vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
vizualuri reklamis Teoriuli da praqtikuli aspeqtebi vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
afiSebs gaaCniaT gansakuTrebuli mizidulobis Zala. imisaTvis, rom plakatma miiqcios yuradReba, garda sworad mignebuli kompoziciur- mxatvruli aspeqtebisa, aris sxva mxatvruli meTodebic, rac naTlad gamovlinda mis namuSevrebSi da ramac ganapiroba didi frangi mxatvris warmateba konkretulad reklamis am saxeobaSi. unda aRiniSnos, rom yvela saxis mxatvrul namuSevarSi naturis xasiaTis, adgilis ganwyobis da ganaTebis gadmocema ,,gadmotana tiloze”. aris is erT-erTi umniSvnelovanesi mxatvruli meTodi, riTac namuSevarSi iqmneba garkveul emociuri datvirTva da rac Tavis mxriv iwvevs mnaxvelSi garkveul ganwyobas. magaliTad: yovel profesional mxatvars SeuZlia daxatos portreti, magram yvela maTgans ver miakuTvneben mxatvar- portretists. Ees aixsneba imiT, rom yvela mxatvars ar gaaCia im uxilavi xasiaTis gadmocemis niWi, rac gaaCnia yovel konktretul adamians. Aanri peruSo Tavis wignSi- ,,tuluz lotrekis cxovreba” aRniSnavs, rom mxatvari saguldagulod swavlobda adamianTaA saxeebs da gansakuTrebiT xasiaTs. (peruSo 1990:123). swored adamianis xasiaTis, adgilis atmosferos da ganwyobis gadmocemis gansakuTrebuli niWiT gamoirCeoda didi frangi postimpresionisti mxatvari. lotrekis afiSebSi SesaniSnavad aris gadmocemuli is Tavisufali da garkveulwilad gamomwvevi atmosfero, romelic sufevs aseTi tipis dawesebulebebSi. aseve lotrekis xelweras axasaTebs: Jestebis, moZraobebis, pozebis Tavisufali uSualo gadmocema, figurebis wera yovelgvari gaidealebis gareSe, rac advilad gasagebs xdis mnaxvelisTvis mis Semoqmedebas. anri peruSo lotrekis Sesaxeb sruliad marTebulad wers: ,,lotreks gaaCnda plakatistisTvis aucilebeli yvela monacemi _ monumeturoba, dekoratiuloba, eqspresiuloba, moqnili xazi, lotreki dabadebuli iyo plkatisTvis” (peruSo 1990:125). peruSos mier lotrekis monacemebis CamonaTvals SeiZleba davamatoT iumoris grZnobac, rac misi namuSevrebidan gamomdinare uTuod gaaCnda frang mxatvars. iomori erT-erT umniSvnelovanes rols TamaSobs reklamis adamianze zemoqmedebis TvalsazrisiT, iumori adamians ayenebs karg gunebaze. Tumca isic unda aRiniSnos, rom is rac acinebs erTs, SeiZleba ar mowondes meores, amitom iumoris gamoyenebasac reklamaSi sifrTxile Wirdeba. 40
saWiroa Semowmdes ra reaqcias gamoiwvevs konkretuli iumori adamianebSi da gayidis Tu ara is raimes. (sxvaTaSoris Uunda aRiniSnos, rom iumori SesaniSnavad iyo gamoyenebuli XIX-XXss-is Zveli Tbilisis sareklamo abrebis warwerebSic). amrigad, Mlotrekis namuSevrebi eqvemdebareba plakatis specifikis TiTqmis yvela moTxovnas. isini gmoirCevian formaTaA da ferTa lakonurobiT, naturis xatvis uSualobiT da amave dros Sinagani eqspresiiT da, rac mTavaria, reklamisTvis aucilebeli Sinaarsis aRqmisTvis siadviliT. xelovnebaTmcodne tiu viirandi marTebulad aRniSnavs: ,,tuluz lotrekis damsaxureba mdgomareobs imaSi, rom man, Tavisi Teatraluri plakatebiT safuZveli Cauyara Tanamedrove sareklamo grafikas” (viirandi 1990:149). unda aRiniSnos, rom lotrekis weris uSualoeba da ubraloeba garkveulwilad saerTos naxulobs didi qarTveli mxatvaris firosmanis SesaniSnav abrebTan. lotrekis afiSebsa da plakatebSi gamoxatuleba hpova postimpresionizmisTvis damaxasiaTebelma niSan-Tvisebebma: xazis saxviTi mniSvnelobis da rolis gazrda (swored moqnili da mkveTri xazis meSveobiT qmnis lotreki mis namuSevrebSi eqspresias). feradovani laqis wamyvani mniSvneloba, realobis garkveuli transformireba. mxatvris plakatebSi ikveTeba modernis stilisTvis damaxasiaTebeli niSnebic- gamosaxulebis Casma CarCoSi, dekoratiuloba, xazis meSveobiT siluetis gamovlena. modernistuli stilis niSan-Tvisebebi aisaxa warmoSobiT Cexi mxatvris alfons muxas (1860-1939) plakatebSi, romelic 1887 wlidan cxovrobda da miRvaweobda safrangeTSi. gansakuTrebiT cnobilia mxatvris Teatraluri plakatebi msaxiobis sara bernaris gamosaxulebiT, sasmelebis reklamebi da sxva. Mmuxas plakatebis mTavar Temas momxibleli da graciozuli qalis figura warmodgens, romelic produqcias uwevs reklamas. magaliTisTvis ganvixiloT muxas erT-erTi plakati_ ,,latrappistine”, romelic alkoholur sasmels uwevs reklamas. (suraTi 22) lotrekis afiSebis Tavisufali da uSualo weris manerisgan gansxvavebiT muxas namuSevarSi Cans figuris gaidealebuli mowodeba da kompoziciis metad dekoratiul_ornamentuli 41
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afiSebs gaaCniaT gansakuTrebuli mizidulobis Zala. imisaTvis, rom<br />
plakatma miiqcios yuradReba, gar<strong>da</strong> sworad mignebuli kompoziciur-<br />
mxatvruli <strong>aspeqtebi</strong>sa, aris sxva mxatvruli meTodebic, rac naTlad<br />
gamovlin<strong>da</strong> mis namuSevrebSi <strong>da</strong> ramac ganapiroba didi frangi mxatvris<br />
warmateba konkretulad <strong>reklamis</strong> am saxeobaSi. un<strong>da</strong> aRiniSnos, rom<br />
yvela saxis mxatvrul namuSevarSi naturis xasiaTis, adgilis ganwyobis<br />
<strong>da</strong> ganaTebis gadmocema ,,gadmotana tiloze”. aris is erT-erTi<br />
umniSvnelovanesi mxatvruli meTodi, riTac namuSevarSi iqmneba garkveul<br />
emociuri <strong>da</strong>tvirTva <strong>da</strong> rac Tavis mxriv iwvevs mnaxvelSi garkveul<br />
ganwyobas. magaliTad: yovel profesional mxatvars SeuZlia <strong>da</strong>xatos<br />
portreti, magram yvela maTgans ver miakuTvneben mxatvar- portretists.<br />
Ees aixsneba imiT, rom yvela mxatvars ar gaaCia im uxilavi xasiaTis<br />
gadmocemis niWi, rac gaaCnia yovel konktretul a<strong>da</strong>mians. Aanri peruSo<br />
Tavis wignSi- ,,tuluz lotrekis cxovreba” aRniSnavs, rom mxatvari<br />
sagul<strong>da</strong>gulod swavlob<strong>da</strong> a<strong>da</strong>mianTaA saxeebs <strong>da</strong> gansakuTrebiT<br />
xasiaTs. (peruSo 1990:123). swored a<strong>da</strong>mianis xasiaTis, adgilis<br />
atmosferos <strong>da</strong> ganwyobis gadmocemis gansakuTrebuli niWiT gamoirCeo<strong>da</strong><br />
didi frangi postimpresionisti mxatvari. lotrekis afiSebSi<br />
SesaniSnavad aris gadmocemuli is Tavisufali <strong>da</strong> garkveulwilad<br />
gamomwvevi atmosfero, romelic sufevs aseTi tipis <strong>da</strong>wesebulebebSi.<br />
aseve lotrekis xelweras axasaTebs: Jestebis, moZraobebis, pozebis<br />
Tavisufali uSualo gadmocema, figurebis wera yovelgvari gaidealebis<br />
gareSe, rac advilad gasagebs xdis mnaxvelisTvis mis Semoqmedebas. anri<br />
peruSo lotrekis Sesaxeb sruliad marTebulad wers: ,,lotreks gaaCn<strong>da</strong><br />
plakatistisTvis aucilebeli yvela monacemi _ monumeturoba,<br />
dekoratiuloba, eqspresiuloba, moqnili xazi, lotreki <strong>da</strong>badebuli iyo<br />
plkatisTvis” (peruSo 1990:125). peruSos mier lotrekis monacemebis<br />
CamonaTvals SeiZleba <strong>da</strong>vamatoT iumoris grZnobac, rac misi<br />
namuSevrebi<strong>da</strong>n gamomdinare uTuod gaaCn<strong>da</strong> frang mxatvars. iomori<br />
erT-erT umniSvnelovanes rols TamaSobs <strong>reklamis</strong> a<strong>da</strong>mianze<br />
zemoqmedebis TvalsazrisiT, iumori a<strong>da</strong>mians ayenebs karg gunebaze. Tumca<br />
isic un<strong>da</strong> aRiniSnos, rom is rac acinebs erTs, SeiZleba ar mowondes<br />
meores, amitom iumoris gamoyenebasac reklamaSi sifrTxile Wirdeba.<br />
40
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