CULTURAL-AESTHETIC COMPONENT OF COLOR IN ADVERTISING DESIGN
Abstract
This research on the cultural-aesthetic component of color in Advertising Design aims at systematizing visual means and defining their complex functional features in the communication space. The problems of advertising are visualization, stylistics, and development tendencies. Methodology is based on socio-cultural, axiological, and comparative methods. Originality includes the scientific study of possible solutions in advertising communication, using associative connotations of color images. Color harmony in advertising is interpreted as a dynamic balance of contrasting elements of the visual info media. As an alternative to globalization processes with an aspiration to standardization and assimilation of cultural peculiarities, the process of a nation’s self-identification is actualized in posters. The functions of color in advertisements are here considered, e.g., expressive, physiological, emotional, informative, and aesthetic. The study on color in Advertising Design in a vast cultural context pays special attention to art-aesthetic aspects. The authors conclude that the use of visual means in advertising is orientated to a target audience with aesthetic ideals and national colors from Italy, Switzerland, and Ukraine. The practical value of the obtained results lies in the application of this complex approach to color designing posters.
Keywords: сolor semantics, visual aesthetics, advertising poster, media, cultural context.
Full Text:
PDFReferences
Advertising and Art. (2007) International graphics from the affiche to pop art. Skira.
Аlmaleсh, М. (2011) The Color semiotics. Proceedings of the International Scientific Conference “Language and Color.” Sofia University St. Kliment Ohridski, pp. 223–240.
Barnard, M. (2005) Graphic Design as Communication. Routledge Press.
Biggam, C. (2012) The Semantics of Color. A Historical Approach. Cambridge University Press.
Bovee, C., Arens, W. (1989) Contemporary Advertising. Irwin.
Byars, M. (1994) Postmodernism. In book: The Design Encyclopedia. J.Wiley & Sons, pp. 447–448.
Colour Design. (2017) Theories and Applications, ed. J.Best. Woodhead Publishing.
Craciunescu, A. (2021) Archetypal Aspects of Visual Intertextuality in Digital Advertising. Journal of Media Research, Vol. 14, Issue 2 (40), pp. 123–132.
Dyane, A. (2004) Reklama [Advertising]. Neva [in Russian].
Droste, M. (2006) Bauhaus. 1919–1933. Taschen.
Flath, B., Klein, E. (2014) Advertising and Design. Interdisciplinary Perspectives on a Cultural field. Bielefeld University.
Heller, E. (1995) Wie Farben wirken: Farbpsychologie, Farbsymbolik, kreative Farbgestaltung. Rowohlt.
Heller, S. (2000) Postmodernism. In book: Graphic Style: from Victorian to Digital. H.Abrams Publisher, pp. 230–233.
Lenclos, J.-P., Lenclos, D. (2004) Colors of the World. W.Norton & Company.
Meggs, P. (2006) History of Graphic Design. 5 ed. Wiley.
Mueller-Brockmann, J. (2004) History of the Poster. Phaidon Press.
Pryshchenko, S. (2012) Natsionalnyi styl` i psevdo-nationalizatsiya v dizajne i reklame [National style and pseudo-nationalization in Design and Advertising]. Academy of Color. Author` resource. Retrieved from https://koloristika.in.ua/t_nkd.php [in Ukrainian]. (2022, June, 05).
Pryshchenko, S. (2018) Khudozhno-obrazna systema reklamnoi grafiky [Art-imagery system of Advertising Graphics]. National Academy of Culture and Arts Management, pp. 254–262 [in Ukrainian].
Serov, N. (2004) Tsvet Kul`tury [The Color of Culture]. Rech [in Russian].
Shulikov, P. (2011) Art and Advertising. Industrial canon and cultural branding. Slovesnost.
Singh, S. (2006) Impact of Color on Marketing. Management Decision, No 44 (6), pp. 783–789, https://doi.org/10.1108/00251740610673332
Thiessen, J. (2017) An Advertising History. Retrieved from http://activehistory.ca/2017/10/canada150-advertising-history (2022, June, 05).
Тraindl, А. (2009) Neuromarketing: the visualization of emotions. Alpina Publishers.
Weill, A. (2004) Graphics: A Century of Poster and Advertising Design (New Horizons). Thames & Hudson.
Wowk, A. (1986) English-Ukrainian Dictionary of color names and color science. New York–Paris–Sydney–Toronto, pp. 87–89.
Yuriev, F. (2007) Color imagery of information [Tsvetovaya obraznost` informatsii]. Novyi Druk [in Russian].
DOI: https://doi.org/10.26886/2520-7474.1(51)2022.1
Refbacks
- There are currently no refbacks.