vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
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monawileobiT, kaxuri Rvinis ,,ba<strong>da</strong>gonis” SesaniSnavi sareklamo rgoli,<br />
romelSic monawileob<strong>da</strong> didi msaxiobi sofiko Wiaureli,<br />
gamagrilebebli sasmelis ,,nataxtaris” reklama msaxiobisa <strong>da</strong> poetis<br />
niko gomelauris monawileobiT, ,,iumorina”-s sareklamo rgolebi,<br />
romlebSic tradiciulad monawileoben iseTi cnobili msaxiobebi,<br />
rogorebic arian kaxi kavsaZe <strong>da</strong> givi berikaSvili. <strong>da</strong> sxva. A<br />
friad mniSvnelovania reklamaSi iumoris gamoyeneba, iumori uqmnis<br />
sareklamo rgols saintereso <strong>da</strong> originalur saxes, ayenebs a<strong>da</strong>mians<br />
karg gunebaze. cnobili argentineli reJisori <strong>da</strong> iumoristuli <strong>reklamis</strong><br />
erT-erTi saukeTeso specialisti endi fogvili wers: ,,iumori yvelaze<br />
metad muSaobs reklamaSi, is yvelaze marTebulad gadmogvcems<br />
informacias, Tan ucbadve SeiZleba Tqma moqmedebs Tu ara reklama<br />
mayurebelze, xalxi icinis _ e.i. yvelaferi karga<strong>da</strong>a” (fogvili 2007, mis:<br />
http://www.adme.ru/kreativnyj-obzor/rezhisser-endi-fogvill-odin-iz-luchshih-specialistov-v-mire-po-<br />
smeshnoj-reklame-20599/). iumoris grZnobiT Seqmnili telereklamebi<br />
yovelTvis sasiamovno sayurebeli <strong>da</strong> efeqturia zemoqmedebis mxriv. Mmag:<br />
ucbad gax<strong>da</strong> popularuli mobiluri kavSirebis kompaniis ,,bilainis”<br />
<strong>da</strong>dgmiTi saxis sareklamo rgoli, romelic warmoadgens mcire<br />
iumoristul- musikalur <strong>da</strong>dgmas (suraTi 76). Tumca, isic un<strong>da</strong><br />
aRiniSnos, rom is rac acinebs erTs, SeiZleba ar mowondes meores,<br />
amitom iumoris gamoyenebasac reklamaSi sifrTxile Wirdeba. saWiroa<br />
Semowmdes ra reaqcias gamoiwvevs konkretuli iumori a<strong>da</strong>mianebSi <strong>da</strong><br />
gayidis Tu ara is produqts.<br />
mniSvnelovani is faqti, rom qarTul sareklamo rgolebSi<br />
nakleba<strong>da</strong>a erotikuli motivebi, racAase mravlad gvxvdeba <strong>da</strong>savlur <strong>da</strong><br />
rusul sareklamo rgolebSi. umravlesoba <strong>da</strong>savluri warmoebis<br />
sareklamo rgoli Seicavs seqsis elements. Sokoladis reklamebis (mag:<br />
,,dove” <strong>da</strong> ,,корона”-s reklamebi <strong>da</strong> sxva) <strong>da</strong> maTi mirTmevis banalur<br />
scenaSic ki intimis <strong>da</strong> naxevrad siSiSvlis <strong>vizualuri</strong> suraTebi ufro<br />
metia, vidre TviT produqtis <strong>vizualuri</strong> gamosaxuleba. aseTi saxiT<br />
mowodebuli Sokoladis an sxva saxis saWmeli produqtis e.w.<br />
,,sigemriele” qvecnobierad iwvevs mayurebelSi sxva<strong>da</strong>sxva saxis intimur<br />
asociaciebsac. sul sxvaa, roca saqme gvaqvs sunamoebis, sayofacxovrebo<br />
76
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