vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
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ideebis propagan<strong>da</strong>s cxovrebis sxva<strong>da</strong>sxva sferoSi.<br />
esTetikuri funqcia - mizanmimarTulia a<strong>da</strong>mianis gemovnebis <strong>da</strong><br />
silamazis aRqmis unaris ganviTarebaze.<br />
TanamedroveobaSi vizualur aRqmas gansakuTrebuli prioriteti<br />
mieniWa. teqstur informaciaze metad, yuradReba <strong>da</strong>eTmo gamosaxulebebs<br />
<strong>da</strong> simboloebs. vizualiuri <strong>reklamis</strong> zemoqmedebis efeqturoba aisneba<br />
imiT, rom <strong>vizualuri</strong> aRqma gaucnobierebeli procesia. a<strong>da</strong>mianis tvini<br />
Tav<strong>da</strong>pirvelad informacias aRiqvams rogorc realobas, iwvevs Sesabamis<br />
emociebs <strong>da</strong> mxolod Semdeg axdens mis logikur analizs. vizualur<br />
aRqmas pasuxobs a<strong>da</strong>mianis Tavis tvinis marjvena naxevarsfero, romelic<br />
uzrunvelyofs emociur impulsebs, maSin roca beWdviT informacias<br />
pasuxobs marcxena- racionaluri (pendikova. . .2008:276). <strong>reklamis</strong> erT-erTi<br />
mTavari mizanic swored emociebis gamowvevaSi mdgomareobs. aqe<strong>da</strong>n<br />
gamomdinare vizualur reklamas meti SesaZlebloba aqvs moaxdinos<br />
a<strong>da</strong>mianis cnobierebiT manipulireba. viziarebT v. rozinis azrs imis<br />
Sesaxeb, rom dRes, samomxmareblo bazars ipyrobs ara TviT sagani,<br />
aramed misi gamosaxuleba e.w. <strong>vizualuri</strong> xati (rozini 2004:203).<br />
dRes, konkurenciis zr<strong>da</strong> xels uwyobs <strong>reklamis</strong> saxeobebis swrafi<br />
tempiT ganviTarebasac. is rac reklamaSi efeqturi iyo guSin, aRar<br />
moqmedebs dRes. gamudmebiT icvleba sareklamo gzavnilebis formebi <strong>da</strong><br />
mxatvrul-esTetikuri ga<strong>da</strong>wyvetis principebi, amitom <strong>reklamis</strong> Seqmnis<br />
procesi dizainer-grafikosebisgan moiTxovs informaciis vizualizaciis<br />
axali xerxebis, ideebis, formebis Ziebas <strong>da</strong> iseT aucilebel Tvisebebs,<br />
rogoricaa: metaforiuli azrovnebis <strong>da</strong> fantaziis unari, mxatvruli<br />
xedva, feris <strong>da</strong> kompoziciis grZnoba.<br />
<strong>vizualuri</strong> reklama grafikuli dizainis erT-erTi produqtia.<br />
grafikuli dizainis obieqtebis mniSvnelovan maxasiaTeblebs warmoadgens<br />
esTetikuroba <strong>da</strong> silamaze. aqe<strong>da</strong>n gamomdinare reklamaSi marketinguli<br />
motivaciis <strong>da</strong> ekonomikuri funqciis gverdiT gansakuTrebul<br />
mniSvnelobas iZens mxatvrul-esTetikuri funqcia. komerciuli<br />
<strong>da</strong>niSnulebis gar<strong>da</strong> reklama emsaxureba esTetikis kanonebs, sargeblobs<br />
imave mxatvrul-gamomsaxvelobiTi saSualebebiT, riTac xelovneba.<br />
<strong>vizualuri</strong> reklama ar iqneba efeqturi <strong>da</strong> maRalproduqtiuli Tu<br />
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