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 rozhlyadaye plakat v konteksti suchasnoho reklamnoho dyzaynu yak spetsyfichnoho vydu tvorchoyi diyal′nosti – protses proyektuvannya predstavleno yak syntez sotsiokul′turnych, ideolohichnych, kol′oro-hrafichnych i marketynhovych aspektiv. Proanalizovano vahomyy vplyv mystets′kych styliv na reklamnu hrafiku, problemy vizualizatsiyi reklamnych idey, strukturovano arsenal chudozhn′o-hrafichnych zasobiv u sukupnosti z komp’yuternymy technolohiyamy. Okremu uvahu prysvyacheno asotsiatyvnomu spryynyattyu kol′oru v reklamnych zvernennyach ta yoho smyslovym interpretatsiyam.