vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
vizualuri reklamis Teoriuli da praqtikuli aspeqtebi vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
Sesavali reklama- informacia fizikur an iuridiul pirze, produqciaze, ideebze, wamowyebebze da sxvadasxva tipis momsaxurebaze gavrcelebuli nebismieri formiT da saSualebebiT, mimarTuli sazogadoebis farTo masebisTvis (samizne auditoriaze). igi orientirebulia fizikuri, iuridiuli pirisadmi interesis formirebaze. xels uwyobs produqciisa da momsaxurebis popularizacias, gavrcelebas, realizacias, samomxmareblo standartebis danergvas da konkurenciis gaZlierebas. es Tavis mxriv, dadebiTad moqmedebs fasebis regulirebaze. dRes reklamis gareSeE warmoudgenelia yoveli biznessaqmianobis winsvla da warmateba. reklama warmoSva cxovrebiseulma moTxovnebma da misi mniSvneloba yovelwliurad izrdeba. Tanamedrove sainformacio teqnikis epoqaSi reklama gabatonebulia sazogadoebrivi cxovrebis yvela sferoSi da warmoadgens samomxmareblo auditoriis faruli marTvis erT-erT yvelaze mZlavr saSualebas. Tanamedrove reklama ukve zemoqmedebas axdens sazogadoebrivi sistemis faseulobebze da, kerZod, TiToeuli individis msoflmxedvelobaze. is qvecnoburad moqmedebs adamianis fsiqikaze, wamebSi SeuZlia gamowvios masSi garkveuli ganwyoba, emociuri mdgomareoba da aRZras moqmedebis survili (iqneba es reklama komerciuli, socialuri, politikuri Tu sxva). masStaburobis da Tanxebis brunvis TvalsazrisiT reklamas ukve aTanabreben Sou-biznesTan (yovelwliurad reklamaze msoflioSi daaxloebiT 400 miliard dolarze meti ixarjeba), zemoqmedebis Zalidan gamomdinare ki reklamas hipnozs adareben. gamoiyofa reklamis ramdenime ZiriTadi funqcia: informaciuli funqcia - momxmareblisMMinformireba produqtis, firmis Tu momsaxureobis Sesaxeb. ekonomikuri funqcia - produqciis, momsaxurebis popularizacia da gayidvebis stimulireba. socialuri funqcia - mizanmimarTulia sazogado cnobierebis formirebaze, komunikaciuri kavSirebis gaZlierebasa da cxovrebis donis gaumjobesebaze. saganmanaTleblo funqcia - iTvaliswinebs siaxleebis an garkveuli 4
ideebis propagandas cxovrebis sxvadasxva sferoSi. esTetikuri funqcia - mizanmimarTulia adamianis gemovnebis da silamazis aRqmis unaris ganviTarebaze. TanamedroveobaSi vizualur aRqmas gansakuTrebuli prioriteti mieniWa. teqstur informaciaze metad, yuradReba daeTmo gamosaxulebebs da simboloebs. vizualiuri reklamis zemoqmedebis efeqturoba aisneba imiT, rom vizualuri aRqma gaucnobierebeli procesia. adamianis tvini Tavdapirvelad informacias aRiqvams rogorc realobas, iwvevs Sesabamis emociebs da mxolod Semdeg axdens mis logikur analizs. vizualur aRqmas pasuxobs adamianis Tavis tvinis marjvena naxevarsfero, romelic uzrunvelyofs emociur impulsebs, maSin roca beWdviT informacias pasuxobs marcxena- racionaluri (pendikova. . .2008:276). reklamis erT-erTi mTavari mizanic swored emociebis gamowvevaSi mdgomareobs. aqedan gamomdinare vizualur reklamas meti SesaZlebloba aqvs moaxdinos adamianis cnobierebiT manipulireba. viziarebT v. rozinis azrs imis Sesaxeb, rom dRes, samomxmareblo bazars ipyrobs ara TviT sagani, aramed misi gamosaxuleba e.w. vizualuri xati (rozini 2004:203). dRes, konkurenciis zrda xels uwyobs reklamis saxeobebis swrafi tempiT ganviTarebasac. is rac reklamaSi efeqturi iyo guSin, aRar moqmedebs dRes. gamudmebiT icvleba sareklamo gzavnilebis formebi da mxatvrul-esTetikuri gadawyvetis principebi, amitom reklamis Seqmnis procesi dizainer-grafikosebisgan moiTxovs informaciis vizualizaciis axali xerxebis, ideebis, formebis Ziebas da iseT aucilebel Tvisebebs, rogoricaa: metaforiuli azrovnebis da fantaziis unari, mxatvruli xedva, feris da kompoziciis grZnoba. vizualuri reklama grafikuli dizainis erT-erTi produqtia. grafikuli dizainis obieqtebis mniSvnelovan maxasiaTeblebs warmoadgens esTetikuroba da silamaze. aqedan gamomdinare reklamaSi marketinguli motivaciis da ekonomikuri funqciis gverdiT gansakuTrebul mniSvnelobas iZens mxatvrul-esTetikuri funqcia. komerciuli daniSnulebis garda reklama emsaxureba esTetikis kanonebs, sargeblobs imave mxatvrul-gamomsaxvelobiTi saSualebebiT, riTac xelovneba. vizualuri reklama ar iqneba efeqturi da maRalproduqtiuli Tu 5
- Page 1 and 2: SoTa rusTavelis saxelobis saxelmwif
- Page 3: sarCevi Sesavali . . . . . . . . .
- 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 and 22: ukveTavdnen sakuTari politikuri miz
- Page 23 and 24: mxatvrebi. TanamedroveobaSi, satitu
- 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
Sesavali<br />
reklama- informacia fizikur an iuridiul pirze, produqciaze,<br />
ideebze, wamowyebebze <strong>da</strong> sxva<strong>da</strong>sxva tipis momsaxurebaze gavrcelebuli<br />
nebismieri formiT <strong>da</strong> saSualebebiT, mimarTuli sazogadoebis farTo<br />
masebisTvis (samizne auditoriaze). igi orientirebulia fizikuri,<br />
iuridiuli pirisadmi interesis formirebaze. xels uwyobs produqciisa<br />
<strong>da</strong> momsaxurebis popularizacias, gavrcelebas, realizacias,<br />
samomxmareblo stan<strong>da</strong>rtebis <strong>da</strong>nergvas <strong>da</strong> konkurenciis gaZlierebas.<br />
es Tavis mxriv, <strong>da</strong>debiTad moqmedebs fasebis regulirebaze. dRes<br />
<strong>reklamis</strong> gareSeE warmoudgenelia yoveli biznessaqmianobis winsvla <strong>da</strong><br />
warmateba. reklama warmoSva cxovrebiseulma moTxovnebma <strong>da</strong> misi<br />
mniSvneloba yovelwliurad izrdeba.<br />
Tanamedrove sainformacio teqnikis epoqaSi reklama gabatonebulia<br />
sazogadoebrivi cxovrebis yvela sferoSi <strong>da</strong> warmoadgens samomxmareblo<br />
auditoriis faruli marTvis erT-erT yvelaze mZlavr saSualebas.<br />
Tanamedrove reklama ukve zemoqmedebas axdens sazogadoebrivi sistemis<br />
faseulobebze <strong>da</strong>, kerZod, TiToeuli individis msoflmxedvelobaze. is<br />
qvecnoburad moqmedebs a<strong>da</strong>mianis fsiqikaze, wamebSi SeuZlia gamowvios<br />
masSi garkveuli ganwyoba, emociuri mdgomareoba <strong>da</strong> aRZras moqmedebis<br />
survili (iqneba es reklama komerciuli, socialuri, politikuri Tu<br />
sxva). masStaburobis <strong>da</strong> Tanxebis brunvis TvalsazrisiT reklamas ukve<br />
aTanabreben Sou-biznesTan (yovelwliurad reklamaze msoflioSi<br />
<strong>da</strong>axloebiT 400 miliard dolarze meti ixarjeba), zemoqmedebis Zali<strong>da</strong>n<br />
gamomdinare ki reklamas hipnozs a<strong>da</strong>reben.<br />
gamoiyofa <strong>reklamis</strong> ramdenime ZiriTadi funqcia:<br />
informaciuli funqcia - momxmareblisMMinformireba produqtis, firmis<br />
Tu momsaxureobis Sesaxeb.<br />
ekonomikuri funqcia - produqciis, momsaxurebis popularizacia <strong>da</strong><br />
gayidvebis stimulireba.<br />
socialuri funqcia - mizanmimarTulia sazogado cnobierebis<br />
formirebaze, komunikaciuri kavSirebis gaZlierebasa <strong>da</strong> cxovrebis<br />
donis gaumjobesebaze.<br />
saganmanaTleblo funqcia - iTvaliswinebs siaxleebis an garkveuli<br />
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