Вплив сучасного мистецтва на архітектоніку друкованих рекламних видань
The influence of contemporary art on the architectonics of printed advertising edition

Summary/Abstract: Purpose of Research. The purpose of the research is to analyse the influence of contemporary art on the architecture of printed advertising publications as a factor in the development of visual messages with cultural principles of the world perception. Methodology. The methodology of the research is based on the use of a set of tools: axiological approach has allowed to establish patterns of formation, manifestation and development of printed advertising publications, elucidation of the content and value status of design in contemporary art, historical method has been used to establish chronological sequence of formation, formation and development of advertising design architecture. Scientific Novelty. The scientific novelty is to highlight the essence of the architecture of print advertising and the influence of contemporary art on the formation of visual communication. Conclusion. Thus, the authors have defined the communicativeness as the main feature of modern society, the issue of the influence of modern art on the architecture of printed publications. Today, visual messages (any product of graphic design, printed advertising) form stereotypes of behavior in various spheres of life. Works of design, as well as architectural, are close to the forms of modernist art, despite the fact that the design, related to the architectural sense of artistic activity, is separated from architecture and not identical to art. To theoretically substantiate this assumption, we can compare art and design at the level of their creative methods. In addition, art history should be reviewed with specific Ukrainian material, ranging from the peculiarities of the national visual and plastic speech to the peculiarities of Ukraine's integration into the world community in accordance with the Ukrainian mentality.

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