The Art-historical Fundamentals of Advertising Graphics
The Art-historical Fundamentals of Advertising Graphics

Summary/Abstract: Contemporary visual advertising research is impossible without analysis of its art-historical fundamentals. The effectiveness of advertising graphics is defined as the process of communication and semantic perception of visual images. The subject of our study – graphics means in the advertisements of the XIX–XXI centuries. The article represents multimodal and trans-system approaches to the evolution of advertising graphics in Ukraine, and European countries. Generalization of advertising appeals allowed us to conclude that there is significant borrowing by the advertising of style attributes of fine and decorative arts. Advertising graphics is considered in the context of intercultural interaction and world cultural heritage. The research of advertising genesis is directed at the complex definition of her functional specifics in the communicating area. The visual language of advertising is represented by logical reflection of socio-cultural states during definite periods. Special attention is paid to the analysis of definite art styles features and Ukrainian national symbols. The author underlines that the use of expressive means in advertising is a complicated task, because of the necessity of directional psycho-emotional and associative influence on the customers considering their regional specifics. Besides, art-aesthetic problems of advertising in the context of mass culture are analyzed.

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