vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
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abrebis <strong>da</strong> Stenderebis (patar zomis erT an ormxrivi gasaSleli<br />
sareklamo abra) arsebobas.<br />
reklamaSi sruliad axal mxatvrul stilis gvTavazobs XX<br />
saukunis 50-iani wlebSi aRmocenebuli Tanamedrove xelovnebis erT-erTi<br />
mimdinareoba pop-artis warmomadgeneli _ amerikeli mxatvari <strong>da</strong><br />
reJisori endi uorxoli (1930-1987). mxatvarma Tavisi kariera reklami<strong>da</strong>n<br />
<strong>da</strong>iwyo, aformeb<strong>da</strong> vitrinebs, xatav<strong>da</strong> plakatebs, riTac male gaiTqva<br />
saxeli. uorxolis xelweras axasiaTebs kompoziciis kvadratebad <strong>da</strong>yofa,<br />
romlebSic riTmulad meordeba erTi <strong>da</strong> igive gamosaxuleba. marTebuli<br />
azri imis Sesaxeb, rom mravaljer gameorebul gamosaxulebas, SeuZlia<br />
magiuri zemoqmedeba iqonios mayurebelze” (msoflio . . .2009:335).<br />
kompoziciis agebis am sistemam SesZina uorxols weris sakuTari manera<br />
<strong>da</strong> ganasxvava sxva mxatvrebisgan. mag: ,,koka-kola”-s, <strong>da</strong> ,,Cempbell.s” reklamebi<br />
<strong>da</strong> sxva (suraTi 40, 41 ). uorxols Seqmnili aqvs plakati cnobili<br />
Sveicariuli arayisTvis -,,Absolute”, gar<strong>da</strong> ourxolisa, arayis reklamaze<br />
muSaobdnen iseTi cnobili xelovnebis moRvaweebi rogorebi arian: keiT<br />
xeringi, keni Sarfi, deniel xersti <strong>da</strong> sxvebi.<br />
avtoris fanrtaziis unaris <strong>da</strong> Canafiqris originalurad<br />
gamosaxvis magaliTad sainteresoa uorxolis mier Seqmnili tomatis<br />
mwarmoebeli firma- ,,cempbell,s” -sTvis Seqmnili reklama (suraTi 42).<br />
namuSevarSi mxatvarma gamosaxa sakuTari Tavi, romelic tomatis<br />
pastaSi iZireba. reklama Zalzed sainteresod aris mofiqrebuli, misi<br />
zemoqmedebis efeqtianobas aZlierebs isic, rom sakuTari Tavis<br />
warmoCeniT uorxoli aCvenebs mayurebels, rom Tava<strong>da</strong>c sargeblobs am<br />
produqtiT (am SemTxvevaSi, moqmedebs ndobis faqtoric avtoritetuli<br />
a<strong>da</strong>mianis mimarT), riTac aseve, cdilobs <strong>da</strong>ajeros momxmarebeli<br />
produqciis maRal xarisxSi.<br />
aqe<strong>da</strong>n gamomdinare, XIX-XXss-is evropasa <strong>da</strong> amerikaSi reklamebze<br />
ZiriTa<strong>da</strong>d muSaobdnen mxatvrebi, romlebmac TavianTi SemoqmedebiTi<br />
niWis <strong>da</strong> mxatvruli profesionalizmis safuZvelze, pragmatuli <strong>da</strong><br />
komerciuli Sinaarsis reklama gardsaxes maRali xelovnebis nimuSad.<br />
un<strong>da</strong> aRiniSnos, rom am periodis mxatvrebi <strong>reklamis</strong> komerciul mxareze<br />
metad, yuradrebas amaxvilebdnen mis mxatvrul-esTetikur<br />
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