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SOURCE:   Historical, Philosophical, Political and Law Sciences, Culturology and Study of Art.
Issues of Theory and Practice
. Tambov: Gramota, 2015. № 1. Part 2. P. 146-150. ISSN 1997-292X.
SCIENTIFIC AREA: Study of Art
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SYNTHESIS OF PROFESSIONAL FINE ARTS AND OUTDOOR ADVERTISING IN HISTORICAL AND CULTURAL ASPECT OF WESTERN EUROPE IN THE XI-XIX CENTURIES

Prokhorov Sergei Anatol'evich, Zuban' Anastasiya Nikolaevna
Institute of Architecture and Design of I. I. Polzunov Altai State Technical University


Abstract. The article describes the main historical and cultural preconditions of outdoor advertising formation in Western Europe in the XI-XIX centuries as a genre of artistic and figurative culture, emphasizes the main stages of its development, and covers the problem of the relevance of the synthesis of professional fine arts and outdoor advertising. The importance of applying the basic criteria of art in order to improve the artistic and aesthetic condition of outdoor advertising is identified. Some examples of works are considered with the purpose of determining the level of artistry in works in the context of their use in outdoor advertising.
Key words and phrases: наружная реклама, профессиональное изобразительное искусство, художественность произведения, художественно-эстетическое состояние наружной рекламы, искусствоведческие критерии оценки наружной рекламы, outdoor advertising, professional fine arts, artistry of works, artistic and aesthetic condition of outdoor advertising, art criticism evaluation criteria of outdoor advertising.
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