vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
vizualuri reklamis Teoriuli da praqtikuli aspeqtebi vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
Seadgens 10X7_20X10 sm.). Tavidan es iyo dabeWdili mokle teqsti, ZiriTadad wignebis CamonaTvaliT an sxvadasxva saxis komerciuli Tu politikuri operatiuli SetyobinebebiT. teqsts xSirad gravirebul dekoratiul CarCoSia Tavsebdnen. mogvianebiT informacias grafikuli ilustraciac daurTes, ramac sareklamo mfrinav Ffurcels mxatvruli saxe SesZina. XVs-Si gavrcelebulma mfrinavma furclebma Tavis mxriv warmoSves beWdviTi reklamis iseTi saxeobebi rogoricaa: katalogi, (gasayidad dagegmili produqciis CamonaTvali), prospeqti (wignebis an sxvadasxva saxis gamomcemlobis cnobari) da preiskuranti. (fasebis cnobari sxvadasxva produqciaze) am ukanasknels didi gasaqani misca cnobilma venecielma tipografma da mecnierma aldo manucim, romelmac 1498 wels dabeWda Tavisi pirveli 15 wigni berZnul enaze da Tan daurTo am wignebis fasebis katalogi (uConava . . . 2008:108). amave saukunis dasasrul germanelma gamomcemelma erhard ratdoltma gamoigona satitulo furceli. cnobili istorikosi_ vladimer lublinski wers: ,,gutenbergis Sedevris - beWdviTi manqanis gamogonebidan saukunis meoTxedic ar gava, rom 1476 wels veneciaSi erhartd ratdolti Seqmnis msoflioSi pirvel satitulo furcels, romelSic informacia leqsiviT aris mowodebuli da galamazebulia ornamentiT” (suraTi 9) (uConava . . . 2008:109). XVs-Si gamosuli uamravi wignis, maTi avtorebisa da gamomcemlobebis simravlem satitulo furclis arseboba aucilebelobad aqcia. misi meSveobiT sazogadoebas SeeZlo erTmaneTisgan gaerCia wignebi. satitulo furceli warmoadgenda Tavisebur safirmo niSans, romelic reklamas uwevda wignis avtorsa da gamomcemlobas. aRsaniSnavia is, rom am periodSi satitulo furcels ZiriTadad qmnidnen cnobili mxatvrebi, ris safuZvelzec bevri maTgani xelovnebis nimuSs uTanabrdeba. magaliTad: aRsaniSnavia didi mxatvris- hans holbein uncrosis mier wignebis reklamisTvis Seqmnili satitulo furceli, romelic mxatvruli TvalsazrisiT xelovnebis nimuSs warmoadgens (suraTi 10). satitulo furcels ZiriTadad alamazebdnen ornamentebiT, mxatvruli SriftebiT da gravirebuli dekoratiuli CarCoTi. Semdgom, satitulo furceliFnel-nela kargavs mxatvrul faseulobas, risi mizezic gaxda is, rom masze aRar muSaobdnen 22
mxatvrebi. TanamedroveobaSi, satitulo furceli moklebulia dekoratiulobas da mxolod dokumentis xasiaTs atarebs. XV saukunidan dawyebuli sagrZnoblad izrdeba moTxovna beWdviT reklamaze da mis tiraJirebaze. reklamiT dainteresdnen ara marto wignebis da sxvadasxva saxis produqciis vaWrebi, aramed eklesiis msaxurnic. mravlad ibeWdeboda broSurebi, romlebSic asaxuli iyo fasebi sxvadasxva saxis dokumentebsa da momsaxurebaze, aseve, uwyebebs fasebis Sesaxeb, romlebsac adgendnen romis papis kancelariis warmomadgenlebi. (lublinski 1972:120). reklamas masobrivad mimarTavdnen satransporto saSualebaTa, sastumroTa mepatroneebi da Teatraluri sanaxaobebis organizatorebi. am ukanasknelTa dakveTiT, mfrinavi furcelis garda, ibeWdeboda Teatraluri afiSebi. (XVI-XVIIss.) pirveli afiSebi formatiT, SriftiT da ilustraciuli masaliT identuri iyo mfrinavi furclisa. gansxvaveba mdgomareobda mxolod gavrcelebis wesSi. afiSebs akravdnen Senobebis kedlebze, mfrinavi furceli ki ZiriTadad vrceldeboda kafeebis, samikitnoebis da ,,xelidan_ xelSi” gadacemis meSveobiT. MmagaliTad: 1563 wlis inglisis erT-erT samefo debulebaSi ewera: ,,msaxiobebma afiSa unda gaakran fostasTan axlos warmodgenamde ramdenime dRiT adre, imisTvis, rom xalxi winaswar iyos informirebuli sanaxaobis Sesaxeb” (uConava. . . 2008:118). sainteresoa aseve is, rom XVI-XVIIss-is evropul afiSebSi Zalian gulmodgined iyo aRwerili sanaxaobebis programa, programebSi ki detalurad konkretdeboda yoveli msaxiobis roli da moqmedeba. erTi mxriv, imdroindeli afiSebis teqsti iyo Zalian grZeli da mosabezrebeli, meore mxriv ki adamians SeeZlo detalurad gacnoboda programas - Tu ris naxvas sTavazobdnen da aqedan gamomdinare gakeTebina arCevani. aseTi tipis afiSebi vrceldeba XIX saukunis meore naxevramde. maTi warmoeba wydeba reklamis erT-erTi yvelaze mravalferovani da mxatvruliA saxeobis - plakatis asparezze gamosvlis Semdeg. wignis beWdvis logikuri gagrZeleba gaxda reklamis iseTi saxeobebis daarseba, rogoricaa sagamomcemlo niSani /emblema/, eqslibrisi da savizito baraTi. 23
- Page 1 and 2: SoTa rusTavelis saxelobis saxelmwif
- Page 3 and 4: sarCevi Sesavali . . . . . . . . .
- Page 5 and 6: ideebis propagandas cxovrebis sxvad
- Page 7 and 8: sabWoTa xelisuflebis periodSi konku
- Page 9 and 10: Cvens qveyanaSi vizualuri reklamis
- Page 11 and 12: sazogadoebis politikur da kulturul
- Page 13 and 14: pirvelyofil adamianTa sazogadoebaSi
- Page 15 and 16: mamakaci, romelic mihyveba bargiT d
- Page 17 and 18: SeiZleba iTqvas, rom mxatvrul- esTe
- Page 19 and 20: XI-XIVss-Si gansakuTrebuli popularo
- Page 21: ukveTavdnen sakuTari politikuri miz
- Page 25 and 26: popularizacias ukeTebs Tavis saxelo
- Page 27 and 28: interneti asrulebs. TanamedroveobaS
- Page 29 and 30: gazeTis da Jurnalis reklama, vitrin
- Page 31 and 32: 2. sareklamos (plakatebi Seqmnili s
- Page 33 and 34: P teqstis yvela detali muSaobs adre
- Page 35 and 36: Sriftis funqciebis msgavsad plakatS
- Page 37 and 38: Semadgenel elemantsac warmoadgens,
- Page 39 and 40: is, rom namuSevrebis am seriaSi, mx
- Page 41 and 42: saWiroa Semowmdes ra reaqcias gamoi
- Page 43 and 44: (suraTi 26) kompoziciaSi, figura, r
- Page 45 and 46: eklamis istoriaSi mniSvnelovan figu
- Page 47 and 48: imisa, rom mxatvarma Tavisi Semoqme
- Page 49 and 50: abrebis da Stenderebis (patar zomis
- Page 51 and 52: Tavi III. sareklamo saqme saqarTvel
- Page 53 and 54: mokle da lakonuria. aqedan gamomdin
- Page 55 and 56: da moxatuli farnebi ki RamiTac zemo
- Page 57 and 58: karebze qalis da mamakacis gamosaxu
- Page 59 and 60: gamosaxulebis ornamentuli Serwyma g
- Page 61 and 62: xedavda da rogorc grZnobda. abrebs
- Page 63 and 64: vizualuri reklama sabWoTa xelisufle
- Page 65 and 66: vefxvaZis mier Seqmnili plakati _ ,
- Page 67 and 68: ZiriTadi faqtori: 1. telereklama, m
- Page 69 and 70: qveynebSi da maT Soris saqarTveloSi
- Page 71 and 72: golze muSaobis procesi SeiZleba gav
Seadgens 10X7_20X10 sm.). Tavi<strong>da</strong>n es iyo <strong>da</strong>beWdili mokle teqsti,<br />
ZiriTa<strong>da</strong>d wignebis CamonaTvaliT an sxva<strong>da</strong>sxva saxis komerciuli Tu<br />
politikuri operatiuli SetyobinebebiT. teqsts xSirad gravirebul<br />
dekoratiul CarCoSia Tavsebdnen. mogvianebiT informacias grafikuli<br />
ilustraciac <strong>da</strong>urTes, ramac sareklamo mfrinav Ffurcels mxatvruli<br />
saxe SesZina. XVs-Si gavrcelebulma mfrinavma furclebma Tavis mxriv<br />
warmoSves beWdviTi <strong>reklamis</strong> iseTi saxeobebi rogoricaa: katalogi,<br />
(gasayi<strong>da</strong>d <strong>da</strong>gegmili produqciis CamonaTvali), prospeqti (wignebis an<br />
sxva<strong>da</strong>sxva saxis gamomcemlobis cnobari) <strong>da</strong> preiskuranti. (fasebis<br />
cnobari sxva<strong>da</strong>sxva produqciaze) am ukanasknels didi gasaqani misca<br />
cnobilma venecielma tipografma <strong>da</strong> mecnierma aldo manucim, romelmac<br />
1498 wels <strong>da</strong>beW<strong>da</strong> Tavisi pirveli 15 wigni berZnul enaze <strong>da</strong> Tan <strong>da</strong>urTo<br />
am wignebis fasebis katalogi (uConava . . . 2008:108). amave saukunis<br />
<strong>da</strong>sasrul germanelma gamomcemelma erhard ratdoltma gamoigona<br />
satitulo furceli. cnobili istorikosi_ vladimer lublinski wers:<br />
,,gutenbergis Sedevris - beWdviTi manqanis gamogonebi<strong>da</strong>n saukunis<br />
meoTxedic ar gava, rom 1476 wels veneciaSi erhartd ratdolti Seqmnis<br />
msoflioSi pirvel satitulo furcels, romelSic informacia leqsiviT<br />
aris mowodebuli <strong>da</strong> galamazebulia ornamentiT” (suraTi 9) (uConava . . .<br />
2008:109). XVs-Si gamosuli uamravi wignis, maTi avtorebisa <strong>da</strong><br />
gamomcemlobebis simravlem satitulo furclis arseboba<br />
aucilebelobad aqcia. misi meSveobiT sazogadoebas SeeZlo<br />
erTmaneTisgan gaerCia wignebi. satitulo furceli warmoadgen<strong>da</strong><br />
Tavisebur safirmo niSans, romelic reklamas uwev<strong>da</strong> wignis avtorsa <strong>da</strong><br />
gamomcemlobas. aRsaniSnavia is, rom am periodSi satitulo furcels<br />
ZiriTa<strong>da</strong>d qmnidnen cnobili mxatvrebi, ris safuZvelzec bevri maTgani<br />
xelovnebis nimuSs uTanabrdeba. magaliTad: aRsaniSnavia didi mxatvris-<br />
hans holbein uncrosis mier wignebis <strong>reklamis</strong>Tvis Seqmnili satitulo<br />
furceli, romelic mxatvruli TvalsazrisiT xelovnebis nimuSs<br />
warmoadgens (suraTi 10). satitulo furcels ZiriTa<strong>da</strong>d alamazebdnen<br />
ornamentebiT, mxatvruli SriftebiT <strong>da</strong> gravirebuli dekoratiuli<br />
CarCoTi. Semdgom, satitulo furceliFnel-nela kargavs mxatvrul<br />
faseulobas, risi mizezic gax<strong>da</strong> is, rom masze aRar muSaobdnen<br />
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