vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
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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 />
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