vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
vizualuri reklamis Teoriuli da praqtikuli aspeqtebi vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
gadawyveta.Mmis namuSevrebSi aisaxa ar nuvosaTvis damaxasiaTebeli iseTi niSan - Tviseba rogoricaa: mcenareuli motivebis Serwyma dekoratiul da konstruqciul elementebTan. P gansakuTrebiT gvinda gamovyoT XX saukunis didi frangi mxatvari- plakatisti bernar vilmo (1930-1989ww). MaRsaniSnavia am plakatistis mxatvruli xedva, sazrianoba, azrovnebis da weris masStaburoba, feris grZnoba da gemovneba. Mmisi plakatebi izidavs Dmxatvruli meTodebiT, ideis originaluri da saintereso gamosaxviT. mis namuSevrebSi aisaxa plakatis xelovnebis yvela principi. didi profesionalizmiT aris Sesrulebuli gamagrilebeli sasmel - ,,oranginas” da fexsacmelebis firmis _,,bally”-s reklamirebisTvis Seqmnili plakatebi. Nmag: davakvirdeT firma ,,bally”-s sareklamo plakatebs: ideurad originalurad aris Sesrulebuli plakati, romelSic gamosaxulia mamakaci fexsacmlis samoselSi (saraTi 23). unda aRiniSnos am plakatis Taviseburi eleganturoba da kultura, Canafiqris araCveulebrivi gonebamaxviluri da saintereso gamosaxva. sainteresoa ,,bally”- sadmi Seqmnili meore plakatic _ ori gogonas gamosaxulebiT, romelebic zRvis sanapiroze laRad miiswrafian win (saraTi 24). am namuSevarSi vilmos ar aqvs gamoyofili fexsacmeli calke gamosaxulebad. is saerTod ar akeTebs datvirTvas produqciaze, vilmo umetesad mimarTavs adamianebis grZnobaTa samyaros. Ggamosaxulebas plakatSi metad simboluri datvirTva aqvs, man Seqmna gzavnili, romelic fexsacmlis simCatis, haerovnebis da komfortis SegrZnebis garda, qmnis SegrZnebas adamianis swrafvisa Tavisuflebisken. sayovelTaod cnobilia ZveliM gamonaTqvami: ,,yvelaferi genialuri _ ubraloa”. swored es sityvebi miesadageba vilmos ,,orangina”-s fexsacmlisTvis Seqmnil or plakats. Ppirvel plakatSi mxatvarma gamosaxa qvafenilze TiTqos mitovebuli an dakarguli erTi cali wiTeli qalis fexsacmeli, romlis gverdiT qvafenilidan ucnaurad amozrdila yvavili ia (suraTi 25). vilmo isev akeTebs simbolur miniSnebebs: fexsacmlis wiTeli feriT da formis natifi moyvanilobiT is mianiSnebs qalis kekluc, gamomwvev da graciozul arsebaze. yvavilis gamosaxulebiT ki qalis naz da sust arsze. meore plakati, erTi SexedviT metad gvagonebs Canaxats an eskizss. 42
(suraTi 26) kompoziciaSi, figura, romelic ikravs fexsacmels gadmocemulia xazobrivi naxatis meSveobiT. am plakatSi gansakuTrebiT ikveTeba vilmosaTvis Cveuli namuSevris Sesrulebis simartivis iluzia, romlis ukan dafarulia Semoqmedis didi Canafiqri. Pplakati martivad aRiqmeba da advili gasagebia. originalurad aris Sesrulebuli forToxlis aromatis gamagrilebeli sasmelis - ,,oranginas” plakatebic (suraTi 27). magaliTad: erT-erT plakatSi mxatvarma forToxlis forma sombolurad gamosaxa 3 qolgis saxiT, romlebic Serwymulia adamianebis gamosaxulebebTan da namuSevarSi erTian mxatvrul formas qmnian. vilmos SesaniSnavi reklmebi gaxda ,,oranginas” firmis savizito baraTi da Seuwyo xeli am sasmelis popularizacias da gayidvas. mis plakatebs axasiaTebs ideis originaluri gamosaxva, formaTa lakonuroba, msuye monasmebi, mkveTri kontrastuli ferebi. vilmo, minimaluri formebis, xazebis da ferebis gamoyenebiT qmnisEefeqtur, TvalSisacem, sazrian da saintereso kompoziciebs, rac udidesi profesionalizmis Sedegia. vilmos namuSevrebSi aisaxa plakatis Seqmnis yvela aucilebeli niSan-Tviseba, rasac emateba aucilebeli Tandayolili Tvisebebi: mxatvruli niWi, kargi gemovneba, metaforiuli azrovneba da feris grZnoba. swored Tavisi udidesi niWis safuZvelze aRwevs mxatvari plakatSi minimaluri xerxebiT maqsimalurs. modernizmis periodis mxatvrebidan sainteresoa avstrieli mxatvris gustav klimtis (1862-1918) zogierTi namuSevari, romelic aseve cnobilia, rogorc venis secesionis (ar-nuvos periodis mxatvarTa gaerTianeba) damarsebli, prezidenti da Jurnal ,,ver saqrum”-is (RvTaebrivi gazafxuli) redaqtori. klimtis naxatebi garda kompoziciis originaluri gadawyvetis da koloritis mravalferovnebisa, ipyrobs mnaxvelis yuradrebas Ria erotizmiTac, magaliTad: namuSevari ,,SiSveli simarTle” (suraTi 28) masSi gamosaxulia SiSvel wiTura qali, romelsac xelSi simarTlis sarke uWiravs, naxatis Tavze ikiTxeba Semdegi sityvebi: ,,Tu Sen, Seni saqmiT da xelovnebiT ar SegiZlia moewono yvelas, moewone ramdenimes”. mowonde yvelas _ borotebaa.” (klimti 1899:24). namuSevari garkveulwilad warmoadgens reklamas, masSi ismis mowodeba, romelic teqstis mixedviT mimarTulia Semoqmedi 43
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(suraTi 26) kompoziciaSi, figura, romelic ikravs fexsacmels<br />
gadmocemulia xazobrivi naxatis meSveobiT. am plakatSi gansakuTrebiT<br />
ikveTeba vilmosaTvis Cveuli namuSevris Sesrulebis simartivis iluzia,<br />
romlis ukan <strong>da</strong>farulia Semoqmedis didi Canafiqri. Pplakati martivad<br />
aRiqmeba <strong>da</strong> advili gasagebia. originalurad aris Sesrulebuli<br />
forToxlis aromatis gamagrilebeli sasmelis - ,,oranginas” plakatebic<br />
(suraTi 27). magaliTad: erT-erT plakatSi mxatvarma forToxlis forma<br />
sombolurad gamosaxa 3 qolgis saxiT, romlebic Serwymulia a<strong>da</strong>mianebis<br />
gamosaxulebebTan <strong>da</strong> namuSevarSi erTian mxatvrul formas qmnian. vilmos<br />
SesaniSnavi reklmebi gax<strong>da</strong> ,,oranginas” firmis savizito baraTi <strong>da</strong> Seuwyo<br />
xeli am sasmelis popularizacias <strong>da</strong> gayidvas. mis plakatebs axasiaTebs<br />
ideis originaluri gamosaxva, formaTa lakonuroba, msuye monasmebi,<br />
mkveTri kontrastuli ferebi. vilmo, minimaluri formebis, xazebis <strong>da</strong><br />
ferebis gamoyenebiT qmnisEefeqtur, TvalSisacem, sazrian <strong>da</strong> saintereso<br />
kompoziciebs, rac udidesi profesionalizmis Sedegia. vilmos<br />
namuSevrebSi aisaxa plakatis Seqmnis yvela aucilebeli niSan-Tviseba,<br />
rasac emateba aucilebeli Tan<strong>da</strong>yolili Tvisebebi: mxatvruli niWi,<br />
kargi gemovneba, metaforiuli azrovneba <strong>da</strong> feris grZnoba. swored<br />
Tavisi udidesi niWis safuZvelze aRwevs mxatvari plakatSi minimaluri<br />
xerxebiT maqsimalurs.<br />
modernizmis periodis mxatvrebi<strong>da</strong>n sainteresoa avstrieli mxatvris<br />
gustav klimtis (1862-1918) zogierTi namuSevari, romelic aseve cnobilia,<br />
rogorc venis secesionis (ar-nuvos periodis mxatvarTa gaerTianeba)<br />
<strong>da</strong>marsebli, prezidenti <strong>da</strong> Jurnal ,,ver saqrum”-is (RvTaebrivi<br />
gazafxuli) re<strong>da</strong>qtori. klimtis naxatebi gar<strong>da</strong> kompoziciis<br />
originaluri ga<strong>da</strong>wyvetis <strong>da</strong> koloritis mravalferovnebisa, ipyrobs<br />
mnaxvelis yuradrebas Ria erotizmiTac, magaliTad: namuSevari ,,SiSveli<br />
simarTle” (suraTi 28) masSi gamosaxulia SiSvel wiTura qali,<br />
romelsac xelSi simarTlis sarke uWiravs, naxatis Tavze ikiTxeba<br />
Semdegi sityvebi: ,,Tu Sen, Seni saqmiT <strong>da</strong> xelovnebiT ar SegiZlia<br />
moewono yvelas, moewone ramdenimes”. mowonde yvelas _ borotebaa.”<br />
(klimti 1899:24). namuSevari garkveulwilad warmoadgens reklamas, masSi<br />
ismis mowodeba, romelic teqstis mixedviT mimarTulia Semoqmedi<br />
43
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