vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
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sabWoTa xelisuflebis periodSi konkurenciis ararsebobam didi<br />
xniT Seaferxa saqarTveloSi <strong>reklamis</strong> saxeobebis ganviTareba <strong>da</strong>,<br />
gamoiwvia sagrZnobi CamorCena msoflioSi mimdinare ekonomikuri <strong>da</strong><br />
sareklamo procesebTan Se<strong>da</strong>rebiT. am periodSi viTardeba mxolod<br />
politikur-saagitacio plakati, romlis meSveobiT sabWoTa xelisufleba<br />
zemoqmedeb<strong>da</strong> sazogadoebriv azrze.<br />
Tanamedrove <strong>vizualuri</strong> <strong>reklamis</strong> ganviTareba ukavSirdeba<br />
saqarTveloSi socialisturi ekonomikis demontaJis periods. am<br />
periodi<strong>da</strong>n ganviTarebas iwyebs <strong>reklamis</strong> yvelaze masStaburi,<br />
sanaxaobiTi, ZviradRirebuli <strong>da</strong> zemoqmedebis TvalsazrisiT Zlieri<br />
saxeoba - telereklama. tele<strong>reklamis</strong> Sesaxeb cnobili iaponuri<br />
komiqsebis ,,mangas” kreatiuli direqtori akira kagami sruliad<br />
marTebulad aRniSnavs: ,,namdvili talanti Wirdeba imas, rom gayido<br />
produqti 15 wamSi” (tangeiti 2008:190). satelevizio <strong>reklamis</strong><br />
zemoqmedebis efeqturobas gansazRvravs Semdegi mniSvnelovani faqtorebi:<br />
1. telereklama, moicavs auditoriis farTo masebs <strong>da</strong> 2. zemoqmedebs<br />
kompleqsurad (<strong>vizualuri</strong>, xmovani, teqsturi, musikaluri komponentebiT).<br />
samwuxarod, qarTuli televizia jer kidev savsea ucxouri<br />
warmoebis an stilisturad gaigivebuli telereklamebiT, rac<br />
garkveulwilad moqmedebs qveynis tradiciebsa <strong>da</strong> faseulobebze.<br />
marTebulia mosazreba imis Sesaxeb, rom xSiradreklamirebul saganTan<br />
erTad xdeba sxva, ucxo qveynis cxovrebis stilis gafetiSeba <strong>da</strong> SeWra<br />
mayureblis cxovrebaSi, romelic faqtobrivad gaucnobiereblad iRebs<br />
sareklamo rgoliT mowodebul informacias (lebaniZe 2008:184). cnobili<br />
amerikeli sociologis jankarlo buzis azriT reklama, umTavres <strong>da</strong><br />
Seu<strong>da</strong>rebel rols TamaSobs Cvevebisa <strong>da</strong> a<strong>da</strong>T-wesebis SemqnaSi,<br />
kulturuli <strong>da</strong> esTetikuri normebis gavrcelebasa <strong>da</strong> gamntkicebaSi.<br />
(feofanovi: 2000:33). gansakuTrebiT uaryofiTad moqmedebs axalgazrdebis<br />
msoflmxedvelobasa <strong>da</strong> qcevis normebze reklamebSi faruli Tu Ria<br />
erotikuli motivebis ga<strong>da</strong>Warbebuli gamoyeneba. marTalia, seqsualuri<br />
motivebis CarTava reklamaSi yuradRebis mipyrobis erT-erTi Zlieri <strong>da</strong><br />
universaluri saSulebaa, magram zomiereba saWiroa yvelaferSi.<br />
zomiereba sWirdeba agreTve samauwyeblo arxebze reklamebis gaSuqebis<br />
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