vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
vizualuri reklamis Teoriuli da praqtikuli aspeqtebi vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
ekuTvnis aseve, tkbileulis cnobili firma- ,,Chupa-Chups”-is logosTvis yvavilis formis mofiqreba, romelic dRemde warmoadgens firma- ,,Chupa- Chups”- is vizualur xats, (1969w) (suraTi 33) aseve, musikaluri konkursi- evroviziis logos Seqmna, didi mxatvari siamovnebiT TviTon qmnida sareklamo rgolebs da xSirad Tavad Rebulobda maTSi monawileobas. dalis Semoqmedebam didi gavlena moaxdina Tanamedrove reklamis ganviTarebaze. man Semoitana siaxle reklamaSi, rac gulisxmobs gamogonili, irealuri, personaJis da sagnis gamoyenebas, am meTods dResac mimarTaven grafikos-dizainerebi. aseve, xSirad iyeneben sxvadasxva saxis reklamebSi TviT dalis uCveulo iersaxesac, gansakuTrebiT ki, mimarTaven simbolur miniSnebas did espanel mxatvarze grZeli da wvrili ulvaSebis gamosaxulebis meSveobiT. grafikos- dizainerisTvis saWiro niWiT aris dajildovebuli SesaniSnavi siurrealisti mxatvri rene magritic (1898-1967). salvador dalis msgavsad mis namuSevrebSi sagnebi, detalebi gansakuTrebuli gulmodginebiT aris gamowerili da absurdul aspeqtSia warmodgenili realuri sinamdvilis calkeuli elementebi. mxatvris namuSevrebis mTavar ideas warmoadgens is, rom SeuTanxmebeli sagnebis da elementebis mezobloba, SesaZlebels xdis yoveli maTganis arsis da bunebis gansakuTrebiT konkretul aRqmas da gagebas. magritis es meTodi efeqturad imoqmedebs vizualur reklamaSic, sadac sagnebs da garkveul elementebs eniWeba gansakuTrebuli mniSvneloba. mxatvris namuSevrebi gamorCeva formaTa da ferTa lakonurobiT, kontrastulobiT, Canafiqris originalobiT. r. magritis namuSevrebSi naTlad Cans avtoris mdidari fantazia, arastandartuli azrovneba, mxatvruli xedva. mxolod mokle sloganis damatebaa saWiro imisTvis, rom misi TiTqmis yvela namuSevari gadaiqces Zalian risime efetur reklamad, romelTa ideis originaluri gamosaxva da ferTa magiuri kontrastuloba miizidavda da daafiqrebda mayurebels. magaliTad: r. magritis namuSevari - molbertis gamosaxulebiT, sloganis damatebiT karg reklamas gauwevda romelime samxatvro galereas, saxelosnos an naxatebis gamofenas (suraTi 34). aseve, sainteresoa r. magritis mier Seqmnili boTlebis grafikuli dizainic, romelic warmoadgens magaliTs 46
imisa, rom mxatvarma Tavisi SemoqmedebiTi niWis safuZvelze sami ubralo sagani aqcia xelovnebis nimuSad - SesZina yovel maTgans sxvadasxva elferi, gamomsaxveloba da xasiTi (suraTi 35). XIX saukunis pirvel aTwleulSi sareklamo procesis intensiuri ganviTareba iwyeba amerikis SeerTebul StatebSic, rac gamoiwvia qveynis politikur-ekonomikurma aRmavlobam, es ukanaskneli ki samoqalaqo omis dasrulebas da monobis gauqmebas mohyva. Uukve saukunis bolos sareklmo saqmianobis mixedviT aSS sayovelTaod aRiarebul msoflio liderad iqca. amerikeli istorikosiDpiter beida Tavis wignSi ,,reklamis mokle istoria” wers: ,,reklamam amerikelTa gonebasa da cnobierebaSi daivana. Tumca, ver gavixsenebT rodis vnaxeT an movismoneT igi pirvelad. mTeli Cveni cxovreba reklamiT aris garemoculi da Cvenc bavSvobidanve ise veCveviT mas, rogorc balaxs, haers da mzes”. (beida 1991:21). swored XIX saukunis bolos aSS-Si daarsda iseTi cnobili brendi, rogoricaa ,,koka- kola” (1886w) brendis saxelwodeba moifiqra profesiiT buRalterma frenk robinsonma. sainteresoa am periodis ,,koka-kolas” popularizaciisTvis Seqmnili sareklamo plakatebi. MmagaliTad: 1800 wlis plakatSi ,,koka-kola 5-centad” (suraTi 36), gamosaxulia momxibvleli momRimari qali, romelsac xelSi sasmeliT savse Wiqa ukavia. Aam periodis TiTqmis yvela plakatSic igivea gamosaxuli_ (sasmels ZiriTadad reklamas ukeTebs momxibvleli qali) plakatebi, ideis gamosaxvis originalobis TvalsazrisiT, metad martivia, magram Cvens yuradRebas izidavs misi mxatvruli gadawyveta. Semdgom etapze ,,koka-kolas” sareklamo suraTebi metad saintereso da mxatvrul saxes Rebulobs. Mmag: SevadaroT XIX-XXss-is mijnaze Seqmnili sasmelis reklama _ ,,adamianebi da daTvebi”, romelic ekuTvnis amerikel mxatvars fred mizens da Tnamedrove fotoreklama, romelic yoveli fexis nabijze gvxvdeba. pirveli sareklamo suraTi, ,,adamianebi da daTvebi” (suraTi 37). warmoadgens ferwerul nawarmoebs, Sesrulebuls mxatvris mier. meore reklama ,,Coca-Cola as Asi” (suraTi 38) (momxibvleli gogonas gamosaxulebiT, romelic keklucad uwevs reklamas samels) Tanamedrove fotoreklamas warmoadgens. ideur- mxatvruli TvalsazrisiT reklama Zalze primitiulia- TanamedroveobisTvis damaxasiTebeli faruli 47
- Page 1 and 2: SoTa rusTavelis saxelobis saxelmwif
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imisa, rom mxatvarma Tavisi SemoqmedebiTi niWis safuZvelze sami ubralo<br />
sagani aqcia xelovnebis nimuSad - SesZina yovel maTgans sxva<strong>da</strong>sxva<br />
elferi, gamomsaxveloba <strong>da</strong> xasiTi (suraTi 35).<br />
XIX saukunis pirvel aTwleulSi sareklamo procesis intensiuri<br />
ganviTareba iwyeba amerikis SeerTebul StatebSic, rac gamoiwvia qveynis<br />
politikur-ekonomikurma aRmavlobam, es ukanaskneli ki samoqalaqo omis<br />
<strong>da</strong>srulebas <strong>da</strong> monobis gauqmebas mohyva. Uukve saukunis bolos sareklmo<br />
saqmianobis mixedviT aSS sayovelTaod aRiarebul msoflio liderad<br />
iqca. amerikeli istorikosiDpiter bei<strong>da</strong> Tavis wignSi ,,<strong>reklamis</strong> mokle<br />
istoria” wers: ,,reklamam amerikelTa gonebasa <strong>da</strong> cnobierebaSi <strong>da</strong>ivana.<br />
Tumca, ver gavixsenebT rodis vnaxeT an movismoneT igi pirvelad. mTeli<br />
Cveni cxovreba reklamiT aris garemoculi <strong>da</strong> Cvenc bavSvobi<strong>da</strong>nve ise<br />
veCveviT mas, rogorc balaxs, haers <strong>da</strong> mzes”. (bei<strong>da</strong> 1991:21). swored XIX<br />
saukunis bolos aSS-Si <strong>da</strong>ars<strong>da</strong> iseTi cnobili brendi, rogoricaa ,,koka-<br />
kola” (1886w) brendis saxelwodeba moifiqra profesiiT buRalterma<br />
frenk robinsonma. sainteresoa am periodis ,,koka-kolas”<br />
popularizaciisTvis Seqmnili sareklamo plakatebi. MmagaliTad: 1800<br />
wlis plakatSi ,,koka-kola 5-centad” (suraTi 36), gamosaxulia<br />
momxibvleli momRimari qali, romelsac xelSi sasmeliT savse Wiqa<br />
ukavia. Aam periodis TiTqmis yvela plakatSic igivea gamosaxuli_<br />
(sasmels ZiriTa<strong>da</strong>d reklamas ukeTebs momxibvleli qali) plakatebi,<br />
ideis gamosaxvis originalobis TvalsazrisiT, metad martivia, magram<br />
Cvens yuradRebas izi<strong>da</strong>vs misi mxatvruli ga<strong>da</strong>wyveta. Semdgom etapze<br />
,,koka-kolas” sareklamo suraTebi metad saintereso <strong>da</strong> mxatvrul saxes<br />
Rebulobs. Mmag: Seva<strong>da</strong>roT XIX-XXss-is mijnaze Seqmnili sasmelis<br />
reklama _ ,,a<strong>da</strong>mianebi <strong>da</strong> <strong>da</strong>Tvebi”, romelic ekuTvnis amerikel mxatvars<br />
fred mizens <strong>da</strong> Tnamedrove fotoreklama, romelic yoveli fexis<br />
nabijze gvxvdeba. pirveli sareklamo suraTi, ,,a<strong>da</strong>mianebi <strong>da</strong> <strong>da</strong>Tvebi”<br />
(suraTi 37). warmoadgens ferwerul nawarmoebs, Sesrulebuls mxatvris<br />
mier. meore reklama ,,Coca-Cola as Asi” (suraTi 38) (momxibvleli gogonas<br />
gamosaxulebiT, romelic keklucad uwevs reklamas samels) Tanamedrove<br />
fotoreklamas warmoadgens. ideur- mxatvruli TvalsazrisiT reklama<br />
Zalze primitiulia- TanamedroveobisTvis <strong>da</strong>maxasiTebeli faruli<br />
47
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