vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
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ZiriTadi faqtori: 1. telereklama, moicavs auditoriis farTo masebs <strong>da</strong><br />
2. moqmedebs kompleqsurad (<strong>vizualuri</strong>, xmovani, teqsturi, musikaluri<br />
komponentebiT). telereklamas sul raRac wamebSi ZaluZs Seqmnas<br />
garkveuli ganwyoba <strong>da</strong> emociuri mdgomareoba, romlebic<br />
gaucnobiereblad fiqsirdeba a<strong>da</strong>mianSi <strong>da</strong> Semdgom ubiZgebs mas<br />
garkveuli moqmedebisken. cnobili fsiqologi d. uznaZe aRniSnavs: ,,jer<br />
Cndeba ganwyoba, rogorc mTliani subieqtis modifikacia, rogorc misi<br />
fsiqofizikuri funqciebis garkveuli moqmedebisaTvis mzaoba <strong>da</strong> Semdeg<br />
ganwyobis safuZvelze realizdeba TviTon qceva.” F(aWara 1996:6). aqe<strong>da</strong>n<br />
gamomdinare, yvelaze efeqturia reklamebi, romlebic zemoqmedeben<br />
a<strong>da</strong>mianis emociebze.<br />
Ytelevizia umniSvnelovanesi arxia msoflio komunikaciis istoriaSi.<br />
Mmisi zemoqmedebis Zala imdenad didia, rom mosaxleobis garkveuli<br />
nawili realobas ukve aRiqvams ise, rogorc sTavazobs mas ekrani<strong>da</strong>n<br />
mowodebuli informacia <strong>da</strong> suraTebi. garkveuwilad veTanxmebiT n.<br />
xaxutaSvilis azrs imis Sesaxeb, rom masobrivi komunikaciis saSualbebma<br />
<strong>da</strong>isakuTra saganmanaTleblo fuqciebis mniSvnelovani nawili, romlebic<br />
adre ekuTvno<strong>da</strong> ojaxs <strong>da</strong> skolas (xaxutaSvili 1997:5). Mteleiziis<br />
rolze a<strong>da</strong>mianis cxovrebaSi metyvelebs 2010 wlis monacemebi, romelSic<br />
asaxulia sazogadoebis mier TV yurebaze dReSi saSualod <strong>da</strong>xarjuli<br />
wuTebis raodenoba (qveynebis mixedviT) (sqema #73). TV yurebaze<br />
<strong>da</strong>xarjuli wuTebis raodenobiT pirvel adgilzea somxeTi, meore<br />
adgilzea azerbaijani, mesameze amerikis SeerTebuli Statebi, xolo<br />
meoTxe adgilze ki saqarTvelo. irkveva, rom saqarTvelos mosaxleoba<br />
televizorTan dReSi saSualod 269 wuTs atarebs. (monitoringuli. . .<br />
2010) Aaqe<strong>da</strong>n gamomdinare gasagebi xdeba <strong>reklamis</strong> <strong>da</strong>mkveTebis mxri<strong>da</strong>n<br />
televiziis ,,Sturmi”. komunikaciur saSualebebs Soris, televiziis<br />
upiratesoba, maleve <strong>da</strong>afases komerciulma organizaciebma <strong>da</strong> gaavses<br />
samauwyeblo arxebi sxva<strong>da</strong>sxva saxis reklamebiT. dRes, telereklamas<br />
ukavia wamyvani adgili msoflio marketinguli bazris struqturaSi.<br />
telereklama <strong>reklamis</strong> sxva formebTan Se<strong>da</strong>rebiT mniSvnelovani<br />
upiratesobiT sargeblobs. misi upiratesoba ganpirobebulia moZravi<br />
gamosaxulebis demonstrirebiT, sareklamo produqtis momzadebis<br />
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