatiuli <strong>reklamis</strong> yovelwliuri saerTaSoriso festivalic<br />

,,kanis lomebi”. 2011 wels monawileTa raodenobam wina wlebTan<br />

Se<strong>da</strong>rebiT rekorduls miaRwia- festivalSi monawileoba miiRo 28 000<br />

a<strong>da</strong>mianma 90 qveyni<strong>da</strong>n. msoflios sxva<strong>da</strong>sxva qveynebSi ki <strong>da</strong>igegma<br />

kreatiuli <strong>reklamis</strong> master-klasebis <strong>da</strong> seminarebis Catareba.<br />

(kreatiuli. . .18.06.2011;mis: http://www.oreklame.by/novosti/2011/festival-kreativnoy-<br />

reklami-v-kannah/).<br />

Tanamedrove grafikuli teqnologiebis etapobriv ganviTarebaze<br />

<strong>da</strong>kvirvebis safuZvelze, SeiZleba vivaraudoT qveyanaSi gare <strong>reklamis</strong><br />

teqnikuri ganviTarebis axlo <strong>da</strong> Sori perspeqtivac. momavalSi,<br />

saqarTveloSi <strong>da</strong>inergeba axali saxis teqnologiuri <strong>da</strong> Semdgom<br />

cifruli reklamebi, romlebic zemoqmedebas ganaxorcieleben a<strong>da</strong>mianis<br />

grZnobis yvela organoze kompleqsurad moqmedebis saSualebiT.<br />

reklamebis ganTavsebas aRar <strong>da</strong>Wirdeba rkinis konstruqciebi <strong>da</strong><br />

formatebi. axali modulis mqone cifruli reklamebis saSualebiT,<br />

gamosaxuleba TiTqos realur vizualur formad, sagnad, a<strong>da</strong>mianad<br />

<strong>da</strong> suraTad warmogvidgeba, romelic gagvesaubreba, gvaCvenebs,<br />

migviTiTebs gamoyofs surnels <strong>da</strong> sruliad SesaZlebelia, rom<br />

CamonaJebuli programebis saSualebiT garkveul kiTxvebzec ki gagvces<br />

pasuxi. aseTi tipis reklamebis Seqmna did TanxebTan iqneba<br />

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<strong>da</strong>kavSirebuli, amitom maTi <strong>da</strong>nergvis dro <strong>da</strong> ganviTarebis tempi<br />

pir<strong>da</strong>pir kavSirSi iqneba qveynis ekonomikur mdgomareobasTan.<br />

qveyanaSi <strong>reklamis</strong> erovnuli stilis <strong>da</strong>mkvidrebisTvis ki saWiroa:<br />

1. mrewvelobis ganviTareba <strong>da</strong> sakuTari produqciis warmoeba.<br />

2. reklamaSi erovnuli faqtoris wina planze wamoweva.<br />

3. sareklamo saagentoebis ganTavisufleba SemTxveviTi pirebisgan,<br />

saagentoebSi mxatvruli ganaTlebis mqone specialistebis <strong>da</strong>saqmeba <strong>da</strong><br />

a<strong>da</strong>mianebis SerCeva SemoqmedebiTi niWis mixedviT.<br />

4. specialuri saswavleblis <strong>da</strong>arseba, sa<strong>da</strong>c SesaZlebeli iqneba<br />

<strong>vizualuri</strong> <strong>reklamis</strong> saxeobebis Teoriisa <strong>da</strong> praqtikis Seswavla.<br />

specialurad momzadebuli maRalkvalificiuri spacialistebi SeZleben<br />

momavalSi sworad warmarTon sareklamo saqmianoba.<br />

<strong>da</strong>skvna- rekomen<strong>da</strong>ciebi<br />

reklama_ ekonomikis mamoZravebel Zala <strong>da</strong> a<strong>da</strong>mianTa cnobierebaze <strong>da</strong><br />

qcevaze zemoqmedebis specifikuri <strong>da</strong> mizanswrafuli sistemaa. reklama<br />

batondeba sazogadoebrivi cxovrebis yovel sferoSi <strong>da</strong> zemoqmedebas<br />

axdens aramarto qveynis ekonomikur, aramed sazogadoebis politikur <strong>da</strong><br />

kulturul cxovrebazec. dRes reklamas didi mniSvneloba aqvs, rogorc<br />

ekonomikisa <strong>da</strong> mrewvelobisaTvis, aseve misi mwarmoeblisa <strong>da</strong> masobrivi<br />

informaciis saSualebebis ganviTarebisTvisac. Tanamedrove sareklamo<br />

industria sazogadoebis gemovnebis, esTetikuri orientaciis<br />

Camoyalibebis erT-erT mZlavr saSualebad gvevlineba. saqarTveloSi am<br />

farTod ganviTarebul sferos Taviseburebebis analizi friad<br />

mniSvnelovania erovnuli kulturuli fenomenisa <strong>da</strong> msoflioSi<br />

mimdinare teqnologiuri <strong>da</strong> esTetikuri procesebis konteqstSi gaazrebis<br />

TvalsazrisiT.<br />

TanamedroveobaSi sareklamo saqmianoba sakmaod swrაfi tempiT<br />

viTardeba, rac dizainer-grafikosebisgan moiTxovs informaciis<br />

vizualizaciis axal xerxebis <strong>da</strong> saSualebebis Ziebas. is, rac reklamaSi<br />

120

efeqturi iyo guSin, aRar moqmedebs dRes, amitom gamudmebiT icvleba<br />

reklamebis formebi <strong>da</strong> mxatvrul-esTetikuri ga<strong>da</strong>wyvetis<br />

Tavisevburebani. primitiuli, usaxuri reklama aRar amaxsovrdeba<br />

a<strong>da</strong>mians. Tanamedrove teqnologiebis <strong>da</strong> fsiqologiuri faqtorebis<br />

gamoyenebiT reklamas SeuZlia miipyros a<strong>da</strong>mianis mxolod uneblie<br />

yuradReba, magram reklama ver ga<strong>da</strong>iyvanas a<strong>da</strong>mianis yuradRebas<br />

nebismier (aqtiur) fazaSi, Tu sustia misi esTetikuri mimzidveloba,<br />

sloganis efeqturoba an ideis gadmocemis originaloba.<br />

reklamam kacobriobis istoriaSi didi gza gaiara. misi saxeobebis<br />

Casaxva jer kidev qvis xanis (gviani paleoliTis) periodi<strong>da</strong>n iwyeba.<br />

paleoliTis xanis a<strong>da</strong>miani (40-25 w. Cv.w.-mde) sxvebTan Se<strong>da</strong>rebiT sakuTar<br />

upiratesobas amtkiceb<strong>da</strong> gamorCeuli Zalis, moxerxebulobis <strong>da</strong><br />

simamacis demonstrirebiT, rac TviT<strong>reklamis</strong> erTgvar formas<br />

warmoadgens. am periodis gamoqvabulebis kedlis naxatebis amsaxvel<br />

foto masalaSi SeiniSneba piqtogramis <strong>da</strong> logos Casaxvis niSnebic.<br />

antikur xanaSi, mauwyebelTa mier informaciis zepir-sityvieri<br />

(wamoyvirebebis) gavrcelebis gverdiT, ganviTarebas iwyebs <strong>vizualuri</strong><br />

<strong>reklamis</strong> iseTi saxeobebi rogoricaa safirmo marka, abra <strong>da</strong> afiSa. Zvel<br />

saberZneTsa <strong>da</strong> romSi, sareklamo saSualebaTa siauxvis gamo,<br />

xelisufleba aqtiurad iwyebs sareklamo procesebis regulirebas.<br />

mkacrad kontrolirdeba reklamebis adgilmdebareoba <strong>da</strong> mxatvrul-<br />

esTetikuri gamomsaxvelobis xarisxi.<br />

Sua saukenebSi, viTardeba <strong>reklamis</strong> iseTi saxeobebi, rogoricaa:<br />

samrewvelo emblema, gerbi, mxatvruli <strong>da</strong> moculobiTi abra. iqmneba<br />

sareklamo sloganis ganviTarebis winapiroba, arsebobas iwyebs <strong>reklamis</strong><br />

yvelaze mxatvruli saxeoba – plakati.<br />

XVs-Si germaneli ostatis i. gutenbergis mier sabeWdi manqanis<br />

gamogonebam komunikaciis sferoSi teqnikuri revolucia moaxdina.<br />

SesaZlebeli gax<strong>da</strong> informaciis gamravleba <strong>da</strong> swrafi gavrceleba, ramac<br />

sareklamo saqmes gansakuTrebuli mniSvneloba mianiWa. XVs-Si warmoiSva<br />

beWdviTi <strong>reklamis</strong> iseTi saxeoba, rogoricaa: mfrivnavi furceli<br />

(flaeri), ganviTareba hpova Teatralurma afiSam.<br />

121

XVΙ-XVΙΙss-Si ganviTar<strong>da</strong> beWdviTi <strong>reklamis</strong> iseTi saxeobebi, rogorica:<br />

savizito baraTi, eqslibrisi, katalogi, prospeqti, preiskuranti.<br />

sazogadoebaSi Cndeba moTxovna sareklamo saagentoebis gaxsnisadmi.<br />

XVIIIs-Si <strong>reklamis</strong>admi interesi sagrZnoblad izrdeba.Aam periodSi<br />

viTardeba <strong>reklamis</strong> iseTi mniSvnelovani saxeobebi rogoricaa: gazeTis<br />

<strong>da</strong> Jurnalis reklama, vitrinis reklama, plakati, ixsneba sareklamo<br />

saagentoebi, reklamiT interesdebian cnobili mkvlevarebi.<br />

XIXs-Si <strong>reklamis</strong> saxeobebs Soris gansakuTrebuli popularobiT<br />

gamoirCeva mxatvruli plakati. plakatiT interesdebian XIX-XXss-is<br />

iseTi cnobili mxatvrebi, rogorebic arian: t. lotreki, J.Sere, a. muxa, s.<br />

<strong>da</strong>li, b. vilmo, e. uorxoli, n. firosmani <strong>da</strong> sxvebi, romlebmac TavianTi<br />

SemoqmedebiTi niWis safuZvelze pragmatuli <strong>da</strong> komerciuli Sinaarsis<br />

reklama gar<strong>da</strong>saxes maRali xelovnebis nimuSad.<br />

XXs-is <strong>da</strong>sawyisSi amerikaSi, sentimentaluri serialebis ,,soup<br />

operasTan” erTad Suqdeba pirveli telereklama. mas Semdeg,<br />

telereklama dRemde gvevlineba <strong>reklamis</strong> erT-erT yvelaze masStabur,<br />

masobriv <strong>da</strong> zemoqmedebis TvalsazrisiT Zlier saSualebad.<br />

saqarTveloSi <strong>vizualuri</strong> <strong>reklamis</strong> ganviTarebis kvali XIXs-is<br />

<strong>da</strong>sawyisi<strong>da</strong>n Cndeba. am periodSi saqarTveloSi, rogorc ruseTis<br />

imperiis Semadgenel qveyanaSi, <strong>da</strong>myar<strong>da</strong> mWidro ekonomikuri kavSiri<br />

evropis qveynebTan, rogorc cnobilia XIXs-is 40-iani wlebi<strong>da</strong>n<br />

saqarTveloSi ucxoeTi<strong>da</strong>n mravlad Camodiodnen vaWrebi <strong>da</strong> xelosnebi,<br />

romlebic xsnidnen samkervaloebs, sagalanterio, tansacmlis maRaziebs<br />

<strong>da</strong> sxva <strong>da</strong>wesebulelebs. farTod ganaviTar<strong>da</strong> konkurencia, ramac biZgi<br />

misca <strong>reklamis</strong> iseTi saxeobebis ganviTarebas rogoricaa: gazeTis<br />

reklama <strong>da</strong> mxatvruli abra. un<strong>da</strong> aRiniSnos, rom XIX-XXs-is <strong>vizualuri</strong><br />

reklama mxatvrul-dekoratiul xasiaTs atareb<strong>da</strong> <strong>da</strong> did rols<br />

TamaSob<strong>da</strong> nacionaluri koloritis SeqmnaSi. is uSualod ukavSirdebo<strong>da</strong><br />

qalaqur yofas, mis egzotikur <strong>da</strong> ganumeorebel saxes. am periodis abrebi<br />

gamoirCeodnen mxatvrul-stilisturi ga<strong>da</strong>wyvetis mravalferovnebiT,<br />

spacifikuri eniT, iumoriT <strong>da</strong> uSualoebiT. am periodis sareklamo<br />

abra, qalaqis mxatvrul kulturul movlenas warmoadgen<strong>da</strong>.<br />

mniSvnelovania is faqtic, rom am periodSi, iseve rogorc evropaSi,<br />

122

abrebze ZiriTa<strong>da</strong>d muSaobdenen mxatvrebi, romlebic abrebis weris<br />

specifikas swavlobdnen specialur ferwerul amqrebSi. mebreTa Soris<br />

yvelaze metad aRiareba moipova n. firosmanaSvilma. miuxe<strong>da</strong>vad ruseTis<br />

mxri<strong>da</strong>n politikuri zewolisa, am periodis mxatvrebma SemoqmedebiTi<br />

midgomis <strong>da</strong> nacionaluri Tematikis safuZvelze, rusuli Sriftis miRma<br />

SeimuSaves <strong>da</strong> warmoaCines reklamaSi erovnuli stili <strong>da</strong> xasiaTi.<br />

XXs-is 20 iani wlebis <strong>da</strong>sawyisSi, saqarTveloSi <strong>da</strong>myar<strong>da</strong> sabWoTa<br />

xelisufleba. qveyanam yvela sferoSi ganica<strong>da</strong> cvlileba. <strong>da</strong>iketa yvela<br />

Zveli savaWro <strong>da</strong> administraciuli <strong>da</strong>wesebulebebi, Camoixsna <strong>da</strong> Semdgom<br />

<strong>da</strong>ikarga mSvenieri sareklamo abrebi. sabWoTa xelisuflebis mier<br />

gatarebulma politikamE qveyanaSi mospo konkurencia, ramac, Tavis mxriv<br />

didi xniT Seaferxa sareklamo saqmianobis ganviTareba.G reklamam<br />

<strong>da</strong>karga ekonomikuri funqcia. am periodSi <strong>reklamis</strong> saxeobebi<strong>da</strong>n<br />

SeiniSneba mxolod sabWoTa politikuri <strong>da</strong> saagitacio plakatis<br />

ganviTareba.<br />

<strong>reklamis</strong> ganviTarebis Semdgomi etapi ukavSirdeba 1999- 2000 wlebs.<br />

sabWoTa kavSiris <strong>da</strong>Slisa <strong>da</strong> saqarveloSi socialisturi ekonomikis<br />

demontaJis Semdeg ganviTarebas iwyebs <strong>reklamis</strong> erT-erTi yvelaze<br />

emociuri, sanaxaobiTi, masStaburi, efeqturi <strong>da</strong> amasTanave<br />

ZviradRirebuli saxeoba-telereklama. satelevizio <strong>reklamis</strong><br />

zemoqmedebis efeqturobas gansazRvravs ori ZiriTadi faqtori: 1.<br />

telereklama, romelic moicavs auditoriis farTo masebs <strong>da</strong> 2. moqmedebs<br />

kompleqsurad (<strong>vizualuri</strong>, xmovani, teqsturi, musikaluri komponentebiT).<br />

telereklama mniSvnelovan rols TamaSobs Cvens cxovrebaSi <strong>da</strong> moTxovna<br />

masze Zalian didia, zemoqmedebis TvalsazrisiT sareklamo formebi<strong>da</strong>n<br />

telereklama erT-erTi yvelaze masobrivi <strong>da</strong> Zlieri formaa.<br />

tele<strong>reklamis</strong> efeqtianobis safuZvelia:<br />

1) qveyanaSi sakuTari mrewvelobis ganviTareba, raTa <strong>da</strong>savlur<br />

reklamebs Caenacvlos qarTuli reklamebi.<br />

2) SemoqmedebiTi midgoma. sareklamo rgoli un<strong>da</strong> warmoadgendes<br />

Tavisebur moklemetraJian saintereso films, romelic metad<br />

<strong>da</strong>ainteresebs <strong>da</strong> miizi<strong>da</strong>vs mayurebels. rac ufro mZafria raimesgan<br />

miRebuli STabeWdileba (iqneba es <strong>da</strong>debiTi Tu uaryofiTi) miT metad<br />

123

aRibeWdeba igi a<strong>da</strong>mianis mexsierebaSi. kontrasti, moulodneloba,<br />

simkveTre, siaxle, uCveuloba, originaloba, efeqturoba, amasTanave<br />

simartive <strong>da</strong> ubraloeba. es is ZiriTadi komponentebia, romlebsac<br />

saWiroebs yvela saxis sareklamo gzavnilis Seqmnis procesi.<br />

3) yovel sareklamo produqtSi gansakuTrebuli, unikaluri niSan-<br />

Tvisebebis Zieba <strong>da</strong> warmoCena.<br />

sareklamo sistemaSi erT-erT yvelaze masStabur informaciul<br />

saSualebas warmoadgens gare reklama. sxva saxeobebTan Se<strong>da</strong>rebiT<br />

<strong>reklamis</strong> am saxeobis mxatvrul-esTetikur funqcias <strong>da</strong> gamosaxvelobiT<br />

xarisxs didi mniSvneloba aqvs, rogorc adresatze zemoqmedebis<br />

TvalsazrisiT, aseve qalaqis galamazebis TvalsazrisiTac. sareklamo<br />

formatebi garkveulwilad cvlian qalaqis iersaxes.<br />

saqarTveloSi am etapze <strong>vizualuri</strong> reklama Zalzed konkretuli <strong>da</strong><br />

primitiulia. SeiniSneba profesiuli <strong>da</strong> SemoqmedebiTi midgomis<br />

deficiti, Ziebas <strong>da</strong> <strong>da</strong>fuZnebas moiTxovs qarTuli kreatiuli reklama.<br />

problemebi umeteswilad gamovlin<strong>da</strong> <strong>reklamis</strong> iseT masobriv, masStabur<br />

<strong>da</strong> zemoqmedebis TvalsazrisiT Zlier formebSi rogoricaa: gare reklama<br />

<strong>da</strong> telereklama.<br />

qveyanaSi <strong>reklamis</strong> <strong>da</strong> kerZod <strong>vizualuri</strong> <strong>reklamis</strong> primitiuli saxe<br />

aixsneba, ramdenime ZiriTadi faqtoris arsebobiT:<br />

1) sabWoTa xelisuflebis periodSi konkurenciis ararsebobam qveyanaSi<br />

xangrZlivi droiT Seaferxa <strong>reklamis</strong> ganviTareba, ramac gamoiwvia<br />

sakmaod sagrZnobi CamorCena msoflioSi mimdinare sareklamo<br />

procesebisgan.<br />

2) saqarTveloSi umeteswilad <strong>da</strong>mkveTebi karnaxoben sareklamo firmebs<br />

TavianT mosazrebebs <strong>da</strong> sqemebs, romlebic xSir SemTxvevaSi<br />

optimalurisagan sakmaod Sors dgas. Tavis mxriv, es ganpirobebulia<br />

imiT, rom am sferoSi jer ar arian mkveTrad gamovlenili avtoritetebi.<br />

3) neli tempiT viTardeba qarTuli mrewveloba. Jer kidev mravlad<br />

vxe<strong>da</strong>vT ucxouri warmoebis, an <strong>da</strong>savlur reklamebTan stilisturad<br />

gaigivebul reklamebs. Ees metyvelebs imaze, rom qveyanaSi Warbobs<br />

ucxouri warmoebis produqcia. <strong>da</strong>savluri reklamebis masiurad gaSuqebam<br />

124

ki gamowvia is, rom sazogadoebam garkveulwilad gaiTavisa sxvisi<br />

cxovrebis stili.<br />

4) sareklamo saagentoebSi ar xdeba specilaistebis SerCeva mxatvruli<br />

ganaTlebisa <strong>da</strong> SemoqmedebiTi niWis mixedviT, rac garkveulwilad<br />

ganapirobebs <strong>da</strong>balxarisxiani, araesTetikuri reklamebis warmoebas. didi<br />

mniSvneliba aqvs imas Tu vin qmnis reklamas. samwuxarod, dRes reklamaze<br />

umeteswilad muSaoben a<strong>da</strong>mianebi, romlebic kargad floben kompiuterul<br />

programebs, magram ar gaaCniaT specialuri mxatvruli, dizainer-<br />

grafikosisTvis aucilebeli ganaTleba. TviT sityva ,,dizaini”<br />

gulisxmobs inJinrul-teqnikuri <strong>da</strong> mxatvruli Semoqmedebis<br />

erTobliobas. grafikos-dizaineris wodeba ki kompiuteruli programebis<br />

codnis gar<strong>da</strong> iTvaliswinebs specialur mxatvrul ganaTlebas, rac<br />

anviTarebs aucilebel profesiul unar_ Cvevebs, mxatvrul xedvas <strong>da</strong><br />

gemovnebas. marTebulia <strong>reklamis</strong> Teoretikosis r. ovCinikovas azri imis<br />

Sesaxeb, rom naxati aris FfuZe <strong>reklamis</strong> grafikuli dizainisa im<br />

SemTxvevaSic ki, roca is Seqmnilia kompiuteruli saSualebebiT<br />

(ovCinikova 2009:142). <strong>da</strong>kvirvebebma aCvenebs, rom profesionali mxatvrebis<br />

mier samyaros mxatvruli xedva <strong>da</strong> esTetikuri gemovneba amdidrebs<br />

<strong>reklamis</strong> gamomsaxvelobas, rac zrdis <strong>reklamis</strong> produqtiulobas <strong>da</strong><br />

zemoqmedebis xarisxs. aqe<strong>da</strong>n gamomdinare friad mniSvnelovania, rom<br />

vizualur reklamaze muSaobdnen SemoqmedebiTi profesiebis niWieri, <strong>da</strong><br />

maRalkvalificiuri specialistebi.<br />

<strong>reklamis</strong> produqtiulobis amaRlebisTvis, qveyanaSi qarTuli<br />

kreatiuli <strong>reklamis</strong> <strong>da</strong>mkvidrebisTvis aucilebelia: 1). <strong>da</strong>arsdes<br />

specialuri <strong>reklamis</strong> Semswavleli saswavleblebi (iseTebi, rogoric<br />

didi xania arsebobs <strong>da</strong>savleTis qveynebsa <strong>da</strong> ruseTSi), gaZlierdes<br />

samxatvro akademiaSi arsebuli saswavlo bazebi. xelovnebis<br />

universitetebSi ki <strong>da</strong>iSvas grafikuli-dizainis Semswavleli specialoba,<br />

sa<strong>da</strong>c SeirCevian mxatvruli ganaTlebis mqone axalgazrdebi.<br />

specializirebul saswavlebelSi SasaZlebeli iqneba <strong>reklamis</strong> praqtikis<br />

<strong>da</strong> Teoriis Seswavla. es ukanaskneli aucilebelia iseTi mniSvnelovani<br />

sakiTxebis Sesaswavlad rogoricaa: <strong>reklamis</strong> fuqnciebi, istoria,<br />

<strong>vizualuri</strong> <strong>reklamis</strong> sxva<strong>da</strong>sxva saxeobebSi muSaobis <strong>da</strong><br />

125

gamomsaxvelobiTi sistemis specifika, ferTa simbolokis <strong>da</strong> fsiqologiis<br />

gamoyeneba, teqnologiuri <strong>reklamis</strong> fsiqologiuri <strong>aspeqtebi</strong>, simbolos<br />

Seqmna, kreativi reklamaSi <strong>da</strong> sxva. am sakTxebis codna savaldebuloa<br />

Semdgom ukve <strong>praqtikuli</strong> saqmianobisTvis. specialurad momzadebuli<br />

<strong>reklamis</strong> spacialistebi momavalSi SeZleben sworad warmarTon<br />

sareklamo saqmianoba.<br />

2) aucilebelia saswavlebelma an universitetma <strong>da</strong>amyaros kavSiri<br />

<strong>da</strong>savleTis qveynebis wamyvan sareklamo saagentoebTan <strong>da</strong><br />

korporaciebTan, raTa SesaZlebeli gaxdes niWieri studentebis<br />

perioduli mivlineba sazRvargareT maTi saqmianobis gacnobis <strong>da</strong><br />

gamocdilebis gaziarebis mizniT.<br />

3) saWiroa qveyanaSi Camoyalobdes saxelmwifo instituti, romelic<br />

gaakontrolebs sareklamo gzavnilebis siaxloves realobasTan, gare<br />

reklamebis gamomsaxvelobiT xarisxs <strong>da</strong> esTetikur kavSirs<br />

qalaqmSeneblobasTan.<br />

4) reklama xalxis lingvisturi kulturis amaRlebazec muSaobs, amitom<br />

reklama saukeTeso saliteraturo eniT un<strong>da</strong> amyarebdes kontaqts<br />

momxmarebelTan. aqe<strong>da</strong>n gamomdinare sareklamo firniSebi un<strong>da</strong> iqmnebodes<br />

qarTuli enis siwmindis kanonebis gaTvaliswinebiT. <strong>da</strong>uSvebelia<br />

ucxoenovani teqstis qarTuli aso-noSnebiT gadmotana.<br />

5) aucilebel pirobad miviCnevT <strong>reklamis</strong> erovnuli formis, stilis<br />

Ziebas <strong>da</strong> wina planze wamowevas. <strong>da</strong>savluri warmoebis an stilisturad<br />

gaigivebul reklamebs un<strong>da</strong> Caenacvlos qarTuli specifikiT<br />

Sesrulebuli reklamebi.<br />

6) Aaucilebel pirobad miviCnevT sareklamo saqmisadmi SemoqmedebiT<br />

midgomas. SemoqmedebiTi reklama yovelTvis sainteresoa, mimarTavs<br />

saazrovno impulsebs <strong>da</strong> gacilebiT ufro efeqturad zemoqmedebs<br />

a<strong>da</strong>minze. <strong>reklamis</strong> efeqtianobis kvlevebis Sedegad <strong>da</strong>mtkicebulia, rom<br />

auditoria ukeT aRiqvams, igebs <strong>da</strong> imaxsovrebs im informacias, romelsac<br />

SemoqmedebiTad awodeben (yuraSvili 2009:161).<br />

qveyanaSi <strong>vizualuri</strong> <strong>reklamis</strong> etapobriv ganviTarebaze <strong>da</strong> msoflioSi<br />

mimdinare sareklamo procesebze <strong>da</strong>kvirvebis safuZvelze SesaZlebelia<br />

saubari <strong>vizualuri</strong> <strong>reklamis</strong> perspeqtivebzec: saqarTveloSi momavalSi<br />

126

<strong>da</strong>inergeba axali saxis teqnologiuri <strong>da</strong> cifruli saxis reklamebi,<br />

romlebic zemoqmedebas ganaxorcieleben a<strong>da</strong>mianis grZnobis yvela<br />

organoze kompleqsurad moqmedebis saSualebiT. aseTi tipis reklamebis<br />

Seqmna sakmaod did TanxebTanaa <strong>da</strong>kavSirebuli, amitom maTi <strong>da</strong>nergvis<br />

dro <strong>da</strong> ganviTarebis tempi pir<strong>da</strong>pir kavSirSia qveynis ekonomikur<br />

mdgomareobasTan.<br />

xalxis garkveuli nawilisTvis reklamaSi pirvelad nanaxi siuJeti an<br />

<strong>vizualuri</strong> simbolo SesaZloa gaxdes gzamkvlevi xelovnebis samyaroSi,<br />

literaturasa <strong>da</strong> mecnierebaSi, riTac is garkveulwilad itvirTavs<br />

saganmanaTleblo funqciasac. a. malceva sruliad marTebulad aRniSnavs:<br />

,,miuxe<strong>da</strong>vad Tavisi pragmatizmisa, reklamas SeuZlia gaanaTlos xalxis<br />

masebi, igulisxmeba reklama, romelic ar Camouvardeba maRali<br />

xelovnebis nimuSs” (malcevi 2008; mis: http://www.taby27.ru/).<br />

<strong>vizualuri</strong> reklama emsaxureba, rogorc ekonomikas, aseve esTetikis<br />

kanonebs <strong>da</strong> SeuZlia xeli Seuwyos a<strong>da</strong>mianSi gemovnebis <strong>da</strong> silamazis<br />

aRqmis unaris ganviTarebas. Aaqe<strong>da</strong>n gamomdinare, komerciuli motivaciis<br />

gverdiT didi mniSvneloba eniWieba sareklamo gzavnilebis ideur <strong>da</strong><br />

mxatvrul-esTetikuri gamomsaxvelobis xarisxs.<br />

127

Theoretical and Practical Aspects of Visual Advertising<br />

Summary<br />

Advertising is a specific and aimed system for influencing human conscious and<br />

actions. It dominates in all the spheres of social life and influences not only economics of the<br />

country, but also political and cultural life of the society. Modern advertising industry is one<br />

of the powerful tools for development of society taste and aesthetic orientation. Nowa<strong>da</strong>ys,<br />

advertising is important for both economics and industry, and for the development of mass<br />

communication. The objective of the advertising is to create in a certain group of audience or<br />

society as a whole a desire to act in order to achieve aims set by the client (in advertising of<br />

commercial, social, political or private type).<br />

At the given stage, advertising is very specific and primitive in Georgia. Detected is<br />

the lack of professional and creative approaches, Georgian creative advertising requires<br />

search and establishment. This serious problem is mainly observed in such massive, scaled<br />

and influential forms of advertising as exterior and television advertising.<br />

For the increase of productivity of advertising and settlement of Georgian creative<br />

advertising necessary are the followings:<br />

Founded should be institutions for the study of advertising (ones which exist in<br />

Western countries and Russia for a long time); educational bases of arts academy should be<br />

strengthened; in the arts university there should be opened a specialization in graphic design,<br />

where chosen will be youngsters with education in arts. In specialized educational<br />

institutions, it will be possible to study practical and theoretical aspects of advertising, which<br />

are necessary for the knowledge of such significant issues as the history of advertising,<br />

specifics of expression systems of various types of visual advertising, the use of color<br />

symbolism and psychology, psychology of technological advertising, advertising design, the<br />

use of symbols, creative advertising and others. The knowledge of the above-mentioned<br />

issues is than obligatory for the future practical activities. Trained specialists will then be<br />

able to correctly lead an advertising business.<br />

It is necessary for educational institutions and universities to settle relations with<br />

famous advertising agencies and corporations of Western countries, so that it would be<br />

128

possible to send talented students to foreign countries for the purposes of being<br />

acquainted with advertising activities and sharing experience.<br />

Developed should be a state entity, which will control whether or not an advertising<br />

message reflects reality; whether quality and aesthetics of exterior advertising is related to<br />

the demands of city building.<br />

Advertising also works on the development of linguistic culture of people. That is<br />

why advertising should create contact with customers by the use of the best literature<br />

language. Following from the above-mentioned advertising signboards should be created<br />

with consideration of the purity of Georgian language. It is unacceptable to display a foreign<br />

text with Georgian letters.<br />

Western and Russian advertising should be altered with the advertising created with<br />

consideration of Georgian specifics. It is necessary to search for the uniqueness, which will<br />

differentiate our country and products produced in our country from others, and to present<br />

and popularize it; and all the types of advertising messages should be created based on that<br />

uniqueness and differentiating features. It is considered a necessary condition to present a<br />

national factor as an outstanding element of an advertising message.<br />

As a necessity considered is the creative approach to advertising. Creatively<br />

formulated advertising is always interesting, addresses thinking impulses and is much more<br />

effective with respect to influence on people. For a certain group of people a scenario or<br />

visual symbol first observed in advertising can become a guide to arts, literature and science,<br />

thus to a certain extent it bears an educational function. Correct is the opinion stating that<br />

advertising despite of its pragmatics can literate the masses of people, though meant is the<br />

advertising, which by quality is no less than a high-quality work of arts.<br />

Visual advertising serves not only economics, but also the laws of aesthetics and it can<br />

aid in development of taste and perception of beauty in people. Thus, next to the commercial<br />

motivation significant importance is paid to the artistic-aesthetic quality of an image.<br />

129

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