Abstract
Our research on the cultural-aesthetic component of Media Design is directed at the systematization of ads’ visual meaning and the complex definition of their function and graphic specifics in communicating space. We show how design thinking in poster forms can contribute to the development of tourism in post-war Ukraine in 2025. The methodology is based on sociocultural, axiological, and comparative approaches to the analysis of national identity on the example of Ukrainian and Asian cultural-image posters and web banners. The balance of national and international design activity is very relevant. As an alternative to globalization processes with their aspiration to standardization and assimilation of cultural peculiarities, processes of national self-identification are actualized in Advertising Graphics. Scientific originality is to the possible synergistic solutions in cross-cultural communications – to finding associative points in the arsenal of artistic images and using the creative technologies (hyperbole, metaphor, allegory, association, and metonymy), by which complex influence of many factors involved gives the overall effect is much greater than the sum of each. So, researching the visual language in a wide context, paying special attention to art-aesthetic problems we have the conclusion that the use of means in Media Design must be orientated to the target audience taking into definite the aesthetic ideals, national colouristics and ornamentics, regional ethnic and cultural traditions. Poster designing is to use creative technologies and find original solutions to the visualization of social ideas.
Presenters
Svitlana PryshchenkoDesign and Art Studies, State University of Infrastructure and Technologies, Kyïvs'ka Oblast', Ukraine
Details
Presentation Type
Theme
KEYWORDS
Visualization, Poster, Imaginative, Advertising Graphics, Media Design
