The art-aesthetic and communicative aspects of Advertising Graphics
Authors: S. V. Pryshchenko
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Advertising Graphics is analyzed as a product of Culture in the context of current trends in the development of Advertising Design – integrated creative activity, and the contemporary design process is presented as a synergy of socio-cultural, semiotic and stylistic aspects. The scientific novelty of this work consists in an interdisciplinary study, in the argumentation of influence the art styles on Advertising, in the identification of problems of visualization advertising ideas and their solutions using an arsenal of colour-graphic and figurative means in conjunction with computer technologies. Particular attention is paid to the stylistic transformations of Advertising Graphics and the principles of harmonization the visual-info space, as a result of which it was concluded that new artistic styles, the use of creative advertising technologies, and the intensification of branding and rebranding processes replaced the simple illustrative accompaniment of commercial information. The art-image system of Advertising Graphics is presented as a model within which the advertisement should have a clear communicative structure, visual semantics, originality, contrast and dynamic colour balance, an aesthetic level, and stimulate the intellectual and emotional activity of the consumer. Thus, the aim of our study was achieved: the regularities of visual language of ads from affichies (posters) to digital media are theoretically generalized, and media design is defined as a qualitatively new stage of designing – the socio-cultural designing as the most perspective kind of Design among others in the XXIst century.