vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
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qveynebSi <strong>da</strong> maT Soris saqarTveloSic. sabWoTa xelisuflebis dros ar<br />
arsebob<strong>da</strong> konkurencia, ar iyo kavSiri <strong>da</strong>savleTis ganviTarebad<br />
qveynebTan, amitom televiziiT Suqdebo<strong>da</strong> mxolod politikuri,<br />
informaciuli tipis mwiri sareklamo gancxadebebi. komerciuli<br />
tele<strong>reklamis</strong> ganviTareba saqarTveloSi mxolod 1998 wli<strong>da</strong>n SeimCneva.<br />
am periodi<strong>da</strong>n <strong>da</strong>iwyo iseTi ucxouri brendebis sareklamo rgolebis<br />
gaSuqeba rogoricaa: ,,coca-cola”, ,,stimorol”, ,,proqter&gamble” <strong>da</strong> sxva.<br />
Tanamedrove telereklama eyrdnoba mTel rig fsiqologiur<br />
faqtorebs. ZiriTa<strong>da</strong>d mimarTavs yuradRebis <strong>da</strong> mexsierebis xelSemwyob<br />
fsiqologiur faqtorebs. xelovnebaTmcodne maia lebaniZe wers:<br />
,,zegavlenis TvalsazrisiT, sareklamo gzavnili SesaZloa iyos<br />
racionaluri <strong>da</strong> emociuri. racionaluri (sagnobrivi) telereklamaM<br />
<strong>da</strong>majerebel argumentebze <strong>da</strong>yrdnobiT konkretul informacias awvdis<br />
myidvels raime produqciis Tu momsaxureobis Sesaxeb. emociuri<br />
(asociaciuri) telereklama ki mimarTulia grZnobaTa samyarosadmi,<br />
emociebisadmi. zemoqmedebs ideis <strong>da</strong> warmosaxvis saSualebiT” (lebaniZe<br />
2008:184). telereklama ZiriTa<strong>da</strong>d mimarTavs sareklamo rgolebs,<br />
romlebic a<strong>da</strong>minis emociebisadmi aris mimarTuli. Eemociuri tipis<br />
telereklama aZlierebs saazrovno impulsebs <strong>da</strong> qvecnobierad aRZravs<br />
a<strong>da</strong>mianebSiO garkveul asociaciebs maTi codnisa <strong>da</strong> gamocdilebis<br />
Sesabamisad. aqe<strong>da</strong>n gamomdinare, fsiqologiuri TvalsazrisiT<br />
telereklama Taviseburi patara propagandistuli filmia, romelic<br />
ubiZgebs a<strong>da</strong>mians garkveuli moqmedebisken.<br />
A arsebobs tele<strong>reklamis</strong> Semdegi mTavari saxeobebi:<br />
1. sareklamo gancxadeba_ xorcieldeba ekranze morbenali striqonis an<br />
uZravi sareklamo teqstis saxiT, romelsac axmovanebs diqtori an<br />
msaxiobi;<br />
2. sareklamo teletixari_ mokle uZravi sareklamo gamosaxuleba,<br />
safirmo niSnis an logos saxiT, romelsac aSuqeben raime ga<strong>da</strong>cemis<br />
<strong>da</strong>wyebis win.<br />
3. sareklamo rgoli_ <strong>reklamis</strong> yvelaze gavrcelebuli, ZviradRirebuli<br />
<strong>da</strong> yvelaze mxatvruli saxeoba. Taviseburi mokle filmi, romelic<br />
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