vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
Create successful ePaper yourself
Turn your PDF publications into a flip-book with our unique Google optimized e-Paper software.
Tavi II. reklama <strong>da</strong> xelovneba<br />
§ Ι. plakatis (baneris) ganviTareba <strong>da</strong> gamosaxvis specifika<br />
XIXs-is meore naxevarSi <strong>reklamis</strong> saxeobebma (mfrinavma furcelma,<br />
afiSam) metad mravalferovani saxe SeiZina, rac ganapiroba germaneli<br />
gamomgoneblis iohan aloiz zeneferdelis mier 1798 wels <strong>da</strong>zguri<br />
beWdvis teqnikis liTografiis (warmosdgeba berZnuli sityvisgan- litho-<br />
niSnavs qvas, grapho –vwer, vxatav) gamogonebam. liTografiis meSveobiT<br />
SesaZlebeli gax<strong>da</strong> feradi beWdva (tatievi… mis: http://bse.sci-<br />
lib.com/article070814.html). pirveli liTografiuli saxelosno gaixsna<br />
miunxenSi 1806 wels, 1816 wels, aseTive saxelosno <strong>da</strong>ars<strong>da</strong> safrangeTSi,<br />
1822 wels ki londonsa <strong>da</strong> ruseTSi. litografiuli beWdvis teqnika<br />
gax<strong>da</strong> plakatis xelovnebis ganviTerebis erT_erTi umniSvnelovanesi<br />
biZgi. 1862 wels inglisSi <strong>da</strong>ars<strong>da</strong> plakatistTa asociacia, romelic<br />
miznad isaxav<strong>da</strong> <strong>reklamis</strong> am yvelaze mxatvruli saxeobis<br />
popularizacias (uConova . . . 2008:211). MXIXs-is 80-ani wlebSi inglisur<br />
reklamaSi aqtualuri xdeba devizebis (sloganebis) gamoyeneba. 1893<br />
wlisTvis ki istoriuli wyaroebis mixedviT qveyanaSi sareklamo<br />
gzavnilebi imdenad bevri iyo, rom inglisis mTavrobis iniciativiT<br />
<strong>da</strong>ars<strong>da</strong> nacionaluri gaerTianeba, romelsac evalebo<strong>da</strong> quCebSi<br />
sareklamo gancxadebaTa ga<strong>da</strong>Warbebuli raodenobis kontroli.<br />
safrangeTSi sareklamo xelovnebis ganviTareba XIX saukunis meore<br />
naxevri<strong>da</strong>n iwyeba.Aam periodis frangul reklamas gansakuTrebuli<br />
aRiareba moutana <strong>reklamis</strong> yvelaze mxatvrulma saxeobam - plakatma.<br />
plakati- laTinurad ,,placatum”- gancxadebas niSnavs. warmoiSva sityva<br />
plaguar-i<strong>da</strong>n (mikvra, miwepeba). inglisSi <strong>da</strong> amerikaSi mas uwodeben foster-s,<br />
(posteri) germaniaSi <strong>da</strong>s Plakat-s (plakati), safrangeTSi affich-s (afiSa)<br />
(basialaia 2010:40). saqarTveloSi plakats (Tanamedrove terminologiiT-<br />
baners). <strong>da</strong>niSnulebis <strong>da</strong> funqciis mixedviT ansxvaveben plakatis<br />
ramdenime ZiriTad saxeobas:<br />
1. politikurs (agitaciuri, propagandistuli tipis plakatebi);<br />
30
Change language