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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
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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.
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