vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
vizualuri reklamis Teoriuli da praqtikuli aspeqtebi vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
procesis da misi moqmedebis detaluri CvenebiT, aseve telemayureblis sxvadasxva ganzomilebaSi, drosa da qveynebSi gadayvanis iluziiT. sxva saxis sareklamo formebisgan gansxvavebiT telereklama yvelaze metad amaxsovrdeba adamians, radgan moZravi suraTi advilad aRibeWdeba mayureblis gonebaSi. damaxsovrebis mxriv telereklama 1,2 jer uswrebs Jurnalis reklamas, 1,4 jer gazeTis da 2-jer radioreklamas. (inasariZe 2000: 620). pirveli telereklama gaCnda amerikaSi 1931 wels ,,soup operasTan” erTad. misi damaarsebeli gaxldaT sentimentaluri serialebis Semqmneli frenk homerti. Tavidan serialebi radioTi gadaicemoda da gaTvlili iyo diasaxlisebisTvis. am ,,radioserialebs” afinansebdnen sarecxi saSualebebis mwarmoebeli firmebi. M(mag: erT-EerTi aseTi firma iyo ,,procter&gamble”). swored amitom, aseTi tipis sentimentalur serialebs ironiulad daerqva saxelwodeba ,,soup opera”./sapnis opera/ Semdgom homerti Tavis kolegasTan da meuRlesTan anna eSenherstTan erTad dawers da ganaxorcielebs, e. w. ,,dramebis seriis” dadgmebs, rac mravali wlis manZilze gadaicemoda radioTi. am radiodadgmebisgan, kerZod ki, maTSi gaxmovanebuli reklamebisgan Semosulma honorarma homerti aqcia erT-erTi umdidres adamianad. Mmisma sentimentalurma serialebma ki gadainacvla teleekranebze. erT-erTi pirveli seriali ,,jek armstrongis Tavgadasavali”, (romelsac afinansebda Svriis RerRilis firma- ,,wheaties”) SigadaSig CarTuli sareklamo rgolebiT gavida eTerSi swored 1931 wels. XX saukunis 50 ian wlebSi amerikelma mayurebelma ixila soup opera _ ,,deda parkinsi” (Ma.Parkins), romelSic CarTuli iyo sarecxi saSualebis oxsidol-is reklama. 1941 wels, amerikulma telekompania ,,NBC”-m daiwyo komerciuli programebis gaSuqeba, romelTa saeTero dro meore msoflio omis periodSi SeizRuda. programebi ganaxlda omis damTavrebisTanave.U ukve 1946 wlisTvis sxvadasxva saxis komerciul proqtebze amerikaSi weliwadSi ixarjeboioda 4 milioni dolari. xolo 1949 wlisTvis reklamaze daxarjuli saerToO Tanxa weliwadSi Seadgenda 12 milion dolars. (tangeiti 2008:44). mas Semdeg es ricxvi mxolod izrdeba. amerikis magaliTze telereklama gavrcelda evropaSic. telereklmam ver moikida fexi xolod sabWoTaAkavSiris 68
qveynebSi da maT Soris saqarTveloSic. sabWoTa xelisuflebis dros ar arsebobda konkurencia, ar iyo kavSiri dasavleTis ganviTarebad qveynebTan, amitom televiziiT Suqdeboda mxolod politikuri, informaciuli tipis mwiri sareklamo gancxadebebi. komerciuli telereklamis ganviTareba saqarTveloSi mxolod 1998 wlidan SeimCneva. am periodidan daiwyo iseTi ucxouri brendebis sareklamo rgolebis gaSuqeba rogoricaa: ,,coca-cola”, ,,stimorol”, ,,proqter&gamble” da sxva. Tanamedrove telereklama eyrdnoba mTel rig fsiqologiur faqtorebs. ZiriTadad mimarTavs yuradRebis da mexsierebis xelSemwyob fsiqologiur faqtorebs. xelovnebaTmcodne maia lebaniZe wers: ,,zegavlenis TvalsazrisiT, sareklamo gzavnili SesaZloa iyos racionaluri da emociuri. racionaluri (sagnobrivi) telereklamaM damajerebel argumentebze dayrdnobiT konkretul informacias awvdis myidvels raime produqciis Tu momsaxureobis Sesaxeb. emociuri (asociaciuri) telereklama ki mimarTulia grZnobaTa samyarosadmi, emociebisadmi. zemoqmedebs ideis da warmosaxvis saSualebiT” (lebaniZe 2008:184). telereklama ZiriTadad mimarTavs sareklamo rgolebs, romlebic adaminis emociebisadmi aris mimarTuli. Eemociuri tipis telereklama aZlierebs saazrovno impulsebs da qvecnobierad aRZravs adamianebSiO garkveul asociaciebs maTi codnisa da gamocdilebis Sesabamisad. aqedan gamomdinare, fsiqologiuri TvalsazrisiT telereklama Taviseburi patara propagandistuli filmia, romelic ubiZgebs adamians garkveuli moqmedebisken. A arsebobs telereklamis Semdegi mTavari saxeobebi: 1. sareklamo gancxadeba_ xorcieldeba ekranze morbenali striqonis an uZravi sareklamo teqstis saxiT, romelsac axmovanebs diqtori an msaxiobi; 2. sareklamo teletixari_ mokle uZravi sareklamo gamosaxuleba, safirmo niSnis an logos saxiT, romelsac aSuqeben raime gadacemis dawyebis win. 3. sareklamo rgoli_ reklamis yvelaze gavrcelebuli, ZviradRirebuli da yvelaze mxatvruli saxeoba. Taviseburi mokle filmi, romelic 69
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procesis <strong>da</strong> misi moqmedebis detaluri CvenebiT, aseve telemayureblis<br />
sxva<strong>da</strong>sxva ganzomilebaSi, drosa <strong>da</strong> qveynebSi ga<strong>da</strong>yvanis iluziiT. sxva<br />
saxis sareklamo formebisgan gansxvavebiT telereklama yvelaze metad<br />
amaxsovrdeba a<strong>da</strong>mians, radgan moZravi suraTi advilad aRibeWdeba<br />
mayureblis gonebaSi. <strong>da</strong>maxsovrebis mxriv telereklama 1,2 jer uswrebs<br />
Jurnalis reklamas, 1,4 jer gazeTis <strong>da</strong> 2-jer radioreklamas. (inasariZe<br />
2000: 620).<br />
pirveli telereklama gaCn<strong>da</strong> amerikaSi 1931 wels ,,soup operasTan”<br />
erTad. misi <strong>da</strong>maarsebeli gaxl<strong>da</strong>T sentimentaluri serialebis Semqmneli<br />
frenk homerti. Tavi<strong>da</strong>n serialebi radioTi ga<strong>da</strong>icemo<strong>da</strong> <strong>da</strong> gaTvlili<br />
iyo diasaxlisebisTvis. am ,,radioserialebs” afinansebdnen sarecxi<br />
saSualebebis mwarmoebeli firmebi. M(mag: erT-EerTi aseTi firma iyo<br />
,,procter&gamble”). swored amitom, aseTi tipis sentimentalur serialebs<br />
ironiulad <strong>da</strong>erqva saxelwodeba ,,soup opera”./sapnis opera/ Semdgom<br />
homerti Tavis kolegasTan <strong>da</strong> meuRlesTan anna eSenherstTan erTad<br />
<strong>da</strong>wers <strong>da</strong> ganaxorcielebs, e. w. ,,dramebis seriis” <strong>da</strong>dgmebs, rac mravali<br />
wlis manZilze ga<strong>da</strong>icemo<strong>da</strong> radioTi. am radio<strong>da</strong>dgmebisgan, kerZod ki,<br />
maTSi gaxmovanebuli reklamebisgan Semosulma honorarma homerti aqcia<br />
erT-erTi umdidres a<strong>da</strong>mianad. Mmisma sentimentalurma serialebma ki<br />
ga<strong>da</strong>inacvla teleekranebze. erT-erTi pirveli seriali ,,jek armstrongis<br />
Tavga<strong>da</strong>savali”, (romelsac afinanseb<strong>da</strong> Svriis RerRilis firma-<br />
,,wheaties”) Siga<strong>da</strong>Sig CarTuli sareklamo rgolebiT gavi<strong>da</strong> eTerSi<br />
swored 1931 wels. XX saukunis 50 ian wlebSi amerikelma mayurebelma<br />
ixila soup opera _ ,,de<strong>da</strong> parkinsi” (Ma.Parkins), romelSic CarTuli<br />
iyo sarecxi saSualebis oxsidol-is reklama. 1941 wels, amerikulma<br />
telekompania ,,NBC”-m <strong>da</strong>iwyo komerciuli programebis gaSuqeba, romelTa<br />
saeTero dro meore msoflio omis periodSi SeizRu<strong>da</strong>. programebi<br />
ganaxl<strong>da</strong> omis <strong>da</strong>mTavrebisTanave.U ukve 1946 wlisTvis sxva<strong>da</strong>sxva saxis<br />
komerciul proqtebze amerikaSi weliwadSi ixarjeboio<strong>da</strong> 4 milioni<br />
dolari. xolo 1949 wlisTvis reklamaze <strong>da</strong>xarjuli saerToO Tanxa<br />
weliwadSi Seadgen<strong>da</strong> 12 milion dolars. (tangeiti 2008:44). mas Semdeg es<br />
ricxvi mxolod izrdeba. amerikis magaliTze telereklama gavrcel<strong>da</strong><br />
evropaSic. telereklmam ver moiki<strong>da</strong> fexi xolod sabWoTaAkavSiris<br />
68
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