The evolution of the advertisement graphics in Ukraine: the ethnic art path.

V. Bitaiev
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Abstract

The study of the cultural and aesthetic component of advertising is aimed at determining the significant influence of ethno-artistic traditions of Ukraine on the stylistics of advertising graphics. The authors consider the problems of the national form and the reasons for pseudo-nationalization in design and advertising. As a result of the color-graphic and semantic analysis of numerous works of art, it was found that the visual components of advertising graphics are deeply rooted in Ukrainian folk art. At the same time, it was found that the separation of modern urban life from the experience of folk imagery gained over the centuries leads to the loss of ethnic artistic traditions. In the conclusion of the article, the author proves that advertising is subject to positive and negative effects of socio-cultural transformations, which is why the use of visual means in advertising must be conditioned by orientation on the target audience, taking into account the defined aesthetic ideals, national color and ethno-artistic traditions.
乌克兰广告图形的演变:民族艺术路径。
对广告的文化和美学组成部分的研究旨在确定乌克兰民族艺术传统对广告图形文体学的重大影响。本文探讨了设计与广告中存在的民族形式问题及伪民族化的原因。通过对众多艺术作品的色彩、图形和语义分析,发现广告图形的视觉成分深深植根于乌克兰民间艺术。与此同时,人们发现,几个世纪以来,现代城市生活与民间意象经验的分离导致了民族艺术传统的丧失。在文章的结论中,作者证明了广告受到社会文化转型的积极和消极影响,这就是为什么在广告中使用视觉手段必须以目标受众为导向,考虑到确定的审美理想,民族色彩和民族艺术传统。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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