vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
vizualuri reklamis Teoriuli da praqtikuli aspeqtebi vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
SuagulSi gamosaxula macxovari, gverdebze ki oqros ornamentebSi Caxatulia angelozebi, romelTac xelSi uWiravT palitra. rogorc fotosuraTidan Cans droSa gadawyvetilia modernis stilSi. kompozicia gamoirCeva datelebis da ornamentuli motivebis siuxviT, sinatifiT da solidurobiT, am ukanasknels mas aniWebs oqros feri. aseTi tipis amqarebi arsebobda XX saukunis 20 wlebamde. 1914 wels amqarSi Sedioda 109 kaci. mxatvar-mRebavTa muSaoba saerTo nawarmad iTvleboda, amitomac Tavis namuSvrebs iSviTad awerdnen xels, aqedan gamomdinare cota ram aris cnobili abrebis avtorebis Sesaxeb. marTebulia azri imis Sesaxeb, rom swored amqaris ostatebi qmnidnen qalaqis dizains, mis mxatvrul gaformebas da garegan saxes. aRsaniSnavia m tabataZis gamonaTqvamic: ,,amqaris fermwerTa Semoqmedeba gamorCeva originalobiT da TviTmyofadi ostatobiT, xelosnobasTan Serwymuli naivuri xelovnebiTa da daxvewili faqizi gamovnebiT” (tabataZe 1989:74). cnobilia abrebis ramdenime ostati mag: g. zazaSvili, iv. vefxvaZe, k. grigolianci, b. telingateri da sxvebi (Zucova 1990:15), magram yvelaze metad aRiareba moipova didma qarTvelma TviTnaswavlma mxatvarma niko firosmanaSvilma. is xatavda abrebs Rvinis sardafebis da duqnebis mepatroneebisTvis, Tbilisis bohemuri cxovrebis amsaxvel scenebs, naturmortebs, cxovelebs. Mmxatvari namuSevrebSi gamosaxvda samyaros uSualod, bavSvuri miamiturobiT yovelgvari gaidealebis gareSe. kuznecovi Tavis wignSi ,,firosmanis Semoqmedeba” wers: ,,firosmanis abrebi pirvel rigSi dekoratiul xasiaTs atarebda. yvela maTgani mowodebuli iyo gaelamazebina intereierebi- samikitnoebi, ludis da Rvinis sardafebi, duqnebi. adgilebi, sadac yvelaze xSirad muSaobda firosmani, amitomac Searqves mas ,,duqnis fermweri” (kuznecovi 983:116). xatvis procesSi firosnmaniM iyenebda sakuTar ferwerul sistemas da saxviT saSualebebs, ar misdevda stils da modas. T jafariZe sruliad marTebulad aRniSnavs: ,,firosmanis mxatvruli sistemis yvelaze TvalSisacemi niSania misi esTetikuri Tavisufleba. es Cans formebis interpretaciaSi da kompoziciebis xasiaTSic. igi Tavs ar zRudavs mxatvruli kanonebiT, magram qmnis axal, mxolod misi pirovnebis gamomxatvel ferwerul kanonzomierebebs” (jafariZe 2010: 334). firosmani xatavda imas, rasac 60
xedavda da rogorc grZnobda. abrebs werda iseve, rogorc sxva Janrul tiloebs, romlebsac reklamad ZiriTadad teqstis meSveobiT gardasaxavda. misi sareklamo abrebi umeteswilad maRalmxatvrul ferwerul nawarmoebebs warmoadgenen, romlebsac dResac eTayvanebian, baZaven da Tanamedrove restornebis an duqnebis reklamad iyeneben. magaliTad: sainteresoa misi sareklamo abra daxatuli erT-erTi Rvinis sardafisTvis (suraTi 62). abraze gamoisaxulia patara qoxisken (savaraudod Rvinis sardafisken) mimavali uremi, romelsac ukan yanwiT xelSi cxenze amxedrebuli yaraCoReli miyveba. namuSevarSi ar aris gamosaxuli arc Rvinis boTlebi, arc qeifi da arc sardafis interieri, Mmiuxedevad amisa namuSevari qmnis Rvinis sardafisTvis damaxasiaTebel saqeifo ganwyobas.F firosmani, iseve rogorc tuluz lotreki, SesaniSnavad gadmoscems adgilis ganwyobas. namuSevris saerTo koloriti Camqralia, samagierod warwera ,,Rvinis sardafi” gamosaxulia didi asoebiT da moqceulia mkveTr narinjisfer CarCoSi, riTac abras mieniWa reklamisTvis saWiro simkveTre da TvalSisacemi ieri. sainteresoa forosmanis mier kaxuri Rvinis sawyobisTvis daxatuli erT-erTi abra, romelic vinme ozalaSvils ekuTvnoda (suraTi 63). Aam abraSi vlindeba modernistuli stilisTvis damaxasiTebeli niSan- Tvisebebi: gamosaxulebis moqceva CarCoSi, ovaluri plastikuri formebi, dekoratiuloba. aRsaniSnavia firosmanisTvis damaxasiaTebeli rusuli da qarTuli Sriftebis Serwyma, rac im droisTvis saerTod miRebuli iyo. kerZod am abraze ganTavsebuli qarTul- rusuli warweris Sesaxeb g. buaCiZe sainteresod wers: ,,rusuli nawili aRiqmeba, rogorc Setyobineba, qarTuli ki rogorc gaformeba” (buaCiZe 1981:47). es sityvebi aseve, metyvelebs im periodSi rusuli teqstis mniSvnelobaze. aRsaniSnavia is faqtic, rom firosmans Tavis abrebSi daculi aqvs gamosaxulebis da teqstis ganlagebis marTebuli Tanmimdevrobac. (adamiani pirvel rigSi yuradRebas aqcevs ilustracias, Semdeg saTaurs da bolos damatebiT teqsts, rac xels uwyobs reklamis swraf da martiv aRqmas). sainteresoa sareklamo abrac ,,Чай-Пиво”, romelic duqanSi epatiJeba gamvlelebs, sadac sTavazoben sxvadasxva saxis sasmelebs - Cais, luds, limonaTs da sxva (suraTi 64). es namuSevari Janruli TvalsazrisiT, 61
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SuagulSi gamosaxula macxovari, gverdebze ki oqros ornamentebSi<br />
Caxatulia angelozebi, romelTac xelSi uWiravT palitra. rogorc<br />
fotosuraTi<strong>da</strong>n Cans droSa ga<strong>da</strong>wyvetilia modernis stilSi. kompozicia<br />
gamoirCeva <strong>da</strong>telebis <strong>da</strong> ornamentuli motivebis siuxviT, sinatifiT <strong>da</strong><br />
solidurobiT, am ukanasknels mas aniWebs oqros feri. aseTi tipis<br />
amqarebi arsebob<strong>da</strong> XX saukunis 20 wlebamde. 1914 wels amqarSi Sedio<strong>da</strong><br />
109 kaci. mxatvar-mRebavTa muSaoba saerTo nawarmad iTvlebo<strong>da</strong>, amitomac<br />
Tavis namuSvrebs iSviTad awerdnen xels, aqe<strong>da</strong>n gamomdinare cota ram<br />
aris cnobili abrebis avtorebis Sesaxeb. marTebulia azri imis Sesaxeb,<br />
rom swored amqaris ostatebi qmnidnen qalaqis dizains, mis mxatvrul<br />
gaformebas <strong>da</strong> garegan saxes. aRsaniSnavia m tabataZis gamonaTqvamic:<br />
,,amqaris fermwerTa Semoqmedeba gamorCeva originalobiT <strong>da</strong> TviTmyofadi<br />
ostatobiT, xelosnobasTan Serwymuli naivuri xelovnebiTa <strong>da</strong><br />
<strong>da</strong>xvewili faqizi gamovnebiT” (tabataZe 1989:74). cnobilia abrebis<br />
ramdenime ostati mag: g. zazaSvili, iv. vefxvaZe, k. grigolianci, b.<br />
telingateri <strong>da</strong> sxvebi (Zucova 1990:15), magram yvelaze metad aRiareba<br />
moipova didma qarTvelma TviTnaswavlma mxatvarma niko firosmanaSvilma.<br />
is xatav<strong>da</strong> abrebs Rvinis sar<strong>da</strong>febis <strong>da</strong> duqnebis mepatroneebisTvis,<br />
Tbilisis bohemuri cxovrebis amsaxvel scenebs, naturmortebs,<br />
cxovelebs. Mmxatvari namuSevrebSi gamosaxv<strong>da</strong> samyaros uSualod,<br />
bavSvuri miamiturobiT yovelgvari gaidealebis gareSe. kuznecovi Tavis<br />
wignSi ,,firosmanis Semoqmedeba” wers: ,,firosmanis abrebi pirvel rigSi<br />
dekoratiul xasiaTs atareb<strong>da</strong>. yvela maTgani mowodebuli iyo<br />
gaelamazebina intereierebi- samikitnoebi, ludis <strong>da</strong> Rvinis sar<strong>da</strong>febi,<br />
duqnebi. adgilebi, sa<strong>da</strong>c yvelaze xSirad muSaob<strong>da</strong> firosmani, amitomac<br />
Searqves mas ,,duqnis fermweri” (kuznecovi 983:116). xatvis procesSi<br />
firosnmaniM iyeneb<strong>da</strong> sakuTar ferwerul sistemas <strong>da</strong> saxviT saSualebebs,<br />
ar misdev<strong>da</strong> stils <strong>da</strong> mo<strong>da</strong>s. T jafariZe sruliad marTebulad<br />
aRniSnavs: ,,firosmanis mxatvruli sistemis yvelaze TvalSisacemi niSania<br />
misi esTetikuri Tavisufleba. es Cans formebis interpretaciaSi <strong>da</strong><br />
kompoziciebis xasiaTSic. igi Tavs ar zRu<strong>da</strong>vs mxatvruli kanonebiT,<br />
magram qmnis axal, mxolod misi pirovnebis gamomxatvel ferwerul<br />
kanonzomierebebs” (jafariZe 2010: 334). firosmani xatav<strong>da</strong> imas, rasac<br />
60
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