vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
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mimarTon imisaTvis, rom sareklamo mowodebam miipyros sazogadoebis<br />
yuradReba. rogorc cnobilia yuradReba monawileobs yvela SemecnebiT<br />
procesSi. azrovnebasac yuradReba Wirdeba. is warmarTavs a<strong>da</strong>mianis<br />
cnobierebas garkveuli mimarTulebiT <strong>da</strong> amiT SesaZlebels xdis sagnis<br />
naTel aRqmas.G fsiqologebi gamoyofen yuradRebis ori ZiriTad<br />
formas: 1. uneblie anu pasiurs <strong>da</strong> 2. nebismier anu aqtiurs. Uuneblie<br />
(pasiuri) yuradReba es aris sruliad martivi refleqsuri xasiaTis<br />
moqmedeba, roca gamRizianebeli sruliad uneblied, refleqsurad<br />
izi<strong>da</strong>vs subieqtis yuradRebas. Nnebismieri (aqtiuri) yuradrebis ZiriTadi<br />
<strong>da</strong>maxasiaTebeli ki aris, subieqtis mier yuradRebis Segnebulad<br />
amoqmedeba <strong>da</strong> misi regulacia (naTaZe 1983:129). TanamedrovebaSi sareklamo<br />
gzavnilebis simravlem <strong>da</strong> mravalferovnebam <strong>reklamis</strong><br />
spacialistebisagan moiTxova meti yuradReba <strong>da</strong>eTmoT im fsiqologiuri<br />
faqtorebisaTvis, romlebic SeZenen reklmas gansakuTrebul vizualur<br />
efqtebs, risi meSveobiTac sareklamo informacia ucbad SeZlebs<br />
moxvedras admianis TvalTxedvis areSi <strong>da</strong> uneblied _ refleqsurad<br />
miizi<strong>da</strong>vs misken yuradRebas. es ki xels Seuwyobs sareklamo informaciis<br />
nawilobriv <strong>da</strong>maxsovrebas. Tanamedrove sareklamo industriaSi,<br />
a<strong>da</strong>mianis uneblie yuradRebis misazi<strong>da</strong>d mniSvnelovan rols TamaSoben<br />
Semdegi fsiqologiuri faqtorebi: zoma, ganmeoreba, intensivoba,<br />
moZraoba, kontrasti, izolirebuli gamRizianebeli <strong>da</strong> siaxle<br />
(grigolava 1964:39-45).<br />
pirvel fsiqologiuri faqtori, romelic <strong>reklamis</strong> pirvelad aRqmas<br />
uwyobs xels, aris intensivoba. es fsiqologiuri Ffaqtori, Tanamedrove<br />
reklamaSi efuZneba Zlieri Suqis efeqts sibneleSi <strong>da</strong> efeqturia Ramis<br />
qalaqSi, Zlieri Suqi sibneleSi warmoadgens a<strong>da</strong>mianis uneblie<br />
yuradRebis mizidvis erT-erT martiv <strong>da</strong> efeqtur xerxs. fsiqologi m.<br />
grunevoldi wers: ,,Suqi izi<strong>da</strong>vs xalxs aranakleb mwerebisa” (uConova. .<br />
.2008:247).<br />
Tanamedrove Suqreklamebi (manaTobeli bilbordebi, laiT-boqsebi,<br />
videopanelebi <strong>da</strong> sxva.) informaciuli matareblis gar<strong>da</strong>, qalaqis<br />
Tavisebur mSveneba<strong>da</strong>c iqcnen <strong>da</strong> pasuxoben qalaqmSeneblobis esTetikur<br />
moTxovnebs. garkveulwilad isini axaliseben <strong>da</strong> alamazeben quCebs.<br />
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