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vizualuri reklamis Teoriuli da praqtikuli aspeqtebi

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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 />

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