ADVERTISING GRAPHICS IN THE STRUCTURE
OF INTEGRATED ART DISCIPLINE

ADVERTISING GRAPHICS IN THE STRUCTURE OF INTEGRATED ART DISCIPLINE "DESIGN OF ADVERTISING"
ADVERTISING GRAPHICS IN THE STRUCTURE OF INTEGRATED ART DISCIPLINE "DESIGN OF ADVERTISING"

Author(s): Svitlana Valeriyivna Pryshchenko
Subject(s): Fine Arts / Performing Arts, Visual Arts, Marketing / Advertising
Published by: Національна академія керівних кадрів культури і мистецтв
Keywords: advertising graphics; visualization; stylistic tendencies; post-modernism; aesthetics; design of advertising; integrated artistic discipline;

Summary/Abstract: Purpose of the research. The thematic focus in this article combines the author's concept of studying Advertising Graphics as a form of sociocultural communications with the analysis of stylistic tendencies, problems of figurative visualization of ideas and aesthetics of advertising appeals. Methodology of the research uses the system-structural, sociocultural and comparative methods of the analysis of postmodern visual language of Advertising. Scientific originality consists in comprehensive study of the tasks of Advertising Graphics and its relevancy and weighty place in the structure of the integrated art discipline "Design of Advertising" in high school. For more 10 years, the author has been lecturing her own concept-course for designers in Kyiv. There are no ready-made advertising ideas that are trying to attract beginners to business – every advertising idea depends on the product and the economic, social and cultural factors. Projecting the original and effective advertising is difficult even for professionals, as the advertisement has to be the final product of complex researches. Base components of the competencies of a designer in Advertising have been selected taking into account the requirements of modern market: graphic design-foundation, sociocultural and marketing constituents. Besides, stylistics and art-aesthetic problems of modern Advertising in the communicative sphere, including displays of Kitsch and Eclecticism are analyzed. Recently, creative advertising ideas are actively searched because of the monotony and primitivism of images, so-called visual standards overload huge advertising in Media. Special attention is paid to the problems of professional terminology, in particular, the content of illustrated glossary "Design and Advertising", presented as a lexicographic resource for design-education. Conclusions. Advertising Graphics is meaningful content block that takes into account the sociocultural and marketing aspects of visual designing of promotional products. In near future, it is necessary to shift to more subtle approaches to the consumers: more individual, more correct and more aesthetic.