vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
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Semadgenel elemantsac warmoadgens, romelic harmoniulad erwymis<br />
kompoziciis sibrtyes <strong>da</strong> aRiqmeba gamosaxulebis rogorc emociur<br />
azrobriv- emociur, aseve mxatvrul <strong>da</strong> dekoratiul <strong>da</strong>namatad.<br />
§ΙΙ. mxatvrul-stilisturi tendenciebi XIX_XXss-is<br />
vizualur reklamaSi.<br />
,,xelovneba aris <strong>da</strong> rCeba im mxatvrul<br />
ujre<strong>da</strong>d, sai<strong>da</strong>nac reklama sesxulobs<br />
mxatvrul saSualebebs, saxes ucvlis maT <strong>da</strong><br />
xSirad impulss aZlevs TviT xelovnebis<br />
ganviTarebas misive saxeSecvlili formebis<br />
wyalobiT.”<br />
(esTetikuri. . . 1986:165)<br />
mxatvrul-stilisturi TvalsazrisiT sainteresoa XIX-XX saukunis<br />
afiSebi <strong>da</strong> plakatebi. 1889-90wlebSi gansakuTrebuli popularobiT<br />
evropaSi sargeblob<strong>da</strong> plakati. cnobili frangi mwerli anri peruSo<br />
wers: ,,axali plakatis mosaZieblad koleqcionerebi arafris winaSe ar<br />
Cerdebodnen, isini xsnidnen plakatebs quCaSi kedlebi<strong>da</strong>n, yidulobdnen<br />
gamkvrelebisgan. TiTqmis yvela qalaqSi ixsnebo<strong>da</strong> franguli an<br />
saerTaSoriso plakatebis gamofena” (peruSo 1990:123). plakatiT<br />
<strong>da</strong>interesdnen XIX-XX saukunis iseTi gamoCenili mxatvrebi, rogorebic<br />
arian: onore domie, Jiul Sere, tuluz lotreki, Teofil steinlei,<br />
alfons muxa, obri berdslei, pier bonari, bernar vilmo, salvador<br />
<strong>da</strong>li, adolf kasandri, endi uorxoli <strong>da</strong> sxvebi. aRsaniSnavia is, rom<br />
swored XIXs-is plakatis gamomsaxvelobiTi sistemis saSualebaTa<br />
mravalferovnebam, ganapiroba grafikuli dizainis sxva<strong>da</strong>sxva<br />
teqnologiebis <strong>da</strong>arseba. aRsaniSnavia isic, rom am periodSi, sareklamo<br />
xelovneba, rogorc dizaini, jer ar iyo gamoyofili mxatvrobisgan,<br />
amitom plakatebs ukveTavdnen im periodis yvelaze cnobil mxatvrebs,<br />
romlebic TavianTi mxatvruli xedvisa <strong>da</strong> SemoqmedebiTi niWis<br />
safuZvelze ubralo sareklamo gancxadebas gar<strong>da</strong>saxavdnen xelovnebis<br />
maRalmxatvrul nawarmoebad.<br />
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