ЗАСОБИ ВИРАЗНОСТІ В РЕКЛАМНОМУ АУДІОВІЗУАЛЬНОМУ ТВОРІ
Means of expression in advertising audiovisual works

Summary/Abstract: The purpose of the work. The study focuses on expressiveness in an audiovisual advertising work. The methodology consists in applying the methods of observation, analysis and theoretical generalization of practical data in the field of audiovisual art. Scientific novelty. The type of television audiovisual advertising, which is divided by types, is defined: social advertising with national-patriotic symbols, social-household and commercial musical-image advertising. The system of means of artistic expressiveness of audiovisual works is revealed, and the visual means and the musical-linguistic structure are described, where the functions of music, noise and language in the television advertising audiovisual works are specified. Conclusions. Audiovisual TV advertising is today the most popular cinematic work. Due to the different stylistic direction of the audiovisual work, all means of expressiveness adhere to a certain image. The synthesis of visual and musical sound scores and the whole range of expressive media adds an audiovisual product of saturation and bright palette, which has a strong influence on the viewer and an incredible impression.

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