vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
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erotizmis niSnebiT. aseTi tipis fotoreklamebis Seqmna SeuZlia<br />
garkveuli kompiuteruli programebis mcodne a<strong>da</strong>mians. Ppirveli<br />
<strong>reklamis</strong> Seqmna ki SeuZlia mxolod profesional mxatvrs.<br />
reproduqciebze <strong>da</strong>kvirvebiT naTlad ikveTeba didi sxvaoba <strong>reklamis</strong><br />
mxatvruli Sesrulebis <strong>da</strong> siuJetis originalobis TvalsazrisiT. u<strong>da</strong>voa<br />
pirveli <strong>reklamis</strong> metad saintereso, amasTanave uSualo <strong>da</strong> mimzidveli<br />
suraTi, romelic gar<strong>da</strong> <strong>reklamis</strong>a aRiqmeba, rogorc maRalmxatvruli<br />
nawarmoebi <strong>da</strong> warmoadgens xelovnebis nimuSs.<br />
XIX-XX ss-is aSS-s vizualur reklamaze saubrisas Jurnalisti<br />
ekaterine tukvaZe statiaSi ,,<strong>reklamis</strong> socialuri roli sazogadoebaSi-<br />
aSS magaliTi” sruliad marTebulad aRniSnavs: ,,<strong>reklamis</strong> ilustraciebis<br />
SeqmnaSi aqtiurad monawileoben profesionali mxatvrebic, romlebmac<br />
mniSvnelovnad gaaumjobeses sareklamo gancxadebebis esTetikuri mxare”<br />
E(tukvaZe 2008:226). XX saukunis pirvel naxevrSi amerikaSi <strong>vizualuri</strong><br />
reklama, teqnikuri SesaZleblobebis TvalsazrisiT sakmaod maRal<br />
dones aRwevs. reklamebis is <strong>vizualuri</strong> saxe <strong>da</strong> saxeobebi, romlebic<br />
ukve arsebob<strong>da</strong> aSS-Si XXs-is 50-60- ian wlebSi, saqarTveloSi jer kidev<br />
ganviTarebis procesSia. amerikis gare reklamebis <strong>vizualuri</strong> saxe Tavis<br />
namuSevarSi asaxuli aqvs XX saukunis 50-iani wlebis amerikel<br />
hiperrealist mxatvars riCard estess. j. gogdoni wers: ,,1960 welSi<br />
<strong>da</strong>arsebulma fotorelizma moiTxova axali midgoma xelovnebis<br />
amocanebisadmi. estesi <strong>da</strong> sxva mxatvrebi TavianT SemoqmedebaSi<br />
cdilobdnen realobis <strong>da</strong> iluziis Serwymas” (gogdoni 1997:151) estesis<br />
namuSevrebis mixedviT SeiZleba vimsjeloT am periodis amerikaSi<br />
<strong>vizualuri</strong> <strong>reklamis</strong> ganviTarebis doneze. estesma yoveldRiuroba<br />
saxviTi xelovnebis obieqtad gar<strong>da</strong>qmna, is gamosaxav<strong>da</strong> samyaros,<br />
romelic cnobili iyo molionobiT amerikelisTvis. magaliTisTvis<br />
sainteresoa namuSevari ,,quCa reklamebiT” (suraTi 39). namuSevarSi<br />
asaxulia amerikis erT-erTi quCa, romelic ,,ga<strong>da</strong>Wedilia sxva<strong>da</strong>sxva saxis<br />
reklamebiT. un<strong>da</strong> aRiniSnos, rom sakmaod sainteresod <strong>da</strong> maSstaburad<br />
aris reklamirebuli alkoholuri sasmeli ,,gordoni”, rac mianiSnebs<br />
amerikaSi monumenturi <strong>da</strong> ZviradRirebuli sareklamo konstruqciebis,<br />
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