vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
vizualuri reklamis Teoriuli da praqtikuli aspeqtebi vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
stilisturi gadawyveta. gazeTebSi mravlada gvxvdeba arailustrirebuli mwiri sareklamo gancxadebebi, ZiriTadad iseTebi, rogoric aris gamoqveynebuli 1900 wlis gazeT ,,iveriaSi”, romelic iuwyeba: ,,pirveli kerZo samkurnalo eqim navasardianisa. avadmyofT iRebnen eqimni yovel dRe, kvira dRis garda” (,,iveria” 1900,#182). aseve, mravladaa gancxadebebi sxvadasxva warmodgenebis an Sekrebebis Sesaxeb. magaliTad: ,,qalaqis TeatrSi, kviras 10 seqtembers b. safarovis TaosnobiT jon morisi gahmarTavs gundovan suraTebs ,,vefxis tyaosnidan” (,,iveria” 1900, #196). da sxva. gazeTis ilustrirebuli reklamebidan sainteresoa 1880 wlis ,,droebaSi” gamoqveynebuli gancxadeba, romelic iuwyeba: ,,inglisis maRaziaSi Tmis amomyvani mak-masteri amagrebs Tmebs da adrindel fers aZlevs, fasi aTi SuSisa 2 maneTi, gagzavniT 2 maneTi da 28 kap. aseve iyideba qinis pomada, sCotkebi Tavis tkivilis mosaspoblad, tualetis saponi, duxebi da sxva.” (suraTi 44).Ggancxadebas Tan axlavs inglisur stilSi Cacmuli grZelTmiani qalbatonis gamosaxuleba. (,,droeba” 1880 #231). ilustrirebuli reklamis magaliTs warmoadgens aseve reklama imave gazeTSi, romelic iuwyeba: ,,gustav keppenis maSinebis maRaziaSi moipoveba Semdegi maSinebi: (moyveba CamonaTvali). ilutraciaze gamosaxulia erT-erTi imdroindeli saamqro manqanis gamosaxuleba (suraTi 45). aseve, sainteresoa, ilustrirebuli sareklamo gancxadeba, romelzec cxenze amxedrebuli meomaria gamosaxuli. reklama iuwyeba: ,,am kviridam daibeWdeba da 6 aprilidam gaiyideba yaramaniani. mecamete kari. iyideba meliqiSvilis stambaSi da wignis maRaziebSi. Ffasi 2 abazi” (suraTi 46). (,,droeba” 1880 #231). sainteresoa XIX-XX saukunis qarTuli mxatvruli abrebi, romlebic Tbilisis RirsSesaniSnaobas warmoadgendnen. mwerali giorgi evangulovi aRniSnavs: abrebi asaxavdnen yoveli qalaqis suls, gonebriv SesaZleblobebs da upirveles yovlisa gemovnebas, Tu adre abras ar aqcevdnen yuradRebas, axla Cven vxedavT, rom abra Tavis ganviTarebaSi gardaisaxa reklamis sxva saxeobad- plakatad” (evangulovi 1917:#104:4). SegviZlia vTqvaT, rom Zveli abrebi vizualurad TiTqmis arafriT gansxvadebian sareklamo plakatisgan. maTSic msgavsad plakatis specifikisa didi adgili eTmoboda gamosaxulebas, Tanmxlebi teqsti ki 52
mokle da lakonuria. aqedan gamomdinare plakatis winamorbeds ilustrirebuli abra warmoadgens. Zveli abrebi, aseve, Tanamedrove gare reklamis winapradac gvevlinebian. magaliTisTvis sainteresoa 1894 wlis imeruli Sampanuris reklama (suraTi 47), romelic mxatvrul- stilisturad gvaxsenebs franguli plakatis skolas, aseve, amerikuli gamagrilebeli sasmelis ,,koka-kolas” imave periodis reklamebs, romlebSic sasmels gvTavazobs momxibvleli qali WiqiT xelSi. reklamaSi ar ikiTxeba qarTuli individualoba. is, umeteswilad ucxouri warmoebis reklamis STabeWdilebas tovebs, Tumca sainteresoa misi mxatvruli gadawyveta. namuSevari kamerul-lirikuli xasiaTisaa, gamoirCeva sinatifiT, daxvewili formebiT, akademiuri SesrulebiT, kargadaa SerCeuli feradovani gama - mSvidi da idumali lurji erTdroulad gamokveTs da amasTanave romantikul intonacias aniWebs qalis centralur gamosaxulebas, romlis Tavis da xelis graciozulad gamoweril moZraobas gadaaqvs mayureblis mzera sasmelze. mxatvruli TvalsazrisiT sainteresoa Semdegi reklamac (1894w), romelic vinme g. gozalovis kamfetebis mwarmoebel qarxnas uwevs popularizacias (suraTi 48). namuSevarSi gamosaxulia patara gogona, romelic telefonis meSveobiT ukveTavs qarxanas misTvis sasurvel tkbileuls. imisTvis, rom mayurebelisTvis advilad gasagebi gaxdes reklamis Sinaarsi, avtorma gogonas xelSi gamosaxa furceli teqstiT, romlezec weria moTxovna (Требование). aRsaniSnavia, is, rom abraze teqsti ramdenime enazea dawerili- rusulad, qarTulad, somxurad da arabulad, rac naTlad metyvelebs im faqtze, rom saqarTveloSi cxovrobdnen da moRvaweibdnen sxvadasxva juris adamianebi. reklamaSi didi adgili uWiravs rusul Srifts, rac mis mniSvnelobaze metyvelebs. sainteresoa gamosaxulebis da Sriftis kompoziciuri ganawilebac: kompoziciurad gamosaxuleba moTavsebulia formatis marcxena mxares, ris safuZvelzec aqcenti gadadis formatis marjvena mxares moTavsebul warweraze (rogorc cnobilia adamianis Tvali suraTs advilad aRiqvams marcxnidan-marjvniv). namuSevris ferTa gama ZiriTadad Sedgeba lurjis, narinjisferis da TeTri tonebisgan, lurji foni metyvelebas 53
- Page 1 and 2: SoTa rusTavelis saxelobis saxelmwif
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- Page 11 and 12: sazogadoebis politikur da kulturul
- Page 13 and 14: pirvelyofil adamianTa sazogadoebaSi
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- Page 37 and 38: Semadgenel elemantsac warmoadgens,
- Page 39 and 40: is, rom namuSevrebis am seriaSi, mx
- Page 41 and 42: saWiroa Semowmdes ra reaqcias gamoi
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- Page 65 and 66: vefxvaZis mier Seqmnili plakati _ ,
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- Page 75 and 76: Tavisi originalobiT, mxatvruli gada
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- Page 79 and 80: 6. efeqturad moqmedebs reklamirebul
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- Page 91 and 92: gamoiklev” (luSeri .. 2000 Tavi-I
- Page 93 and 94: isic, rom TviT sityvas ,,Chivas”,
- Page 95 and 96: is stimuls aniWebs tvinis moqmedeba
- Page 97 and 98: kumSavs gamosaxulebas. bunebaSi sak
- Page 99 and 100: feris simboluri funqcias gaaCnia Tv
- Page 101 and 102: § V. simbolos mniSvneloba reklamaS
mokle <strong>da</strong> lakonuria. aqe<strong>da</strong>n gamomdinare plakatis winamorbeds<br />
ilustrirebuli abra warmoadgens. Zveli abrebi, aseve, Tanamedrove gare<br />
<strong>reklamis</strong> winapra<strong>da</strong>c gvevlinebian. magaliTisTvis sainteresoa 1894 wlis<br />
imeruli Sampanuris reklama (suraTi 47), romelic mxatvrul-<br />
stilisturad gvaxsenebs franguli plakatis skolas, aseve, amerikuli<br />
gamagrilebeli sasmelis ,,koka-kolas” imave periodis reklamebs,<br />
romlebSic sasmels gvTavazobs momxibvleli qali WiqiT xelSi.<br />
reklamaSi ar ikiTxeba qarTuli individualoba. is, umeteswilad<br />
ucxouri warmoebis <strong>reklamis</strong> STabeWdilebas tovebs, Tumca sainteresoa<br />
misi mxatvruli ga<strong>da</strong>wyveta. namuSevari kamerul-lirikuli xasiaTisaa,<br />
gamoirCeva sinatifiT, <strong>da</strong>xvewili formebiT, akademiuri SesrulebiT,<br />
karga<strong>da</strong>a SerCeuli feradovani gama - mSvidi <strong>da</strong> idumali lurji<br />
erTdroulad gamokveTs <strong>da</strong> amasTanave romantikul intonacias aniWebs<br />
qalis centralur gamosaxulebas, romlis Tavis <strong>da</strong> xelis graciozulad<br />
gamoweril moZraobas ga<strong>da</strong>aqvs mayureblis mzera sasmelze.<br />
mxatvruli TvalsazrisiT sainteresoa Semdegi reklamac (1894w),<br />
romelic vinme g. gozalovis kamfetebis mwarmoebel qarxnas uwevs<br />
popularizacias (suraTi 48). namuSevarSi gamosaxulia patara gogona,<br />
romelic telefonis meSveobiT ukveTavs qarxanas misTvis sasurvel<br />
tkbileuls. imisTvis, rom mayurebelisTvis advilad gasagebi gaxdes<br />
<strong>reklamis</strong> Sinaarsi, avtorma gogonas xelSi gamosaxa furceli teqstiT,<br />
romlezec weria moTxovna (Требование). aRsaniSnavia, is, rom abraze teqsti<br />
ramdenime enazea <strong>da</strong>werili- rusulad, qarTulad, somxurad <strong>da</strong> arabulad,<br />
rac naTlad metyvelebs im faqtze, rom saqarTveloSi cxovrobdnen <strong>da</strong><br />
moRvaweibdnen sxva<strong>da</strong>sxva juris a<strong>da</strong>mianebi. reklamaSi didi adgili<br />
uWiravs rusul Srifts, rac mis mniSvnelobaze metyvelebs. sainteresoa<br />
gamosaxulebis <strong>da</strong> Sriftis kompoziciuri ganawilebac: kompoziciurad<br />
gamosaxuleba moTavsebulia formatis marcxena mxares, ris safuZvelzec<br />
aqcenti ga<strong>da</strong>dis formatis marjvena mxares moTavsebul warweraze<br />
(rogorc cnobilia a<strong>da</strong>mianis Tvali suraTs advilad aRiqvams<br />
marcxni<strong>da</strong>n-marjvniv). namuSevris ferTa gama ZiriTa<strong>da</strong>d Sedgeba<br />
lurjis, narinjisferis <strong>da</strong> TeTri tonebisgan, lurji foni metyvelebas<br />
53
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