Poster and New Media. A Visual language of Advertising graphics. Monograph.

The author considers a poster in the context of modern Advertising design as a specific type of creative activity – the design process is presented as a synthesis of sociocultural, ideological, colour-graphic, and marketing aspects. The significant influence of art styles on Advertising graphics, the problems of visualization of advertising ideas are analyzed, and the arsenal of artistic and graphic tools combined with computer technologies is structured. Special attention is devoted to the associative perception of colour in advertising appeals and its semantic interpretations. Avtorka rozhljadaje plakat v konteksti sučasnoho reklamnoho dyzajnu jak specyfičnoho vydu tvorčoï dijal′nosti – proces projektuvannja predstavleno jak syntez sociokul′turnych, ideolohičnych, kol′oro-hrafičnych i marketynhovych aspektiv. Proanalizovano vahomyj vplyv mystec′kych styliv na reklamnu hrafiku, problemy vizualizaciï reklamnych idej, strukturovano arsenal chudožn′o-hrafičnych zasobiv u sukupnosti z komp’juternymy technolohijamy. Okremu uvahu prysvjačeno asociatyvnomu spryjnjattju kol′oru v reklamnych zvernennjach ta joho smyslovym interpretacijam.