vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
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saukeneebis kulturisa _ misi metismetad <strong>vizualuri</strong> xasiaTia” (xeizinga<br />
1988:318). metismeti vizualizaciis erT-erTi mizezi gaxl<strong>da</strong>T is, rom<br />
sazogadoebis umravlesoba gaunaTlebeli iyo,Aamitom cota vinme Tu<br />
SeZleb<strong>da</strong> abraze teqstis amokiTxvas. Aam faqtori<strong>da</strong>n gamomdinare<br />
gaizar<strong>da</strong> moTxovna mxatvrebze <strong>da</strong> nalbandebze, romelTa naxatebi <strong>da</strong><br />
amokveTili gamosaxulebebi abrebze, exmarebo<strong>da</strong> a<strong>da</strong>mianebs swori<br />
orientacia moexdinaT uamravi samikitnoebis, duqnebis <strong>da</strong> sxva<br />
<strong>da</strong>wesebulebebis labirinTebSi. im periodis Aabrebis simravles <strong>da</strong><br />
saWiroebas naTlad aRwers xelovnebaTmcodne J. fovie. is wers: ,,abrebi<br />
_ miamiti naxatebia amoWrili SeRebili xisgan an mooqrovili tilosgan,<br />
maT didi adgili ukaviaT Sua saukuneebis socialur cxovrebaSi, isini<br />
arqmeven Senobas saxels, reklamas uweven duqnebsa <strong>da</strong> samikitnoebs.<br />
qalaqSi, sa<strong>da</strong>c quCebi ar aris <strong>da</strong>niSnuli, xolo saxlebi ara ris<br />
<strong>da</strong>nomrili, abrebi mTavari orientiria qalaqis cxovrebaSi” (uConova . . .<br />
2008:98).<br />
am periodis vizualur reklamaze saubari SeiZleba Cvenamde<br />
moRweuli mxatvruli <strong>da</strong> moculobiTi abrebis mixedviT. magaliTad:<br />
sainteresoa Rvinis duqnisken gzis maniSnebeli moculobiTi abra<br />
(suraTi 8). abraze, maniSnebel isars warmoadgens dekoratiuli liTonis<br />
ornamenti, romelzec Rvinis kasria mimagrebuli. abra Zalian lamazi <strong>da</strong><br />
originaluria. aseTi moculobiTi abrebi yovelTvis xvdeba a<strong>da</strong>mianis<br />
TvalTxedvis areSi <strong>da</strong> ipyrobs yuradRebas Tavisi naturaluri<br />
formebiT <strong>da</strong> SesaZlebeli yovelmxrivi <strong>vizualuri</strong> aRqmiT. moculobiTi<br />
tipis Sua saukunovan sareklamo abrebi dResac aqtualuria, rac<br />
TanamedroveobaSi vizualurad asaxavs cnobil gamonaTqvams: ,,axali _<br />
zogjer kargad <strong>da</strong>viwyebuli Zveliao.”<br />
XVs-is <strong>da</strong>sawyisSi evropaSi ganviTarebas iwyebs graviura (xis,<br />
liTonis, qvis, minis <strong>da</strong> sxva Ggluv ze<strong>da</strong>pirze amokveTili naxati). am<br />
periodis graviurebSi ZiriTa<strong>da</strong>d gamosaxvdnen religiur scenebs.<br />
Semdgom, graviuris ostatebma iswavles beWdviTi meTodis msgavsad<br />
dedni<strong>da</strong>n gamosaxulebis qaRaldebze ga<strong>da</strong>tana. aseTma winsvlam Zalze<br />
gaaxara imdroindeli xelisufalni, radgan warmoiSva informaciis<br />
gavrcelebis Se<strong>da</strong>rebiT swrafi saSualeba. xelisufalni graviorebs<br />
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