Thesis for the Habilitation of Doctor Degree in Art Studies in Speciality
26.00.01 «Theory and History of Culture». – National Academy of Managerial Staff
in Culture and Arts, Ministry of Culture in Ukraine. Kyiv, 2019.
Advertising Graphic in the interdisciplinary study is considered as a product of
Culture and Art in the context of actual trends of advertising design development – a
specific kind of creative activity, and the contemporary design process is presented as
a synthesis of socio-cultural, semiotic, colour-graphic and marketing aspects. The
transisystem and multimodal methodological approaches are applied, which made it
possible to conduct a comprehensive analysis of the evolution of advertising
graphics. In first time, art-historical foundations of advertising graphics have been
argued and its importance as an integral part of the Art-Project Culture (Design) has
been proved. The influence of artistic styles, folk art and crafts on the development of
advertising graphics has been analyzed. The problems of advertising ideas
visualization have been identified, and the arsenal of art-graphic tools in combination
with computer technologies is structured. Transcultural, mass and regional specifics
of Advertising are proved. Particular attention is devoted to colour functions in
advertising appeals and its semantic interpretations, and algorithms of culturalaesthetic
evaluation of advertising design objects are developed also. The structure of
Thesis consistently reflects the scientific retrospective of stylistic transformations in
advertising graphics and actual principles of harmonization the visual info mediaspace
in the coordinates of art-project culture. A simple illustrative accompaniment
of commercial information has been replaced by the emergence of new styles
in the XIX–XX cent., the using of creative advertising technologies and polystylism
at the beginning of XXI cent., and the intensification of branding and rebranding
processes.
The form, essence and specificity of advertising image, its symbolic
significance and importance as a means of visual communication are revealed, and
scientifically substantiated definition of the art-image system of advertising graphics
is proposed. In the framework of a specific visual-verbal model, the advertisement
should have a clear communicative structure, socio-cultural content, visual semantics,
archetypical, emotionality, conciseness, contrast and dynamic colour balance, originality,
clarity of the image, art-aesthetic level, and to stimulate the intellectual and emotional
activity of consumers. Regularities of the visual language of advertising from
affichies (posters) to digital media was theoretically generalized, the methodological
concept of complex designing of advertising products is proposed, and media design
is defined as a qualitatively new stage of designing – the socio-cultural designing of
communications, as the most perspective kind of Design among others at the early
part of XXI cent.
Thus, the aim of our study was achieved: on the basis of comprehensive
analysis the evolution of Advertising Graphics, systematization and classification a
lot of empirical (illustrative) material, was disclosed the social, cultural-image role,
art-aesthetic value and the patterns of stylistic transformations of advertising graphics
in the structure of Art-Project Culture. Taking into account the relevance and
interdisciplinary nature of Thesis, the scientific results obtained will be great
importance at the theoretical, practical and educational levels, and in general, will
promote the development of Advertising Design in Ukraine.
Keywords: advertising graphics, art-project culture, visual communications,
poster, digital media, stylistics of advertising graphics, ethno-art traditions, brand,
advertising design, media design.
