Actual problems of innovative economy

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Stylistics of modern advertising graphics

УДК: 7:74.01

DOI: https://doi.org/10.36887/2524-0455-2020-4-11

Краля Вікторія Григорівна,
кандидат економічних наук, доцент, доцент кафедри організації виробництва, бізнесу та менеджменту, Харківський національний технічний університет сільського господарства імені Петра Василенка
ORCID ID: 0000-0003-0990-0788
Прокопенко Валерія Юріївна,
доктор економічних наук, професор,
професор кафедри економіки та менеджменту ХНУ імені В.Н. Каразіна
ORCID ID: 0000-0002-4030-3255
Римар Ольга Григорівна,
кандидат економічних наук, доцент кафедри фундаментальних та спеціальних дисциплін, Нововолинський навчально-науковий інститут економіки та менеджменту ЗУНУ,
ORCID ID: 0000-003-2273-1157

Abstract.

Introduction. Graphic, coloristic, plastic, linguistic, compositional means are called to create and provide aesthetics of advertising production according to the form and the maintenance. Recently, advertising has flourished, in which extravagant ads aim to be remembered at any cost. However, the associations and images that result from viewing advertising sometimes outweigh the product itself, and such advertising does not always achieve a commercial goal.

The purpose of the article is to analyze the style of advertising graphics depending on the cultural and artistic processes in Ukraine and the world, changes in the aesthetic tastes of society.

Results. The paper shows the influence of artistic styles on advertising and the genesis of advertising graphics as a form of socio-cultural communication. Also, important factors of stylistics development of advertising graphics are revealed: depending on the leading stylistic currents in culture of certain periods visual means of advertising changed. Generalization, systematization and classification of empirical material of advertising appeals of the XVIII – beginning of the XXI century. allowed us to conclude that advertising significantly borrowed stylistic features of fine and decorative arts. The national vector and artistic features of art in Ukraine manifested themselves in such nationally oriented styles as Ukrainian Baroque, Ukrainian Art Nouveau, Ukrainian avant-garde, combining world trends and ethno-artistic traditions. Ethnocultural factors in advertising have come a long way from complete leveling during the Soviet era to the conscious involvement of the deep values of traditional art in artistic design in the early XXI century.

Conclusions. Based on the stylistic analysis of ethno-artistic traditions influence on the development of advertising, it was concluded that there is a significant gap in the research of other scholars considering the influence of decorative art on the development of color graphics and ornamentation in advertising graphics. The use of geometric stylized motifs in the context of Ukrainian color traditions is possible and necessary in modern advertising not only to identify the Ukrainian state in the world socio-cultural space, but mainly to increase national identity, preserve and enrich our own culture.

Keywords: advertising graphics, visual communications, digital stylistics of advertising graphics, ethnoartistic traditions, advertising design.

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The article was received 06.09.2020