The evolution of the advertisement graphics in Ukraine: the ethnic art path.

Abstract

The study of the cultural and aesthetic component of advertising is aimed at determining the significant influence of ethno-artistic traditions of Ukraine on the stylistics of advertising graphics. The authors consider the problems of the national form and the reasons for pseudo-nationalization in design and advertising. As a result of the color-graphic and semantic analysis of numerous works of art, it was found that the visual components of advertising graphics are deeply rooted in Ukrainian folk art. At the same time, it was found that the separation of modern urban life from the experience of folk imagery gained over the centuries leads to the loss of ethnic artistic traditions. In the conclusion of the article, the author proves that advertising is subject to positive and negative effects of socio-cultural transformations, which is why the use of visual means in advertising must be conditioned by orientation on the target audience, taking into account the defined aesthetic ideals, national color and ethno-artistic traditions.