vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
vizualuri reklamis Teoriuli da praqtikuli aspeqtebi vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
eklamis am saxeobaSi pirvel grafikos -karikaturistad cnobilia mxatvari onore domie. domies politikuri xasiaTis namuSevrebi ZiriTadad parizis komunis Temas exeboda (1871 w), amitom domie umetesad politikuri plakatis ganmaviTareblad gvevlineba. misi karikaturebi vrceldeboda mfrinavi furclebis saxiT da ibeWdeboda sxvadasxva ilustrirebul gamomcemlobebSi. sainteresoa domies erT-erTi karikatura- axalgazrda mamakacis gamosaxulebiT, romelic kedelze gakrul afiSaze warweras kiTxulobs (suraTi 19). es namuSevari sainteresoa imiT, romH mxatvars masSi aRbeWdili aqvs im droindeli afiSebis vizualuri saxe, rogorc namuSevridan Cans, Savi feris teqsti ZiriTadad ibeWdeboda ferad furclebze domies karikaturebi plakatis erT-erT saxeobas politikuri plakats anviTarebs. plakatis xelovnebis ganviTarebis sawyis etapze mniSvnelovan figurad aris miCneuli frangi mxatvari Jiul Sere. cnobili rusi xelovnebaTmcodne tugenholdi Seres Sesaxeb wers: ,,mis plakatebSi xazis da laqis dinamika akrZelebs TviT quCis dinamikas, xolo gamosaxulebis haerovneba erwymis quCis garemos da amave dros matebs mas sadResaswaulo atmosferos” (tugenholdi 1987:158-159). tugenholdis es sityvebi mniSvnelovania plakatis mxatvruli xarisxis SefasebisTvis. rogorc avRniSneT plakati warmoadgens Tavbisebur kedlis mxatvrul nawarmoebs, romelic QZiriTadad quCaSi kedlebze ikvreba. aqedan gamomdinare is erwymis arqiteqturul ansambls da garkveulwilad aRiqmeba, rogorc arqiteqturis Semadgeneli elementi. Seres mravalferovani plakatebi haerovani da amavdroulad dinamikuria. mis namuSevrebSi ikiTxeba monasmebis, Jestebis, moZraobebis Tavisufleba da figurebis gamomwvevi pozis xatvis manera. Olotrekis plakatebisgan gansxvavebiT, Seres plakatebis koloriti da ferTa kontrastuli Serwyma, metad pasuxobs reklamis principebs. mxatvari SesaniSnavad qmnida namuSevarSi kontrasts (ase aucilebels reklamis dinamiuri gamomsaxvelobisTvis), riTac plakati udavod Sori manZilad moxvdeboda adamians TvalTaxedvis areSi. mag: ganvixiloT misi erT-erTi plakati- ,,saxsoleine“ (suraTi 20), romelic navTis lampas uwevs reklamas. Aam Temaze Seres Seqmnili aqvs ramdenime plakati. sainteresoa 38
is, rom namuSevrebis am seriaSi, mxatvari ar cvlis arc mTavar gmirs_ momomxiblavi da xalisiani qalis saxiT da ra Tqma unda ar cvlis mTavar sareklamo sagans _ navTis lampas. miuxedavd amisa, yvela misi namuSevari gansxavavebulia erTmaneTisgan. mxatvari cvlida mxolod ferTa gamas, Jestebs da umeteswilad moZraobebs. civi da Tbili ferebis SerwymiT namuSevarSi Seres kargad aqvs miRweuli kontrasti, mxatvari lurj fonze, gamosaxavs mkveTr yviTel kabaSi Semosil mimzidvel qals, romelsac xelSi mowiTalo-narinjisfer ferebSi gadawyvetili navTis lampa uWiravs. wiTel da yviTel ferebs muqi lurji foni aniWebs gansakuTrebuli simkveTres, rac Tavis mxriv suraTs matebs efeqtur gamomsaxvelobas. namuSevrebidan Cans, rom Seres gaaCnda feris kargi grZnoba, rac Tandayolili niWia da ar iswavleba. 1866 wels, parizSi Serem daarsa liTografiuli saxelosno. aRsaniSnavia is faqtic, rom man pirvelma daiwyo mis namuSevrebze sakuTari inicialebis dasma.Hmasve ekuTvnis pirveli afiSa, romelic im dros cnobili kabare ,,mulen ruJis” sezonis gaxsnas iuwyeboda. Seres plakatebi Sinaarsobrivad xalisiani da vizualurad martivad aRsaqmelia, rac sareklamo plakatis aucilebel pirobas warmoadgens. misi namuSevrebi erTi mxriv aRiqmeba rogorc reklama, xolo meore mxriv rogorc xelovnebis maRalmxatvruli nawarmoebebi. mxatvrul-stilisturi TvalsazrisiT, sainteresoa aseve didi frangi mxatvris tuluz-lotrekis afiSebi (plakatebi). lotreks, rogorc plakatists, aRiareba kabare - ,,mulen ruJis” sezonis gaxsnasTan dakavSirebiT Seqmnilma afiSam moutana, romelmac SeZlo Seres amave Temaze Seqmnili mSvenieri plakatis Semdeg daemsaxurebina sazogao mowoneba. ganvixiloT misi afiSa saxelwodebiT ,,jein avrili” (1893w) (suraTi 21). sainteresoa is, rom lotrekma jein avrilis figura, Tamamad moaTavsa formatis marcxena mxares, kompoziciis proporciuli wyoba ki gaaTanabra formatis marjvena kuTxeSi originalurad gamosaxuli musikosis xelis da simebiani sakravis- violonCelis detaliT, romelic aseve, garkveulwilad namuSevris dekoratiul CarCodac aRiqmeba. am afiSaSi lotreks miRweuli aqvs reklamis am saxeobis erT-erTi mTavari komponenti - formaTa da ferTa lakonuroba. lotrekis 39
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is, rom namuSevrebis am seriaSi, mxatvari ar cvlis arc mTavar gmirs_<br />
momomxiblavi <strong>da</strong> xalisiani qalis saxiT <strong>da</strong> ra Tqma un<strong>da</strong> ar cvlis<br />
mTavar sareklamo sagans _ navTis lampas. miuxe<strong>da</strong>vd amisa, yvela misi<br />
namuSevari gansxavavebulia erTmaneTisgan. mxatvari cvli<strong>da</strong> mxolod<br />
ferTa gamas, Jestebs <strong>da</strong> umeteswilad moZraobebs. civi <strong>da</strong> Tbili ferebis<br />
SerwymiT namuSevarSi Seres kargad aqvs miRweuli kontrasti, mxatvari<br />
lurj fonze, gamosaxavs mkveTr yviTel kabaSi Semosil mimzidvel qals,<br />
romelsac xelSi mowiTalo-narinjisfer ferebSi ga<strong>da</strong>wyvetili navTis<br />
lampa uWiravs. wiTel <strong>da</strong> yviTel ferebs muqi lurji foni aniWebs<br />
gansakuTrebuli simkveTres, rac Tavis mxriv suraTs matebs efeqtur<br />
gamomsaxvelobas. namuSevrebi<strong>da</strong>n Cans, rom Seres gaaCn<strong>da</strong> feris kargi<br />
grZnoba, rac Tan<strong>da</strong>yolili niWia <strong>da</strong> ar iswavleba. 1866 wels, parizSi<br />
Serem <strong>da</strong>arsa liTografiuli saxelosno. aRsaniSnavia is faqtic, rom man<br />
pirvelma <strong>da</strong>iwyo mis namuSevrebze sakuTari inicialebis <strong>da</strong>sma.Hmasve<br />
ekuTvnis pirveli afiSa, romelic im dros cnobili kabare ,,mulen ruJis”<br />
sezonis gaxsnas iuwyebo<strong>da</strong>. Seres plakatebi Sinaarsobrivad xalisiani <strong>da</strong><br />
vizualurad martivad aRsaqmelia, rac sareklamo plakatis aucilebel<br />
pirobas warmoadgens. misi namuSevrebi erTi mxriv aRiqmeba rogorc<br />
reklama, xolo meore mxriv rogorc xelovnebis maRalmxatvruli<br />
nawarmoebebi.<br />
mxatvrul-stilisturi TvalsazrisiT, sainteresoa aseve didi<br />
frangi mxatvris tuluz-lotrekis afiSebi (plakatebi). lotreks, rogorc<br />
plakatists, aRiareba kabare - ,,mulen ruJis” sezonis gaxsnasTan<br />
<strong>da</strong>kavSirebiT Seqmnilma afiSam moutana, romelmac SeZlo Seres amave<br />
Temaze Seqmnili mSvenieri plakatis Semdeg <strong>da</strong>emsaxurebina sazogao<br />
mowoneba. ganvixiloT misi afiSa saxelwodebiT ,,jein avrili” (1893w)<br />
(suraTi 21). sainteresoa is, rom lotrekma jein avrilis figura, Tamamad<br />
moaTavsa formatis marcxena mxares, kompoziciis proporciuli wyoba ki<br />
gaaTanabra formatis marjvena kuTxeSi originalurad gamosaxuli<br />
musikosis xelis <strong>da</strong> simebiani sakravis- violonCelis detaliT, romelic<br />
aseve, garkveulwilad namuSevris dekoratiul CarCo<strong>da</strong>c aRiqmeba. am<br />
afiSaSi lotreks miRweuli aqvs <strong>reklamis</strong> am saxeobis erT-erTi<br />
mTavari komponenti - formaTa <strong>da</strong> ferTa lakonuroba. lotrekis<br />
39
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