vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
vizualuri reklamis Teoriuli da praqtikuli aspeqtebi vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
xelovnebaa, amitom am xelovnebis Serwyma qveynis kulturasTan Camoyalibebis procesSia, aseve imiT, rom neli tempebiT viTardeba qarTuli ekonomika. Tu ra saxis produqciis warmoeba da ganviTareba xdeba Cvens qveyanaSi SegviZlia vimsjeloT swored teleekranze gaSuqebuli qarTuli sareklamo rgolebis mixedviT. dakvirvebam gviCvena, rom saqarTveloSi am etapze yvelaze metad viTardeba mobiluri komunikaciebi, samSeneblo kompaniebi da sabanko saqmianoba, aqedan gamomdinare mravlad iqmneba sxvadasxva saxis reklamebi, romlebic maT saqmianobas Tu momsaxurebis xarisxs uweven popularizacias. es telereklamebi aRsaniSnavia imT, rom qarTuli warmoebisaa da maTze dakvirvebiT SegviZlia vimsjeloT Cvens qveyanaSi sareklamo xelovnebis ganviTarebazec. mag: kreatiuli midgomiT aris Seqmnili ,,Tbs bankis” dadgmiTi saxis sareklamo rgoli (suraTi 74), romelSic msaxiobebi TamaSoben quCaSi gamvlel ubralo adamianebs, romlebic bankis Senobis vitrinaSi TiTqos xedaven TavianTi survilebis da ocnebebis asrulebas. isini xedaven sakuTar Tavs im garemoSi da iseT formaSi, rogoric maT warmodgenaSia asaxuli. erTi xedavs sakuTar Tavs Zvirfasi avtomobilis saWesTan, meore misTvis sasurvel mogzaurobas da dasvnebas ZviradRirebul kurortze, mesame mdidrulad mowyobil saxls da a.S.Hsareklamo rgols ar axlavs teqsti da komentari. Amas alamazebs da avsebs mxolod musikaluri gaformeba. Mmiuxedavad amisa, sarekmao rgoli advilad gasagebi da sasiamovno sayurebelia. aRsaniSnavia isic, rom rgolSi sworad aris gaTvlili asakobrivi jgufebic, rac imas niSnavs, rom reJisorma gamoiyena yvela asakis msaxiobi da amiT Seqmna sareklamo gzavnili gankuTvnili yvela asakis mayureblisTvis. ra Tqma unda yvela adamianis ocneba sxavadsxva saxisaa, magram lamaz cxovrebaze, komfortze, avtomobilze da mogzaurobaze ocnebobs TiTqmis yvela. swored am survilebze aris agebuli am konkretuli bankis sareklamo rgoli. sityvierad, rom aRvweroT gaSuqebuli reklamis vizualuri suraTi,B amovikiTxavT Semdegs: Cven viciT raze ocnebobT, viciT, rom umravlesobisTvis es ocnebebi miuwvdomelia, magram Cven SegviZlia vaqcioT Tqveni ocnebebi realobad, ,,Tbs bankTan” erTad yvelaferi SesaZlebelia. rgoli izidavs yuradRebas ara Tavisi SinaarsiT, aramed 74
Tavisi originalobiT, mxatvruli gadawyvetiT da iumoriT. miuxedavad imisa, rom mayurebels kargad esmis reklamis mowodebis gaidealeba, is ar iwvevs gaRizianebis SegrZnebas da aRiqmeba rogorc patara iumoristuli filmi, romlis SigniT damaluli fsiqologiuri faqtorebi ubiZgebs mayurebels isargelos konkretuli bankis momsaxurebiT. qarTuli telereklamis individualobis Ziebis TvalsazrisiT, kargi dasawyisia Sokoladi ,,barambos” kreatiuli midgomiT Seqmnili sareklamo rgoli, romelic patara Teatralizebul dadgmas warmodgens (suraTi 75). masSi Teatralur kostiumebSi gamowyobili msaxiobebi reklamas uweven tkbil sasusnavs. sareklamo rgoli TiTqos kulisebs miRma an TviT scenazea gadaRebuli. ,,barambos”Hreklmis mxatvrul gadawyvetaSi igrZnoba kavSiri qarTul TeatrTan, riTac rgoli Sokoladis sigemrielis garda, axsenebs mayurebels Teatrs da amiT qvecnobierad uwevs mas popularizacias. sareklamo rgoli yuradRebas izidavs misi mxatvruli gadawyvetiT, gansxvavdeba dasavluri stiliT gadaRebuli standartuli sareklamo rgolebisgan. aqedan gamomdinare, ,,barambos” reklama misi ideur - mxatvruli gadawyvetiT warmoadgens qarTuli kreatiuli reklamis karg magaliTs. KqarTuli kreatiuli telereklamis Ziebis TvalsazrisiT sainteresoa sarecxi fxvnilis - ,,vardos” popularizaciisTvis Seqmnilia sareklamo rgoli, romelic warmoadgens kargi donis mcire qoreografiul dadgmas _ miuzikls. reklamisTvis siuJeti aRebilia poplaruli Zveli qarTuli filmidan, rac damatebiT emociur elfers aniWebs sareklamo rgols. aRsaniSnavia aseve, gasarTobi gadacema- ,,iumorina”-sTvis Seqmnili sxvadasxva wlis sareklamo rgolebi, romlebic warmoadgens mcire iumoristul- musikalur dadgmebs. zemoqmedebis TvalsazrisiT mniSvnelovani faqtoria reklamaSi sazogadoebisTvis cnobili saxeebis CarTva. yovelTvis efeqturi da qmediTunariania tereklamebi, romlebSic monawileoben xalxisTvis sayvareli da cnobili adamianebi, radgan amESTxvevaSi moqmedebs ndobis faqtori avtoritetuli adamianis mimarT. aseTi telereklamebis magaliTebia: afTiaqi ,,psp”-s reklma momRerali nani bregvaZis 75
- Page 23 and 24: mxatvrebi. TanamedroveobaSi, satitu
- Page 25 and 26: popularizacias ukeTebs Tavis saxelo
- Page 27 and 28: interneti asrulebs. TanamedroveobaS
- Page 29 and 30: gazeTis da Jurnalis reklama, vitrin
- Page 31 and 32: 2. sareklamos (plakatebi Seqmnili s
- Page 33 and 34: P teqstis yvela detali muSaobs adre
- Page 35 and 36: Sriftis funqciebis msgavsad plakatS
- Page 37 and 38: Semadgenel elemantsac warmoadgens,
- Page 39 and 40: is, rom namuSevrebis am seriaSi, mx
- Page 41 and 42: saWiroa Semowmdes ra reaqcias gamoi
- Page 43 and 44: (suraTi 26) kompoziciaSi, figura, r
- Page 45 and 46: eklamis istoriaSi mniSvnelovan figu
- Page 47 and 48: imisa, rom mxatvarma Tavisi Semoqme
- Page 49 and 50: abrebis da Stenderebis (patar zomis
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- Page 59 and 60: gamosaxulebis ornamentuli Serwyma g
- Page 61 and 62: xedavda da rogorc grZnobda. abrebs
- Page 63 and 64: vizualuri reklama sabWoTa xelisufle
- Page 65 and 66: vefxvaZis mier Seqmnili plakati _ ,
- Page 67 and 68: ZiriTadi faqtori: 1. telereklama, m
- Page 69 and 70: qveynebSi da maT Soris saqarTveloSi
- Page 71 and 72: golze muSaobis procesi SeiZleba gav
- Page 73: detalze aqcentirebiT aago. man AaCv
- Page 77 and 78: higienuri saSulebebis telereklamebT
- Page 79 and 80: 6. efeqturad moqmedebs reklamirebul
- Page 81 and 82: wels _ 62 000 000 dolari, 2008 wels
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- Page 91 and 92: gamoiklev” (luSeri .. 2000 Tavi-I
- Page 93 and 94: isic, rom TviT sityvas ,,Chivas”,
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- Page 97 and 98: kumSavs gamosaxulebas. bunebaSi sak
- Page 99 and 100: feris simboluri funqcias gaaCnia Tv
- Page 101 and 102: § V. simbolos mniSvneloba reklamaS
- Page 103 and 104: kulturuli simbolo- konkretuli kultu
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- Page 117 and 118: moTavsebuli sareklamo firniSi, rome
- Page 119 and 120: fsevdo sareklamo gamosaaxulebebi e.
- Page 121 and 122: efeqturi iyo guSin, aRar moqmedebs
- Page 123 and 124: abrebze ZiriTadad muSaobdenen mxatv
xelovnebaa, amitom am xelovnebis Serwyma qveynis kulturasTan<br />
Camoyalibebis procesSia, aseve imiT, rom neli tempebiT viTardeba<br />
qarTuli ekonomika. Tu ra saxis produqciis warmoeba <strong>da</strong> ganviTareba<br />
xdeba Cvens qveyanaSi SegviZlia vimsjeloT swored teleekranze<br />
gaSuqebuli qarTuli sareklamo rgolebis mixedviT. <strong>da</strong>kvirvebam gviCvena,<br />
rom saqarTveloSi am etapze yvelaze metad viTardeba mobiluri<br />
komunikaciebi, samSeneblo kompaniebi <strong>da</strong> sabanko saqmianoba, aqe<strong>da</strong>n<br />
gamomdinare mravlad iqmneba sxva<strong>da</strong>sxva saxis reklamebi, romlebic maT<br />
saqmianobas Tu momsaxurebis xarisxs uweven popularizacias. es<br />
telereklamebi aRsaniSnavia imT, rom qarTuli warmoebisaa <strong>da</strong> maTze<br />
<strong>da</strong>kvirvebiT SegviZlia vimsjeloT Cvens qveyanaSi sareklamo xelovnebis<br />
ganviTarebazec. mag: kreatiuli midgomiT aris Seqmnili ,,Tbs bankis”<br />
<strong>da</strong>dgmiTi saxis sareklamo rgoli (suraTi 74), romelSic msaxiobebi<br />
TamaSoben quCaSi gamvlel ubralo a<strong>da</strong>mianebs, romlebic bankis<br />
Senobis vitrinaSi TiTqos xe<strong>da</strong>ven TavianTi survilebis <strong>da</strong> ocnebebis<br />
asrulebas. isini xe<strong>da</strong>ven sakuTar Tavs im garemoSi <strong>da</strong> iseT formaSi,<br />
rogoric maT warmodgenaSia asaxuli. erTi xe<strong>da</strong>vs sakuTar Tavs Zvirfasi<br />
avtomobilis saWesTan, meore misTvis sasurvel mogzaurobas <strong>da</strong> <strong>da</strong>svnebas<br />
ZviradRirebul kurortze, mesame mdidrulad mowyobil saxls <strong>da</strong><br />
a.S.Hsareklamo rgols ar axlavs teqsti <strong>da</strong> komentari. Amas alamazebs <strong>da</strong><br />
avsebs mxolod musikaluri gaformeba. Mmiuxe<strong>da</strong>vad amisa, sarekmao rgoli<br />
advilad gasagebi <strong>da</strong> sasiamovno sayurebelia. aRsaniSnavia isic, rom<br />
rgolSi sworad aris gaTvlili asakobrivi jgufebic, rac imas niSnavs,<br />
rom reJisorma gamoiyena yvela asakis msaxiobi <strong>da</strong> amiT Seqmna sareklamo<br />
gzavnili gankuTvnili yvela asakis mayureblisTvis. ra Tqma un<strong>da</strong> yvela<br />
a<strong>da</strong>mianis ocneba sxavadsxva saxisaa, magram lamaz cxovrebaze,<br />
komfortze, avtomobilze <strong>da</strong> mogzaurobaze ocnebobs TiTqmis yvela.<br />
swored am survilebze aris agebuli am konkretuli bankis sareklamo<br />
rgoli. sityvierad, rom aRvweroT gaSuqebuli <strong>reklamis</strong> <strong>vizualuri</strong><br />
suraTi,B amovikiTxavT Semdegs: Cven viciT raze ocnebobT, viciT, rom<br />
umravlesobisTvis es ocnebebi miuwvdomelia, magram Cven SegviZlia<br />
vaqcioT Tqveni ocnebebi realobad, ,,Tbs bankTan” erTad yvelaferi<br />
SesaZlebelia. rgoli izi<strong>da</strong>vs yuradRebas ara Tavisi SinaarsiT, aramed<br />
74
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