364 , , : , , , , , , . , , , .
:
364150
(304)
(123)
(23)
(113)
(4)
(4814)
(5227)
(2616)
(3423)
(4214)
(1518)
(68)
- (2836)
(8269)
(50)
(50)
(762)
(2)
(5275)
(30)
(1222)
(43)
(20403)
(465)
(19)
(108)
(173)
(96)
(899)
(54)
(34)
(476)
(106)
(62792)
(3562)
, (6444)
(2165)
(21320)
(766)
(64)
(3145)
(60)
(17)
(588)
(1000)
(106)
(48)
(3)
(1167)
(8485)
(537)
: (2044)
(11657)
(532)
(21)
(7985)
(3721)
, (10549)
(88)
(58)
(36)
(2257)
(12491)
(91)
(797)
(1338)
(24)
, (214)
(1141)
(3)
(8)
(21697)
(7850)
(3801)
(682)
, (2881)
(475)
(1)
, (7100)
(8694)
, (4121)
(443)
(952)
(2967)
(23)
(748)
(4876)
(95)
(107)
(7)
(2004)
(15)
(663)
(240)
(39)
(25)
(624)
(16)
(2652)
(136)
(90)
(406)
(95)
(24)
(3463)
(4482)
(7216)
(4592)
(5386)
(3)
(2244)
(23)
(29)
(35)
(4517)
(20645)
- (666)
(119)
(2573)
(889)
(288)
(148)
, (1140)

: Advertising in the world of art

: Advertising in the world of art
:
: 19:04:52 29 2010
: 16 : 3 : 0 : 0 :    

Advertising in the world of art


Thr s dstnct cnnctn btwn rt nd dvrtsng. Thr r thr mjr vsul rts, sculptur, pntng, nd rchtctur. f ths thr rts, vry ffctv dvrtsng s md pssbl by sculptur nd pntng.[1] frml dfntn f rt s Fr wrk f rt s th dfntn n cmprhnsbl frm f ssntl truth s th rtst bcms wr f t n xprnc.[2] rltnshp rss btwn wrk f rt nd th bsrvr tht s cmplx, ntngbl, nd undmnstrbl nd vrs grtly wth ch bsrvr. Th buty tht rsults frm btnng cmplt undrstndng f wrk f rt s drvd frm th sns f nrchmnt, f grtr brdth nd dpth n th lf f th bsrvr whn h rlzs ths buty s lstng nd vtl cntrbutn t hs lf. Th rtst must brng ut tw fctrs n ny wrk f rt, nmly bjctv fcts f th subjct whch th rtsts ttmpts t brng ut n hs nlyss nd th synthss f th rsults f tht nlyss. phtgrph s dstnct frm rt. t s rcrd, ssntlly mrrr mg, f th fcts f pprnc nd cntns lttl f ny f th tmlss nd chrctrstc qulty ncssry f wrk f rt, f ths fcts r t bcm sgnfcnt.[3]

Thr r thr rbtrry, but dstnct grups f rtsts wrkng tdy: fn rtsts, cmmrcl rtsts, nd llustrtrs. Th dffrnc btwn rtsts s dtrmnd by th ntndd udnc. Th fn rtst prducs sngl pc f rt, whch s dsplyd n shwngs, gllrs, nd musums, nd xpcts hs udnc t cm t hm. Th cmmrcl rtst gs ftr n udnc numbrng n th mllns, by prducng nxpnsv prntd rprductns. nthr dffrnc s tht fn rt vrtully nvr ncrprts wrttn mssg whrs cmmrcl rt vrtully lwys ncluds n. Th llustrtr prducs pcturs, drwngs, nd llustrtns undr suprvsn f n ntrmdry n th cmmrcl rt fld.[4]

dvrtsng cn b clld cntrlld, dntfbl prsusn utlzng mns f mss cmmunctns.[5] Prfssr Mx Wls tld hs clsss n dvrtsng t th Unvrsty f rgn: ftn dvrtsrs chs t prmt prduct bnfts tht r psychlgcl, mtnl, vn slly. T xpln ths bnfts n wrds prvs mbrrssng. r rdculus. S dvrtsrs xpln thm ndrctlythrugh rt. Th rt drctr, thn, rthr thn th cpywrtr, wrts th d. Wls cts th mny ds shwng prducts bng njyd n luxurus r ntrgung sttngs.[6] Th purps f dvrtsng s t brng tgthr ll f th vrus lmnts nt n r t chv n ntrctn tht wll cmmunct mssg wthn gvn cntxt. Th mssg my b cnvyd nd vn mnpultd by crfully jugglng th vsul lmnts. Ths lmnts r ssntlly wrds, phtgrphs, llustrtns, nd grphc mgs, cmbnd wth cntrllng frc f blck, wht, nd clr.[7]

Th purpss f dvrtsmnts r: (1) t ttrct ttntn t tslf; (2) t nlst th vwrs ntrst; (3) t shw th vwr mns f stsfyng wnt r nd thrugh purchs f th prduct r srvc. f th dvrtsng dvcts n d, th d s dsgnd t crt n ffnty fr tht d; (4) t cnvnc th vwr t buy th prduct, srvc, r d; (5) t shw th vwr hw nd whr t buy th prduct r srvc r t tk sm spcfc curs f ctn.[8] t s rdly pprnt tht th bst wy t prmt n dvrtsmnt s t crfully crft n rt wrk t crry th mssg t th ntndd udnc.

TV cmmrcls must vrcm tw mjr hndcps, n bng th hstlty th udnc hrbrs fr ths knd f dvrtsng, nd th thr bng th xcss numbr f cmmrcls prvlnt n ny gvn tm prd.[9] Thr r thr mjr ctgrs f cmmrcls: (1) th stry; (2) th slc-f-lf cmmrcl; nd (3) th tstmnl. Th prmtrs usd t vlut th cmmrcl r bsd n th fllwng: (1) wht kng f prsns s th cmmrcl?; (2) d thy undrstnd t?; (3) d thy rmmbr t?; (4) ds t ltr thr pnn f th prduct?; (5) wll thy buy th prduct?.[10] Ths r prmtrs tht th cmmrcl rtst must dhr t whn h dsgns cmmrcl. ny typ f dvrtsmnt, whthr f th prntd mdum r th lctrnc mdum, rqurs rtsts wth gd blts t dsgn ntllgnt mtrl s tht n ntndd udnc cn b nducd t ct n sm mnnr.

Pstrs cnvyng vsul mssg, hv bn usd fr svrl thusnd yrs. Hnc, pstrs r rlly nthr dvrtsng md. Th Hmmurb lw cd s n f th rlst pstrs knwn n hstry. t ws nscrbd n drt stl, ght ft n lngth ( grnt rck), nd cntnd twnty-n hrzntl clumns bv whch pprd bs-rlf f Kng Hmmurb nd th Sun Gd wh dlvrd t hm th lws f th Kngdm. Ths rlst pstr s dtd smwhr btwn 2067 nd 2025 BC.[11]

n rly nntnth cntury nglnd, lmst ll pctrl pstrs wr f th lttrprss-nly knd. whch ld t dffcults wth sm f th lltrt Lndn bll-stckrs wh tndd t stck th pstrs upsd dwn. brkwy frm th nn-pctrl pstr ws ld by th Ryl cdmcns, mmbrs f th Pr-Rphrlt ctr, th St. Jhns Wd Clqu. n 1871, Frdrck Wlkr dsgnd pwrful pstr fr Wlk Cllns Wmn n Wht, stg dpttn t th lympc Thtr. ngrvd n wd by W. H. Hpr, t shwd hvly drpd wmn wth hr fngr t hr lps pnng dr n t strry nght gd dvc fr drwng th y nt th pstr nd fr hldng t thr by mystry nd suspns.[12] Wlkr s qutd s syng m mprssd n dng ll cn wth frst ttmpt t wht cnsdr mght dvlp nt mst mprtnt brnch f rt. Wlkrs frnd Hnry Stck Mrks, bst knwn fr hs pntngs f bdrggld strks, dsgnd Mnks Shvng s pstr fr Prs Sp. t ws mst unfrtunt tht dvrtsrs gv t th rthr npprprt cptn: hv fund (t) mtchlss fr th hnds nd cmplxn. lthugh th pctur s dmnnt, th pstr shws n cncptn f th prduct nd th mssg s lst.[13] n ffctv pstr nds clrty f bth th pctur nd prntd mssg t b succssful. Th jvl dnr-ut, th mn f knwng plt, my pss by th mr pdntc pstr, but my gthr whr h shll fnd Brdux wthut stnt, r Chmpgn r rr lquurs.[14]

But t s nt fr nthng tht w lv n th g f dvrtsng, nd undr th rgn f th d cptndum . Crfty publshrs sd bk culd b ts wn dvrtsr. t sprtd th mst brllnt clrs lk muntbnk n prd; t md ts bd frm th wndw f th bkshp nd thrw dust n th ys f th crdulus pssrby. But hvn frbd tht shuld sy nythng drgtry f dvrtsng, whch s ncssty f ur dy nd th vry sul f busnss, spclly n bksllng.[15] t s stblshd tht dsr fr dvrtsng vrrds rtstc ntntn n rfrnc t th llustrtn f bk-cvrs. n fct, th mr nsgnfcnt nd cmmnplc th bk, th ludr ws th cvr. Th vgu f th llustrtd cvr ws strtd but 1885 by tru rtst, ntd s n f th mst rgnl nd subtl f hs tm, Juls Ch¾rt. Ch¾rt ws lrdy knwn fr hs suprb pstrs, whch wr grly sught ftr by cllctrs, nd drnd lmst vry pntrs nd sculptrs stud. Juls Lvy, wh knw Ch¾rt wll, ws th frst t ppl t th grt rtst t dsgn n rnmntl dsgn fr th cvr f bks h publshd. Th pstr mn durng th lttr prt f th nntnth cntury furnshd mtrl fr sm rch nd curus cllctns, whch gnrtd whl brnch f cmmrc nd ndustry. Prvusly, nly fw pstrs by . Dlcrx, Nntul, Dumr, Gvrn, Hnr Mnnr, nd Mnt, md up th ntr brnch f ths rt. Ch¾rts rrvl n th rt scn gnrtd n ntrly nw ndustry. H prducd hundrds f pstrs tht wr n hgh dmnd, nd vry pntr ws mbtus t bcm Ch¾rtbut nn lct mnbus .[16]

Frm 1880 t 1900, th pstr ws trnsfrmd frm vulgr dsfgurmnt f th strts nt n rt frm nd vn cllctrs pry: t dd f nght, th rl fntcs wuld stl ut wth dmp spngs t tk th cvtd Chért r Lutrc ff th wlls. Th pstr ls ctd s crrrs f tht strng dcrtv dss, rt Nuvu. Bfr th 1880s, pstrs hd bn mdld n, r nly slghtly dptd frm th cdmc pntng; nw th pntrs bgn t tk thr cu frm th pstrsts[17]

Mx Brbhm md cyncl bsrvtn n th 1930s tht w nd nthr wrt brng ut th bst n ur rtsts nd t kll f th wrst f thm.[18] n f th bst wrtm pstrsts, shly Hvndr wrt ftr Wrld Wr tht th wr xpndd th pprtunts fr th rtst n mny wys, vn thugh th mphss shftd wy frm dvrtsng cmmrcl prducts s th wr prgrssd. Th mjrty f ffcl pstrs wr mdrn vvd dsgns f lmst ll th cmbtnt cuntrs xcpt Jpn. Jpns rt dsgn n mltry pstrs ws pdstrn cmprd t th vnt-grd rt dsplyd n Jpns pstrs f th lt nntnth cntury. Pstr thms f Wrld Wr wr dsgnd t ttrct rcruts, but th mss cnscrptns n Wrld Wr shftd th thms t ptrtc bss.[19] Frm th nd f Wrld Wr untl th rly 1960s n unsy skrmsh nd cmprms dvlpd btwn phtgrphy nd grphcs n th pstr. Th Swss schl f dsgnrs bgn usng phtgrphy wdly n pstrs n th 1930s. Th mvmnt twrd phtgrphc pstrs ws ntnsfd by th cmpttn f tlvsn whch brught mgs f prducts rght nt th hm wth cnvncng rlsm.[20] Tdy, mst mdrn pstrs r mss prducd but stll rqur th wrk f rtsts t cnvy mssg.[21]

Th mgzn cvr hs bn dsgnd wth mgntn nd buty by mny f th mst clbrtd rtsts n th wrld. Sm f ths wth ntrntnl rputtns r: Hnr Mtss, Pbl Pcss, Hnr d Tulus-Lutrc, Slvdr Dl, nd ndy Wrhl. Fr vrus rsns, whn th cus ws rght r th mgzn butful nugh, rtsts f hgh clbr prducd mgnfcnt lthgrphs, phtgrphs, l pntngs, chrcl nd wtr clr drwngs spclly fr th mgzn cvr.[22] Wth th mrgnc f th nw, mdrn mgzn t th nd f th nntnth cntury, rtstc llustrtn n dvrtsng cm f g. Lgns f rtsts, dvrs n snsblts, btnd wrk llustrtng fr prdcls. Sm f ths rtsts wr frmr sl pntrs wh wntd t ntrduc th rt Nuvu t mss udnc. thr rtsts wr prmrly ntrstd n xprmntng wth th nw md f th mgzn, whch culd rprduc rt phtgrphclly nd ls prnt n clr.[23] nlyzng th wrk f mgzn cvr rtsts frm wd vrty f cuntrs, rtstc prsusns, nd mny rs, ylds frsh prspctv f th rt vr th pst 150 yrs. Bfr th md-1920s lttl dffrnc xstd btwn fn nd cmmrcl rt. rtsts rund th turn f th cntury sw rt s rt nd dd nt s t s lss grnd just bcus t ws rprducd fr mgzn (s sm wuld supps tdy). Rthr, cvr wrk nhncd thr rputtns bcus mr ppl bcm wr f thr wrk.[24] Mgzn cvrs hv bn n mprtnt cntrbutn t ur culturl wrnss nd hstrcl undrstndng, prsntng vsul rcrd f humn ds nd scl mvmnts s wll s sgnfcnt hstrcl mmnts. Mgzns rgnd fr but cntury s th prmry vsul rcrd f vrydy lf untl dsplcd by tlvsn n th 1950s. n fct, mgzns rcrdd th xctmnt crtd by thr mjr nvntns f th lst cnturyth bcycl, th utmbl, nd th rpln.[25] Tdy, ur prmry vsul mdum s prbbly tlvsn, wth bth gd nd rlly hrrbl dvrtsmnts

Ths rprt hs shwn tht sm f th rlst dvrtsng mplyng rt ws th Hmmurb lw cd ngrvd n grnt rck pprxmtly fur thusnd yrs g. Snc tht tm dvrtsng rt hs bn mplyd n pstrs, bk cvrs, nd mgzns wth th xprssd purps f prmtng prduct r d. Tdy, much f th dvrtsng w r xpsd t s frm th lctrnc mdum, mnly tlvsn. Sm f th tlvsn cmmrcls r rtfully dn, but lrgr pr cnt f thm r qut prly dn. rcnt tlvsn cmmrcl shwng tw suppsdly Grmn ngnrs drvng Prsch utmbl crss mrc. Durng ths sjurn, th tw Grmn ngnrs cqur trsurs frm vrus rgns n th Untd Stts. Ths dvrtsmnt cnvys vvd vsul mssg mplyng rt. Th vwr s ld t blv tht h cn dscvr th gd lf by smply buyng Prsch.

Ths dvrtsmnts tht w r dly xpsd t n bth th prnt mdum nd th lctrnc mdum us rtsts t shw th vsul mssg clrly. n rt, bjcts r rprsntd n trms f n mpld ln t ncurg us t s smlrty btwn bjcts tht r qut dffrnt. Th tr, th tll buldng, th clumn, r th stndng fgur bcm cnnctd n ur mnd by vrtu f thr vrtclty.[26] Ths r rt tchnqus tht r usd dly n dvrtsmnts t ttrct ur ttntn. dvrtsng s rlly n rt n tslf, snc ch f us prcvs rlty n slghtly dffrnt mnnr, sm mr s thn thrs. s phlsphr nc bsrvd, Thrs n such thng s rlty, nly ur prcptn f t:[27] Ths mns tht ch f us wll ntrprt rt n dvrtsng n ur wn unqu wy dpndnt upn ur prtculr systm f blfs f rlty.


BBLGRPHY

1.lxndr, rsn nd M. H. Splmn, H. C. Bunnr, ugust Jcc, Th MdrnPstr , Chrls Scrbnrs Sns, Nw Yrk, Nw Yrk, 1895

2.Hss, Dck nd Mrn Mullr, Drfsmn & CBS, mrcn Shwcs, nc.,

Nw Yrk, Nw Yrk, 1987

3.Hllr, Bvs, Pstrs, Wdnfld & Nclsn 5 Wnsly Strt, Lndn, nglnd, 1969

4.Kry, Ptrc Frntz, Grt Mgzn Cvrs f th Wrld, bbrvll Prss

Publshr, Nw Yrk, Nw Yrk

5.Lwry, Bts, Th Vsul xprnc, n ntrductn t rt, Prntc-Hll, nc.,

nglwd Clffs, Nw Jrsy, 1964

6.Nlsn, Ry Pul, Th Dsgn f dvrtsng, Wm. C. Brwn Publshrs,

Dubuqu, w, 1973

7.Rbb, Dvd M. nd J. J. Grrsn, rt n Th Wstrn Wrld, Hrpr & Rw

Publshrs, 1963

8.Snydr, Jhn, Cmmrcl rtsts Hndbk, Wtsn-Guptll Publctns,

Nw Yrk, Nw Yrk, 1973

9.Swn, ln, Hw T Undrstnd nd Us Dsgn nd Lyut, Nrth Lght

Bks, Cncnnt, h, 1987


[1] Rbb, Dvd M. nd J. J. Grrsn, rt n Th Wstrn Wrld , Hrpr & Rw Publshrs, Nw Yrk, Nw Yrk, 1963, p. 9

[2] bd., p. 2

[3] bd., pp. 4-5

[4] Snydr, Jhn, Cmmrcl rtsts Hndbk , Wtsn-Guptll Publctns, Nw Yrk, Nw Yrk, 1973, p. 10

[5] Nlsn, Ry Pul, Th Dsgn f dvrtsng , Wm. C. Brwn Publshrs, Dubuqu, w, 1973, p. 1

[6] bd., p. 20

[7] Swn, ln, Hw T Undrstnd nd Us Dsgn nd Lyut , Nrth Lght Bks, Cncnnt, h, 1987, p. 11

[8] Nlsn, Ry Pul, Th Dsgn f dvrtsng , Wm. C. Brwn Publshrs, Dubuqu, w, 1973, p. 32

[9] bd., p. 192

[10] bd., p. 193

[11] Hllr, Bvs, Pstrs , Wdnfld & Nclsn 5 Wnsly Strt, Lndn, nglnd, 1969, p. 11

[12] bd., p. 23

[13] bd., pp. 23-26

[14] bd., p. 15

[15] lxndr, rsn nd M. H. Splmn, H. C. Bunnr, ugust Jcc, Th Mdrn Pstr , Chrls Scrbnrs Sns, Nw Yrk, Nw Yrk, 1895, pp. 3-4 (Nt! Th 1895 Cpyrght Dt s ccurt)

[16] bd., pp. 5-24

[17] Hllr, Bvs, Pstrs , Wdnfld & Nclsn 5 Wnsly Strt, Lndn nglnd, 1969, p. 79

[18] bd., p. 262

[19] bd.

[20] bd., pp. 267-268

[21] bd., p. 12

[22] Kry, Ptrc Frntz, Grt Mgzn Cvrs f th Wrld , bbrvll Prss Publshr, Nw Yrk, Nw Yrk, 1982, p. 13

[23] bd., p. 153

[24] bd., p. 19

[25] bd., pp.. 19-20

[26] Lwry, Bts, Th Vsul xprnc, n ntrductn T rt , Prntc-Hll, nc., nglwd Clffs, Nw Jrsy, 1964, p. 27

[27] Hss, Dck nd Mrn Mullr, Drfsmn & CBS , mrcn Shwcs, nc., Nw Yrk, Nw Yrk, 1987, p. 27

/
:
? : letsdoit777.blogspot.com
06:48:43 19 2016
? : letsdoit777.blogspot.com
22:35:31 18 2016
9000 " "? : business1777.blogspot.com ! C !
13:16:55 25 2015

, : Advertising in the world of art



, ?

, .
, .
, .
, .
, .



(150052)
(1830)
Copyright 2005-2016 BestReferat.ru bestreferat@mail.ru

@Mail.ru