xelovnebaTmcodneobiTi etiudebi STUDIES IN ART CRITICISM II
xelovnebaTmcodneobiTi etiudebi STUDIES IN ART CRITICISM II
xelovnebaTmcodneobiTi etiudebi STUDIES IN ART CRITICISM II
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sofio sanikiZe<br />
zogierTi fsiqologiuri faqtoris roli<br />
Tanamedrove quCis vizualur reklamaSi<br />
reklama — ekonomikis erT-erTi mamoZravebeli saSualebaa.<br />
igi Tavisi daniSnulebiT da gamosaxvis formiT mizandasaxulad<br />
moqmedebs adamianis cnobierebaze da, garkveulwilad,<br />
ganapirobebs mis moqmedebebs. adamiani Tavisi gonebi-<br />
Ta da Sromis unariT warmoadgens progresis mamoZravebel<br />
Zalas. dRiTidRe izrdeba da viTardeba produqcia, inergeba<br />
axali teqnikuri saSualebebi, sazogadoebaSi farTovdeba interesTa<br />
sfero, Cndeba meti sxvadasxva saxis survilebi,<br />
survilebi ki warmoqmnian axal-axal moTxovnilebebs, xolo<br />
moTxovnilebebi gvibiZgeben moqmedebisken (naTaZe, 1983:289).<br />
reklamis amocanac es aris - damkveTisgan dagegmili miznis<br />
Sesasruleblad gamoiwvios sazogadoebaSi moqmedebis survili.<br />
Yyoveli axali sareklamo mowodebis Seqmnis procesSi<br />
dizainerebi, romlebic muSaoben reklamis ideur, esTetikur,<br />
maxtvrul-kompoziciur da teqnikur gadawyvetaze, pirvel<br />
rigSi fiqroben reklamis konkurentunarianobasa da mizidulobis<br />
Zalaze, eZieben gzebs, Tu ra axal ideur, mxatvrul,<br />
fsiqologiur da teqnikur saSualebebs mimarTon imisaTvis,<br />
rom sareklamo mowodebam miipyros sazogadoebis yuradReba.<br />
rogorc cnobilia yuradReba monawileobs yvela<br />
SemecnebiT procesSi, azrovnebasac yuradReba sWirdeba. is<br />
warmarTavs adamianis cnobierebas garkveuli mimarTulebiT<br />
da amiT xels uwyobs sagnis naTel aRqmas.G fsiqologebi gamoyofen<br />
yuradRebis ori ZiriTad formas: 1. uneblie anu pasiur<br />
da 2. nebismier anu aqtiur formas. uneblie — pasiuri yuradReba<br />
refleqsuri xasiaTis, sruliad martivi moqmedebaa,<br />
roca gamRizianebeli sruliad uneblied, refleqsurad izidavs<br />
subieqtis yuradRebas. Nnebismieri anu aqtiuri yurad-<br />
Rebis ZiriTadi maxasiaTebeli ki aris subieqtis mier yurad-<br />
Rebis Segnebulad amoqmedeba da misi regulacia (naTaZe,<br />
1983:129).<br />
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