| Autor: |
ІРИНА, РИЖОВА, ЄВГЕН, АНТИПЕНКО, КАТЕРИНА, СЕВЕРІН, ТЕТЯНА, ЄНШУЄВА, ІГОР, БОБРОВСЬКИЙ |
| Zdroj: |
Humanities Studies; 2024, Vol. 18 Issue 95, p65-78, 14p |
| Abstrakt: |
The relevance of the research is devoted to the socio-cultural visual communication role in graphic design and advertising, which is a key transmitting information means, forming images and defining the style of companies. The authors consider the graphic design and advertising strategy impact on consumers, the importance of social responsibility and ethical aspects in these industries. The purpose of the article is to clarify the theoretical and practical aspects of the socio-cultural visual communication role in graphic design and advertising. Research objectives: 1) to analyze the theoretical and practical significance of graphic design in advertising; 2) define creativity as a technology for implementing the creative process of creating an advertising product; 3) to investigate creativity as a creative activity process of creating an advertising product; 4) reveal visual graphic design and advertising communications and their sociocultural role in modern society. The research methodology includes the analysis of specific visual elements (colors, fonts and compositions), their semantics and emotional impact on consumers; investigate the influence of different cultures on visual communications, consideration of cultural features in the graphic design and advertising campaign creation for different audiences. The methodology may include approach combination (systemic, axiological and cross-cultural) to obtain a comprehensive understanding of the socio-cultural visual communications role in graphic design and advertising. The results of the research will contribute to a better understanding of the role of visual communications in the formation of cultural values and social identity. The scientific novelty of the research is the growing importance of visual elements in the modern information society, where the competition for consumer attention is constantly growing. Special attention is paid to the graphic design and advertising campaign impact on the formation of an emotional connection with consumers. Elements such as colors, fonts, and composition become not only means of information transmission, but also a language that expresses the values and atmosphere of the brand. The possibilities of using new media formats, implementing interactive solutions and taking into account the needs of different cultures in a globalized world are considered. The theoretical and practical significance of the research is aimed at understanding the importance of the sociocultural visual graphic design and advertising communications role in, as well at determining the prospects for their development in the future. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Complementary Index |
| Externí odkaz: |
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