vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
vizualuri reklamis Teoriuli da praqtikuli aspeqtebi vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
87). bilainis reklamaSi Savi feri erTdroulad aneitralebs da xazs usvams yviTelis simkveTres. mwvane-Mvizualurad cotaTi aviwrovebs da aerTianebs gamosaxulebas. mis TvisebaSi Sedis yuradRebis koncentrireba da mxedvelobis gamZafreba. mwvane feri xsnis emociur datvirTvas da daRlilobas, simbolurad asocirdeba bunebasTan, sicocxlesTan, axalgazrdobasTan, ayvavebasTan, siwmindesTan, usafrTxoebasTan. M mwvane fers irCeven gawonasworebuli adamianebi. MreklamaSi mwvane feri ZiriTadad popularizacias uwevs samedicino produqcias da momsaxureobas. cisferi_ vizualurad aSorebs da cotaTi amcirebs gamosaxulebas. feri simbolurad gamoxatavs msoflios, iwvevs amaRlebul grZnobebs, saerTo harmonias, adunebs, amSvidebs da xsnis mSfoTvare SegrZnebebs.. reklamaSi cisferi- iwvevs sisufTavis, sigrilis da simsubuqis SegrZnebas. Aam feriT Freklamas ukeTeben gamagrilebel sasmelebs, wyals da Tambaqos nawarms. (es ukanaskneli ar unda ipyrobdes did yuradRebas Tavisi mkveTri reklamiT produqtis adamianze mavne zemoqmedebidan gamomdinare). lurji_ vizualurad amcirebs da kumSavs gamosaxulebas, xels uwyobs adamianis koncentrirebas mTavarze. Aadvilad ipyrobs yuradRebas da, wiTelisgan gansxvavebiT, ar iwvevs negatiur reaqcias. lurji feri aqveiTebs sxeulis temperaturas da madas.Aasocirdeba siRrmesTan, zecasTan, kosmosTan, sicivesTan. Mmas irCeven ufro melanqoliuri da depresiisken midrekili adamianebi. kvlevebma aCvena, rom adamianebi ufro advilad imaxsovreben teqstis Sinaarss, Tu Srifti lurji feriTaa dawerili, magram lurji feri ar aris rekomendebuli restornebis da sakvebi produqtebis reklamirebisTvis, radgan, rogorc avRniSne, igi aqveiTebs madas da ar gamoiwvevs sasurvel Sedegs, Aaseve araa rekomendirebuli misi gadametebuli doziT miwodeba, Warbi lurji Trgunavs adamians da iwvevs masSi arasasiamovno sicivis SegrZnebas. lurjs iseve rogorc cisfer fers, umeteswilad Tambaqos nawarmis, aseve Zlieri sqesisTvis gankuTvnil Hhigienuri da sayofacxovreboNnivTebis reklamebSi SevxvdebiT. iasamnisferi_ iseve rogorc lurji feri, vizualurad amcirebs da 96
kumSavs gamosaxulebas. bunebaSi sakmaod iSviaTi feria, romelic, garkveulwilad, asocirdeba mistikasTan, burusTan, sicivesTan, sibnelesTan, iwvvs mowyenilobis SegrZnebas. wignSi ,,esTetikuri aRzrda mizani da amocanebi” weria: ,,goeTes rwmeniT iisfers moaqvs mudmivi mousvenroba, igi gvdevnis da ar gvixmobs” (esTetikuri . . . 1986:168). aseve, arsebobs mosazreba, rom iisferis moyvaruli adamianebi artistulebi da mgrZnobiareni arian (CekuriSvili 2010:2/46:47). reklamaSi iisferis gamoyeneba aseve saWiroebs zomierebas, radgan gadaWarbebulad gamoyenebul iisfers SeuZlia gamoiwvios arabunebrivobis da siyalbis SegrZneba. yavisferi_vizualurad aaxlovebs, magram odnav kumSavs gamosaxulebas. YxasiaTobrivad_ Tbili, rbili da Rrma feria. is ganawyobs myudroebisaken, komfortisaken da stabilurobisaken. yavisfers irCeven ufro konservatiuli adamianebi, romlebsac didad ar surT ramis Secvla cxovrebaSi. reklamaSi am feriT, ZiriTadad, popularizacias uweven avejs, zogierT alkoholur sasmelebs, mag koniaks, liqiors da yavis nawarms. Savi_ arcerTi feris aryofna da amsTanave yvela feris erTad TavSeyraa, magram aRiqmeba rogorc erTi feri. Savi vizualurad amcirebs, magram amasTanave aaxlovebs gamosaxulebas. Savi feri iwvevs sevdis, simartovis, siZimis da gare samyarosgan mowyvetis SegrZnebas, erTi mxriv asocirdeba wyvdiadTan da borot ZalebTan, meore mxriv_ gamZleobasTan, ZalasTan, eleganturobasTan, simyaresTan. feri avtoritetuli, romelic Zalauflebas gvaxsenebs. reklamaSi Savi feris gamoyeneba ar aris rekomendebuli, magram amasTanave am feris mxardaWeris gareSe yvela feri kargavs Tavis xibls da sikaSkaSes. Savi feri reklamaSi umeteswilad damxmare feris rols TamaSobs, SaviT Seqmnili konturebi, reliefebi da Crdilebi alamazebs, gamokveTs da axalisebs yvela fers da saerTod sareklamo suraTs. Sevi feriT uxdeba reklamireba avtomobilebs, zogierT alkoholur sasmels, saaTebs, mamkacis sayofacxovrebo nivTebs, tansacmelsa da inventars, musikalur instrumentebs. sareklamo gamosaxulebebSi Savi qmnis 97
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87). bilainis reklamaSi Savi feri erTdroulad aneitralebs <strong>da</strong> xazs<br />
usvams yviTelis simkveTres.<br />
mwvane-Mvizualurad cotaTi aviwrovebs <strong>da</strong> aerTianebs gamosaxulebas.<br />
mis TvisebaSi Sedis yuradRebis koncentrireba <strong>da</strong> mxedvelobis<br />
gamZafreba. mwvane feri xsnis emociur <strong>da</strong>tvirTvas <strong>da</strong> <strong>da</strong>Rlilobas,<br />
simbolurad asocirdeba bunebasTan, sicocxlesTan, axalgazrdobasTan,<br />
ayvavebasTan, siwmindesTan, usafrTxoebasTan. M mwvane fers irCeven<br />
gawonasworebuli a<strong>da</strong>mianebi. MreklamaSi mwvane feri ZiriTa<strong>da</strong>d<br />
popularizacias uwevs samedicino produqcias <strong>da</strong> momsaxureobas.<br />
cisferi_ vizualurad aSorebs <strong>da</strong> cotaTi amcirebs gamosaxulebas.<br />
feri simbolurad gamoxatavs msoflios, iwvevs amaRlebul grZnobebs,<br />
saerTo harmonias, adunebs, amSvidebs <strong>da</strong> xsnis mSfoTvare SegrZnebebs..<br />
reklamaSi cisferi- iwvevs sisufTavis, sigrilis <strong>da</strong> simsubuqis<br />
SegrZnebas. Aam feriT Freklamas ukeTeben gamagrilebel sasmelebs, wyals<br />
<strong>da</strong> Tambaqos nawarms. (es ukanaskneli ar un<strong>da</strong> ipyrobdes did yuradRebas<br />
Tavisi mkveTri reklamiT produqtis a<strong>da</strong>mianze mavne zemoqmedebi<strong>da</strong>n<br />
gamomdinare).<br />
lurji_ vizualurad amcirebs <strong>da</strong> kumSavs gamosaxulebas, xels uwyobs<br />
a<strong>da</strong>mianis koncentrirebas mTavarze. Aadvilad ipyrobs yuradRebas <strong>da</strong>,<br />
wiTelisgan gansxvavebiT, ar iwvevs negatiur reaqcias. lurji feri<br />
aqveiTebs sxeulis temperaturas <strong>da</strong> ma<strong>da</strong>s.Aasocirdeba siRrmesTan,<br />
zecasTan, kosmosTan, sicivesTan. Mmas irCeven ufro melanqoliuri <strong>da</strong><br />
depresiisken midrekili a<strong>da</strong>mianebi. kvlevebma aCvena, rom a<strong>da</strong>mianebi ufro<br />
advilad imaxsovreben teqstis Sinaarss, Tu Srifti lurji feriTaa<br />
<strong>da</strong>werili, magram lurji feri ar aris rekomendebuli restornebis <strong>da</strong><br />
sakvebi produqtebis reklamirebisTvis, radgan, rogorc avRniSne, igi<br />
aqveiTebs ma<strong>da</strong>s <strong>da</strong> ar gamoiwvevs sasurvel Sedegs, Aaseve araa<br />
rekomendirebuli misi ga<strong>da</strong>metebuli doziT miwodeba, Warbi lurji<br />
Trgunavs a<strong>da</strong>mians <strong>da</strong> iwvevs masSi arasasiamovno sicivis SegrZnebas.<br />
lurjs iseve rogorc cisfer fers, umeteswilad Tambaqos nawarmis, aseve<br />
Zlieri sqesisTvis gankuTvnil Hhigienuri <strong>da</strong> sayofacxovreboNnivTebis<br />
reklamebSi SevxvdebiT.<br />
iasamnisferi_ iseve rogorc lurji feri, vizualurad amcirebs <strong>da</strong><br />
96
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