ВІЗУАЛЬНА РЕКЛАМА В КУЛЬТУРНОМУ ЛАНДШАФТІ МІСТА: ТЕОРЕТИКО-МЕТОДОЛОГІЧНІ ПІДХОДИ
Journal Title: Гуманітарний часопис - Year 2015, Vol 1, Issue 1
Abstract
Prylutska Alla VISUAL ADVERTISING IN THE CULTURAL LANDSCAPE OF THE CITY: THEORETICAL AND METHODOLOGICAL APPROACHES. At the present stage of development of social advertising is a reflection of the transformation of value priorities in society and actively affects their subsequent formation. However, not all aspects of advertising received a thorough theoretical understanding. In connection with the fact the focus of research interest in a particular niche is the problem of forming an integration approach to study the content and functionality of the visual component of advertising in mental-cultural space of the modern city. The purpose of the article is to determine the basic theoretical and methodological approaches to the study of the visual component of advertising in the cultural landscape of the modern city. In cultural studies, much attention is paid to the historical development of advertising communication to determine the factors that influence the transformation of species, forms and genres of advertisements. Historians consider advertising communications major stages of advertising, since protoreklamy, selection of professional advertising in antiquity, of religious advertisements in the Middle Ages. They also describe the appearance of advertising in the 18th century, such as fairs, paintings and handwritten signs describing the advertisements in the newspapers. Theorists advertising stipulate that advertising visuals are carriers of advertising content. The choice of visual elements depends on the nature of the goods or services advertised on the purpose of advertising volumes of demand and so on. Researchers have isolated the level of visual perception to help identify the most effective components of visual advertising. The visual language of advertising consists of elements such as text, Prylutska Alla VISUAL ADVERTISING IN THE CULTURAL LANDSCAPE OF THE CITY: THEORETICAL AND METHODOLOGICAL APPROACHES. At the present stage of development of social advertising is a reflection of the transformation of value priorities in society and actively affects their subsequent formation. However, not all aspects of advertising received a thorough theoretical understanding. In connection with the fact the focus of research interest in a particular niche is the problem of forming an integration approach to study the content and functionality of the visual component of advertising in mental-cultural space of the modern city. The purpose of the article is to determine the basic theoretical and methodological approaches to the study of the visual component of advertising in the cultural landscape of the modern city. In cultural studies, much attention is paid to the historical development of advertising communication to determine the factors that influence the transformation of species, forms and genres of advertisements. Historians consider advertising communications major stages of advertising, since protoreklamy, selection of professional advertising in antiquity, of religious advertisements in the Middle Ages. They also describe the appearance of advertising in the 18th century, such as fairs, paintings and handwritten signs describing the advertisements in the newspapers. Theorists advertising stipulate that advertising visuals are carriers of advertising content. The choice of visual elements depends on the nature of the goods or services advertised on the purpose of advertising volumes of demand and so on. Researchers have isolated the level of visual perception to help identify the most effective components of visual advertising. The visual language of advertising consists of elements such as text, Prylutska Alla VISUAL ADVERTISING IN THE CULTURAL LANDSCAPE OF THE CITY: THEORETICAL AND METHODOLOGICAL APPROACHES. At the present stage of development of social advertising is a reflection of the transformation of value priorities in society and actively affects their subsequent formation. However, not all aspects of advertising received a thorough theoretical understanding. In connection with the fact the focus of research interest in a particular niche is the problem of forming an integration approach to study the content and functionality of the visual component of advertising in mental-cultural space of the modern city. The purpose of the article is to determine the basic theoretical and methodological approaches to the study of the visual component of advertising in the cultural landscape of the modern city. In cultural studies, much attention is paid to the historical development of advertising communication to determine the factors that influence the transformation of species, forms and genres of advertisements. Historians consider advertising communications major stages of advertising, since protoreklamy, selection of professional advertising in antiquity, of religious advertisements in the Middle Ages. They also describe the appearance of advertising in the 18th century, such as fairs, paintings and handwritten signs describing the advertisements in the newspapers. Theorists advertising stipulate that advertising visuals are carriers of advertising content. The choice of visual elements depends on the nature of the goods or services advertised on the purpose of advertising volumes of demand and so on. Researchers have isolated the level of visual perception to help identify the most effective components of visual advertising. The visual language of advertising consists of elements such as text, graphics, formatting elements, color selection and more. Research the specific psychological perception of the image, the image color within the mental, professional, social, developmental and other regulations facilitates selection of the most effective forms of advertising image. The main areas of research psychologists have impacts with colors, fonts, illustrations mechanisms of perception, visual modeling the composition of advertising images. An important aspect of the study of the psychological impact of visual components for consumer advertising is the color that brings the political, religious and other associations. This should be taken into account during the design of advertising worldwide. Composition and location of the advertising message is also one of the most important aspects of the psychological impact of advertising on the person. The study of the phenomenon of the visual component of advertisements in the field of sociology is because advertising is now a unique document that reflects the transformation of value priorities of society and actively influence their subsequent formation. Experts in the field of sociology allocate specific functions of visual advertising in the field of public relations and relations, for example, it differentiates (or integrate) social groups, motivates subject-functional needs of a mass audience, promotes a favorable opinion to the organization advertiser. In connection with the fact that advertising is part of the artistic culture of the city, it is particularly important in the study of art is the approach. Characteristic features of advertising in the context of artistic and reflective activities is that advertising art can be elitist, it is available and is aimed at the mass perception; Ads returned to the thing on the subject, event (sight, for example), it appeals primarily to the mass market; near the aesthetic it is utilitarian beginning; advertising and dezindyvidualizovana essentially anonymous. Through a social focus advertising are not art in "pure" form, traditional, classic. It combines art equipment and figurative elements of different art forms. Thus, at present there is no single systematic approach to the visual component of cultural and artistic space of the modern city. The variety of traditional and modern methods of communication philosophy, aesthetics, psychology, sociology, art history set the stage for the formation of an integrative approach and a comprehensive systematic study of the visual component of the advertising as a factor in optimizing the perception of information in modern social and artistic communication city. This integrative approach is the basis for a comprehensive study of the visual system component that forms a semantic, semiotic and information and communication coordinates mental-cultural area of the city.
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Алла Прилуцька
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