vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
Create successful ePaper yourself
Turn your PDF publications into a flip-book with our unique Google optimized e-Paper software.
eklamis istoriaSi mniSvnelovan figuras warmoadgens xarkovSi<br />
<strong>da</strong>badebuli, magram safrangeTSi moRvawe mxatvari _ adolf kasandric.<br />
(1901-1968) kasandris mniSvneloba mdgomareobs imaSi, rom mis mier Seqmnil<br />
plakatebSi gamoikveTa kavSiri xelovnebis Tanamedrove mimdinareobebsa<br />
<strong>da</strong> komerciul dizains Soris, aseve, man erT-erTma pirvelma aRwera<br />
<strong>reklamis</strong> momentaluri zemoqmedebis efeqti momxmarebelze. (pendikova. . .<br />
2008:152-153) mxatvris STagonebis wyaros warmoadgen<strong>da</strong> modernistuli <strong>da</strong><br />
avangarduli mimdinareobebi xelovnebaSi. gatacebuli iyo kubizmiT- p.<br />
pikasos <strong>da</strong> J.brakis SemoqmedebiT, rac aisaxa mis sareklamo plakatebSic-<br />
kasandrma gansakuTrebuli yuradReba <strong>da</strong>uTmo kopmoziciis geometriuli<br />
formebiT Seqmnis principebs. mxatvris namuSevrebis Tavisebur ritms<br />
gansazRvravs kompoziciis agebis dekoraciuli struqtura, formis<br />
plastikuri metyvelebis <strong>da</strong> sivrcis gadmocemis pirobiTi xasiaTi.<br />
magaliTad Rvinis barisTvis Seqmnili plakati (saraTi 31). aqe<strong>da</strong>n<br />
gamomdinare kasandris plakatebi esTetikuri TvalsazrisiT mimzidvelia<br />
<strong>da</strong> eqvedebareba plakatis principebs, mxatvruli ga<strong>da</strong>wyvetis<br />
Tavisuflebis TvalsazrisiT ki SezRudulia.<br />
aRsaniSnavia cnobili espaneli siurrealisti mxatvris- salvador<br />
<strong>da</strong>lis reklamebic. magaliTad sainteresoa avtomanqana ,,Lexus”-is<br />
popularizaciisTvis Seqmnili reklama, romelic warmodgens 1931 wels<br />
Seqmnili misive namuSevris - ,,rbili saaTis” interpretacias. (suraTi<br />
32) mxatvari misTvis Cveuli maneriT- naturalisturad asaxuli sagnebis,<br />
skurpulozurad gamoweril detalebis paradoqsul, uCveulo montaJs<br />
gTavazobs. is avtomanqanis reklamas mxolod misi ramdenime detalis<br />
irealuri, simbuluri, plastikurad <strong>da</strong>klaknili formebis meSveobiT<br />
warmoadgens. swored plastikuri formebi qmnis mayurebelSi garkveuli<br />
moqnilobis <strong>da</strong> moxerxebulobis SegrZnebas, rac reklamaSi simbolurad<br />
warmogvidgens avtomanqana ,,Lexus”-is gamosaxulebas, Semdgom ki<br />
asociaciurad akavSirebs mayurebel mis monacemebTan. mxatvrma Seqmna<br />
suraTi, romelSic WeSmariteba gadmosca misi mdi<strong>da</strong>ri fantaziis <strong>da</strong><br />
qvecnobierebis siRrmi<strong>da</strong>n. <strong>da</strong>lis- ,,Lexus”-is reklama ar aris martivad<br />
aRsaqmeli misi kompoziciebi rTulad gasagebia <strong>da</strong> umetesad mimarTuli<br />
mayureblis gonebisken, riTac is metad saintereso xdeba. <strong>da</strong>lis xels<br />
45
Change language