Creative technologies in advertising design
Abstract
The purpose of this article was analyses the existing methodological approaches to art, culture, design, advertising for the further effective designing of advertising products, increasing its positive value orientations and aesthetic level. The research area is the visualization of advertising ideas taking into account of regional specificity and ethno-cultural identification. Scientific study of cultural-aesthetic component in advertising design has the aim to systematize visual means of information and make a complex definition of their functional specifics in contemporary society, which is much wider than thirty years ago. The advertising graphics presented as visual art, visual culture and visual communication. On examples, we considered the creative advertising technologies: metaphors, hyperbole, associations, allegories and metonymies using colour-graphic imaginative means. Orientation of products to regional consumer groups, significant change of market policy presupposed cardinal change in tasks and character of advertising: socio-psychological, cultural and art-aesthetical indices become actual. Definition of imagery as specific tool of creativity on the point of view different aesthetic ideals is a key to understanding the process of art projecting. So, our comprehensive research summarizes stylistics of advertising graphics in the context of cross-cultural communications from posters to new advertisings forms – digital media.
Article in English.
Kūrybinės technologijos reklamos dizaine
Santrauka
Šio straipsnio tikslas – išanalizuoti esamas metodologines meno, kultūros, dizaino, reklamos prieigas, siekiant sukurti efektyvų reklamos produktų dizainą, didinant teigiamą orientacinę jo vertę ir keliant estetinį lygį. Tyrimo sritis – reklamos idėjų vizualizavimas, atsižvelgiant į regiono specifiką ir etnokultūrinį tapatinimąsi. Kultūrinio-estetinio reklamos dizaino komponento mokslinio tyrimo tikslas – susisteminti vizualines informacijos priemones ir suformuluoti kompleksinę jų funkcinių charakteristikų apibrėžtį, kuri šiuolaikinėje visuomenėje yra gerokai platesnė nei prieš trisdešimt metų. Reklamos grafika pristatoma kaip vizualusis menas, vizualinė kultūra ir vizualinė komunikacija. Pavyzdžiui, naudodamiesi spalvinėmis grafinėmis vaizdinėmis priemonėmis, aptarėme kūrybines reklamos technologijas: metaforas, hiperbolę, asociacijas, alegorijas ir metonimijas. Produktų orientavimas į regioninių vartotojų grupes, reikšmingas rinkos politikos pokytis paskatino radikalų reklamos uždavinių ir pobūdžio pasikeitimą: tapo aktualūs sociopsichologiniai, kultūriniai ir meniniai-estetiniai rodikliai. Vaizduotės kaip ypatingos kūrybiškumo priemonės apibrėžtis skirtingų estetinių idealų požiūriu – tai pagrindas, leidžiantis suprasti meno projektavimo procesą. Šiame išsamiame tyrime apibendrinama reklamos grafikos stilistika tarpkultūrinės komunikacijos kontekste, pradedant plakatais ir baigiant naujomis reklamos formomis – skaitmeninėmis medijomis.
Reikšminiai žodžiai: reklamos dizainas, reklamos grafika, meninė vaizduotė, plakatas, skaitmeninės medijos, vizualinė estetika.
Keyword : advertising design, advertising graphics, artistic imagery, poster, digital media, visual aesthetics
How to Cite
Pryshchenko, S. V. (2019). Creative technologies in advertising design. Creativity Studies, 12(1), 146-165. https://doi.org/10.3846/cs.2019.8403
This work is licensed under a Creative Commons Attribution 4.0 International License.
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Barnard, M. (2001). Approaches to understanding visual culture. New York, NY: Palgrave. https://doi.org/10.1007/978-1-137-11046-6
Barthes, R. (2003). Modnaja sistema. Stat’i po semiotike kul’tury. Moskva: Izdatel’stvo Sabashnikov.
Bovman, V. (1971). Graficheskoe predstavlenie informacii. Moskva: Mir.
Castells, M. (2009). Communication power. Oxford: Oxford University Press.
Danylenko, V. (2005). Dizajn Ukraїni u svіtovomu kontekstі kul’uri mistec’kogo proektu. Kharkiv: KDADM, Coloryt.
Dayan, A. (2003). Reklama. Sankt-Peterburg: Neva.
Design Council. (2019). Design council. Retrieved from https://www.designcouncil.org.uk/
Drucker, J., & McVarish, E. (2013). Graphic design history: a critical guide. New York: Pearson.
dschool.stanford.edu. (2019). Welcome. Retrieved from https://dschool.stanford.edu/
Ehmer, H. K. (Hrsg.). (1980). Visuelle Kommunikation: Beiträge zur Kritik der Bewusstseinsindustrie. Köln: M. DuMont Schauberg.
Elkins, J. (2010). Izuchenie vizual’nogo mira. Vilnius: Evropejskij gumanitarnyj universitet.
Fed, V. (2009). Kul’tura-tvorchіst’ Buttja. Slov’jans’k: Drukovanij dіm.
Frascara, J. (2004). Communication design: principles, methods, and practice. New York: Allworth Press.
Gerchanivska, P. (2017). Analіz kul’turi v paradigmі teorії sistem. Vіsnik Nacіonal’noi akademіi upravlіnnja kul’turi і mistectv. T. 1. Kyiv: Millenium.
Giddens, A. (1999). Sociologija. Moskva: Redakcija URSS.
Griese, N. L. (2001). Arthur W. page: publisher, public relations pioneer, patriot. Tucker, GA: Anvil Publishers, Inc.
Harvard University Graduate School of Design. (2019). Harvard University Graduate School of Design. Retrieved from https://www.gsd.harvard.edu/
Eko, U. (2019). Innovacija i povtorenie. Mezhdu jestetikoj moderna i postmoderna. Retrieved from https://www.gumer.info/bibliotek_Buks/Culture/Eko/Inn_Povt.php
Jevler, J. (2003). Kreativnye strategii v reklame. Sankt-Peterburg: Piter.
Kacherauskas, T. (2017). Kreativnost’ i koncepcija kreativnogo obshhestva v sociologii. Vestnik Rossijskoj Akademii Nauk, 10, 26-35.
Kaftandjiev, H. (2012). Absolut semiotics. Sofia: Siela.
Kokemuller, N. (2019). Creative advertising concepts. Chron. Retrieved from https://smallbusiness.chron.com/creative-advertising-concepts-18561.html
Kostina, A. (2011). Massovaja kul’tura kak fenomen postindustrial’nogo obshhestva. Moskva: LKI Publishing.
Liquid Agency. (2019). ZAGWEEK: A great branding experience. Retrieved from https://www.liquidagency.com/brand-exchange/zagweek-a-great-branding-experience/
Lotman, Yu. (2001). Semiosfera. Sankt-Peterburg: Iskusstvo.
Malamed, C. (2009). Visual language for designers: principles for creating graphics that people understand. Beverly, MA: Rockport Publishers.
Manovich, L. (2002). The language of new media. Series: Leonardo. R. F. Malina (Series Ed.). Cambridge, Massachusetts: MIT Press.
Margolis, E., & Pauwels, L. (Eds.). (2011). The SAGE handbook of visual research methods. Los Angeles: SAGE Publications. https://doi.org/10.4135/9781446268278
Noble, I., & Bestley, R. (2011). Visual research: an introduction to research methodologies in graphic design. Lausanne: AVA Publishing SA.
O’Connell, R. M. (2015). Visualizing culture: analyzing the cultural aesthetics of the web. Series: Visual Communication. S. B. Barnes (General Ed.). Vol. 4. New York: Peter Lang Publishing, Inc. https://doi.org/10.3726/978-1-4539-1290-4
Papanek, V. (2004). Dizajn dlja real’nogo mira. Moskva: Izdatel’stvo Aronov.
Peirce, Ch. S. (1934). The collected papers of Charles Sanders Peirce. Vol. V: Pragmatism and Pragmaticism. Cambridge: Harvard University Press.
Pryshchenko, S. (2018). Hkudozhn’o-obrazna systema reklamnoyi grafiky. Kyiv: Nacіonal’na akademіja upravlіnnja kul’turi і mistectv.
Research Park, University of Illinois Urbana Champaign. (2019). Research Park, University of Illinois Urbana Champaign. Retrieved from http://www.researchpark.illinois.edu/
Rose, G. (2001). Visual methodologies: an introduction to the interpretation of visual materials. London: SAGE Publications.
Rozik, E. (1997). Pictorial metaphor in commercial advertising. In W. Nöth (Ed.), Semiotics of the media: state of the art, projects, and perspectives (approaches to semiotics) (pp. 159-174). Berlin, New York: Mouton de Gruyter. https://doi.org/10.1515/9783110803617-012
Sapeńko, R. (2005). Iskusstvo reklamy v sovremennoj kul’ture. Kyiv: Kljaksa Poligrafija.
Shtompka, P. (2007). Vizual’naja sociologija. Moskva: Logos.
Sivers, V. (2014). Cіnnіst’ jak gorizont kul’turnih podіj. Kul’turologіja. Fіlologіja. Muzikoznavstvo. T. 2. Kyiv: Nacіonal’na akademіja upravlіnnja kul’turi і mistectv.
Stanczak, G. C. (2007). Introduction: images, methodologies, and generating social knowledge. In G. C. Stanczak (Ed.). (2007). Visual research methods: image, society, and representation (pp. 1-22). Los Angeles: SAGE Publications, Inc. https://doi.org/10.4135/9781412986502
Swiss Design Network. (2019). Swiss design network. Retrieved from http://swissdesignnetwork.ch/
Sydorenko, V. (1990). Genezis proektnoj kul’tury i jestetiki dizajnerskogo tvorchestva. Rasshirennaja annotacija doktorskoj dissertacii po iskusstvovedeniju. Moskva: Vsesoyuznij nauchno-issledovatel’skyj instytut tehnycheskoj estetyky (unpublished source).
Trindl, A. (2009). Nejromarketing: vizualizacija jemocij. Moskva: Al’pina Izdatel’.
Usmanova, A. (2006). Vizual’noe issledovanie kak paradigma. Vizual’nye aspekty kul’tury. Vilnius: Evropejskij gumanitarnyj universitet.
Wernick, A. (1991). Promotional culture: advertising, ideology and symbolic express. London: SAGE Publications Ltd. https://doi.org/10.1007/978-1-349-22346-6_17