vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
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<strong>da</strong>akauno. abra avlabarSi) erT-erTi mkeravis saxelosnos Tavze mikrul<br />
abras ki ewera: ,,Демократически сапожник” (demokratiuli mewaRe) <strong>da</strong> sxva.<br />
abraTa aseT ,,iumorinaSi” xvdebo<strong>da</strong> egzotikuri warwerebic: magaliTad:<br />
momplezir, san-susi, E,,eldorado” <strong>da</strong> sxva. abrebis ena, maTi teqsti<br />
Zalian mkafiod, efeqturad iyo Sedgenili <strong>da</strong> gaTvlili iyo imaze, rom<br />
gaeCerebina gamvleli. un<strong>da</strong> iTqvas, rom Tanamedrove reklamebisgan<br />
gansxvavebiT, Zveli abrebi mnaxvels izi<strong>da</strong>vs Tavisi uSaloebiT,<br />
ubraloebiT <strong>da</strong> pir<strong>da</strong>pirobiT. maTSi adgili ar aqvs sinamdvilis<br />
gaidealebas, rac imsaxureb<strong>da</strong> mowonebas <strong>da</strong> xalxis ndobas.<br />
XXs-is <strong>da</strong>sawyisi<strong>da</strong>n qveyanaSi vrceldeba axali kulturuli<br />
mimdinareoba modernizmi. saqarTvelos sazogadoeba ecnoba <strong>da</strong> iTavisebs<br />
msoflioSi popularul mimdinareobas. xelovnebaTmcodne Tea tabataZe am<br />
periodis Sesaxeb aRniSnavs: ,,XXs-is <strong>da</strong>sawyisis Tbilisi, kapitalisturi<br />
tipis qalaqad yalibdeba, sa<strong>da</strong>c iqmneba axali- modernuli kultura.<br />
Tbilisis modernuli kulturisa <strong>da</strong> xelovnebis xasiaTi<br />
,,multikulturuloba”, romelic, rogorc faqti garkveulwilad<br />
konkretuli istoriuli viTarebiTac iyo ganpirobebuli, magram isev<br />
Tbilisuri, zoga<strong>da</strong>d ki qarTuli kulturis bunebi<strong>da</strong>n gamomdinare, 1910-<br />
20-iani wlebis qarTuli xelovnebis arsebiT, mniSvnelovan maxasiaTeblad<br />
iqca” (tabataZe 2011:62). Mmodernizmis gavrcelebiT, Seicvala reklamebis<br />
mxatvrul-stilisturi ga<strong>da</strong>wyvetac - maTSi gamovlin<strong>da</strong> axali<br />
mimdinareobisTvis <strong>da</strong>maxasiaTebeli niSan-Tvisebebi. magaliTisTvis<br />
sainteresoa 1909 welSi Seqmnili reklama ,,Земляничное Молоко” (suraTi<br />
58), romelic saxis kanis mosavlel saSualebas- kosmetikur rZes uwevs<br />
popularizacias. (zakavkazie 1909#108). namuSevarSi kompoziciuri <strong>da</strong><br />
mxatvruli ga<strong>da</strong>wyvata (momxibvleli qalis gamosaxuleba, romlis<br />
Serwyma mcenareul ornamentTan qmnis erTian dekoratiul suraTs)<br />
uneburad gvagonebs alfons muxas sareklamo plkatebs. reklamaSi Cans<br />
modernistuli stilisTvis <strong>da</strong>maxasiTebeli iseTi niSan-Tvisebebi,<br />
rogoricaa: kompoziciis agebis dekoraciuli struqtura, mcenareuli<br />
ornamentebis gamoyeneba, gamosaxulebis ornamentuli moCarCoveba.<br />
modernis stilis niSan-Tvisebebi aisaxa iponuri yavis reklamaSic,<br />
(suraTi 59) (tifliski. . . 1912:#139), esaa- xazis wamyvani mniSvneloba,<br />
58
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