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