vizualuri reklamis Teoriuli da praqtikuli aspeqtebi

Theoretical and Practical Aspects of Visual Advertising
Summary
Advertising is a specific and aimed system for influencing human conscious and
actions. It dominates in all the spheres of social life and influences not only economics of the
country, but also political and cultural life of the society. Modern advertising industry is one
of the powerful tools for development of society taste and aesthetic orientation. Nowadays,
advertising is important for both economics and industry, and for the development of mass
communication. The objective of the advertising is to create in a certain group of audience or
society as a whole a desire to act in order to achieve aims set by the client (in advertising of
commercial, social, political or private type).
At the given stage, advertising is very specific and primitive in Georgia. Detected is
the lack of professional and creative approaches, Georgian creative advertising requires
search and establishment. This serious problem is mainly observed in such massive, scaled
and influential forms of advertising as exterior and television advertising.
For the increase of productivity of advertising and settlement of Georgian creative
advertising necessary are the followings:
Founded should be institutions for the study of advertising (ones which exist in
Western countries and Russia for a long time); educational bases of arts academy should be
strengthened; in the arts university there should be opened a specialization in graphic design,
where chosen will be youngsters with education in arts. In specialized educational
institutions, it will be possible to study practical and theoretical aspects of advertising, which
are necessary for the knowledge of such significant issues as the history of advertising,
specifics of expression systems of various types of visual advertising, the use of color
symbolism and psychology, psychology of technological advertising, advertising design, the
use of symbols, creative advertising and others. The knowledge of the above-mentioned
issues is than obligatory for the future practical activities. Trained specialists will then be
able to correctly lead an advertising business.
It is necessary for educational institutions and universities to settle relations with
famous advertising agencies and corporations of Western countries, so that it would be
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