vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
vizualuri reklamis Teoriuli da praqtikuli aspeqtebi vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
efuZnebodes ferTa aRqmis princips. cnobilia, rom civi ferebi (Savi, ruxi, iasamnisferi, lurji) vizualurad aSoreben Cvengan sagans da amcireben mis moculobas. xolo Tbili ferebi (wiTeli, yviTeli, narinjisferi) vizualurad aaxloveben sagans da adideben mis moculobas (jafariZe 1989:44). am parametrebidan gamomdinare sareklamo abrebSi civ ferebs ZiriTadad iyeneben fonad, xolo Tbils sareklamod mowodebuli mTavari gamosaxulebebisTvis da rac ufro metia ferTa SeuTanxmebloba_winaaRmdegoba gamosaxulebasa da fons Soris, miT metia reklamaSi kontrasti. kontrasti yovelTvis xvdeba adamians TvalTxedvis areSi da uneblied izidavs mis yuradRebas. Semdeg da yvelaze mniSvnelovan faqtors sareklamo xelovnebaSi warmoadgens siaxle. revaz naTaZe wers: ,,yuradRebas izidavs yovelive rac subieqtisTvis axalia, uCveuloa, moulodnelia da maSasadame is, rac Secvlilia, rac moZravia, xolo is, rac ucvlelia, Cveulia, yoveldRiuria, igi aClungebs, adunebs yuradRebas” (naTaZe 1983:121). am faqtoridan gamomdinare gauwyvetliv mimdinareobs sareklamo industriaSi Zieba, rac gamoxatulebas povebs mxatvrul-esTetikuri, teqnikuri siaxleebis damkvidrebaSi. siaxle aris mniSvnelovani faqtori reklamis mizidulobis, konkurentunarianobis miRwevisa da SenarCunebaSi. siaxle SeiZleba gamoixatos sxvavasxva saxiT_ formebSi, sidideebSi, mxatvrul gadawyvetaSi, teqnikur saSualebebSi da sxva. magaliTad brtyeli tipis abrebs Soris ovaluri konstruqcia ukve siaxled aRiqmeba, magaliTisTvis gamodgeba Cvens mier Catarebuli erT-erTi patara eqsperimentis Sedegi: megobars vTxove, q. TbilisSi erT-erT centraluri quCaze, sadac uamravi sareklamo abraa, gamoerCia erTi yvelaze dasamaxsovrebeli reklama. aRmoCnda, rom mas yvelaze metad daamaxsovrda erTi kafe-baris reklama, radgan moixibla ideis gadawyvetis originalobiT. kafe-baris Senobis Tavze CamontaJebuli iyo Zveli rusuli ,,pobedas” markis namdvili avtomobilis ukana nawili, romelic sxvadasxva ferTa SexamebiT mxatvrulad gaeformebinaT, xolo seriuli nomris adgilze ewera dawesebulebis dasaxeleba. originalurad da arastandartulad gakeTebuli reklama- Senobis Tavze CamontaJebuli avtomobilis saxiT, misi gansxvavebulobiT da siucxoviT 88
uneblied ipyrobda yuradRebas da iwvevda mis mimarT interess. reklama warmoadgenda siaxles, radgan sxvagan arsad meordeboda. amrigad, reklama adamianisTvis gaucnobiereblad, uneblied ipyrobs mis yuradRebas, rasac xels uwyobs zemoT CamoTvlili ZiriTadad eqvsi fsoqologiuriF faqtoris- (intensivoba, moZraoba, kontrasti, sidide, gancalkeveba, siaxle), gaTvaliswineba. Tanamedrove gare reklamaSi yuradRebis gamomwvevi es faqtorebi monawileoben sazogadoebis uneblie yuradRebisEBMmizidvasa da vizualuri reklamis pirvelad aRqmaSi. § ΙV. feris fsiqologiis gamoyeneba reklamaSi da feri, rogorc qarTuli korporatiuli /safirmo /stilis ZiriTadi elementi. reklamaSi adamianze zemoqmedebis umniSvnelovanes komponents warmoadgens feri. feri moqmedebs adamianis grZnobebze, qvecnobierad iwvevs CvenSi dadebiT an uaryofiT emociebs, garkveul asociaciebs. fers SeuZlia gamoiwvios subieqtSi rogorc simSvidisa da komfortis, aseve aRgznebis an aRelvebis SegrZneba. vizualuri reklamis kompoziciur agebaSi feriTi gadawyveta gansazRvravs reklamisTvis yvelaze mniSvnelovan faqtors: gamomsaxvelobas da damaxsovrebis xarisxs. cnobili Sveicareli fsiqologi da mkvlevari maqs luSeri wers: ,,rogorc musika iwvevs garkveul grZnobebs da qmnis garkveul ganwyobas, ise feric, misi sxvadasxva tonebiT, simkveTriT da sikaSkaSiT, iwvevs adamianSi garkveul grZnobebs da qmnis garkveul ganwyobas” (luSeri 2000: Tavi-I mis: http: www.aqvarun.ru.). germaneli moazrovnis goeTes ferTametyvelebis Teoriis mixedviT ki ferebi metyveleben, TuU ra Tqma unda, adamians Seswevs unari maTi ,,ena” gaigos (kldiaSvili. . .2006:41). amerikeli fsiqologebis Tanaxmad: fers SeuZlia 38%-iT gazardos sareklamo informaciis zemoqmedeba, 40%-iT gaaumjobesos misi aRqma da 22%-iT gazardos dadebiTi damokidebuleba reklamirebuli produqtisadmi. mTlinobaSi ki ferisgan miRebuli STabeWdileba TiTqmis 60%-iT gansazRvravs reklamirebuli produqtis an momsaxurebis 89
- 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 and 80: 6. efeqturad moqmedebs reklamirebul
- Page 81 and 82: wels _ 62 000 000 dolari, 2008 wels
- Page 83 and 84: goliT mowodebul informacias” (leb
- Page 85 and 86: mimarTon imisaTvis, rom sareklamo m
- Page 87: Senobebis gare da Sida interierebSi
- 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
- Page 131 and 132: ivanovi 1962: Иванов В, ,,К
- Page 133 and 134: 27. feofanovi 2000: feofanovi olegi
- Page 135 and 136: 48. evangulovi 1917: evangulovi gio
- Page 137 and 138: 67. malcevi 2008: malcevi a. ,,rekl
uneblied ipyrob<strong>da</strong> yuradRebas <strong>da</strong> iwvev<strong>da</strong> mis mimarT interess. reklama<br />
warmoadgen<strong>da</strong> siaxles, radgan sxvagan arsad meordebo<strong>da</strong>.<br />
amrigad, reklama a<strong>da</strong>mianisTvis gaucnobiereblad, uneblied ipyrobs<br />
mis yuradRebas, rasac xels uwyobs zemoT CamoTvlili ZiriTa<strong>da</strong>d eqvsi<br />
fsoqologiuriF faqtoris- (intensivoba, moZraoba, kontrasti, sidide,<br />
gancalkeveba, siaxle), gaTvaliswineba. Tanamedrove gare reklamaSi<br />
yuradRebis gamomwvevi es faqtorebi monawileoben sazogadoebis uneblie<br />
yuradRebisEBMmizidvasa <strong>da</strong> <strong>vizualuri</strong> <strong>reklamis</strong> pirvelad aRqmaSi.<br />
§ ΙV. feris fsiqologiis gamoyeneba reklamaSi <strong>da</strong> feri,<br />
rogorc qarTuli korporatiuli /safirmo /stilis ZiriTadi<br />
elementi.<br />
reklamaSi a<strong>da</strong>mianze zemoqmedebis umniSvnelovanes komponents<br />
warmoadgens feri. feri moqmedebs a<strong>da</strong>mianis grZnobebze, qvecnobierad<br />
iwvevs CvenSi <strong>da</strong>debiT an uaryofiT emociebs, garkveul asociaciebs. fers<br />
SeuZlia gamoiwvios subieqtSi rogorc simSvidisa <strong>da</strong> komfortis, aseve<br />
aRgznebis an aRelvebis SegrZneba. <strong>vizualuri</strong> <strong>reklamis</strong> kompoziciur<br />
agebaSi feriTi ga<strong>da</strong>wyveta gansazRvravs <strong>reklamis</strong>Tvis yvelaze<br />
mniSvnelovan faqtors: gamomsaxvelobas <strong>da</strong> <strong>da</strong>maxsovrebis xarisxs.<br />
cnobili Sveicareli fsiqologi <strong>da</strong> mkvlevari maqs luSeri wers:<br />
,,rogorc musika iwvevs garkveul grZnobebs <strong>da</strong> qmnis garkveul ganwyobas,<br />
ise feric, misi sxva<strong>da</strong>sxva tonebiT, simkveTriT <strong>da</strong> sikaSkaSiT, iwvevs<br />
a<strong>da</strong>mianSi garkveul grZnobebs <strong>da</strong> qmnis garkveul ganwyobas” (luSeri<br />
2000: Tavi-I mis: http: www.aqvarun.ru.). germaneli moazrovnis goeTes<br />
ferTametyvelebis Teoriis mixedviT ki ferebi metyveleben, TuU ra<br />
Tqma un<strong>da</strong>, a<strong>da</strong>mians Seswevs unari maTi ,,ena” gaigos (kldiaSvili. .<br />
.2006:41).<br />
amerikeli fsiqologebis Tanaxmad: fers SeuZlia 38%-iT gazardos<br />
sareklamo informaciis zemoqmedeba, 40%-iT gaaumjobesos misi aRqma <strong>da</strong><br />
22%-iT gazardos <strong>da</strong>debiTi <strong>da</strong>mokidebuleba reklamirebuli<br />
produqtisadmi. mTlinobaSi ki ferisgan miRebuli STabeWdileba TiTqmis<br />
60%-iT gansazRvravs reklamirebuli produqtis an momsaxurebis<br />
89
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