GRAMOTA Publishers suggests publishing your scientific articles in periodicals
Pan-ArtPedagogy. Theory & PracticePhilology. Theory & PracticeManuscript

Archive of Scientific Articles

SOURCE:    Historical, Philosophical, Political and Law Sciences, Culturology and Study of Art.
Issues of Theory and Practice. Tambov: Gramota, 2012. № 7. Part 3. P. 64-69.
SCIENTIFIC AREA:    Study of Art
Procedure of Scientific Articles Publication | To Show Issue Content | To Show All Articles in Section | Subject Index

License Agreement on scientific materials use.

ARTISTRY OF MODERN ADVERTISING IMAGE
Efremova Elena Nikolaevna
St. Petersburg Classical University of Trade Unions
Abstract. The author considers the interrelation of advertising and modern art, analyzes artistic solutions that form the basis of modern advertising image, studies the specific features of advertising image concerning its visual and sense expressiveness, raises the questions related to advertising images psychological impact by means of their artistry and emotionality, and as the result reveals the dependence of creative idea on the technology of advertising product creation.
Key words and phrases: эстетическая выразительность рекламы, реклама и современное искусство, художественные решения в современной рекламе, трансформация рекламного образа, рекламный сюжет, дизайн рекламы, технологии в рекламе, aesthetic expressiveness of advertising, advertising and modern art, artistic solutions in modern advertising, transformation of advertising image, advertising plot, advertising design, technologies in advertising
Open the whole article in PDF format. Free PDF-files viewer can be downloaded here.
References:
  1. Anatomiya reklamnogo obraza / obshch. red. A. V. Ovrutskogo. SPb.: Piter, 2004. 224 s.
  2. Glavnye printsipy sozdaniya uspeshnogo reklamnogo dizaina [Elektronnyi resurs]. URL: http://www.elitarium.ru/2006/10/06/glavnye_principy_sozdanija_uspeshnogo_reklamnogo_dizajjna.html (data obrashcheniya: 15.01.2012).
  3. Zazykin V. G. Psikhologiya reklamy // Psikhologiya i psikhoanaliz reklamy: ucheb. posobie dlya fakul'tetov psikhologii, sotsiologii, ekonomiki i zhurnalistiki / red. D. Ya. Raigorodskii. Samara: Izdatel'skii dom "Bakhrakh-M", 2007. S. 448-470.
  4. Zimen S., Brott A. Barkhatnaya revolyutsiya v reklame. M.: Eksmo, 2003. 288 s.
  5. Zotkin A. Yu. Brend kak osnova uspeshnogo sovremennogo biznesa [Elektronnyi resurs]. URL: http://www.aup.ru/books/m58 (data obrashcheniya: 20.12.2011).
  6. Losev A. F. Problema khudozhestvennogo stilya. Kiev: Collegium; Kievskaya akademiya evrobiznesa, 1994. 286 s.
  7. Maklyuen G. M. [Elektronnyi resurs] // Slovar' terminov HR. URL: http://magazine.hrm.ru/db/hrm/McLuhan_ Herbert_Marshall/glossary.html (data obrashcheniya: 09.01.2012).
  8. Rep'ev A. P. Psevdotvorchestvo v reklame [Elektronnyi resurs]. URL: http://www.repiev.ru/articles/pseudo.htm (data obrashcheniya: 09.01.2012).
  9. Rol' kreativa v effektivnosti reklamy [Elektronnyi resurs]. URL: http://www.redkvadrat.ru/mnuCompany/publik/ publik_52.html (data obrashcheniya: 15.01.2012).
  10. Stil D. Iskusstvo radi iskusstva v reklame [Elektronnyi resurs]. URL: http://repiev.ru/articles/ Art_for_Arts_Sake.htm (data obrashcheniya: 20.12.2011).
  11. Trushina L. E. Smena paradigm v estetike reklamy // Estetika v interparadigmal'nom prostranstve: perspektivy novogo veka: materialy nauchnoi konferentsii. SPb.: Sankt-Peterburgskoe filosofskoe obshchestvo, 2001. Vyp. 16.
  12. Filosofiya i sotsiologiya reklamy [Elektronnyi resurs]: stenogramma "kruglogo stola" (RGGU, sotsiologicheskii fakul'tet, 25.03.04). URL: http://sociologist.nm.ru/articles/round_02.htm (data obrashcheniya: 21.01.2012).
  13. Khopkins K. Reklama: nauchnyi podkhod. M.: Eksmo, 2007. 128 s.
  14. Khudozhestvennye priemy [Elektronnyi resurs]. URL: http://www.esoonline.ru/priemy_effektivnosti_reklamy/ hudozhestvennye_priemy/hudozhestvennye_priemy (data obrashcheniya: 20.12.2011).
  15. Tsenev V. Psikhologiya reklamy: reklama, NLP i 25-i kadr. M.: Berator-Press, 2003. 200 s.
  16. Yudin S. Reklamnyi obraz: umenie yavlyat' // Psikhologiya i psikhoanaliz reklamy: ucheb. posobie dlya fakul'tetov psikhologii, sotsiologii, ekonomiki i zhurnalistiki / red. D. Ya. Raigorodskii. Samara: Bakhrakh-M, 2007. S. 484-491.
  17. Yablochkin F. N. Virtual'noe prostranstvo kul'tury // Materialy nauchnoi konferentsii 11-13 aprelya 2000 g. SPb.: Sankt-Peterburgskoe filosofskoe obshchestvo, 2000. S. 126-130.
Procedure of Scientific Articles Publication | To Show Issue Content | To Show All Articles in Section | Subject Index

© 2006-2024 GRAMOTA Publishers

site development and search engine optimization (seo): krav.ru