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