ЗАСТОСУВАННЯ КОМП’ЮТЕРНИХ ТЕХНОЛОГІЙ У ВИРІШЕННІ ВІЗУАЛЬНИХ ОБ’ЄКТІВ У РЕКЛАМІ
Computer Technologies Application in Solving Visual Objects in Advertising

Summary/Abstract: The purpose of the work is to reveal the peculiarities of computer technologies application in solving visual objects in advertising. The research methodology consists in the application of a number of approaches: analytical to understand the literature on the topic of the article; interdisciplinary – to comprehensively study factual material and acquire new knowledge; systematic with the use of a whole range of methods (biographical, semiotic, cultural, hermeneutic, historical, and theoretical generalisation) – to comprehend the stated purpose of the research. Scientific novelty. For the first time, the interrelationship between the use of computer technologies and the visualisation of advertising is systematically studied. Conclusions. The publication proves the statement: the functional role of linguistic means of influence in advertising texts is determined by the communicative and appellative functions of language, which are basic to the advertising text. It was revealed that the combination of photo, audio, and video materials in one advertising multimedia content is carried out within the framework of convergent advertising. It has been established that there is a tendency for real and virtual environments to converge, while the very principle of interaction is changing, which is increasingly based on the materialisation of visual images with the help of which the user controls the virtual environment, the development of human-computer interfaces acquires great importance. Technologies based on 3D-stereovisualisation are gaining more and more development. Editorial and publishing preparation of advertising materials and publications includes the entire process of preparing an advertising message, starting with the definition of goals and objectives and ending with the production of a material medium intended for distribution. The content of this process: technological stages, composition of performers, legal and economic relations between the customer and the performer depend on the type of advertising material and the channel of its distribution (newspaper, postcard, booklet, and others).

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