vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
vizualuri reklamis Teoriuli da praqtikuli aspeqtebi vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
meSveobiT reklama aiZulebs daajeros informacia iseT mayurebelsac ki, romelmac Tavidan ar gamoTqva mzadyofna daejerebina reklamirebuli informacia. cnobili amerikeli marketologi, kompania _ ,,hipnozuri marketingis prezidenti” da mwerali jo vitale (avtori wignisa ,,hipnuzuri sareklamo tqstebi”) mivida daskvnamde, rom darwmunebis erT- erTi yvelaze Zlieri instrumenti _ ganmeorebaa. is wers: ,,ganmeoreba moqmedebs, rogorc hipnozi, kargi hipnoziorebi iyeneben ganmeorebas, rogorc zemoqmedebis saSualebas, magaliTad: isini imeoreben: ,,Tqven iZinebT”. Tu Tqven gaigonebT am frazas ramdenjerme Tqven marTlac daiZinebT” (vitale 2009 mis: http://prochtenie.ru/index.php/docs/3076). TiTqmis igive xdeba reklamaSic, rac metad xSirad meordeba reklamis mTavari momentebi, miT metad moqmedebs adamianze sareklamo gzavnili. damkveTi did yuradRebas aqcevs Tavisi produqciis reklamis gaSuqebis sixSires. reglametis mixedviT ganmeorebis sixSire saaTSi ar unda aRematebodes 15 wuTs. saqarTvelos samauwyeblo arxebze es reglamenti darRveulia. reklamis gaSuqebis gadaWarbebuli xangrZlivoba da gaSuqebis sixSire iwvevs mayurebelSi gaRizianebis SegrZnebas, rac uaryofiTad aisaxeba reklamis popularobaze. 50 gamokiTxuli adamianidan 42-ma aRniSna rom telereklamebis gaSuqebis sixSire maTSi iwvevs gaRizianebis SegrZnebas. aRizianebs mayurebels reklamebSi produqciis gadaWarbebulad gaidealebuli suraTic. reklama unda iyos odnav gaidialebuli da unda warmoaCendes reklamirebul produqcias saukeTeso mxridan es reklamis erT-erTi wesia, magram araviTar SemTxvevSi ar SeiZleba suraTis gaidealeba imdenad, rom is ar Seesabamebodes sinamdviles. am problemebis mosagvareblad aucilebelia Seiqmnas iseTi sakanonmdeblo institutebi, romlebic gaakontroleben reklamis Sesabamisobas realobasTan. reklamaze msoflioSi zarmazari Tanxebi ixarjeba. is biujetis Sevsebis erT-erT sariozul saSualebad iqca. daxarjuli Tanxebis raodenobas da maT zrdas wlebis mixedviT gviCvenebs Semdegi sqema: (sqema #77), (monitoringuli. . . 2010). sqemidan Cans, rom telereklamaze danaxarjebi yovelwliurad izrdeba. magaliTad: 2006 wels reklamaze daixarja _ 54 000 000 dolari, 2007 80
wels _ 62 000 000 dolari, 2008 wels _ 79 000 000 dolari, 2009 wels 90000 000 dolari, xolo 2010 wels, wina welTan SedarebiT telereklamaze moTxovna gaizarda 20%, da danaxarjebma Seadgina 109 000 000 dolari. aqedan gamomdinare televiziis erT-erT umniSvnelovanes Semosavlis wyaros warmoadgens damkveTi. aseve, unda aRiniSnos, rom uzarmazari Tanxebis brunvis safuZvelze, reklama iqca saxelmwifo biujetis Sevsebis erT-erT seriozul saSualebadac. cnobili ingliseli Jurnalisti da sareklamo saqmianobis mkvlevari mark tangeiti aRniSnavs: ,,satelivizio arxebis swrafma raodenobrivma zrdam gamoiwvia is, rom damkveTs uWirs Tavisi produqciis mimarT momxmareblis yuradRebis mizidva, dRes sareklamo kampaniis warmateba mdgomareobs ara imaSi rac SeiZleba met arxze ganaTavsos Tavisi reklama da ganuwyvetliv imeoros, aramed imaSi, rom ganaTavsos reklama saWiro adgilas da saWiro dros” (tangeiti 2009). sruliad veTanxmebiT tangeitis mosazrebas, radgan reklamis gansaTavseblad friad mniSvnelovania aramarto ZiriTadi arxebis gaTvaliswineba, aramed im maRal reitinguli gadacemebis codnac, romlebic am arxebze Suqdeba. gasaTvaliswinebelia aseve, TV yurebis yvelaze aqtiuri saaTebic. reklamis gavrceleba yvelaze efeqturia: dilis saaTebSi, samuSao saaTebis dasrulebis Semdeg, dasvenebis dReebSi (SabaT_kviras) da dResaswaulebis dros. es is droa, roca adamiani saxlSia da telegadacemebis yurebis meti SesaZlebloba aqvs. reitinguli gadacemebis daDTV. yurebis yvelaze aqtiuri saaTebis codna reklamis QqmediTunarianobisTvis da efeqturobisTvis aucilebeli faqtoria. Tu damkveTi Tavisi pruduqciis (momsaxurebis) reklamas ganaTavsebs iseT gadacemebSi, romelTa mimarT sazogadoebis interesi naklebia an ganaTavsebs dRis im saaTebSi, roca sazogadoebis umetesi nawili samuSaozea, reklama moutans mas dabal Sedegs. sainteresoa im gadacemebis codna, romlebic am etapze saqarTveloSi yvelaze reitingul gadacemebad iTvleba da, aqedan gamomdinare, xelsayrelia reklamis gansaTavseblad. yvelaze reitingul gadacemebs warmoaCens sqema, romelSic mokvleulia 2010 wlis 20-dan 10 yvelaze maRalreitinguli gadacemebi (sqema #78). rogorc sqemidan Cans reitingiT pirveli adgili ukavia programa ,,niWiers” (rusTavi2), meore adgilzea 81
- 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
- Page 51 and 52: Tavi III. sareklamo saqme saqarTvel
- Page 53 and 54: mokle da lakonuria. aqedan gamomdin
- Page 55 and 56: da moxatuli farnebi ki RamiTac zemo
- Page 57 and 58: karebze qalis da mamakacis gamosaxu
- 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 and 74: detalze aqcentirebiT aago. man AaCv
- Page 75 and 76: Tavisi originalobiT, mxatvruli gada
- Page 77 and 78: higienuri saSulebebis telereklamebT
- Page 79: 6. efeqturad moqmedebs reklamirebul
- Page 83 and 84: goliT mowodebul informacias” (leb
- Page 85 and 86: mimarTon imisaTvis, rom sareklamo m
- Page 87 and 88: Senobebis gare da Sida interierebSi
- Page 89 and 90: uneblied ipyrobda yuradRebas da iwv
- Page 91 and 92: gamoiklev” (luSeri .. 2000 Tavi-I
- Page 93 and 94: isic, rom TviT sityvas ,,Chivas”,
- Page 95 and 96: is stimuls aniWebs tvinis moqmedeba
- 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
- Page 105 and 106: amrigad, reklamaSi simbolos mniSvne
- Page 107 and 108: formebs: sibrtyobrivs, frontalur-mo
- Page 109 and 110: ibileiSvili statiaSi ,,kidev erTxel
- Page 111 and 112: om profesionali mxatvrebis mier sam
- Page 113 and 114: ,,SemoqmedebiTi miznis realizacia,
- Page 115 and 116: damamzadebeli erT-erTi saamqros sar
- 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
- Page 125 and 126: ki gamowvia is, rom sazogadoebam ga
- Page 127 and 128: dainergeba axali saxis teqnologiuri
- Page 129 and 130: possible to send talented students
wels _ 62 000 000 dolari, 2008 wels _ 79 000 000 dolari, 2009 wels<br />
90000 000 dolari, xolo 2010 wels, wina welTan Se<strong>da</strong>rebiT<br />
telereklamaze moTxovna gaizar<strong>da</strong> 20%, <strong>da</strong> <strong>da</strong>naxarjebma Seadgina 109 000<br />
000 dolari. aqe<strong>da</strong>n gamomdinare televiziis erT-erT umniSvnelovanes<br />
Semosavlis wyaros warmoadgens <strong>da</strong>mkveTi. aseve, un<strong>da</strong> aRiniSnos, rom<br />
uzarmazari Tanxebis brunvis safuZvelze, reklama iqca saxelmwifo<br />
biujetis Sevsebis erT-erT seriozul saSualeba<strong>da</strong>c. cnobili ingliseli<br />
Jurnalisti <strong>da</strong> sareklamo saqmianobis mkvlevari mark tangeiti aRniSnavs:<br />
,,satelivizio arxebis swrafma raodenobrivma zr<strong>da</strong>m gamoiwvia is, rom<br />
<strong>da</strong>mkveTs uWirs Tavisi produqciis mimarT momxmareblis yuradRebis<br />
mizidva, dRes sareklamo kampaniis warmateba mdgomareobs ara imaSi rac<br />
SeiZleba met arxze ganaTavsos Tavisi reklama <strong>da</strong> ganuwyvetliv imeoros,<br />
aramed imaSi, rom ganaTavsos reklama saWiro adgilas <strong>da</strong> saWiro dros”<br />
(tangeiti 2009). sruliad veTanxmebiT tangeitis mosazrebas, radgan<br />
<strong>reklamis</strong> gansaTavseblad friad mniSvnelovania aramarto ZiriTadi<br />
arxebis gaTvaliswineba, aramed im maRal reitinguli ga<strong>da</strong>cemebis<br />
codnac, romlebic am arxebze Suqdeba. gasaTvaliswinebelia aseve, TV<br />
yurebis yvelaze aqtiuri saaTebic. <strong>reklamis</strong> gavrceleba yvelaze<br />
efeqturia: dilis saaTebSi, samuSao saaTebis <strong>da</strong>srulebis Semdeg,<br />
<strong>da</strong>svenebis dReebSi (SabaT_kviras) <strong>da</strong> dResaswaulebis dros. es is droa,<br />
roca a<strong>da</strong>miani saxlSia <strong>da</strong> telega<strong>da</strong>cemebis yurebis meti SesaZlebloba<br />
aqvs. reitinguli ga<strong>da</strong>cemebis <strong>da</strong>DTV. yurebis yvelaze aqtiuri saaTebis<br />
codna <strong>reklamis</strong> QqmediTunarianobisTvis <strong>da</strong> efeqturobisTvis aucilebeli<br />
faqtoria. Tu <strong>da</strong>mkveTi Tavisi pruduqciis (momsaxurebis) reklamas<br />
ganaTavsebs iseT ga<strong>da</strong>cemebSi, romelTa mimarT sazogadoebis interesi<br />
naklebia an ganaTavsebs dRis im saaTebSi, roca sazogadoebis umetesi<br />
nawili samuSaozea, reklama moutans mas <strong>da</strong>bal Sedegs.<br />
sainteresoa im ga<strong>da</strong>cemebis codna, romlebic am etapze saqarTveloSi<br />
yvelaze reitingul ga<strong>da</strong>cemebad iTvleba <strong>da</strong>, aqe<strong>da</strong>n gamomdinare,<br />
xelsayrelia <strong>reklamis</strong> gansaTavseblad. yvelaze reitingul ga<strong>da</strong>cemebs<br />
warmoaCens sqema, romelSic mokvleulia 2010 wlis 20-<strong>da</strong>n 10 yvelaze<br />
maRalreitinguli ga<strong>da</strong>cemebi (sqema #78). rogorc sqemi<strong>da</strong>n Cans reitingiT<br />
pirveli adgili ukavia programa ,,niWiers” (rusTavi2), meore adgilzea<br />
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