j. uflisaSvili, m.

yifSiZe

beWdviTi reklama

`teqnikuri universiteti”@
saqarTvelos teqnikuri universiteti

j. uflisaSvili, m. yifSiZe

beWdviTi reklama

registrirebulia stu-s
saredaqcio-sagamomcemlo
sabWos mier

Tbilisi
2009
 saxelmZRvanelo gankuTvnilia saqarTvelos teqnikuri
universitetis satransporto da manqanaTmSeneblobis fakultetis
poligrafiis mimarTulebis bakalavrTaTvis. masSi mocemuli masala
Seuwyobs xels, amave mimarTulebis magistrantTa da doqtorantTa
momzadebis process.
wignSi warmodgenilia reklamis komunikaciuri maxasiaTeb-
lebis ZiriTadi niSnebi. avtorTa mier ganxilulia beWdviTi
reklamis ganviTarebis safexurebi da reklamis nairsaxeobebi
sareklamo mimarTvis gadacemis saSualebaTa mixedviT. damxmare
saxelmZRvanelo iTvaliswinebs sareklamo saqmianobaSi fsiqolo-
giur motivebsa da gadawyvetilebaTa miRebis meTodikas.

recenzenti n. daraxveliZe

© sagamomcemlo saxli ,,teqnikuri universiteti’’, 2009

ISBN 978-9941-14-476-9
http://www.gtu.ge/publishinghouse/

yvela ufleba daculia. am wignis arc erTi nawili (iqneba es teqsti, foto,
ilustracia Tu sxva) aranairi formiT da saSualebiT (iqneba es eleqtronuli Tu
meqanikuri), ar SeiZleba gamoyenebul iqnas gamomcemlis werilobiTi nebarTvis
gareSe.
saavtoro uflebebis darRveva isjeba kanoniT.
 Sesavali

Tanamedrove adamianis cxovreba reklamis gareSe

warmoudgenelia. reklama adamianis moRvaweobis dinamiuri da
swrafad transformirebadi sferoa. Uukve mravali aswleulis
manZilze reklama adamianis cxovrebis mudmivi Tanamgzavria da
masTan erTad ganicdis cvlilebebs. reklamis xasiaTi, misi
Sinaarsi da forma ganicdis kardinalur cvlilebebs sazogadoebis
warmoebiTi Zalebis ganviTarebasTan da socialur-ekonomikuri
formaciebis cvlasTan erTad. sareklamo ,,dialeqtikis” globalur
faqtorebs warmoadgens warmoebis, vaWrobis da finansebis
moTxovnebi, saxelmwifo mmarTvelobis forma, sxvadasxva
religiuri koncefciebis, politikosebisa da Cveulebriv
moqalaqeTa miznebi. reklama samarTlianad iTvleba
zogadsakacobrio kulturis nawilad, romelic viTardeba Tavisi
Sinagani kanonebiT. reklamis mravalricxovani gansazRvrebidan
SeiZleba gamovyoT Semdegi:
”reklama aris cnobili sponsoris saxeliT ideebisa da
momsaxurebis arapiradad warmodgenisa da ganxorcielebis
nebismier fasiani forma.” (amerikuli marketinguli asociaciis (ama)
gansazRvreba).
”reklama aris fasiani, calmxrivmimarTuli da arapiradi
mimarTva, romelic xorcieldeba masobrivi informaciis saSualebiT
da kavSiris sxva formebiT, agitacias eweva romelime saqonlis,
markis, firmis (romelime saqmis, kandidatis, mTavrobis)
sasargeblod”.
zogierTi specialisti reklamas ganixilavs, rogorc
”komunikaciis formas, romelic cdilobs saqonlisa da

3
momsaxurebis xarisxi, agreTve ideebi gadaiyvanos momxmareblis
saWiroebisa da moTxovnilebis enaze”.
”reklama aris auditoriasTan komunikacia arapiradi
anazRaurebadi arxebis saSualebiT; auditorias mkafiod aqvs
warmodgenili gzavnilis wyaro, rogorc organizacia, romelmac
gadaixada reklamis gavrcelebis xarjebi”.
rogorc vxedavT, sxvadasxva gansazRvrebaSi asaxulia
gansxvavebuli midgoma iseTi rTuli da mravalmxrivi cnebisadmi,
rogoricaa ”reklama”.

reklamis Canasaxebi Zvel samyaroSi

warmoebiTi da socialuri urTierTobebis ganviTarebam ukve

Zvel samyaroSi gamoiwvia informaciis gadacemis aucilebloba. Aam
informaciis nawili Seicavda stimulirebis elements, arwmunebda
informaciis adresatebs ganexorcielebinaT esa Tu is moqmedeba.
swored amgvari sainformacio gzavnilebi iyvnen Tanamedrove
reklamis mniSvnelovani niSnebis matareblebi, rac saSualebas
iZleva ganvsazRvroT komunikaciebis es mimarTuleba rogorc-
protoreklama. Pprotoreklama warmoadgens pirveladi komerciuli
komunikaciebis integrirebul formas, romelic aerTianebs
komunikaciuri saSualebebis pirvelad formebs. droTa
ganmavlobaSi maT damoukidebeli ganviTareba ganicades.
Pprotoreklamis elementebad SegviZlia gamovyoT aw ganviTarebuli
marketinguli komunikaciebis iseTi formebi, rogoricaa reklama
(piraduli, politikuri, komerciuli da sxv), pirdapiri marketingi,
gasaRebis stimulireba. Bbazrobebi, sponsoroba da sxv.
uZveles droSi vaWrebi myidvelebTan kavSirs amyarebdnen
pirdapiri sityvieri mowodebebis saSualebiT. vaWrobis adgilebi
cxaddeboda xmamaRali da ganmeorebedi gamoZaxilebis meSveobiT.

4
SemTxveviTi araa is, rom sityva ”reklama” momdinareobs laTinuri
reclamo ( reclamare)-, rac niSnavs yvirils, daZaxebas.
Zveli romaeli moazrovne loci anei seneka (daax. 4 w.Zv.w.aR-
65w.ax.w.aR.) luciliusisadmi LIV werilSi ase aRwers imdroindeli
qalaquri cxovrebis tipiur suraTs: ”Cems garSemo axla yoveli
mxridan mravalxmiani yvirilia: me xom zeda abanos Tavze vcxovrob.
warmoidgine xmebis mTeli mravalferovneba, romelTa gamo SeiZleba
SeiZulo sakuTari Yyurebi...”
Mmomxmareblebze sityvieri zegavlenis gazrdis moTxovni-lebis
gamo iqmneba mauwyebelTa instituti. Mmauwyebeli iyo vaWris mier
specialurad daqiravebuli adamiani, romlis funqciaSi Sedioda
myidvelis moxibvla da saqonlis qeba.
mauwyebelTa gamoyenebam upiratesoba Seuqmna vaWrebs, raki maT
TavianTi saqonlis reklamirebis saSualeba miecaT gayidvis
adgilidan sakmaod moSorebiT. sxva sityvebiT rom vTqvaT,
informaciis miReba saqonlis Sesaxeb SesaZlebeli gaxada ara
marto gayidvebis adgilebSi. Aaman sagrZnoblad gaafarTova
sityvieri komunikaciebis sazRvrebi.
Mmauwyeblebi Tavdapirvelad gaCndnen Zvel egvipteSi, Semdeg
maT mibaZes Zvelma ebraelebma, berZnebma, romaelebma. Ees profesia
imdenad gavrcelebuli iyo da hqonda imdenad maRali
sazogadoebrivi statusi, rom mauwyeblis funqcia vaWrobis Zvel
romaul RmerTs merkurisac eniWeboda.
Aaucilebelia aRiniSnos im sferoTa mravalferovneba, sadac
gamoyenebuli iyo mauwyebelTa samsaxuri. Eesenia; ekonomi- kuri
urTierTobebi, kerZo cxovreba, sanaxaobaTa organizacia, politika
da sxv. mauwyebelTa nawili saxelmwifo samsaxurSi imyofeboda da
amaSi anazRaurebas iRebda. sityvieri saSualebiT gasayidi
saqonlis da misi xarisxobrivi monacemebis Sesaxeb informaciis

5
gadacema zogjer sakmaod did manZilze xdeboda da ubiZgebda Zvel
mwarmoeblebs ezrunaT sakuTar reputaciaze.
Zvel samyaroSi komerciuli komunikaciebis formirebis
mniSvnelovani faqtori gaxda bazrobebi. Cveulebrivi vaWrobisagan
gansxvavebiT isini gamoirCeodnen tradiciulobiT, periodulobiT
da rac Zalian mniSvnelovania Catarebis erTi da imave adgiliT.
Yyovelwliuri bazrobebi (mercatus) tardeboda jer kidev adreuli
romauli istoriis epoqaSi (V-III s. dasaw. Cv. w. mde). sabazro
vaWrobis centrebi, rogorc wesi, xdebodnen yvelaze mniSvnelovani
taZrebi, maT Soris: iupiteris taZari albaneTis mTaze, dianas
taZari romSi, voltumnas taZari etruriaSi da sxv.
Kkonkurentebisagan sakuTari Tavis gamoyofis mizniT Zveli
xelosnebi da vaWrebi xSirad svamdnen gasayid saqonelze safirmo
niSnebs.
vaWrobis adgilebSi Tavdapirvelad gamokidebuli realuri
saqoneli TandaTanobiT Secvala maTma simbolurma niSnurma
gamosaxulebebma-Tanamedrove piqtogramebis analogebma. magaliTad,
rZis daxlTan gamokidebuli iyo Txis terakotisferi bareliefi;
safunTuSesTan-wisqvilis reliefi; erT Rvinis maranTan
gamosaxuxli iyo ori adamiani, romlebsac RviniT savse WurWeli
mihqondaT; meoresTan_baxusi, romelic mtevnebidan yurZnis wvens
wuravda.
Ddamwerlobis warmoSobasTan erTad Cndeba pirveli
sareklamo teqstebi. SedarebiT adreuli magaliTebidan SegviZlia
davasaxeloT finikieli mezRvauri vaWrebis gzavnilebi, romlebsac
isini gzad gamavali kunZulebis kldeebze tovebdnen. teqsturi
abrebi Tavsdeboda saxelosnoebTan, savaWro daxlebTan,
sastumroebTan, sasmel dawesebulebebTan da sxv. magaliTad, amgvari
iyo erT-erTi Zvelromauli abra: ” aq ganlagebulia sastumro.
samsawoliani oTaxebi yvela pirobiT”.

6
 xSirad teqsturi protoreklamebi xdebodnen qvis filebi. Aam
saxis erT-erTi yvelaze cnobili mowodeba aris Zveli berZeni
sizmrebis amxsnelis abra, mowodebiT;” qvis qveda nawilSi
gamosaxulia samsxverplo, xolo marjvena mxares RvTiuri xari
apisi.”
AaseTive saSualeba gamoiyeneboda politikur proto-
reklamaSic. magaliTad SeiZleba moviyvanoT Zveli romauli qvis
svetebi-miliariebi. isini ganlagebuli iyo romis imperiis yvela
umniSvnelovanes gzaze. maT Soris manZili erT mils Seadgenda.
Mmiliariebze miTiTebuli iyo manZili gzis sawyisi wertilidan da
maTze gamokveTili iyo xotbis Semsxmeli sityvebi im imperatoris
mimarT, romelmac maTi aSeneba brZana.
Cvenamde moaRwia istoriulma dokumentebma, romlebic
samarTlianad SeiZleba CaiTvalos Tanamedrove teqsturi reklamis
winamorbedad. magaliTad, Zvelegvipturi papirusis teqstSi,
romelic britaneTis muzeumSi inaxeba, mocemulia informacia monis
gayidvis Sesaxeb; ” mas mSvenivrad esmis orive yuriT, xedavs orive
TvaliT, garantirebulia misi zomiereba kvebaSi, agreTve wesiereba
da morCileba”.
Kkidev erTi Zvelegvipturi papirusi, romelic TariRdeba
Cv.w.aR-mde 320 wliT, warmoadgens spilos ZvliT movaWris
sareklamo mowodebas: ” iafia, Zalian iafia wels kaTilSobili
rqa... modiT CemTan, memfisis macxovreblebo, gaikvirveT, datkbiT da
SeiZineT”.
teqsturma reklamam Zvel samyaroSi ver naxa sakmaod farTo
ganviTareba. mTavari mizezi iyo wera-kiTxvis mcodne adamianTa
simcire, sareklamo teqstebis daweris siZvire, agreTve masalis-
papirusisa da pergamentis deficiti. dResac ganaTlebis dabali
donis mqone qveynebSi, magaliTad braziliaSi, adgilobriv

7
bazrobebze farTod iyeneben mauwyebelTa (gamomZaxvelTa) fasian
momsaxurebas.
jer kidev Zvel samyaroSi Cndeba Tanamedrove masobrivi
informaciis saSualebaTa Canasaxebi. 59 wels Cv.w.aR-mde gai iulius
cezarma (100-44 w.w.Cv.w.aR-mde) maSin, rodesac jer kidev konsuli
iyo, gasca brZaneba farTo sazogadoebisTvis senatisa da saxalxo
krebebze miRebuli gadawyvetilebebis regularuli gadacemis
Sesaxeb. es gaxda winapiroba protogazeTis Acta diurni urbis
gamosvlisa. imperator avgustus oqtavianes (63 w.Cv.w.aR- mde -14
w.Cv.w.aR.) dros oficialur informacias daemata kerZo xasiaTis
mqone cnobebic- informacia qorwinebebisa da gaSorebebis,
gasamxiarulebeli sanaxaobebis, uZravi qonebis gayidvis Sesaxeb da
sxv. protogazeTs daerqva ” acta diurni populi romani” (”romaeli xalxis
yoveldRiuri saqmeebi”). igi ”gamoicemoda” xis firfitebze,
romlebic damuSavebuli iyo TeTri TabaSiriT. teqsti iwereboda
Savi saRebaviT. Ees xis abrebi ifineboda xalxmraval adgilebSi.
DdaaxloebiT igive funqcia hqonda carciT dafarul
Zvelromaul sazogadoebrivi Senobebis kedlebs, romlebsac
albumebi erqva. ( laTinuridan albumus - TeTri). maT zedapirze Savi
saRebaviT qveyndeboda oficialuri informacia (sazogadoebrivi
marTvis organoebis gadawyvetilebebi, Citebis gadafrenis mixedviT
mkiTxaobis Sedegebi da sxv.)
Pprotoreklamis TvalsazrisiT gacilebiT sainteresoa
warwerebi, romlebic amokawruli an saRebaviT iyo dawerili
moqalaqeTa saxlebis kedlebze- e.w ” garafiti” (laTinuridan graftio
- vkawrav). ” grafiti” xSirad moicavda politikur reklamas-
gansakuTrebiT arCevnebis dros.
zogierTi ” grafiti” Seicavda politikuri antireklamis
elementebs. Ppolitikuri mowinaaRmdegeebi gamoisaxebodnen maTze
karikaturuli formiT.

8
 Pprotoreklamis am saxis ganviTrebam gamoiwvia misi
regulirebis aucilebloba. Qqalaqis xelmZRvanelobam, romelic
gaRizianda grafitis siuxviTa da gaformebis daudevrobiT, akrZala
kedlebze informaciis ganTavseba.
jer kidev im dros serozuli problema gaxda sareklamo
informaciis kontroli.
zemoTaRniSnulis Sejamebisas, Zvel samyaroSi protoreklamis
formirebis analizisas ZiriTadi daskvnebi SeiZleba CamivayaliboT
ase;
mokle daskvnebi:

1. mTavari faqtori, romelmac ganapiroba protorekalmis rogorc--

sazogadoebrivi komunikaciebis specifikuri saxeobis warmoSoba,
gaxda ekonomikuri, politikuri, sazogadoebrivi urTierTobebis
moTxovnilebaTa zrda. Aam urTierTobaTa donem ganapiroba--
protoreklamis forma da Sinaarsi.

2. protoreklamis pirvel damkveTebad gvevlinebian wvrili vaWrebi

da xelosnebi ( msxvili warmoeba ubralod ar arsebobs ),
politikosebi, sasuliero wodebis warmomadgenlebi, sanaxaobaTa
organizatorebi da sxv. Aaman ganapiroba protoreklamis
gamoyenebis sferoTa mravalferovneba.

3. sareklamo mowodebaTa mTavari mizani gaxda potenciuri

momxmareblebis informireba. Kkonkurenciis zrdasTan erTad
protoreklamis damkveTebs Soris Zlierdeba mowodebaTa
mastimulirebeli, damarwmunebeli mimarTuleba.

4. gamoyenebul sareklamo saSualebebs Soris SesamCnevad Warbobs

verbaluri anu sityvieri komunikaciebi. Tavis pirvelad

9
 ganviTarebas hpovebs werilobiTi gare reklama, agreTve
komunikaciebi gayidvisa da bazrobis adgilebSi. Cndeba safirmo
stilis pirveli elementebi.

5. komerciuli komunikaciebis damuSavebasa da realizacias

ZiriTadad awarmoeben maTi iniciatorebi: vaWrebi, xelosnebi,
kerZo pirebi da sxv. Aamave dros unda aRiniSnos, rom Zvel
protoreklamistebs Soris gamocdilebis dagrovebasa da gare
situaciis SecvlasTan erTad srulyofildeba sareklamo
mowodebaTa forma da Sinaarsi, izrdeba saerTo profesiuli
done.
reklama Sua saukuneebSi

sayovelTaod miRebuli periodizaciis Tanaxmad

gamoyofenYSuasaukuneebis istoriis sam ZiriTad etaps. Aadreuli
Suasaukuneebi iwyeba dasavleT romis imperiaSi barbarosTa SemoseviT
( ΙΥ -s _ Χ s-is meore naxevari). Mmeore periodi _ klasikuri
Suasaukuneebi_ Ffeodaluri urTierTobebis Camoyalibebis periodi
( Χ _ ΧΙΙΙ ss.) da bolos gviani Suasaukuneebi ( ΧΙΥ _ ΧΥΙ ss.) sruldeba
didi geografiuli aRmoCenebis epoqiT.
Aadreuli Suasaukuneebi SeiZleba daxasiaTdes rogorc Zveli
antikuri civilizaciis daRupvis periodi da adreuli germanuli
feodalizmis Camoyalibebis xana. Eekonomika dayvanilia naturalur
meurneobamde, politika_samxedro Zalauflebaze, kultura_religiuri
ideologiis ganuyofel batonobaze. Yyvela am sferoSi raime arCevanis
gakeTebis SeuZleblobis gamo, TavisTavad ispoba reklamirebis
saWiroeba. Aamitom sruliad logikuria is, rom kacobriobis istoriis
am periodma ar dagvitova reklamis ganviTarebis, an saerTod misi
arsebobis mniSvnelovani sabuTebi.
Kklasikuri SuasaukuneebisTvisac aseve damaxasiaTebelia
naturaluri meurneoba. Aamave dros, xelosnobis ganviTareba xels

10
uwyobs dasavleT evropaSi qalaqebis mkveTr zrdas. Cvens mier
gansaxilveli sakiTxis TvalsazrisiT mniSvnelovania cexuri tipis
organizaciebis warmoSoba.
Ppirveli saamqro Seiqmna 1061 wels. saukunis bolosTvis saamqro
organizaciebi gavrcelebuli iyo TiTqmis yvelgan. maTi negatiuri
gavlena reklamis ganviTarebaze ganpirobebuli iyo imiT, rom
saamqroebi isaxavdnen Semdeg miznebs: 1) saamqro organizaciebis
wevrebs Soris konkurenciis gauqmebas; 2) sakuTari Tavis saimedo
dacvas gareSe konkurenciisgan (igulisxmeba sxva qalaqebis xelosnebi);
3) saamqroSi dasaqmebuli xelosnebis Sromis nayofierebis zrdis
mkacri kontroli.
aseTi reglamentacia SeuZlebels xdida konkurecias. Kkonkurencia
ki, rogorc cnobilia, reklamis ganviTarebis erT-erTi
umniSvnelovanesi faqtoria.
Mmosaxleobis ganaTlebis sakmaod maRali done xels uwyobda
zepirsityvieri reklamis farTo gavrcelebas. Aam pirobebSi kvlav
hpovebs ganviTarebas mauwyebelTa instituti.
xSir SemTxvevebSi vaWrebs da xelosnebs ekrZalebodaT TviTon
SeesrulebinaT mauwyeblis funqcia. im dros inglisur statusSi ewera:
“Tu vinmes surs raimes gayidva, man amis Sesaxeb Setyobineba unda
gaakeTos mauwyeblis saSualebiT, romelic damtkicebulia
grafisnacvalis mier ... aravis aqvs ufleba sakuTari yvirili raimes
reklamirebisa. Tu vinme moiqca nacvals ufleba aqvs gadasces igi
sasamarTlos an Strafi gadaaxdevinos. Mmeore jerze mas SeiZleba
mTeli qoneba waerTvas.” Ees is iSviaTi istoriuli magaliTia, rodesac
administraciuli meTodi ki ar uSlis, aramed piriqiT, xels uwyobs
reklamis ganviTarebas.

11
 Sua saukuneebis mauwyebeli

momavalSi, gviani Suasaukuneebis periodSi mauwyeblebs aRar

SeeZloT mTlianad daekmayofilebinaT informaciis gavrcelebis
gazrdili moTxovnilebebi. Aam SemTxvevaSi gamoiyeneboda xeliT
dawerili e.w. mfrinavi furclebi. Ees furclebi gamoiyeneboda
savaWro_sareklamo da politikuri miznebisTvis.
Eekonomikur urTierTobaTa ganviTarebis moTxovnilebam, maTi
informaciuli uzrunvelyofis sistemis mowesrigebam masobrivi
informaciis saSualebaTa formirebis aucilebloba Seqmna. Mmasobrivi
informaciis saSualebaTa zogierTi niSnebi SeimCneva XVI saukunis
meore naxevris imdroisaTvis umsxvilesi firmis gamocemaSi _
fugerebis germanuli kompaniis xelnawer protogazeTSi “Ordinare
Zeitungen “ (“regularuli macne”) igi moicavda informacias mosavlebis,
Tavisi axali qveganyofilebebis gaxsnis Sesaxeb, agreTve komerciuli
xasiaTis gancxadebebs.
erT-erTi dadebiTi momenti dakavSirebuli xelosnebis saamqro
organizaciasTan, iyo maTi korporaciuli pasuxismgebloba warmoebuli

12
saqonlis xarisxze. Aamas xels uwyobda is faqti, rom saamqroSi
Semaval yvela xelosans unda hqonoda erTi da igive saamqro niSani.
isini TavianT saqonelze erTsa da imave niSans svamdnen. saamqros aseve
hqonda erTiani herbi da saamqro droSac ki. Aamgvarad aq SeiZleba
saubari korporaciuli safirmo stilis formirebaze. momavalSi,
bazarze saqonlis matebasTan da Sidacexuri konkurenciis zrdasTan
erTad, xelosnebi korporaciul niSnebs amatebdnen TaviaanT
individualur detalebs, cvlidnen maT zomasa da formas. amiT isini
cdilobdnen moexdinaT TaviaanTi produqciis identifikacia. sxva
sityvebiT rom vTqvaT, aq laparakia sarealizacio brZolis pirobebSi
safirmo stilis individualizaciis Sesaxeb.
adreul SuasaukuneebSi mniSvnelovani roli hqondaT bazrobebs,
rogorc gacvla-gamocvlis erTaderT SesaZlo punqtebs. Kklasikuri
Suasaukuneebis periodSi, qalaqebis zrdis pirobebSi
dasavleTevropuli qveynebis Sida bazrebis CasaxvasTan erTad,
bazrobebis mniSvneloba kidev ufro izrdeba. XIII_XIV saukuneebis
SuaSi evropaSi yvelaze msxvili iyo Sampanis bazroba. im periodSi iq
iyo Tavmoyrili saerTaSoriso evropuli vaWrobis da fuladi
operaciebis didi nawili. Sampanis bazrobebi weliwadSi 6-jer
tardeboda. XIV_XV ss. Uumsxvilesi sabazro centri gaxda briuge
(flandria). XV saukunis dasawyisSi saerTo evropul mniSvnelobas
iZens Jenevis bazrobebi. XV s. bolos vaWrobis centri gadainacvlebs
lionsa da laifcigSi.
momxmareblebTan komunikaciebis damyarebis kidev erTi saSualeba
iyo abrebi. Aadreuli da klasikuri Suasaukuneebis periodSi, rogorc
wesi, isini moicavdnen mxolod niSnebsa da simboloebs. ganmartebiTi
warwerebi da patronis saxelebi ZiriTadad ar figurirebda. Ees
imiTac iyo gamowveuli, rom mosaxleobis didi nawili wera-kiTxvis
ucodinari iyo. droTa ganmavlobaSi gaCnda universaluri simboloebi:

13
RviniT movaWreebs - kasri; mewaReebs- stilizirebuli Cemqma; durglebs-
gasaRebi da sxv.

savaWro duqanTan gamokruli abra (XVIs)

Tavdapirvelad abrebi dawesebulebis SesasvlelTan gamoifine-

boda misi mflobelis iniciativiT. SemdgomSi maTi arseboba xdeba
aucilebeli moTxovna qalaqis xelisuflebis mxridan. XIV saukunis
dokumentebSi, romelic inaxeba inglisis parlamentis saqmeebSi,
naTqvamia: ” vinc qalaq kembrijSi gasayidad regularulad awarmoebs
ludis xarSvas, man unda gamofinos niSani, winaaRmdeg SemTxvevaSi mis
produqts konfiskacia elis”. momavalSi aucilebeli xdeba ara marto
niSnebis arseboba, aramed maTi registraciac.
mTeli Suasaukuneebis periodSi masobrivi komunikaciebis formirebis
procesSi yvelaze mniSvnelovani movlena iyo iohan gutenbergis (1400-
1468 w.w) mier 1445 w. beWdvis gamogoneba. sabeWdi dazgis gamoyenebam

14
revoluciurad Seuwyo xeli imdroindeli kulturisa da ganaTlebis
sistemis ganviTarebas. is aseve gaxda masobrivi informaciis
saSualebaTa formirebis safuZveli.

gutenbergis sabeWdi dazga (1445w)

15
tipografiebi swrafad vrceldeba veropis qveynebSi. italiaSi pirveli
tipografia iqmneba 1465 wels, SveicariaSi- 1468 wels, safrangeTSi- 1470
wels, belgiaSi- 1473 wels, inglisSi- 1476 wels, avstriaSi- 1482 wels.
reklama gaxda adamianTa moRvaweobis erT-erTi sfero, romelsac
gutenbergis gamogoneba uSualod Seexo. wignis beWdva gaxda
komerciuli komunikaciebis axali saSualeba --- beWduri reklamis
formirebis umniSvnelovanesi winapiroba. Tavis mxriv, sagamomcemlo
saqme arsebobis pirvelive wlebidan, TviTon xdeba sareklamo
momsaxurebis msxvili momxmarebeli.
P pirveli beWduri gancxadeba damuSavebulia strasburgeli
topografis egeStainis mier 1466 wels.
1472 wels ingliselma mbeWdavma uiliam kekstonma mis mierve
dabeWdili locvanis gasaRebis stimulirebisTvis SeimuSava beWduri
sareklamo gancxadeba, romelic SemdgomSi gaakra eklesiebis karebze,
sastumroebis Senobebze, universitetis SesasvlelTan.
beWduri produqciis gasaRebis gafarToebasTan dakavSirebiT
Seiqmna topografebis mier warmoebuli wignebis CamonaTvalis Sedgenis
aucilebloba. TavianTi komerciuli mgzavrobebis dros wigniT
movaWreni aseT siebs urigebdnen potenciur myidvelebs. maTSi
mocemuli iyo gasayidi wignebis saxelwodebebi da, agreTve, am wignebis
dadebiTi Sefasebebi. zogjer CamonaTvalis bolos keTdeboda aqcenti
wignebis dabal fasebze. Aamgvarad, SeiZleba saubari beWduri reklamis
axali tipis- katalogebis formirebis Sesaxeb. Cvenamde Semonaxulia
XV saukuneSi dabeWdili ocamde mgavsi katalogi. erT-erTi maTgani
daTariRebulia 1469 wliT.
Ppirveli cnobili beWduri plakati aseve dakavSirebulia wigniT
vaWrobasTan. igi dabeWda gamomcemelma batdoldma 1482 wels. Pplakati
Seicavda sareklamo mowodebas “evklides ” maTematikis axali
gamocemis SesaZenad.

16
 topografiuli dazgis gamogonebam Seqmna winapirobebi
masobrivi informaciis saSualebaTa beWduri nawarmis gamocemisa.

Mmokle daskvnebi:
1. ekonomikaSi, politikasa da kulturul cxovrebaSi Seqmnil
garemoebaTa gamo SuasaukuneebSi reklama praqtikulad ar
arsebobs ( gansakuTrebiT adreul periodSi).

2. ZiriTad rols momxmarebelTan urTierTobaTa damyarebis

procesSi TamaSobs sityvieri (verbaluri) komunikaciebi da
personaluri gayidva.

3. SuasaukuneebSi komerciuli komunikaciebis CamoyalibebaSi

mniSvnelovani adgili uWiravs bazrobebs.

4. gviani Suasaukuneebis periodSi ekonomikuri da sazogadoebrivi

urTierTobebis ganviTareba ganapirobebs masobrivi informaciis
saSualebaTa winapirobebis warmoSobas.

5. sabeWdi dazgis gamogoneba qmnis winapirobebs reklamis

raodenobrivi da xarisxobrivi ganviTarebisTvis.

17
 Aaxali drois dasavleTevropuli
da amerikuli reklama

gutenbergis gamogonebis erT-erTi mTavari Sedegi iyo XVII

saukunis dasawyisidan beWduri informaciis masobriv saSualebaTa
mniSvnelovani ganviTareba.
Ppirveli beWduri yovelkvireuli gazeTi Strasburger Relation
(”strsburgis kavSiri”) gamoica strasburgSi 1609 wels germanul
enaze. 1615 wels venaSi daiwyo gamocema gazeTma ”yovelkvireuli
ordinaluri da eqstraordinaluri cnobebi da yvelaferi rac maT
exeba”. 1616 wels mainis frankfurtSi daarsda gazeTi ”Frankfurter
Journal” (”frankfurtuli Jurnali“).
inglisSi gamocemuli pirveli gazeTi iyo ”The Weekly News”
(”yovelkvireuli axali ambebi“) – 1622 wels; holandiaSi-
”Amsterdamcher Courant” (”amsterdamuli kurantebi‘’) – 1623 wels;
safrangeTSi – ”Gazett de france” – 1631 wels. ”gazette de France” –is
gamomcemeli iyo parizeli mkurnali Teoprast renodo (1585-1643 w.w)
mxolod am faqtiT ar Semoifargleba misi wvlili reklamis
ganviTarebaSi. MmogvianebiT renodo aarsebs pirvel sareklamo
Jurnals.
1660 wels Cndeba pirveli yoveldRiuri gazeTi ”Leipziger
Zeitung” (”laifcigis axali ambebi“). Ppirveli amerikuli gazeTi
gamovida 1704 wels - ”The Boston News Letter” (”bostonis axali
ambebi”).
beWduri gazeTebisa da Jurnalebis gamocemisa da
gavrcelebis zrdasTan erTad matulobs maTSi ganTavsebuli
sareklamo masalebis raodenoba. amgvarad safuZveli daedo
reklamas presaSi.
XVII saukunis pirvel naxevarSi Cndeba pirveli
specializirebuli beWduri gamocemebi, romlebic mxolod

18
sareklamo masalebs Seicaven. Aase 30-ian wlebSi renodo iwyebs
pirveli sareklamo Jurnalis ”PETITES AFFICHES” (”patara afiSebi”)
gamocemas.
sareklamo gamocemebi Cndeba sxva qveynebSic. maT Soris
inglisuri ”Public Advertizer” (”sazogadoebrivi reklamisti”) gamocema
1657 wlidan; ”General Advertiszer” (”sayovelTao reklamisti”) aSS-Si
1785 wlidan da sxva.
XIX saukunis dasawyisSi presaSi perioduli gamocemebis
tiraJebis mkveTrma zrdam mniSvnelovnad gaafarTova reklamis
saSualebebi. amas xeli Seuwyo ganviTarebuli qveynebSi wera-
kiTxvis mcodne mosaxleobis zrdam da tipografiuli
aRWurvilobis srulyofam. ase magaliTad, 1814 wels londonis
Times-is tipogtafiaSi daidga germanuli kenigis mier gamogonebuli
cilindruli sabeWdi presi, ramac SesaZlebeli gaxada saaTSi 2000
anabeWdis miReba. aRniSnulma faqtebma xeli Seuwyo gazeTebis
TviTRirebulebis Semcirebas.

cilindruli sabeWdi presi (XIXs dasawyisi)

19
 teqnikurma progresma SesaZlebeli gaxada presaSi sareklamo
masalebis miwodebis xarisxis gaumjobeseba. XVI-XVIII saukuneebSi
gazeTebSi iSviaTad Tu SexvdebodiT dasuraTebul gancxadebebs,
Sesrulebulebs qsilogafiis meTodebiT: patara Tu didi zomis
anakrefi Sriftebi erTferovnebiT gamoirCeodnen.
XIX saukunis dasawyisSi reproducirebis metodebis srulyofam
gamocemaTa axali tipis ilustrirebuli Jurnalebis Seqmna gaxada
SesaZlebeli. maT Soris pirveli iyo inglisuri ”Penny Magazine”
(”peni-Jurnali”)_1832 wels da ”Illudtrated London News” (”londonis
ilustrirebuli axali ambebi”). safrangeTSi amgvari Jurnali
saxelad ”Illustration” gamovida 1843 wels. imave wels germaniaSi
Seiqmna analogiuri gamocema_”Illustatrierte Zeitung ” (”ilustrirebuli
axali ambebi”)
XIX saukunis bolos poligrafiaSi daiwyes cinkografiuli
meTodebis gamoyeneba, ramac SesaZlebeli gaxada fotoreklamis
miRwevaTa gamoyeneba.
sareklamo momsaxurebaze moTxovnilebis zrdam moiTxova
specializirebuli saorganizacio struqturebis Seqmna. iTvleba,
rom msoflioSi pirveli sareklamo saagento iyo aTur gorJas da
uolter konis biuro, romelic maT londonSi 1611 wels daarses.
pirveli damoukidebeli sareklamo agentebi gaxdnen amerikelebi
volni palmeri da jon xuperi. 1841 wels isini moelaparaknen
ramdenime gazeTis mflobels, rom sagazeTo farTis nawils
reklamisTvis gayidian sakmaod sarfian sakomisio gasamrjelod.
amgvarad, Tavdapirvelad isini warmoadgendnen gamomcemelTa
agentebs. momavalSi isini xdebian damoukidebeli brokerebi da
isini molaparakebebs awarmoeben, rogorc gamomcemlebTan, aseve
reklamistebTan. (reklamis ganmTavseblebTan). maTma mimdevarma
jorj rouelma 20 wlis Semdeg kontraqtebi dado ukve asobiT
amerikul gazeTTan.

20
 aRsaniSnavia, rom pirveli sareklamo saagentoebi iqmneboda,
romelime gansazRvruli gamocemis safuZvelze, an presaSi
gancxadebaTa ganTavsebaSi daxmarebis mizans. SemdgomSi, XIXs meore
naxevarSi Cndeba sareklamo saagentoebi, romlebic sxva
funqciebsac asrulebdnen: amuSaveben sareklamo mimarTvebs,
amzadeben da amontaJeben sareklamo stendebsa da abrebs, aseve
awarmoeben elementarul gamokvlevebs reklamis efeqturobis
dasadgenad. XIXs bolosTvis dasavleT evropasa da aSS-Si iqmnaba
sareklamo saagentoebi momsaxurebis sruli cikliT.
XVIII saukunemde sareklamo momsaxurebisadmi mimarTva
araregularul xasiaTs atarebda. warmoebis ganviTarebam, bazarze
axali saqonelis gamoCenam reklamis mimarT globaluri miznebi
daayena, erT-erTi aseTi mizani iyo evropis qveynabis mosaxleobis
daintereseba amerikuli kompaniebis mier warmoebuli produqciiT,
mogvianebiT ki ”kolonaluri saqoneliT” samxreT-aRmosavleTi
aziidan da afrikidan.
teqnikuri progresi da axali teqnologiebis gamogoneba xels
uwyobda beWduri reklamis Semdgom ganviTarebas.
XVIs bolos da XVIIs dasawyisis pirveli sareklamo
plakatebi mcire formatisa da sakmaod erTferovani iyo. maTi
zomebi, rogorc wesi, ar aRemateboda 22X25sm. yvelaze didi
nimuSebis zoma iyo 22X50sm. sabeWdi formebi mzaddeboda spilenZze
gravitebis an xeze Wris meTidiT. plakatebis damzadebis vadebi
sakmaod xangrZlivi iyo, xolo TviTRirebuleba maRali. VXIIs
pirvel naxevarSi sareklamo plakatebis ZiriTadi damkveTebi wignis
gamomcemlebi iyvnen.
sagamomcemlo saqmeSi revoluciuri iyo aloiz zenefelderis
(1771-1834ww) gamogoneba. 1796w. man armoaCina maRali baWdvis formebis
damzadebis saSualeba kiris qvis qimiuri damuSavebis gziT. ori

21
wlis Semdeg igi igonebs dabali beWdvis axal saSualebas _
liTografias da qmnis pirvel liTografiul sabeWd dazgas.

pirveli liTografiuli dazga

am siaxleebma SesaZlebeli gaxada didi zomis plakatebis

beWdva da maTi Rirebulebac mniSvnelovanad Semcirda. XIX saukunis
Suamde plakatebi rCeboda Sav-TeTri. Tanac teqnologia iyo iseTi,
rom qaRaldze jer gadahqondaT naxati, xolo Semdeg Cveulebrivi
tipografiuli SriftiT ibeWdeboda teqsti.Aamitom teqstis

22
wakiTxva plakatebze xSir SemTxvevaSi SesaZlebeli iyo mxolod
axlo manZilidan.
beWduri saqmis ganviTarebaSi Semdegi nabiji iyo
qromoliTografiis da fotoliTografiis teqnologiebis
gamoyeneba. gamosaxulebebi ukve xdeboda realisturi da feradi. es
upiratesobebi farTod gamoiyeneboda plakatebis, etiketebis,
katalogebis, SesafuTi masalebis da sxva beWdvisas.
reklamistebs kidev ufro farTo asparezi gauxsna 1886w.
gamogonilma linotipis sabeWdma manqanam, xolo XXs dasawyisSi
ofseturi beWdvis teqnologiam.
sareklamo plakatebis gamoyenebam dasavleT evropis qveynebSi
iseTi farTo ganviTareba hpova, rom am fenomenma XIXs SuaSi
”saplakato bumis” saxelwodeba miiRo.
gare reklama axali drois dasawyisSi faqtiurad mxolod
abrebis saxiT iyo warmodgenili. 1688 wlidan Cndeba pirveli
dabeWdili Teatraluri afiSebi. XVII saukuneSi inglisSi idgmeba
pirveli saafiSe tumboebi, romlebic CuqurTmebiT damSvenebuli xis
svetebs warmoadgenda.
farTod iyo warmodgenili xeliT naxati plakatebi. isini
sruldeboda specialuri saRebaviT qaRaldze, tiloze, xis
firfitebze an pirdapir saxlebis kedlebze. aseTi plakatis
upiratesoba maTi didi zomebi iyo. msgavs plakatebze
moTxovnilebis maCvenebeli iyo is faqti, rom XVIIIs bolos parizSi
Seiqmna afiSebis cexi, romelic 40 xelosans aerTianebda.
saavtoro sareklmo plakatis JanrSi XVI_XIX saukuneebSi bevri
cnobili mxatvari muSaobda. maT Soris iyvnen: hans holbain
umcrosi, antonio koreji, anri tuluz-lotreki, hier bonari, Jiul
Sere, alfons muxa da sxva.

23
 Senobis fasadze ganTavsebuli reklamebi (XIXs)

Mmagram moxatuli, afiSebiTa da plakatebiT gavsebuli kedlebi

yvelas erTnairad rodi moswonda. momavalSi es forma gaxda gare
reklamis ganviTarebis erT-erTi biZgi. Aase magaliTad, XIXs SuaSi
tipografiis mflobelma Eernst litfasma berlinis quCebSi 150
sareklamo tumbo dadga. momavalSi isini litfasis tumboebis
saxeliT aris cnobili. am aqciis mizani iyo gaenTavisuflebinaT
qalaqis Senobebis kedlebi da Robeebi zed dakruli plakatebisa
da sareklamo furclebisagan.

24
 XIXs bolosTvis gaCnda e.w. ,,gadasayvani” plakatebi, romlebic
gaTvlili iyo fanjrebze da minis vitrinebze gansaTavseblad. isini
ibeWdeboda qaRaldze gansakuTrebuli teqnologiiT. SemdgomSi
qaRaldi sveldeboda da ikvreboda minaze. qaRaldis moSorebis
Semdeg sareklamo gamosaxuleba minaze rCeboda.
daaxloebiT imave dros daiwyes e.w. minis plakatebis gamoyeneba
(glass sighes). gare reklamaSi sul ufro xSirad iyeneben Ramis
ganaTebas. pirvelad msgavsi ram gamoiyena londonelma vaWarma
gvarad xarisma.
jer kidev 1824 wels man wamoayena winadadeba, rom qalaqSi
mosiarule oTxTvalebze daemagrebinaT Signidan ganaTebuli
moZravi tumboebi. maTze gakrul plakatebs zeTiT JRinTavdnen da
Signidan fanrebiT anaTebdnen. es siaxle SegviZlia, agreTve,
ganvixiloT rogorc transportze reklamis pirveli magaliTi.
XX saukunis dasawyisSi plakatebis ganaTebisTvis ukve
iyenebdnen saproeqto fanrebs, eleqtronaTurebs an inerciuli
gaziT savse milakebs. Axalma teqnologiebma SesaZlebeli gaxada
dinamiur gamosaxulebebsa da warwerebze gadasvla.
teqnikuri progresis siaxleebi reklamis axali saxeebis Seqmnis
SesaZleblobas iZleva. ase magaliTad, lui liumeris mier 1904w.
kinematografis gamogonebidan 9 wlis Semdeg, Zmebi liumerebi
iReben pirvel sareklamo roliks erT-erTi Sampanuri RvinisTvis.
reklamis ganTavsebasTan erTad farTovdeba misi mimarTuleba da
Tematika. Kkomerciul da kerZo gancxadebebTan erTad reklamis
sagani xdeba: sanaxaobebi, latariis gaTamaSebebi, samejliso
gancxadebebi, sxvadasxva saxis momsaxureoba (sadazRvevo, sakredito
da sxva) gancxadebebi samsaxuris Taobaze, winadadebebi
amomrCevlebisTvis xma mieca ama Tu im kandidatisTvis da sxv.
jer kidev XVIII saukuneebSi gazeTebSi vxvdebiT konkretuli
“obieqturad aradainteresebuli” pirebis gancxadebebs an

25
saredaqcio masalebs, romlebic mimarTulia ama Tu im saqonlis
upitratesobaTa miniSnebisTvis.
Ggayidvis stimulirebis aseTi forma ganisazRvreba
rogorc ” redaqciuli an anonimuri reklama “. Tanamedrove enaze
mas ” faruli reklama “ ewodeba. sinamdvileSi ki Cven saqme gvaqvs
pablisitisTvis ( publicity - sajarooba, sajarod gamotanili )
damaxasiaTebel elementebTan. Tavis mxriv, pablisti SeiZleba
ganisazRvros, rogorc pablik rileiSnzs-is ( public relations )
SedarebiT martivi forma.
msoflioSi PR –is cnobili specialisti sem bleki ase
axasiaTebs moRvaweobis am sferos: ” urTierTgagebis meSveobiT
harmoniis miRwevis mecniereba da xelovneba, romelic efuZneba
simarTlesa da srul informirebulobas”.
PR- is frangi specialisti g. leroi Tvlis, rom PR aris
”sazogadoebriv azrze zegavlenis mosaxdenad moqmedebaTa
koordinirebuli kompleqsi, romelic mimarTulia iqiTken, rom
Tavisda sasargeblod Secvalos adamianTa mier dadgenili
azrovneba da qmedeba”.
Ppablisti pirvelad praqtikaze gamoiyena frangma
gamomcemelma emil de Jirardenma. pirvelad ”redaqciuli
gancxadebebi” man gamoaqveyna 1820 wels. Jirardenma yuradReba
miaqcia imas, rom sazogadoeba met yuradRebasa da ndobas iCens
saredaqcio masalebis mimarT, vidre ”sufTa reklamis” mimarT.
aqedan man gaakeTa daskvna, rom ”redaqciuli gancxadebebi efeqts
iZleva da saTanadod gazarda pablisitisaTvis gansazRvruli
sagazeTo farTis Rirebuleba. e. Jirardens ekuTvnis im drosaTvis
metad Tamami gancxadeba mis mier gamoSvebul gazeT La Presse – Tan
dakavSireba, sadac igi ambobs, rom ”gazeTi dafinansdeba
gancxadebaTa xarjze”. momavalma gviCvena, rom es praqtikulad
ganxorcielda.

26
 axali drois epoqaSi Semdgomi ganviTareba hpova personaluri
gayidvebis teqnologiebma. Suasaukuneebis moxetiale vaWrebma
komivoiaJebis saxiT TavianTi Rirseuli gamgrZeleblebi hpoves.
gasaRebis bazrebis gafarToebis mizniT XIX saukuneSi vaWrobis
sferoSi Cndeba axali tipis institutebi. maT pirvel rigSi
ganekuTvneba komivoiaJis instituti, romelic Tavdapirvelad
inglisSi Seqmna XIX s. pirvel naxevarSi. komivoiaJorebi gasayidi
saqonlis nimuSebiT mogzaurobdnen da iRebdnen SekveTebs im
firmisTvis, romlis mierac iyvnen daqirevebuli. am institutma
kidev ufro farTo ganviTreba hpova XIX s. bolos, gansakuTrebiT
germaniaSi. komivoiaJori xdeba sainformacio organo, romelic
mwarmoebels awvdis bazris moTxovnilebebis, mosaxleobis
gemovnebisa da Cvevebis, agreTve mocemul qveyanaSi satranporto
saSualebebis Sesaxeb cnobebs. momxmarebelTa moTxovnilebebisadmi
morgebis mizniT fabrikanti iTvaliswinebs maT SeniSvnebs saqonlis
formis, xarisxis, SefuTvis da sxvaTa mimarT. komivoiaJorebi
agreTve avrcelebdnen katalogebsa da preiskurantebs. amdenad,
komivoiaJorebi warmoadgendnen reklamirebis saukeTeso iaraRs.
XVIII saukunis meore naxevridan ewyoba gamofenebi, romelTa
mizania moRvaweobis romelime gansazRvrul sferoSi miRweuli
warmatebebis demonstrireba.
pirveli sawarmoo gamofena Catarda londonSi 1761 wels. es
iyo mowaTmoqmedebisTvis gankuTvnili manqanebis gamofena. amgvari
gamofenebis Catarebis gamocdileba swrafad vrceldeba evropis
sxva qveynebSic da amerikaSi: safrangeTSi ( parizuli ) Catarda 1763
wels, prusiaSi ( drezdenis ) - 1765 wels; belgiaSi – 1806 wels;
avstriaSi – 1808 wels; holandiaSi – 1820 wels; aSS - Si – 1828 wels.
pirveli msoflio universaluri gamofena Catarda londonSi
1851 wels. damswreTa raodenobam am gamofenaze 6 mln. adamiani
Seadgina.

27
 momavalSi saerTaSoriso gamofenebi sxva qveynebSic imarTeba:
inglisSi ( londonis ) – 1862 wels; avstriaSi (vena ) – 1873 wels;
aSS-Si (filadelfia) - 1876 wels; safrangeTSi ( parizi)- 1878 wels.
parizSi 1889 wels Catarebuli saerTaSoriso gamofenis
mTavari eqsponati iyo giganturi 300 metriani liTonis
konstruqciis koSki, romelic inJinerma a.g.eifelma aaSena. es
originaluri konstruqcia Seqmnis dRidan gamoiyeneboda sareklamo
miznebSi. eifelis koSki dRemde parizis simboloa.
yvelaze didi saerTaSoriso gamofena Catarda 1893 wels aSS
– Si – CikagoSi. mnaxvelTa raodenobam masze 21,4 milioni adamiani
Seadgina.
TavianTi evoluciis procesSi gamofenebi sul ufro
komerciul xasiaTs iRebdnen. isini xdebian komeciuli
komunikaciebis mZlavri saSualeba da maTze msxvili savaWro
garigebebi ideba.
mzardi konkurenciis pirobebSi msxvili mwarmoeblebis
ZiriTadi amocana xdeba sakuTri Tavis identifikacia, uSualo
konkurentebis saerTo masidan gamoyofa. Aman Tavis mxriv
saerTonacionaluri da globaluri savaWro niSnebis formireba
moiTxova. es ki aucilebels xdida (markebis) farTomasStaburi,
uwyeti da udides fulad xarjebTan dakaSirebuli sareklamo
kompaniebis Catarebas.
swored XIXsaukunidan iTvlian TavianT istorias dRemde
arsebuli msoflioSi cnobili brendebi, rogoricaa Levi’s;
MaxweLLHouse; Coca- Cola; Procteres Gampbell Soup; Gillette da sxv.
savaWro niSnis eqskluziuri floba saxelmwifos mxridan
dacvas moiTxovda. XIX s. meore naxevridan daiwyo savaWro
niSnebis registrireba. Aam procesma sul male
masobrivi xasiaTi miiRo. Mmsoflios erT-erTi udidesi kompania

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 Procter & Gamble bolo dromde sargeblobda 1851 wels
daregistrirebuli savaWro niSniT, romelzec gamosaxuli iyo
naxevarmTvare gverdiT 13 varskvlaviT._( aSS-is Statebis raodenoba
registrirebis momentisaTvis.)
XIX _ s meore naxevari xasiaTdeba saerTaSoriso vaWrobis
mkveTri zrdiT. Mmsxvil kompaniebs, romlebsac saerTaSoriso
bazarze gasvla undodaT, surdaT SeenarCunebinaT TavianTi
savaWro niSnis gamoyenebis prioriteti. Aam problemis gadaWras
xeli Seuwyo samrewvelo sakuTrebis dacvis Sesaxeb 1883 wlis 20
martis parizis konvenciam. Kkonvenciis damaarsebeli qveynebi
iyvnen: belgia, brazilia, espaneTi, safrangeTi, italia,
portugalia, salvadori, Sveicaria, holandia, serbia. Semdgom
wlebSi maT SeuerTda didi britaneTi, gvatemala, aSS, tunisi,
ekvadori.
ganviTarebul qveynebSi iReben savaWro niSnebze uflebaTa
dacvis kanonebs. safrangeTSi aseTi kanoni miiRes 1857 wels;
aSS-Si _ 1881 wels; inglisSi _ 1883 wels; germaniaSi _ 1894 wels.
sareklamo saqmianobis ganviTarebam moiTxova kontroli
da regulireba xelisuflebis mxridan. Ppirveli kanoni, romelic
aregulirebda sareklamo saqmianobas saerTo erovnul doneze,
miRebuli iqna inglisis parlamentis mier 1752 wels. SemoRebuli
iyo reklamaze pirveli gadasaxadebi, romlebic iTvaliswinebda
saxelmwifo xazinaSi fulad gadaricxvebs gazeTebSi
ganTavsebuli yoveli sareklamo gancxadebidan. 1889 w. inglisis
xelisufleba gamoscems dadgenilebas “ uxamsi reklamis
winaaRmdeg”. germaniaSi kanoni reklamis Sesaxeb gamovida 1886
wels. igi iTvaliswinebda sakmaod mkacr zomebs sareklamo
masalebSi arasarwmuno informaciis miwodebis mimarT.

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 aSS – Si erT-erTi pirveli iyo 1906 wels miRebuli kanoni
mimarTuli uxarisxo sakvebi produqtebisa da samedicino
preparatebis reklamirebis winaaRmdeg.
1890 wels germaniaSi qalaq citauSi daiwyo pirveli
specializirebuli sareklamo Jurnalis Die Reclame ( “reklama”)
gamoSveba. masSi moyvanili iyo sxvadasxva SemTxvevebi sareklamo
praqtikidan. Jurnali Seicavda samecniero – analitikur masalebs,
propagandas uwevda reklamis efeqtur meTodebs.

Mmokle daskvnebi:

1. aRniSnul periodSi warmoiSva reklamis ZiriTadi

saSualebebi: reklama presaSi, beWduri reklama, gare
reklama da sxv.

2. paralelurad reklamasTn viTardeboda komerciuli

komunikaciebis sxva saxeobebic: pablisiti, gamofenebi,
komivoiaJoroba, pirdapiri safosto reklama da sxv.

3. ganviTarda sareklamo saagentoebis qseli. sareklamo

saagentoebma evolucia ganicada presaSi reklamis
gansaTavsebeli biuroebidan sareklamo saagentoebamde
momsaxurebis sruli cikliT.

4. safuZveli daedo saerToerovnuli da saerTaSriso

reklamis formirebas.

5. ganviTarebul qveynebSi Cndeba sareklamo saqmianobis

saxelmwifo regulirebis sistema.

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 reklamis adgili marketinguli komunikaciebis
sistemaSi

rogorc cnobilia, marketinguli komunikaciebis sistemaSi

reklamas erT-erTi centraluri adgili uWiravs.
gamovyoT reklamis komunikaciuri maxasiaTeblebis ZiriTadi
niSnebi:
1. arapiradi xasiaTi. sakomunikacio signali potenciur
myidvels miewodeba ara piradad gasayidi saqonlis mwarmoeblis
mier, aramed sxvadasxva saxis Suamavlebis meSveobiT. Ees
Suamavlebia masobrivi informaciis saSualebebi, sxvadasxva tipis
reklamis matareblebi _ plakatebi, abrebi, katalogebi da sxv.
2. gamyidvelis myidvelisadmi sareklamo mimarTvis
calmxrivoba. Mmyidvelis sapasuxo reaqcia sareklamo mimarTvaze
SeiZleba sagrZnoblad dagviandes drois TvalsazrisiT.
3. reklamis efeqtis winaswar gansazRvris sizustis
pirobiToba. sakomunikacio urTierTobebSi ormxrivi kavSiri
(gamyidveli myidvelisgan bunebrivia elis gadawyvetilebas
reklamirebuli saqonlis SeZenis Sesaxeb), pirobiT da sakmaod
gaurkvevel xasiaTs atarebs. Sesyidvis faqti uamrav gare
faqtorzea damokidebuli, romelTagan bevri reklamasTan aranair
kavSirSi ar aris. maT aqvT subieqturi xasiaTi da praqtikulad
aranair formulirebas ar eqvemdebarebian. magaliTad, mSvenivrad
warmoebuli da organizebuli sareklamo kompania SeiZleba
daemTxves braks reklamirebuli saqonlis didi partiis
gamoSvebisas. aseT SemTxvevaSi reklamas SeuZlia gaaZlieros
reklamirebuli saqonlis mimarT negatiuri damokidebuleba.
gasaRebis sferoSi gauTvaliswinebeli naklovanebebis gamo
kargad warmoebulma sareklamo kompaniam SeiZleba uSedegod
Caiaros.

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 4. sazogadoebrivi xasiaTi. igulisxmeba, rom reklamirebuli
saqoneli sazogadoebis mxridan miRebuli da kanonieria. Aai, ratom
ver vxvdebiT narkotikebisa da kanonis mier akrZaluli sxva
saqonlis reklamas.
5. sareklamo mimarTvaSi naTladaa gansazRvruli sponsori
subieqti, visi xarjiTac da visi saxeliTac xorcieldeba reklama.
igulisxmeba rom sareklamo komunikaciis pirvelwyaro aris is,
vinc mas afinansebs.
6. reklamas ara aqvs pretenzia miukerZoeblobaze. sareklamo
mimarTvebSi ZiriTadi yuradReba mimarTulia reklamirebuli
saqonlis an firmis upiratesobebze. Isini SeiZleba garkveul wilad
gazviadebulic iyos da amave dros, ar iyos miTiTebuli
reklamirebuli saqonlis naklovanebebi. Mmomxmarebeli amas didi
xania Seguebulia. Ees garkveul wilad iwvevs reklamisadmi
skepticizmsa da undoblobas.
7. reklamis TvalSi sacemoba da darwmunebis unari.
sareklamo mimarTvebis mravaljeradi gameoreba axdens
momxmarebelze garkveul fsiqologiur zemoqmedebas da ubiZgebs
mas SeiZinos reklamirebuli saqoneli. reklamis yvela funqcia,
iseve rogorc marketingis kompleqsis sxva Semadgeneli
elementebisa, dadis Semdeg ZiriTad miznebamde: moTxovnilebis
formireba da gasRebis stimulireba.
reklamis klasifikaciisas gamoiyeneba mravali kriteriumi
maT Sorisaa:
1. reklamis klasifikacia sponsoris, rogorc komunikaciis
iniciatoris, tipis mixedviT. Aam mimarTulebiT gamoyofen reklamis
Semdeg saxeobebs: mwarmoeblis saxeliT, savaWro Suamavlebis
saxeliT, kerZo pirebis saxeliT, xelisuflebisa da sxva
sazogadoebrivi institutebis saxeliT.

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 1.1 mwarmoeblebisa da savaWro Suamavlebis saxeliT
warmoebuli reklama, rogorc wesi, paralelurad xorcieldeba da
metwilad komerciul xasiaTs atarebs. sareklamo moRvaweoba
mwarmoeblebis mier SeiZleba xorcieldebodes damoukideblad an
erToblivad sxva firmebTan erTad garkveuli erToblivi miznebis
misaRwevad. Aaqedan gamomdinare, reklama SeiZleba iyos safirmo an
korporaciuli.
1.2 kerZo pirebis saxeliT warmoebuli reklama ZiriTad
SemTxvevebSi warmoadgens gancxadebebs yidva-gayidvis Sesaxeb,
RirsSesaniSnavi movlenebis qorwilis, sxvadasxva saiubileo
TariRebis da sxvaTa aRniSvnis gamo.
1.3. reklama warmoebuli xelisuflebis saxeliT warmoebs
gansazRvruli saxelmwifoebrivi programebis ganxorcielebis
mizniT. Aam saxis reklamis auditoria qveynis mosaxleobis
ZiriTadi nawili an misi gansazRvruli kategoriebia.
1.4. socialuri reklama arakomerciuli xasiaTisaa da xels
uwyobs sazogadoebrivad mniSvnelovani principebis damkvidrebas da
garkveuli miznebis miRwevas socialuri cxovrebis gansazRvrul
sferoebSi. maT Soris SeiZleba avRniSnoT: bunebis dacva, cxovelTa
dacva, saRaribesTan brZola, momxmarebelTa uflebebis dacva da
sxv.
1.5 politikuri reklama mimarTulia gansazRvruli
politikuri ideebis, partiebis, politikuri moRvaweebis
propagandisTvis. igi mimarTulia miznebis misaRwevad politikuri
xelisuflebisaTvis brZolaSi. gansakuTrebiT aqtiurdeba reklamis
es sfero winasaarCevno kompaniebis periodSi.
2. miznobrivi auditoriis tipis mixedviT SeiZleba gamovyoT:
a) biznesis sferoze gansazRvruli reklama.
(business-to- business);
b) individualur momxmarebelze gansazRvruli reklama.

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 3. sareklamo moRvaweobiT moculi teritoriis mixedviT mixedviT
SeiZleba gamovyoT:
a) lokaluri reklama (moicavs uSualod vaWrobis
gansazRvrul monakveTs)
b) regionaluri reklama (moicavs qveynis gansazRvrul
nawils)
c) saerTo - erovnuli reklama (mTeli saxelmwifos
masStabiT);
d) saerTaSoriso reklama (tardeba ramdenime saxelmwifos
teritoriaze)
e) globaluri reklama ( zogjer moicavs mTel msoflios).

4. reklamis stratrgiuli mizani:

a) moTxovnilebebis formireba;
b) gasaRebis stimulireba.
5 reklamis klasifikacia zemoqmedebis saSualebaTa mixedviT,
SemogvTavaza Cexma reklamistma b. geklma:
a) mxedvelobiTi reklama ( vitrinebi, beWduri reklama da
sxva)
b) smeniTi reklama (radioreklama, reklama telefoniT da
g) mxedvelobiT _ ynosviTi ( aromatizirebuli furceli);
d) mxedvelobiT _ smeniTi (tele-kino da video reklama).
6. auditoriaze zemoqmedebis xasiaTis mixedviT gamoyofen xist da
rbil reklamas:
xisti reklama Tavisi formiT warmoadgens momxmarebelze
agresiul zewolas, raTa aiZulos igi SeiZinos reklamirebuli
saqoneli. amgvari reklama gaTvlilia xanmokle perspeqtivaze.

34
 rbili reklama ara marto gvawvdis informacias gasayid
saqonelze, aramed qmnis mis irgvliv keTilganwyobis atmosferos.
igi gaTvlilia saSualo da xangrZliv perspeqtivaze.
7. sareklamo mimarTvis gadacemis saSualebaTa mixedviT
Ggamoyofen Semdegi saxis reklamas:
a) beWdviTi (poligrafiuli);
b) gazeTebsa da JurnalebSi;
c) radiosa da televiziiT;
d) gare reklama abrebis saxiT da sxva
ganvixiloT reklamis es saxeobebi ufro dawvrilebiT:
a) beWdviTi P(poligrafiuli) reklama
beWdviTi reklama aerTianebs sareklamo mimarTvaTa iseT
matareblebs, rogoricaa: plakati, bukleti, prospeqti, katalogi,
misaloci baraTi kalendari da beWduri produqciis sxva saxeobebi.
Pplakati aris SedarebiT did formatze dabeWdili sareklamo
. mimarTva. Mmas axasiaTebs lakonuri teqsti.
P plakatze, rogorc wesi, gamosaxulia safirmo
Llozungi, reklamirebuli saqoneli, firmis
dasaxeleba da sxva.
Bbukleti aris erTxel an ramdenjerme gakecili furceli,
romelic SeiZleba an mxolod teqsturi an mxolod
ilustrirebuli, magram xSir SemTxvevebSi bukleti
orive am elements Seicavs. Bukletis damzadeba
sareklamo furcelze Zviri jdeba, magram
samagierod igi vizualuri TvalsazrisiT ukeT
gamoiyureba da met informaciasac Seicavs.
Pprospeqti broSuris tipis mravalfurcliani gamocemaa.
igi gamoiyeneba prestiJuli reklamisaTvis da rogorc
sazogadoebasTan urTierTobis ( Public Relations)
saSualeba. xSir SemTxvevebSi prospeqtebs

35
 iyeneben firmis, misi produqciis, TanamSromlebis
da sxvaTa Sesaxeb informaciis misawodeblad.
Kkatalogi Sesrulebis formiT prospeqts waagavs. Kkatalogi
Seicavs informacias ama Tu im firmis mier
warmoebuli saqonlis Sesaxeb. masSi, rogorc
wesi miTiTebulia fasebi.
beWdviTi reklamis nairsaxeobebs agreTve miekuTvneba: safirmo
misaloci da sareklamo BbaraTebi, kalendrebi, etiketebi da sxva.
poligrafiuli reklamis matarebelTa damuSaveba Semdeg
etapebs Seicavs;
1. gadawyvetilebis miReba informaciis matareblis Sesaxeb –
iqneba es sareklamo furceli, prospeqti, plakati Tu sxva.
2. gamosaxulebiTi da teqsturi elementebis damuSavebis
etapi.
2.1 am etapze xdeba sareklamo saqonlis, mowveuli modelebis,
interierebis, peizaJebis da Canafiqris gansaxorcieleblad
saWiro sxva elementebis fotogadaReba.
2.2 mimdinareobs sareklamo teqstebis damuSaveba
2.3 gamosaxulebiTi simboloebis Seqmna mxatvrebisa da
dizainerebis mier. Mmimdinareobs kompoziciis damuSaveba
da Sriftebis SerCeva.
2.4 Ddizainerebis mier SesaZlebelia mza gamosaxulebebis
kompiuteruli skanirebis gamoyeneba.
3. SemoqmedebiTi da teqnologiuri procesebis Sedegia mza
original – maketi.O Mmaketi unda SeTanxmdes da
damtkicdes damkveTis mier. sasurvelia daculi iyos
gansazRvruli formalobebi: damkveTma xeli unda
moaweros original – makets an unda Sedges saTanado
aqti maketis Cabarebis Sesaxeb.
4 poligrafiuli sareklamo produqciis warmoebis etapi

36
 4.1. produqciis warmoebis teqnologiis Sesaxeb
gadawyvetilebisGmiReba. am dros bevri ram damoki-
debulia tiraJze.
tipografiuli beWdvisas (ofseturi, maRali beWdva da
sxv. ) aucilebelia formebis damzadeba.
4.2. feradi tipografiuli beWdvisas Sualeduri stadia aris
ferTa daSla, romlis procesSi xdeba feradi
gamosaxulebis daSla oTx ZiriTad ferad.
4.3. tipografiuli formebis damzadeba.
4.4. tiraJis warmoeba.
beWduri ( poligrafiuli ) reklamis damaxasiaTebeli
niSnebia: SedarebiTi siiafe, damzadebis operatiuloba;
reklamis zogierTi matareblebi, magaliTad kedlis kalendrebi,
momxmarebelTan xangrZlivi sareklamo kontaqtis saSualebas
iZleva da sxv.

reklama presaSi

reklama presaSi xorcieldeba sxvadasxva gazeTebSi,

JurnalebSi, biuletenebSi, katalogebSi da sxv. publikaciebis
saSualebiT. reklamis amave saxeobas ganekuTvneba reklama
ganTavsebuli cnobarebSi da saxelmZRvaneloebSi.
reklamis gamavrcelebeli saSualebis TvalsazrisiT periodul
gamocemas gaaCnia Semdegi damaxasiaTebeli niSnebi:
1. mkiTxveli auditoriis Taviseburebebi, ama Tu im perioduli
gamocemis ”specializacia”;
2. gamocemis tiraJi;
3. gavrcelebis teritoria;
4. gamocemis perioduloba.

37
presaSi reklamis ganTavsebis dros gaTvaliswinebuli unda iyos
is faqtori, rom gamocemis mkiTxveli auditoria maqsimalurad
Tanxvedrili iyos sareklamo mimarTvis miznobriv
auditoriasTan. dRevandel pirobebSi sul ufro
damaxasiaTebeli xdeba yuradRebis koncentracia mkiTxveli
auditoriis konkretul kategoriebze da maTi moTxovnilebebis
dakmayofileba.
gamocemis mniSvnelovani damaxasiaTebeli niSnebia tiraJi,
realizaciis moculoba, reitingi (auditoriis saerTo
raodenoba).
tiraJi aris gamocemis dabeWdili produqciis
egzemplarebis saerTo raodenoba. tiraJi sakmaod mniSvnelovani
maCvenebelia, magram ar aris yovlismomcveli, vinaidan tiraJis
nawili momxmareblis mier SeiZleba Seusyidveli darCes.
reklamis ganmTavseblebisTvis metad mniSvnelovania realuri
informacia ama Tu im gamocemis realizaciis saSualo
monacemebis Sesaxeb. xSir SemTxvevaSi gamocxadebuli tiraJi
aRemateba faqtobrivs. zogierT qveynebSi arsebobs specialuri
saxelmwifoebrivi organoebi, romlebic tiraJis Sesaxeb
monacemebs akontroleben. magaliTad aSS-Si arsebobs tiraJis
makontrolebeli specialuri biuro.
gamocemis reitingi (auditoriis saerTo moculoba) aris
gamocemis mkiTxvelTa raodenoba drois konkretuli monakveTSi.
Pperiodul gamocemebSi reklamis efeqturobis iseT
faqtorebTan erTad, rogoricaa tiraJi, reitingi, mkiTxveli da
miznobrivi auditoriis Tanxvedriloba, mniSvnelovani adgili
ukavia agreTve iseT maxasiaTeblebs, rogoricaa reklamis
dakabadonebis (gverdebad Sekvris) teqnologiaa, sagazeTo an
Jurnalis gverdebze misi ganTavsebis adgili da kompozicia.
eqspertebis mier Catarebuli gamokvlevebis safuZvelze

38
sareklamo zolebi aRqmadobis simartivis TvalsazrisiT
gamoiyureba Semdegnairad: me-4-e; 1-li; me- 6-e; me-5-e; me-2-e; me-3-e.
Ggamocemuli gazeTebis mravalferovnebidan pirobiTad
gamoyofen maT Semdeg saxeobebs: sazogadoebriv-politikuri;
mxatvrul-literaturuli; saqmian- finansuri gamocemebi,
sareklamo gancxadebaTa gazeTebi. zog SemTxvevaSi gamocemaSi
gaerTianebulia zemoT CamoTvlili saxeobebis niSnebi.
magaliTad gazeTs SeiZleba hqondes sazogadoebriv_politikuri,
literaturul_mxatvruli, finansuri da sxva ganyofilebebi da
garda amisa, sakmaod didi gancxadebaTa bloki.
sagazeTo reklamis upiratesoba isaa, rom igi moicavs
sazogadoebis sakmaod did nawils, axasiaTebs moqniloba da
operatiuloba. Nnaklia is, rom mas aqvs arsebobis xanmokle
periodi (saSualod 24 sT.) da vizualuri masalis mowodebis
SedarebiT dabali xarisxi
Jurnalebi arsebobs sazogadoebriv _ politikuri, mxatvrul
_ literaturuli, specializirebuli komerciuli da
profesionaluri Jurnalebis specializaciis TvalsazrisiT
SeiZleba gamoiyos iseTi kriteriumebi, rogoricaa: mkiTxveli
auditoriis sqesi, asaki, cxovrebis wesi, xobi, profesia.
Pprofesionaluri Jurnalebi gaTvaliswinebulia romelime
konkretul sferoSi momuSave adamianebisTvis ( magaliTad
specializirebuli Jurnalebi programistebisTvis, marketingis
sferoSi momuSave adamianebisTvis, profesionali
fotografebisTvis, dizainerebisTvis, musikosebisTvis da sxv.)
Jurnalis formati sakmaod farTo informaciis ganTavsebis
saSualebas iZleva. JurnalebSi moTavsebuli fotoebi,
gansakuTrebiT feradebi, ZiriTadad gacilebiT maRali
xarisxisaa, vidre gazeTebSi. dRes arCeviTobis maRali donis
fonze Jurnalebi (gansakuTrebiT profesionaluri) warmoadgenen

39
sareklamo mowodebis gadacemis erT-erT saukeTeso saSualebas.
zog SemTxvevebSi reklamis es saxeoba efeqturobis
TvalsazrisiT pirdapiri marketingis meTodebsac Seedreba.
reklama Jurnalis furclebze sakmaod ZviradRirebulia.
magaliTad, saerToerovnul amerikul ilustrirebul JurnalSi
erTi sareklamo gverdi damkveTs SeiZleba 80_90 aTasi dolari
daujdes.
presaSi reklamis erT-erTi nairsaxeobaa reklama cnobarebSi
da saswavlo_saganmanaTleblo literaturaSi. maTi upiratesoba
isaa, rom gazeTebTan da JurnalebTan SedarebiT maT arsebobis
meti dro gaaCniaT da hyavT meti meoradi auditoria.

satelevizio, radio, kompiuteruli reklama. gare reklama.

reklama transportze

Eekranuli reklama moicavs video da kino rgolebs, slaidebs

da sxv. Mmza sareklamo rgolebi SeiZleba translirebuli iqnas
sxvadasxva satelevizio arxze. televiziiT gadmocemuli
reklamis formebidan SeiZleba aRvniSnoT “ morbenali
striqoni” savaWro niSnis demonstrireba statiur CanarTebze da
sxv.
Kkinorgoli aris kinofirze gadaRebuli gaxmovanebuli
kinofilmi, romelic gaTvaliswinebulia videoze gadasatanad an
eTerSi gadasacemad specialuri kinomowyobilobis saSualebiT.
dRes sareklamo mauwyeblobis am saSualebas sul ufro
iSviaTad iyeneben.
videorgoli aris gaxmovanebuli filmi, romelic magnitur
lentzea Cawerili.

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 Kkino da videorgolebs axasiaTebT msgavseba Janrobriv
SesrulebaSi. A am kuTxiT SeiZleba gamovyoT saTamaSo,
naturuli, multiplikaciuri (animaciuri) da grafikuli
rgolebi.
dRes farTo ganviTareba hpova animaciurma sareklamo
rgolebma. Eekranuli reklamis es saxeoba ideis gaSlis farTo
saSualebas iZleva. garda amisa, multfilmebis mimarT
sazogadoebis mxridan dadebiTi ganwyobileba karg pirobebs
qmnis animaciuri reklamis ganviTarebisTvis. Mmayureblis
mxridan igi xSirad dasvenebad aRiqmeba da agreTve
damaxsovrebis didi unari gaaCnia.
Mmultiplikaciur reklamaSi specialuri efeqtebis
gamoyenebis sul ufro mzard saSualebebs iZleva kompiuteruli
animaciis ganviTareba.
Mmultiplikaciuri reklamis nakli isaa, rom igi Zalian
Sromatevadia, damzadebis did dros saWiroebs da sakmaod
ZviradRirebulia.
translaciis xangrZlivobis mixedviT pirobiTad gamoyofen
blic_rgolebs, gaSlil da sareklamo_sademonstracio rgolebs.
Bblic rgolis xangrZlivoba 15-20 wamia. ramdenadac aseT
mcire droSi Znelia didi moculobis mqone informaciis
miwodeba, blic_rolikebi ZiriTadad gamoiyeneba e.w. ”sufTa”
reklamisTvis (sadac molod firmiss saxelwodebaa moniSnebuli),
an savaWro reklamaSi ukve nacnobi saqonlis SexsenebisaTvis.
gaSlili rgoli grZeldeba 30 wamze metxans, rac
reklamirebuli firmisa da misi saqonlis Sesaxeb ufro
dawvrilebiT informaciis mowodebis saSualebas iZleva.
rogorc zemoT avRniSneT, rgolebi arsebobs sareklamo,
sademonstracio da ofisebis damswreTaTvis saCveneblad. aseTi
rgolebis Cvenebis dro SeiZleba iyos sakmaod xangrZlivi,

41
ramdenadac isini moicaven informacias firmis istoriaze,
sawarmoebSi mimdinare procesebis Sesaxeb da sxv.
sareklamo rgolebis damzadeba sakmaod rTuli, sakmaod
xangrZlivi da ZviradRirebuli procesia. igi sxvadasva saxis
specialistebis: prodiuserebis, scenaristebis, operatorebis,
zogjer msaxiobebis, kompozitorebis, momRerlebisa da sxvaTa
gamoyenebas moiTxovs.
televizia sareklamo mowodebis sareklamo gadmocemis
erT-erTi yvelaze efeqturi saSualebaa. misi upiratesobebia:
erTdrouli vizualuri da smeniTi zemoqmedeba; esa Tu is
movlena moqmedebaSia mocemuli, rac xels uwyobs mayureblis
aqtiur CarTvas warmodgenil sanaxaobaSi; Tematur gadacemebSi
mayureblis miznobrivi SerCevis saSualeba; mowodebis piraduli
xasiaTi: (magaliTad, arsebobs gadacemebi, romlebic uSualod
Seqmnilia produqciis gasaRebisTvis.) telemayurebels SeuZlia
telekavSiris saSualebiT SeukveTos da SeiZinos reklamirebuli
saqoneli. telereklamis upiratesobaa, agreTve, Zalian didi
auditoria.
telereklamis ZiriTadi naklia misi xanmokleoba.
mayurebeli, romelmac ver naxa esa Tu is telemowodeba
damkveTisTvis faqtiurad dakargulia, Tu mowodeba ar
ganmeorda. Aamitom finansuri SesaZleblobebidan gamomdinare,
reklamis damkveTi cdilobs misi sareklamo rgoli rac
SeiZleba xSirad ganmeordes sxvadasxva telearxze. xazi unda
gaesvas imas rom swored sxvadasxva arxebze ganTavsebuli
reklamaa ufro efeqturi, ramdenadac, rogorc wesi, telemimRebs
drois konkretul momentSi mxolod erTi telearxis gadacemis
unari gaaCnia.
telereklama ganekuTvneba reklamis yvelaze
ZviradRirebul saSualebebs. magaliTad, amerikuli televiziiT

42
satelevizio drois yvelaze ”cxel” saaTebSi reklamis erTi
wuTis Rirebulabam SeiZleba Seadginos 150 aTasi dolari
(zogjer metic, gansakuTrebiT sportuli gadacemebis
msvlelobisas)
radioreklama. Radioreklamis ganviTarebas xels uwyobs
sxali radiosadgurebis warmoSoba. erTmaneTTan konkurenciis
fonze isini did yuradRebas aqceven TavianTi gadacemebis
Sinaarssa da mravalferovnebas. rogorc masobrivi informaciis
sxva saSualebebi, radiosadgurebic iwyeben auditoriis
diferencirebas. radios, rogorc reklamis saSualebis
upiratesobebia: farTo auditoria da gadmocemis sixSire,
arCeviToba, operatiuloba, gadmocemis cocxali xasiaTi da
sareklamo gancxadebebze SedarebiT dabali fasebi.
radios ismenen yvelgan _ saxlSi, transportSi, samsaxurSi.
misi mosmena SesaZlebelia ZiriTadi saqmianobidan mouwyvetlad.
amdenad, radioreklamis msmenelTa auditoria sakmaod
mravalferovania.
reklamisTvis radios gamoyeneba Zalian mosaxerxebelia
adgilobrivi mewarmeebisaTvis. Ees dakavSirebulia imasTan rom,
radio dRis ganmavlobaSi ama Tu im sareklamo mowodebis
mravaljeradi ganmeorebis saSualebas iZleva da mouwodebs
momxmarebels SeiZinos SemoTavazeebuli saqoneli konkretul
savaWro dawesebulebebSi.
sareklamo radiorolikebi xangrZlivobiT aRemateba
telerolikebisas. isini, rogorc wesi, 30-60 wamis ganmavlobaSi
grZeldeba.
radioreklamis Rirebuleba SedarebiT dabalia, rac mcire
zomis firmebsa da sawarmoebs radioarxebze reklamis
ganTavsebis saSualebas aZlevs. unda aRiniSnos isic rom
radioreklama efeqturia, rogorc satelevizio reklamis

43
damxmare saSualeba. momxmarebelze aseTi kompleqsuri
zemoqmedeba efeqturobismaCveneblebs 50%-mde zrdis.
radioreklamis naklia is, rom mas mxolod smeniTi
saSualebebi gaaCnia. garda amisa, reklamis aRqmisTvis msmenelTa
yuradgebis koncentracia SedarebiT dabalia, ramdenadac
msmeneli xSir SemTxvevaSi raRaca saqmianobiTaa dakavebuli _
mihyavs manqana, amzadebs saWmels da sxv. amitomac
radioreklamaSi msmenlis yuradRebis misaqcevad didi
mniSvneloba aqvs iumors, xSir ganmeorebasa da sxv.
gare reklama aris sareklamo saSualeba, romelic
warmoadgens tipografiuli saSualebebiT dabeWdil plakatebs,
naxat abrebs an ganaTebul tabloebs, romlebic ganTavsebuli
sagzao moZraobis SedarebiT xalxmraval adgilebSi,
saavtomibilo trasebisa da sarkinigzo gzebis gaswvriv.
gare reklamis ZiriTadi matareblebia sareklamo farebi,
transportis gaCerebebze ganlagebuli abrebi,
eleqtromeqanikuri farebi periodulad cvalebadi
gamosaxulebebiT, RerZze damagrebuli manaTobeli yuTebi,
staconaluri panoebi Senebebze, moculobiTi konstruqciebi
(magaliTad, COCA-COLA-s boTlis, sigaretis kolifis da sxva.
uSvelebeli moculobis maketebi (romlebic moZraobs qariT an
specialuri brunvadi meqanizmis meSveobiT) ”morbenali
striqoni” da sxv.
mayurebelTan sareklamo kontaqtis dro sakmaod mcirea,
radgan sareklamo informaciis aRqma xdeba moZraobis dros.
Ggamomdinare aqedan, gamomdinare teqsti unda iyos racSeiZleba
mokle da lakonuri, gamosaxuleba ki gamomsaxveli da
yuradRebis mimqcevi.
gare reklamis gamoyeneba efeqturia, rogorc auditoriis
yuradRebis misaqcevi saSualeba. amdenad, isini xSirad arian

44
ganlagebuli sareklamo obieqtTan uSualo siaxloveSi. Ggare
reklamas iyeneben agreTve, rogorc sareklamo obieqtisaken
mimarTulebis maCevenebels.
gare reklama audituriis farTo masebs moicavs da es misi
erT-erTi yvelaxe mniSvnelovani upiratesobaa.. auditoriaze
zemoqmedebis maRali maCvenebeli imiTacaa ganpirobebuli, rom
gare reklama demonstraciis xangrZlivi peiodiT xasiaTdeba. es
periodi TveebiT, zogjer ki wlebiTac SeiZleba ganizomebodes.
Ggare reklamis naklia is, rom misi ganxorcieleba
SedarebiT did vadebTanaa dakavSirebuli. aq igulisxmeba gare
reklamis ganTavsebisTvis saTanado uflebaTa gaformebis
procedura, sareklamo faris montaJisTvis municipaluri
organoebis Tanxmobaa saWiro da sxv. garda amisa, atmosferuli
movlenebis (qari, wvima,Tovli da sxv.) zemoqmedebis Sedegad
droTa ganmavlobaSi mcirdeba gamosaxulebis xarisxi. amdenad,
gare reklamis matareblebi damkveTis mxridan regularul
kontrols saWiroeben, rac aseve sakmaod rTuli procesia.
kompiuteruli reklama moicavs reklamas diskebze, CD-
diskebze, da sxv. da agreTve, kompiuterul qselebSi ganTavsebul
reklamas.
kompiuteruli reklama reklamis erT-erTi yvelaze
axalgazrda da perpeqtiuli saxeobaa. 1994 wels kompaniam Nando
.Net Seqmna ramdenime web-kvanZi kompiuterul qselSi sareklamo
farTis gamoyofisaTvis. am momentidan dasabami eZleva internet-
reklamas. imave welss Seiqmna pirvali amerikuli internet-
Jurnali Hot wired. maTma Semqmnelebma reklamis damkveTebis Zieba
daiwyes da sul raRac erT TveSi mTeli eleqtronuli
sareklamo farTi gayiduli iyo. internetSi reklamisTvis
danaxarjebi izrdeba geometriuli progresiiT. 1995 wels maT
Seadgines 10-15 amerikuli dolari.

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 1998 wels ki maCvenebeli gaizarda 1,5 miliard dolaramde.
amgvari zrda xorcieldeba ZiriTadad aSS da zogierTi sxva
ganviTarebuli qveynis xarjze. es imiTia ganpirobebuli, rom am
qveynebSi sainformacio teqnologiebis ganviTarebaze didi
Tanxebia gamoyofili. 1999 wels Web- momsaxurebiT aSS
sargeblobda 62,8 mln. adamiani, dasavleT evropaSi 41 mln;
aziasa da wynari okeanis regionSi 14,3 mln (maT Soris iaponia-6,5
mln), laTinur amerikaSi 4,8 mln
internetis uSvelebel informaciaSi Tavisufali
megzurebis rolSi gamodian maZiebeli sistemebi, romlebic xSir
SemTxvevaSi gaerTianebuli arian Tematuri katalogebiT.
ucxoeTis yvelaze popularuli sistemebia: Yahoo, Exite,Lycos, Hot
bot, Alta da sxva.
gasaRebi sityvebis da maZiebeli sistemebis gamoyenebiT
SeiZleba sakmaod swrafad sasurveli Tematikis saitebze gasvla.
qselSi informaciis saZiebeli kidev erTi formaa
katalogebi. sasurveli saitebis ZebnaSi momxmarebeli
rubrikidan rubrikamde gadadis katalogis siRrmeSi, sanam ar
xvdeba im nawilSi, romelic Seicavs saWiro sias.
maSasadame, eleqtronul qselSi reklamis efeqturoba
damokidebulia saZiebel sistemebsa da katalogebSi saitis
registreciaze (indeqsireba).
reklama transportze warmoadgens auditoriis did
masebze efeqturi zemoqmedebis saSualebas. satransporto
reklamis Semdeg ZiriTad matareblebs gamoyofen:
a) sareklamo planSetebi moTavsebulebi salonis SigniT;
b)transportze ganlagebuli gare reklama (ganTavsebuli
satransporto saSualebebis bortebze);
g) stacionaluri reklama moTavsebuli metros sadgurebze,
gaCerebebze, sarkinigzo sadgurebze da sxv.

46
 reklamas transportze didi mobiluroba axasiaTebs.
sareklamo fari, romelic ganTavsebulia satransporto
saSualebis (avtobusi, troleibusi, samarSuto taqsi da sxv.)
bortebze, mTeli dRe ”mogzaurobs” qalaqSi. satransporto
reklamis upiratesoba isaa, rom mas zemoqmedebis didi
xangrZlivoba axasiaTebs.
adamiani transportSi xangrZlivi mgzavrobisas
Zalauneburad ecnoba mis salonSi gamokrul sareklamo
gancxadebas.
sagulisxmoa, agreTve, sxvadasxva cnobarebSi
ganTavsebuli gancxadebebi. maTi ZiriTadi mizania
momxmarebels gauCinos survili dauyovnebliv darekos
aRniSnul telefonze an damatebiTi informaciisTvis
piradad Seiaros firma-komunikatoris ofisSi.
cnobarSi gancxadebul gancxadebas sasurvelia axldes
elementebi, romlebic gamoarCevs mas sxva mravali amgvari
gancxadebidan. Aase, magaliTad, damatebiTi feris Setana 4,5-
jer zrdis sarelamo momarTvis mimzidvelobas. SeiZleba
agreTve sareklamo gancxadebaze safirmo stilis
elementebis moTavseba, Tuki reklamis damkveTma kargi
reputacia daimsaxura momxmareblis mxridan.
bolo dros farTo moxmareba, rogorc reklamis
matarebelma, hpova e.w. stikerebma. Tuki stikeris Sesrulebis
esTetiuri da teqnologiuri done maRalia, SesaZlebelia
TviTon momxmarebelma gadaitanos igi Tavis samuSao
adgilze (magida, kompiuteri da sxv.), manqanaze, moxmarebis
sagnebze da sxv.

47
 safirmo stili da brendi

safirmo stilis elementebi gaCnda jer kidev Zvel

droSi. es elementebi Tavdapirvelad sakmaod primitiuli
iyo. ase magaliTad, kargi xelosnebi, romlebic maRali
xarisxis saqonels qmnidnen, TavianT produqcias pirad daRs
asvamdnen. myidvelebi, romlebmac ukve icodnen am xelosnebis
maRali profesiuli done, cdilobdnen SeeZinaT saqoneli
romelzec es niSnebi iyo amotvifruli.
rogorc ukve zemoT avRniSneT, Sua saukuneebSi ukve
gaCnda cexuri korporaciuli savaWro markebi. warmoebis
centralizaciasTan erTad, ganmasxvavebeli savaWro niSnebis
mniSvneloba sul ufro izrdeboda.
XIXs SuaSi aSS-Si da dasavleT evropis qveynebSi
saerToerovnuli savaWro markebis warmoSobis winapirobebi
iqmneba. mzardi konkurenciis pirobebSi msxvil mewarmeTa
ZiriTadi amocana xdeba uSualo konkurentebisgan sakuTari
Tavis identifikacia. Aaman xeli Seuwyo saerToerovnuli da
saerTaSoriso brendebis formirebas. XXs. Sua xanebSi
“Zlieri” savaWro niSnebis Seqmnis marketingulma
teqnologiebma daamtkices TaviaanTi maRalefeqturoba da
farTod dainergnen praqtikaSi.
safirmo stili warmoadgens brendis formirebis erT-
erT saSualebas da imavdroulad _ brendingis elements.
safirmo stilis ZiriTadi mizania mocemuli firmis nawarmis
urTierTSoris identifikacia da misi kavSiri firmasTan da
meore _ firmis produqciis gamoyofa konkurentebis mier
warmoebuli msgavsi nawarmis saerTo masisgan.safirmo
stilis arseboba maCvenebelia imisa, rom mwarmoebeli

48
darwmunebulia imaSi,rom mis mier warmoebuli produqcia
dadebiT STabeWdilebas axdens momxmarebelze.
safirmo stilis erT-erTi amocanaa Seaxsenos myidvels
is dadebiTi emociebi, romlebic man adre ganicada ama Tu im
firmis mier warmoebuli produqciis Sesyidvisas. Aamgarad,
safirmo stilis arseboba, garkveul wilad, aris saqonlisa
Tu momsaxurebis maRali xarisxis garanti.
safirmo stili xels uwyobs momxmarebels
orientaciaSi, exmareba ipovos sasurveli saqoneli,
romelmac ukve kargi reputacia daimsaxura. agreTve
safirmo stili saSualebas aZlevs firmas SedarebiT mcire
danaxarjebiT gaitanos bazarze Tavisi axali saqoneli.
safirmo stili amaRlebs reklamis efeqturobas, xels
uwyobs ara marto reklamis, aramed firmis sxva
marketinguli komunikaciebis erTianobis miRwevas
(magaliTad, pres-konferenciebis Catareba, prestiJuli
prospeqtebis gamoSveba da sxv.)
safirmo stili aerTianebs firmis TanamSromlebs, qmnis
saerTo saqmisaTvis moRvaweobis erTianobis SegrZnebas da
agreTve dadebiT gavlenas axdens firmis esTetiur donesa da
vizualur garemoze.
Aamerikis marketinguli asociaciis ganmartebiT brendi
aris _ “sityva, dasaxeleba, gamonaTqvami, niSani, simbolo,
dizaineruli gadwyvetileba, an maTi kombinacia, romlis
mizania konkretuli gamyidvelis an gamyidvelTa jgufis
saqonelisa Tu momsaxurebis aRniSvna, konkurentebisgan maTi
gamoyofis mizniT.”
Uufro farTo gagebiT, brendi moicavs TviTon saqonels
an momsaxurebas Tavisi yvela parametriT, daxasiaTebaTa
kompleqsiT, asociaciebiT, romlebc gaaCnia momxmarebels da

49
 miawers maT ama Tu im saqonels ( saqonlis imiji), agreTve
garkveuli upiratesobebis dapireba mwarmoeblebis mxridan.

Ffsiqologiuri motivebi
reklamaSi

reklamis mizans warmoadgens “adamianTa cnobierebaSi

mimdinare procesebze zemoqmedeba” (reklamis sferoSi cnobili
amerikeli specialistebis C. sendijis, v. fraiburgeris, k.
rotcolis, gamonaTqvami maTi fundamenturi Sromidan reklamis
Sesaxeb).
M msgavsi daskvna qmnis fsiqologiis problemebisadmi
yuradRebis miqcevis aucileblobas, rodesac ganvixilavT
momxmarebelze ama Tu im sareklamo mowodebis zemoqmedebis
meqanizms. Uunda aRiniSnos, rom fsiqologiis mecnierebis
miRwevaTa aqtiurma gamoyenebam axal simaRleze aiyvana reklamis
praqtika.
sareklamo biznesis problemebma, misma materialurma
mxardaWeram, Tavis mxriv xeli Seuwyo fsiqologiis dargSi
aqtiur gamokvlevebs. Ees urTierTdamokidebuleba imdenad
mWidroa, rom daaxloebiT XX saukunis 60-ian wlebSi gamoyofa
daiwyo ekonomikuri fsiqologiis iseTma mimarTulebam,
rogoricaa reklamis fsiqologia. Bbolo aTwleulis
ganmavlobaSi man farTo ganviTareba hpova da damoukidebeli
gamoyenebiTi socialur_fsiqologiuri mecnierebis statusi
miiRo.
sareklamo fsiqologiis erT-erTi cnobili rusi specialisti
r. mokSancevi problemis Sefasebisas kidev ufro kategoriulia.
is ambobs: “reklama saerTod srulebiTac ar aris mxolod

50
informacia, rogorc Tavidan SeiZleba mogveCvenos. reklama es
aris swored adamianTa fsiqologiuri programireba.”
sareklamo mowodebebSi gamoyenebuli motivebi pirobiTad
erTiandeba sam did jgufSi:
1. racionaluri;
2. emociuri;
3. socialuri (zneobrivi).
1. racionalur motivebs ganekuTvneba:
1.1 janmrTelobis motivi gamoiyeneba xarisxiani
produqtebis sportuli saqonelis, piradi higienis
sagnebis reklamirebis dros. magaliTad SeiZleba
moviyvanoT mineraluriwylebis, saReWi rezinis “orbiti
Saqris gareSe,” “diroli qsilitiT” da sxv. sxvadasxva
vitaminizirebuli produqtebis, sportuli trenaJorebis,
ekologiurad sufTa saSeni masalis da sxvaTa reklama.
1.2 momgebianobis motivi. zogjer mas uwodeben ekonomikur
motivs. igi efuZneba momxmareblis survils ekonomiurad
xarjos arsebuli saxsrebi, swored es motivi iyo
gamoyenebuli sarecxi saSualebebis reklamirebisas _
mag: Gala _ ” araviTari sxvaoba! ratom vixadoT zedmeti?
da sxva.
1.3 saimedoobis da garantiis motivi. riskis Semcireba
aris wamyvani faqtori ekonomikis iseT dargebSi,
rogoricaa sadazRvevo da sabanko saqme. Ees motivi
xSirad gamoiyeneba sxvadasxva bankebis da sadazRvevo
kompaniebis reklamirebis dros. Mmagram es ar aris
erTaderTi sfero sadac aRniSnuli motivi gamoiyeneba.
amis magaliTia sarecxi manqana Indezit _ is reklama.
“indeziti” gemsaxurebaT didxans.
1.4 moxerxebulobisa da damatebiTi upiratesobebis motivi

51
 Ggulisxmobs dapirebas sareklamo mimarTvebSi
garkveuli saqmianobis Semsubuqebas, warmoebasa Tu
saxlSi arsebuli pirobebis gaumjobesebas da a.S.
magaliTisTvis SegviZlia moviyvanoT saparsi dazgis
Gillette _ is reklama da sxv.
2. emociuri motivi “TamaSobs“ momxmareblis survilze
CamoiSoros uaryofiTiYda miaRwios dadebiT emociebs.
2.1. Tavisuflebis motivi ganisazRvreba adamianis
moTxovnilebiT da miswrafebiT daicvas sakuTari
damoukidebloba cxovrebis sxvadasxva sferoSi. Aam
motivis gamoyenebis magaliTia qalTa higienuri
saSualebebis, kontaqturi linzebis, akumulatorebze
momuSave naTurebis, avtonomiuri energogeneratorebis da
sxv. reklama.
2.2. SiSis motivi. am motivis gamoyeneba mniSvnelovnad
SezRudulia sareklamo praqtikis saerTaSoriso
kodeqsiT. igi gamoiyeneba saavtomobilo da sxva
saketebis reklamirebisas, agreTve piradi higienis
saSualebebis reklamirebis dros sxvadasxva saxis
antireklamaSi, rogoricaa brZola sigaretis mowevis,
narkotikebis, alkoholizmis winaaRmdeg, SidsTan brZola
da sxv.
2.3. sakuTari mniSvnelovnebisa da TviTrealizaciis motivi.
efuZneba adamianis bunebriv moTxovnilebas aRiareba
moipovos Tavis garemocvaSi, aamaRlos Tavisi
socialuri statusi, miaRwios garkveul imijs da a.S.
magaliTisTvis SeiZleba moviyvanoT sabanko reklama:
“mxolod soliduri klientebisTvis.” Ees motivi xSirad
gamoiyeneba prestiJuli markis avtomanqanebis
reklamirebisas, agreTve maRali xarisxis kosmetikis

52
 reklamaSi: mag: kompania L ′Oreal _is reklama: “ me xo amas
vimsaxureb! ” da sxv.
2.4. mimsgavsebis motivi iyenebs adamianis survils
daemsgavsos Tavis ideals. pirvel rigSi es exeba
axalgazrda adamianebs, romlebic jer ar
Camoyalibebulan pirovnebebad, ar CamoyalibebiaT
sakuTari gemovneba da gaaCniaT dabali TviTSefaseba.
Aaris reklamebi, rodesac kadrs miRma xma ekiTxeba ama
Tu im cnobil pirovnebas, iqneba es saestrado
momRerali, kinovarskvlavi Tu sxv. ”raSia Tqveni
silamazis saidumlo?“ da sxv.
2.5. aRmoCenis motivi efuZneba adamianis iseT Tvisebas,
rogoricaa cnobismoyvareoba da axlisaken miswrafeba.
reklamaSi igi realizacas hpovebs iseT mowodebaSi,
rogoricaa “aRmoaCineT TqvenTvis...,” “mxolod gasinjeT
da ar inanebT,” “SeigrZeniT gansxvaveba...” da a.S.
2.6. siamayisa da patriotizmis motivi.
2.7. siyvarulis motivi xSirad gamoiyeneba saCuqrebis,
saTamaSoebis bavSvTa movlisaTvis saWiro saSualebebis
reklamirebisas. Mmag: sabavSvo sakvebis Hipp-is
mwarmoebeli iyenebs Semdeg mimarTvas: “siyvaruliT
Tqveni patarisaTvis.”…….
2.8. sixarulisa da iumoris motivi gamoiyeneba informaciis
miwodebis naTeli, xalisiani ferebiT miwodebis
saSualebiT. mag: pitnis abebi “rondo” _ “Cveni treneri
_super – bizonia! “ da sxv.
3. zneobrivi da socialuri motivebi _ zemoqmedeben iseT
faqtorebze rogricaa samarTlianoba da wesiereba.
sareklamo mimarTvebSi xSirad xazi esmeva iseTi mwvave

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 socialuri problemebis gadaWris aucileblobas,
rogorcaa garemos dacva, wesrigis dacva da sxv.
3.1. samarTlianobis motivi gamoiyeneba saqvelmoqmedo
fondebis, sazogadoebrivi organizaciebis, politikuri
kompaniebis reklamirebis dros.
3.2. garemos dacvis motivi dRevandel pirobebSi am
problemis gamwvavebis fonze xSirad gamoiyeneba
sxvadasxva firmebis mier. am motivs, rogorc wesi
iyeneben xelovnuri bewvis mwarmoebeli kompaniebi,
dezodorebis mwarmoeblebi, romlebic xazs usvamen, imas
rom meti produqcia ar Seicavs atmosferos damangrevel
minarevebs da sxv.
3.3 wesierebis motivi efuZneba ZiriTad moralur
faseulobebs: sikeTe, simarTle da sxv. mag: sagadasaxado
samsaxuris reklama “ gadasaxadis drouli SetaniT,
Tqven uzrunvelyofT moxucebs; “ an socialuri reklama:
“ daurekeT MmSoblebs” da sxv.
3.3. TanagrZnobis motivi ganisazRvreba adamianis mier
sxvisi ubedurebisa da mwvave problemebis gaziarebiT.
is farTod gamoiyeneba sazogadoebrivi organizaciebis
(wiTeli jvris sazogadoeba, maSvelTa armia da sxv.)
agreTve sxvadasxva saqvelmoqmedo fondebis reklamaSi.

mxatvruli mimarTuleba sareklamo saqmianobaSi.

xelovneba, anu mxatvruli Semoqmedeba reklamaSi niSnavs mets,
vidre grafikosis, fermweris an ilustratoris muSaobas. Ees sityva
(igulisxmeba mxatvruli Semoqmedeba) Tavis TavSi moicavs
sareklamo gancxadebis mTel vizualur warmodgenas: rogoraa
ganlagebuli sityvebi erTmaneTis mimarT, rogoria Sriftis saxeoba
da zoma, fotoebisa da ilustraciebis arseboba da agreTve is, Tu

54
rogoraa isini ganlagebuli erTmaneTis mimarT. gaformebis
xelovneba aseve moicavs fotosuraTisa Tu ilustraciis stils,
feris gamoyenebis saSualebebs da imas, Tu rogor urTierTkavSirSi
arian es elementebi ganlagebis, zomisa Tu proporciis mxriv.
Mmokled rom vTqvaT, Tu teqsti _ es aris is, rasac
gveubneba gancxadeba, mxatvruli gaformeba es aris is, rasac igi
gviCvenebs. Ees Tanabrad exeba, rogorc beWdur, aseve satelevizio
reklamasac. Mmxatvruli redaqtorebi iseve monawileoben sareklamo
teqstis SeqmnaSi, rogorc TviT teqstis avtorebi. ratom ? imitom,
rom maTTvis didi mniSvneloba aqvs imas Tu rogor gamoiyureba
reklma. Mmetsac vityodiT: bevri msxvili saagentos praqtikaSi
miRebulia mxatvruli redaqtorebis monawileoba
radioreklamisTvis teqstebis SeqmnaSi. isini Tvlian, rom efeqtur
radioreklamaSi bgerisa da sityvis kombinacia qmnis vizualur
sityvier suraTebs msmenelis gonebaSi. Aase rom, reklamis yvela
saxeobaSi gamoiyenebaYxelovneba, Tundac, zog SemTxvevaSi,
xelovnebis am saxeobas ar hqondes kavSiri reklamis damkveTis
saqmianobasTan, bazarTan, an konkretul sareklamo mowodebasTan.
Mmxatvruli redaqtori pasuxismgebelia sareklamo
gancxadebis vizualuri Sesrulebisa. Aamitom igi, Cveulebriv,
teqstis avtorTan erTad monawileobs gancxadebis koncefciis
Tavdapirvel SemuSavebaSi. Mmas SeuZlia Seasrulos Canaxatebi da
eskizebi imisa Tu rogori iqneba samomavlod sareklamo gancxadeba.
saukeTeso mxatvruli redaqtorebi profesionalebi arian,
rogorc verbaluri, aseve vizualuri Sesrulebis koncefciis
gansazRvrebaSi. Cveulebriv, maT aqvT kargi mxatvruli momzadeba,
rogorc mxatvar_dizainerebs da mxatvruli gaformebis
specialistebs reklamis sxvadasxva sferoSi. isini, agreTve kargad
unda erkveodnen samomxmareblo fsiqologiis sakiTxebSi,

55
ramdenadac es pirdapiraa dakavSirebuli maTi Semoqmedebis sagnis
ganxilvasa da damuSavbasTan.
is Tu rogor aris organizebuli Tavidan sareklamo
saqmianoba, ganapirobebs im mxatvrul mimarTulebas, romelsac
miiRebs mocemuli samuSao da agreTve es ganapirobebs saboloo
Sedegs _ gaxdeba Tu ara esa Tu is sareklamo mimarTva sareklamo
xelovnebis “Sedevri” Tu es iqneba rigiTi sarklamo gancxadeba. is,
rom miviRoT pirveli Sedegi, aucilebelia mxatvar _ dizaineris
monawileoba. sareklamo saqmeSi maTi saqmianoba mdgomareobs
sxvadasxva grafikuli elementebis iseT ganlagebaSi ( nabeWdi
teqsti, ilustracia, fotosuraTi da sxv. ), romelic miscems
gancxadebas yvelaze ufro mimzidvel da efeqtur saxes.
Bbevri adamiani aRiqvams sareklamo mowodebas Semdegi
mimdevrobiT: 1) uyureben suraTebs, 2) kiTxuloben saTaurs,
3) kiTxuloben sareklamo gancxadebis teqsts. im SemTxvevaSi, Tu
romelime am elementTagani ver miipyrobs maT yuradRebas, reklamis
efeqturoba mcirdeba. raki vizualur saSualebebs esoden didi
datvirTva aqvs reklamis warmatebisTvis, amdenad isini yovelTvis
raRac sainteresos unda sTavazobdnen mnaxvels. Tumca, zogierT
sareklamo gancxadebaSi vizualuri saSualebebi saerTod ar aris,
radganac miRebul iqna mizandasaxuli gadawyvetileba, rom isini
saWiro ar iyo komunikaciis mocemuli aqtisTvis.
Tuki vizualuri saSualebebi gamoiyeneba, isini unda
akmayofilebdnen, sul cota, erT-erT am moTxovnilebaTagans:
1. mkiTxvelis yuradRebis mipyroba;
2. reklamis sagnis dasaxeleba;
3. mkiTxvelebs Soris gamoavlinon potenciuri myidveli;
4. saTauris meSveobiT interesis gamowveva;
5. saqonlis an reklamis damkveTis Sesaxeb kargi warmodgenis
Seqmna;

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 6. teqstSi miwodebuli saqonlis xarisxis ganmrteba;
7. xazi gaesvas saqonlis unikalurobas;
8. teqstSi mocemuli gancxadebis mimarT mkiTxvelis ndobis
mopoveba.
Mmxatvar _ dizaineris mxridan original _ maketis Seqmnis
procesSi _ iqneba es logotipi, Tu romelime sxva sareklamo
mowodeba an ilustracia _ aucilebelia im momentebis
gaTvaliswineba, romlebic samomavlod beWdvis procesSi
maqsimalurad agvaridebs SesaZlo xarvezebs. amasTanave,
gaTvaliswinebuli unda iyos isic, rom amis Sedegad ar unda
daeces namuSevris mxatvruli Rirebuleba.
imisaTvis, rom warmoebis procesi Cavardnebis gareSe
mimdinareobdes, yvela monawiles unda esmodes am procesis arsi
mTlianobaSi. magaliTad, Secdomebis gasworeba mas Semdeg, rac
gancxadebaze tipografiis mbeWdavebi da fotoxelovanebi
imuSaveben, cvlilebebis Setana eRireba gacilebiT Zviri, vidre
teqnikuri procesis Sesrulebis dawyebamde. magaliTad, ukve
akrefil teqstSi Tundac erTi mZimis Sesworeba jdeba aranakleb
aTi dolarisa.
Aamgvarad, warmoebiTi procesi iTxovs mkafio gegmarebas,
xolo am procesis monawileebs unda esmodeT mxatvruli
gaformebis, grafikis, beWdvis arsi, rac SeiZleba meti unda
icodnen tipografiis, fotobeWdvis da sxvaTa Sesaxeb da agreTve
unda flobdnen BbeWduri saqmis teqnikur terminologias.
gamokvlevebi ukve didi xania iTvleba mecnierebis
instrumentad, maTi kavSiri mecnierebasTan imdenad mWidroa, rom
termins ”mecnieruli meTodi” xSirad iyeneben sxavdasxva dargebSi
Catarebuli gamokvlevebis mimarT. amrigad, amrigad gamokvlevebi
reklamaSi arsebiTad aris mecnieruli meTodis gamoyeneba mis
winaSe myofi problemis gadasaWrelad. maTi vargisianobis xarisxi

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damokidebulia imaze, Tu ra zomiT iqneba gamoyenebuli mecnieruli
Ziebis ZiriTadi wesebi.
yvela ganmkargulebeli, romelic pasuxs agebs rogorc
kompaniis zogadi strategiis sakiTxebze, ise TviTeuli konkretuli
gancxadebis Sinaarsze, awydeba iseT garemoebebs, romlebic zrdian
araswori gadawyvetilebis miRebas risks. maT pirdapiri kontaqti
ar aqvT im aTobiT da milionobiT momxmareberTan, romlebzec
cdiloben imoqmedon Tavisi sareklamo mimarTvebiT. maT iseTi
urTierToba ar aqvT adamianebTan, rogorc magaliTad,
komivoiaJors, romelic uSualod iRebs codnas potenciuri
klientebis moTxovnilebebis, maTi rogorc myidvelebis yofaqcevis,
azrebisa da laparakis maneris Sesaxeb. reklamis mimcemT ar
SeuZliaT piradad gascen pasuxi im SekiTxvebze, romlebic
wamoiWreba miRebuli sareklamo mimarTvis gacnobisas, ar SeuZliaT
dainaxon masze pirveli raqcia. maT interpretacia unda gaukeon
saqonelis Tvisebebs, romelsac SeuZlia daakmayofilos adamianTa
moTxovnilebebi, romelTa moTxovnebi da maTi dakmayofilebis
saSualebebi gansxvavdeba imisgan, rac reklamis mimcemTaTvis aris
damaxasiaTebeli. yovelTvis arsebobs imis cduneba, rom gaCndes
rwmena: ”is, rac me momwons, yvelas moswons.” Aamitom reklamis
mimcemTaTvis gansakuTrebiT mniSvnelovania Tavis muSaobaSi
gamoiyenon sxvadasxva meTodebi, romlebic saSualebas iZleva
gamoyenebul iqnas sakmarisad saimedo cnobebi _ vis sWirdeba da ra
sWirdeba da SeuZlia Tu ara am raRacas daakmayofilos arsebuli
moTxovnebi.
Mmomxmareblis da bazris buneba iseTia, rom reklamis mimcemi
iZulebulia Tavisi strategia da Tavisi taqtikuri svlebi
miusadagos mudmivad cvalebad bazars da mudmivad saSiS
konkurencias. sareklamo kompania, romelmac uzrunvelyo gasuli
wlis warmateba, SeiZleba CaiSalos mimdinare weliwadSi. Tavisi

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mimarTvebis misawodeblad reklamis mimcemma unda airCios
sareklamo samuSaoebi farTo auditoriisTvis, romelsac is
verasdros ver xedavs da namdvilad ar SeiZleba icodes
adamianebis ra raodenoba da saxeldobriv romeli adamianebi
moicva man an gauSva xelidan. amgvari isedac garTulebuli
mdgomareoba rTuldeba imiTac, rom reklamis mimcems ar ZaluZs
swrafad gansazRvros Tavisi calkeuli moqmedebis efeqturoba.
swori da araswori arCevanis Sedegebi damalulia mravali mizezis
da Sedegis rTul gadaxlarTvaSi.
aseT viTarebaSi uzarmazar mniSvnelobas iZens
gadawyvetilebaTa miRebis meTodika.

gadawyvetilebaTa miRebis meTodika

gadawyvetilebebs Rebuloben sxvadasxvanairad da maTi

umetesoba qvecnobierad gamiznulia raimeze uaris saTqmelad,
logikuri msjelobis sasargeblod. zogierTni daufiqreblad
xelmZRaneloben imiT, rac sayovelTaod aris miRebuli saqmianobis
mocemul sferoSi: adamianisTvis is kargia erisTvisac. sxvebi ki
yovelTvis mzad arian moneta aagdon da SemTxveviTobas miendon.
zogjer maT Soris iRblianebic gvxvdebian: bolos da bilos
gaCerebuli saaTic ki dReSi orjer zust dros aCvenebs. adamiani,
romelmac TviTon miaRwia yvelafers, gadawyvetilebis miRebis
dros meeqvse grZnobas eyrdnoba. zogierTebi gadawyvetilebaTa
Sesaxeb zrunvas eqspertebs andoben. isini ki xSirad iZlevian
rCevebs ise, rom Tavis gankargulebaSi ar gaaCniaT yvela
aucilebeli faqti da, rasakvirvelia, jerovani pasuxismgeblobac
ar ekisrebaT amisaTvis. xolo ZalauflebiT sargebloba, romelic
pasuxismgeblobiT ar aris gamyarebuli sulac ar aris Zneli.

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 logikuri msjelobis meTodi iTvaliswinebs: 1) gadasaWreli
problemis naTlad warmodgenas; 2) sxvadasxva alternatiul
winadadebaTa gaTvaliswinebas; 3) im faqtebis Segrovebas, romelTac
SeuZliaT daexmaron konkretuli alternativis arCevaSi da 4)
Segrovebuli faqtebis awondawonvas da maT saRad Sefasebas
moqmedebaTa kursis arCevis dros. logikur msjelobaTa meTodi
esaa sistemuri, faqtebze dayrdnobili midgoma arsebuli
problemebis gadasawyvetad. swored amitom, misi gamoyeneba
ganapirobebs minimumamde iqnas dayvanili araswori
gadawyvetilebebis miRebis SesaZlo riski.
logikuri msjelobis meTodze SesaniSnavad aris naTqvami
benJamen franklinis werilSi erTi axalgazrda kacisadmi,
romelmac rCevis micema sTxova mas rTuli problemis gadaWrisas.
”saqmeSi, romelic eseoden mniSvnelivania TqvenTvis, romelSic
Tqven TxoulobT Cems rCevas, me ar ZalmiZs, garemoebaze sakmarisi
codnis uqonlebis gamo, rekomendacia mogceT Tqven, ra
gadawyvetileba miiRoT, magram, Tu gnebavT, me migiTiTebT rogor
miiRoT igi. aseTi damamZimebeli situaciebi sirTules imitom
warmoagenen, rom maTze fiqris dros Cvens cnobierebaSi erTbaSad
ar Cndeba yvela azri “momxre” da ”winaaRmdegi ”, xan erTni
warmodgebian xan sxvani, pirvelebi ki mxedvelobidan qrebian.
amitom Cvens gonebas morigeobiT eufleba saxvadasxva ganzraxva da
miswrafeba da agreTve gaurkvevloba, romelic dabneulobas badebs.
raTa amas bolo moeRos, me maqvs Cveva qaRaldis naxevari
furceli gavyo or svetad, erTSi Sevitano mosazrebebi _ ”momxre”
da meoreSi “winaaRmdeg”. Semdgom, sami Tu oTxi dRis fiqris
Semdeg, mokled viwer saWiro saTaurebis qveS sxvadasxva
mosazrebebs “momxre” da “winaaRmdegi” romlebic sxvadasxva dros
movifiqre. Sevkreb ra maT amgvarad viwyeb msjelobas: rodesac me
Semxvdeba ori sabuTi (TiTi-TiTo TiToeuli mxridan) romlebic

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TanabarmniSvnelovnad warmogvidgebian, me orive mTgans amovSli. Tu
“winaaRmdegi”_s ori sabuTi gawonasworebulia “momxre”_s sami
sabuTiT, me amovSli xuTives da vmoZraob ra amgvarad vpoulob Tu
ras SeiZleba hqones gadamwyveti mniSvneloba. Tu erTi_ori dRis
gasvlis Semdeg, dafiqrebis Sedegad, axali araferi gamoCndeba, arc
erT mxares mniSvnelovani araferi SeuerTdeba, me mivdivar
Sesabamis gadawyvetilebamde. da Tumca sabuTis wonadoba ar
SeiZleba gaizomos algebruli sdidisTvis damaxasiaTebeli
sizustiT, mainc roca TiToeulze calke fiqrob da adareb mas
danarCens, me mgonia, rom SemiZlia ufro Wkvianuri msjelobis
Catareba da naklebi midrekileba maqvs mcdari nabijis
gadasadgmelad. me aRmovaCine aseTi gantolebis Sedgenis didi
upiratesoba. amgvar saqmianobas SesaZlebelia vuwodoT
keTilgonierebis Wkuis saswavlebeli algebra.”
Ffranklinis sistema didad aris damokidebuli pirad
dakvirvebaze, romelic SeiZleba savsebiT sakmarisi aRmoCndes, Tu
saqme Seexeba erT adamians. Mmagram rodesac laparakia aTasobiT
milionobiT adamianze, gadawyvetilebis mimRebs unda gaaCndes raime
saSualeba, romelic mas SesaZleblobas miscems gaafarToos
dakvirvebebis masStabebi Tavisi piradi gamocdilebis sazRvrebs
gareT. Mmokled rom, vTqvaT, amaSi mdgomareobs gamokvlevebis roli
reklamaSi. Ggamokvlevebis saSualebiT reklamis mimcemni TiTqos
da afarToeben TavianTi dakvirvebebis ares, ufro naTlad
Nansxvaveben FfarTod mimofantul momxmarebelTa jgufebis
maxasiaTeblebs, ufro zustad akeTeben maTze zemoqmedebis
Sedegebis winaswarmetyvelebas, ama Tu im TavianTi gadawyvetilebis
mixedviT.
sayovelTaod aris aRiarebuli gamokvlevebis gamoyenebis
logikuroba reklamis problemis gadasaWrelad. Mmagram bevri ram
jer kidev gaukeTebeli rCeba, xolo samuSaoTa mniSvnelovani

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nawili, romelic gamokvlevaTa saxiT tardeba, kargi xarisxiT ar
gamoirCeva. imisaTvis, rom srulad SevafasoT sareklamo
saqmianobis am sasicocxlod mniSvnelovani elementebis roli,
aucilebelia, upirveles yovlisa, gaverkveT xarisxiani
gamokvlevebis ganmasxvavebel niSnebSi.
Mmkvlevari unda cdilobdes, rom iyos obieqturi. Mman unda
miiRos sifrTxilis yvela aucilebeli zoma, rom misma piradma
Sexedulebebma Sedegebze gavlena ar moaxdinos. Aman unda
gamoavlinos da daafiqsiros faqtebi im saxiT, rogorc isini arian
da ara ise rogorc mas unda. Mmas yovelTvis unda axsovdes, rom
sxva mkvlevari, romelic igive faqtebs waawydeba, unda mivides
igive Sedegebamde.
Mmkvlevarma unda miuTiTos Tavisi monacemebis cdomilebis
xarisxi. iswrafvis ra miiRos yvelaze zusti monacemebi, mkvlevars
mudmivad unda axsovdes gamoyenebuli azomvis meTodebis
arasrulyofilebis Sesaxeb. nebismieri gamokvlevebi Seicavs
garkveul cdomilebas, romelic dakavSirebulia dasmuli
SekiTxvebis tipTan da maTi dasmis formasTan, cdomilebas,
romelic dakavSirebulia amonarCevis SedgenasTan da cdomileba,
romelic dakavSirebulia monacemTa damuSavebis meTodikasTan.
amitom miRebuli monacemebi aucileblad unda iqnes Semowmebuli
da kvalificirebuli, mieTiTos maTi cdomilebis savaraudo
xarisxi, rac saSualebas iZleva minimumamde iqnas dayvanili
araswori daskvnebis SesaZlebloba.
Mmkvlevari SemoqmedebiTi pirovneba unda iyos. igi sulac
ar aris roboti, romelic faqtebs agrovebs. is dakavebulia ucnobi
sakiTxebis SeswavliT, saxavs Ziebis axal areebs, ayalibebs axal
Teoriebs, amuSavebs kvleviTi samuSaos axal xerxebs, axal
eqsperimentul modelebs. is xedavs kavSirs TiTqos da izolirebul

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movlenebs Soris. rac ufro Zlieria masSi SemoqmedebiTi sawyisi,
miT ufro fasdeba igi rogorc mkvlevari.
Ggamokvlevebi mudmivi procesia. gamokvlevebis mudmiv aspeqts
warmoadgens cvalebadi faqtorebi. samyaroSi, romelSic moqmedebs
reklama, icvleba bazrebi, saqoneli, maTi gavrcelebis meTodebi da
komunikaciis saSualebebi. es cvlilebebi gauTvaliswinebeli rom
ar darCes, gamokvlevebi mudmiv xasiaTs unda atarebdes.
Ggamokvlevebis efeqturoba TvalsaCinod dasturdeba axali
saqonlis, axali sawarmoo procesebis, axali mowyobilobebis
axali marTvis sistemebis gamoCeniT. Mmarketingis sferoSi
gamokvlevebis Catarebas xSirad ar eqceva jerovani yuradReba. Ees
daudevroba mravali faqtoriT SeiZleba iyos axsnili. Bbazarze
moqmedi bevri Zala, iseTi rogorc, magaliTad, konkurentebis
aqtivoba an saerTo ekonomikuri koniunqtura, firmis
xelmZRvanelobas ar eqvemdebareba. marketingis kvlevaTa
mniSvneloba ar SeiZleba maSinve dolarebSi da centebSi iqnes
gadaTvlili, vinaidan gamosakvlevi xerxebi, romlebic kargad
muSaobs laboratoriaSi, SeuZlebelia maSinve BBbazarze iyos
efeqturad gamoyenebuli.
Mmarketingis sferoSi gamokvlevaTa gamoyenebis stimulebi
arc ise didia, rogorc warmoebis sferoSi, warsulSi
moxmarebisunarianiba Cveulebriv win uswrebda waroebisunarianobas.
aseT pirobebSi ZiriTadi yuradReba mipyrobili iyo saqonlis
warmoebaze. mowyobilobis nebimieri gaumjobeseba, romelic xels
Seuwyobda gasayidi saqnlis gamoSvebis gazrdas da warmoebis
danaxarjebis Semcirebas, maSinve iZleoda Sedegs da iTvleboda
sasargeblod. saqonlis gayidva SedarebiT advili iyo. amitom
marketingis saSualebebis srulyofas gacailebiT nakleb
yuradRebas aqcevdnen.

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 amJamad, saqonlis siuxvis pirobebSi, mwarmoeblebma igrZnes,
rom maTi saqmianobis gafarToeba aRar izRudeba sawarmoo
SesaZleblobebiT, radgan maT imdenis warmoebis unari aqvT,
ramdenis STanTqmasac SeZlebs bazari. SezRudvis saxiT gamodis
momxmarebeTa fiziologiuri da fsiqologiuri SesaZleblobebi.
aseT pirobebSi firmebs uxdebaT ufro metad miaqcion yuradReba
momxmareblis fsiqologiur saWiroebebs da moTxovnilebebs,
gasaRebis axali SesaZleblobebis ganviTarebas da merketingis
saSualebebis efeqturobis gazrdas. iswavles ra gamokvlevebis
efeqturad gamoyeneba warmoebis sferoSi, firmebi ufro xalisiT
iyeneben imave midgomas marketingis problemebis gadasaWreladac.
gamokvlevebs, rogorc ”bazris dazvervis” saSualebebs sul
ufro xSirad iyeneben TviT gadawyvetilebaTa miRebis procesSi,
rogorc instruments SesaZlo alternativebis sacdeli
gamocdisaTvis.
saqonlis da momsaxurebis xarisxis warmatebiT
interpretaciisTvis, romelTac ZaluZs daakmayofilon
moTxovnilebebi myidvelebis saWiroebaTa da moTxovnilebaTa
TvalsazrisiT, reklamis mimcems unda hqondes, SeZlebisdagvarad
sruli warmodgena momxmarebelze da TviT saqonelze da aseve
bazris struqturaze. swored amitom gamokvlevebi reklamaSi
warimarTeba sami ZiriTadi mimarTulebiT: 1) momxmareblis Seswavla,
2) saqonlis analizi, da 3) bazris analizi.
Mmomxmareblis Seswavla exmareba ufro mosalodnel
myidvelTa jgufebis gamovlenas. is saSualebas iZleva gairkves, Tu
rogor aRiqvamen momxmareblebi maT sakuTar saqonels da
kokurentebis saqonels. is exmreba imis gagebas, Tu ra Sedegs unda
varaudobdes momxmarebeli, rodesac Rebulobs gadawyvetilebas
yidvis Sesaxeb. saqonlis anallizi uadvilebs reklamis mimcemT
saqonlis Seqmnas, romelsac momxmareblisaTvis mosalodneli

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dakmayofileba moaqvs, aseve exmareba gamoyos nakeTobis
gansakuTrebiT momzidveli Rirsebebi. Sedegad mwarmoeblebs
eZlevaT SeasZlebloba TavianTi saqonlis Tvisebebi gamosaxon im
enaze, romelic yvelazeufro gasagebia momxmareblisaTvis, misi
sakuTari saWiroebisa da moTxovnebis enaze. bazris analizi
exmareba imis dadgenas, sad imyofeba potenciuri myidveli, raTa
reklamebi koncentrirebul iqnas yvelaze ufro perspeqtiul
(komerciuli TvlsazrisiT) mimarTulebaze.
rogor kargadac ar unda iyos Sedgenili sareklamo mimarTva,
is SeZlebs Tavis misiis Sesrulebas, Tu miva mimxmareblamde,
romlisTvisac is iyo gankuTvnili.
gadawyvetilebebi prognozebzea dafuZnebuli, reklamis
mimcemi, romelic gadawyvets waradginos Tavisi mimarTva raime
garkveuli saxiT, varaudobs rom mis mier arCeuli meTodi yvelaze
efeqturi aRmoCndeba arsebul alternatiul meTodebs Soris da
Tumca danamdvilebiT winaswarmetyveleba SeuZlebelia, prognozebi
xels uwyobs gaurkvevlobis xarisxis Semcirebas. momxmareblis
Seswavla, saqonlis analizi, bazris analizi _ yvelaferi es xels
uwyobs riskis donis Semcirebas.
sabazro ekonomikis sistemaSi ganviTarebis mimarTulebebs
gansazRvravs momxmerebeli, romelic saqonels yidulobs sakuTari
Sexedulebebis mixedviT da amiT uTiTebs mwaroebels Tu ra unda
gamouSvas. sityvam moitana da aqedan gaCnda mtkiceba, rom
”momxmarebeli _ mefea”.
sabazro sistemis farglebSi mwarmoebeli, romelic uSvebs
saqonels, romelic efeqturad akmayofilebs momxmareblis
saWiroebebs da moTxovnilebebs, uxvad iqneba dasaCuqrebuli da
piriqiT, vinc amas ver miaRwevs, daisjeba myidvelTa dakargviT.
sawarmos sawarmoo ganyofileba gasaRebisa da reklamis
ganyofilebebis gankargulebaSi waradgens WeSmariti Rirsebis mqone

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saqonels, saqonels, romlisTvisac SeiZleba damuSavdes
gulwrfeli, pirdapiri da damajerebeli sareklamo_komerciuli
motivi. amrigad, gasaRebis da reklamis funqcia warmoCenili iqneba
saqonlis sargeblobis axsnis problemamde momxmareblis
saWiroebisa da momxmareblis WrilSi. amisaTvis saWiro iqneba
momxmarebelTa gemovnebisa da fsiqologiis naTeli warmodgena.
gasaReba gadaiqceva ufro swavlebis, vidre saqonlis ZaliT Tavs
moxvevis procesad. am swavlebis procesSi momxmarebels
ganumartaven ama Tu im saqonlis upiratesobas mag: esa Tu is
kondicioneri, romelic oTaxSi uzrunvelyofs sasiamivno sagriles
da saWiro tenianobis xarisxs inarCunebs, amcirebs gaciebiT
gamowveul daavadebaTa risks zamTris periodSi da amaRlebs
Sromisunarianobas.
glen frankma es Tvalsazrisi gamoTqva 50 wlis winaT, roca
ganacxada, rom ”reklamis muSaki asrulebs mekavSiris rols
mwarmoebelTa Sromis Sedegsa da eris cnobierebas Soris. is
kargad unda icnobdes erTsac da meoresac, sasargeblo msaxuri
iyos orivesTvis”.
adamianebi miiswrafian daikmayofikon Tavisi moTxivnilebebi
TviTgamoxatviT, sazogadoebis mxridan mowonebiT, siyvaruliT,
sulieri siaxloviT, didxans cxovrebis surviliT, Tavisi
axloblebisaTvis keTildReobis surviliT. TiToeul momxmarebels
SeuZlia sxvadasxvanairad miudges am moTxovnilebaTa
dakmayofilebas, magram araviTar SemTxvevaSi ar SeiZleba
saSualebebis da miznis erTimeoreSi areva. sxvadasxva adamianebi
pouloben sxvadasxva gzebs da xerxebs erTi da imave fundamentur
moTxovnilebaTa dasakmayofileblad. reklama warmatebas aRwevs,
rodesac miyveba saerTo nacionaluri samomxmareblo moTxovnis
talRas, magram ganwirulia warumateblobisTvis, rodesac am
talRis sawinaaRmdegod miZraobs. Zalian mkafiod Tqva amis Sesaxeb

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reklamis erT-erTma uxucesma teqnologma uolter uierma:
”reklamaSi yofnis pirvel xuT weliwadSi me ganvimsWvale Cemi
profesiis upiratesobis grZnobiT, upiratesoba im azriT, rom is
operirebs xerxebiT da saSualebebiT, romelTac ZaluZT gavlena
moaxdinon adamianebze, romelTac Sen verasdros dainaxav,
romelTac SeuZliaT aiZulon es adamianebi ganaxorcielon
qmedebebi, romlebic azradac ar mogsvliaT. Semdegi 15 wlis
ganmavlobaSi me vcdilobdi Tavi dameRwia am mcdari
warmodgenisagan. aRmoCnda, rom miuxedavad SeZenili gawafulobisa
darwmunebis xelovnebaSi, me ver SeviZine im milionobiT adamianis
gamWriaxobis da sibrZnis naxevaric ki, romlebic urTierTobisTvis
me ful mixdidnen. momixda azris Secvla Cems warmodgenebze
nasyidobaTa gakeTebis mizezebis Sesaxeb da Semecno maTi
ganxorcielebis WeSmariti mizezebi. aRmoCnda, rom sinamdvileSi
adamianebi axdenen Cemze Tavis zegavlenas.
Mme gavige, rom uzarmazari wvlili, romelic Seaqvs reklamas,
pirdapir sawinaaRmdegoa imisa, romelsac mas Cveulebriv miaweren.
da es wvlili imaSi ki ar mdgomareobs, rom adamianebs Tavs
moaxvio is rac unda reklamas, aramed moaxvio Tavs is, rac undaT
adamianebs”
naTqvamidan albaT naTelia, rom ar adamianis fundamentur
moTxovnilebaTa Seqmna da rom zedapiruli moTxovnilebebic ki
mxolod umniSvnelod wqvemdebarebian TandaTanobiT zvlilebas
reklamis moqmedebisas. aseTi midgomis TvalsazrisiT
mwarmoebelTaTvis Yvelaze keTilgonivruli moqmedebis kursi
iqnebamiaRwios imas, rom maTi saqoneli Seesabamebodes
momxmareblis fundamentur moTxovnilebebs da saWiroebs, da ar
cdilobdes am fundamentur moTxovnilebaTa Tavisi saqonlis
gansakuTrebulobebTan SesabamisobaSi moyvanas.

67
 momxmarebelTa Seswavlisas aucilebelia iseTi faqtorebis
gaTvaliswineba, rogoricaa- sqesi, danaTleba, erovneba, religia,
sacxovrebeli adgili da sxv.

sqesi

sakiTxi imis Sesaxeb, vin TamaSobs mTavar rols farTo

moxmarebis saqonlis yidvisas _ qali Tu mamakaci, xSirad da
didixania ganixileba. arsebuli monacemebi, TiTqos, metyveleben
qal-myidvelTa liderobaze. Ees ori mizeziT aixsneba: 1) qalebi
gamodian rogorc ojaxis Semosavlebisa da keTldReobis
makontroleblebi da 2) isini saqonels yiduloben mTeli
ojaxisTvis. aSS vaWrobis saministros monacemebiT, qalebis wilze
modis sacalo nasyidobaTa 85%.
eWvgareSea, rom samomxmareblo saqonlis ZiriTad masas
qalebi yiduloben. Mmagram reklamis mimcemisaTvis gacilebiT
mnivnelovania gaerkves, visi azri kacis Tu qalis aRmoCndeba ufro
wonadi sayidlis Sesaxeb gadawyvetilibis miRebisas. zogierTi
reklamis mimcemi aRiarebs, rom saqonels marTlac qali yidulobs,
magram daJinebiT amtkiceben, rom faqtiur xelmZRvanelad mainc
mamakaci rCeba. mamakacebisaTvis arsebulma erT-erTma Jurnalma
Tavis reklamaSi am ideas aseTi formulireba gaukeTa: “yoveli
myidveli qalis zurgs ukan mamakacis aCrdili dgas”. Aamis
sapasuxod qalTa wamyvanma Junalma gamoaqveyna reklama deviziT:
“qalis Zalis Seufasebloba arasodes SeiZleba”.
momuSave qalebis ricxvis zrdasTan da maTi Semosavlebis
matebasTan erTad problema, Tu vin axdens gavlenas saojaxo
biujetis xarjvaze, sul ufro rTuli xdeba. Sesabamisad,
rTuldeba momxmarebelTa klasifikaciac.

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 ganaTleba

klasifikaciis faqtorebis rolis ganxilvisas ganaTleba

urTierTdakavSirebulia asakTan, Semosavlebis donesTan da
saqmianobis saxeobasTan.
ganaTleba, savaraudod, naklebad aisaxeba imaze Tu
saxeldobr ras yiduloben adamianebi, vidre imaze Tu rogor
yiduloben isini da ra zomiT ganicdian reklamis gavlenas.
SesaZloa, isini naklebad eqvemdebarebian motivirebaTa
zemoqmedebas da naklebad reagireben Segonebaze. Ees Tu marTlac
asea, maSin maRali donis ganaTlebis mqone momxmareblebisadmi
mimarTuli rekalma unda Seicavdes met faqtebs, met informaciasa
da dasabuTebas. Mmagram mxedvelobidan ar unda gamogvrCes is
faqti, rom adamiani warmoadgens emociebis gorgals miuxedavad
ganaTlebulobis donisa, xolo gonivrulobisa da emociurobis
Sexameba SeiZleba warmatebiT iqnes gamoyenebuli Segonebis
procesSi. Mmomxmarebels mis sakuTar enaze unda elaparako. Ees
aqsiomaa. momxmarebelTa auditoriis ganaTlebis donis zrdasTan
erTad reklamis mimcemma unda isaubros mis doneze, sxvagvarad es
mimarTva SeumCneveli darCeba.

erovneba

mravali qveynis erovnuloba araerTgvarovania. magaliTad,

SeerTebuli Statebis mosaxleobis daaxloebiT erT merveds
Seadgenen ucxoelebi an ucxoeli mSoblebis Svilebi. sxvadasxva
TvalsazrisiT maTi, rogorc myidvelis, Cvevebi da motivebi ar
gansxvavdeba mkvidri amerikelebis Cvevebisa da motivebisagan.
Mmagram aris arsebiTi gansxvavebac saqonlisTvis upiratesobis

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miniWebasa da TviT myidvelis yofaqcevaSi, rac reklamis
mimcemisagan saguldagulo gaTvaliwinebas moiTxovs.
reklamis mimcemma, romelic miiswrafvis mTlianad moicvas
es jgufebi, rogorc wesi, unda gamoiyenos reklamis is
saSualebebi, romlebic am jgufebis warmomadgenlebs Soris
vrceldeba. 1974 wlis monacemebiT, aSS – Si iyo 720 – mde gamocema
ucxour enebze, maT Soris 95 – espanur, 44 – germanul, 32 –
italiur, 30 – frangul enebze da sxv. amis garda, 253
radiosadguri regularulad gadascems Tavisi programebis nawils
ucxo enaze. mTel rig adgilebSi sakabelo televiziis erTi an
ramdnime programa gadascems specialur gadacemebs eTnikuri
jgufebisaTvis maT mSobliur enaze.

religia

Cven saukunes “ religiis dacemis saukunes “ uwodeben, da

amis miuxedavad, religiis sakmaod Zlieria. magaliTad, araerT
qveyanaSi xorcis gamyidveli ugunurad moiqceva, Tu paraskevisTvis
daimaragebs Roris an cxvris xorcs, magram Tevzis Sesaxeb
daaviwydeba. zogierT regionSi SesaZlebelia Semcirdes
momsvlelebis raodenoba restoranSi, sadac ludi kvira dRes
iyideba, xolo sacekvao darbazis mflobeli SiZleba ubralod
qalaqidanac ki gaagdon kvira dRes cekvebis organizebisaTvis.
reklamis mimcemisaTvis ugunuroba iqneba religiur mrwamze
aRzrdili myidvelis Cvevebisa da motivebis Semcvlelis rolSi
gamosvla.

sacxovrebeli adgili

adamianTa moTxovnilebebi mniSvnelovanwilad gani-

sazRvreba im adgilis klimatis, reliefis specifikiT da saerTo

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bunebiT, sadac isini cxovroben. adaT – wesebi, tansacmeli,
garTobis saxeobebi, sacxovrebeli saxlebis tipebi, energetikuli
moTxivnilebebi – yvelaferi es SeiZleba iyos dakavSirebuli
sacxovrebel adgilTan. MmomxmarebelTa mravalsaxeoba, romelic am
faqtoriTaa warmodgenili, mxolod xazs usvams misi Seswavlis
damatebiT mniSvnelobas.
moviyvanT sacxovrebeli adgilis gavlenis ramdenime
TvalnaTel magaliTs. Aase magaliTad, Tbil regionebSi meti
moTxovnaa msubuq kostiumebze, nayinze, baRis avejze,
ventilatorebze da naklebi – qurqebze, cigurebze, marxilze,
Rumelis mowyobilebaze, Txilamurebze da sxv.

saqonlis gamokvleva

momxmareblebi ar yiduloben saqonels. isini yiduloben

dakmayofilebas, romelsac elodebian da ganicdian am saqonliT
sargeblobis dros. maTTvis mTavari is ki ar aris, rac mwarmoebel-
ma Cado saqonelSi, aramed is, rasac isini am saqonlidan
Rebuloben. rogorc erTxel aRniSna korporacia “revlon ink.“ – is
xelmZRvanelma Carlz revsonma: “fabrikaSi Cven vakeTebT kosmetikas
_ maRaziaSi Cven vyidiT imeds”. Mmomxmarebels kosmetikuri
preparatebi ki ar sWirdeba, aramed Seudarebeli Sarmis dapireba.
imisaTvis, rom momxmarebelma saqoneli miiRos unda moxdes
misi konstruireba, igi unda damzaddes da SeifuTos misTvis
damuSvebuli teqnikuri specifikaciis Sesabamisad. Mmagram es
sakmarisi ar aris. Mmomxmarebelma unda aRiqvas saqoneli im
dakmayofilebaTa TvalsazrisiT, romelic mas Tan moaqvs.
arsebiTad, saqoneli ar arsebobs rogorc gankerZoebuli
“nivTi Tavis Tavad“. saqoneli aris is, rac aisaxeba momxmareblis
aRqmaSi.

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 momxmarebelTa Sefasebas strategiuli mniSvneloba aqvs
saqonlis damuSavebis da srulyofis yvela etapze. sawyisi
Canafiqridan am Canafiqris Semowmebamde da Semdeg –
pozicionirebamde, konstruirebamde, damzadebamde, fasis
dadgenamde. miwodebamde, reklamirebamde, gasaRebamde,
dafinansebamde da teqnikur momsaxurebamde. Aamitom saqonlis
analizi Tavis TavSi Seicavs sistematuri kvlevebis Catarebas
yvela etapze.

saqonelze Canafiqris Semowmeba

axali da gaumjobesebuli saqonliT bazarze gasvla –

sawarmos zrdis da gadarCenis sawindaria. Mmwarmoeblebi,
romlebmac pirvelebma Semoitanes axali saqoneli, garkveuli dris
ganmavlobaSi floben mTel bazars da sarfianad asaReben Tavis
saqonels, vidre saqmeSi konkurentebi ar Caerevian. sawyisi
impulsis wylobiT isini ise myarad ikaveben lideris pozicias,
rom arcerT konkurents ar SeuZlia maTi gadaswreba. xolo
mwarmoebeli, romelic erTi da igive moZvelebuli saqonlis
gayidvas apirebs erTi da igive moZvelebuli meTodebiT, naklebad
savarudoa, rom gadarCes. erTi saqonlis Cavardna SeiZleba Rirdes
75 aTasi dolaridan sacdel bazarze, 20 milion dolaramde –
sayovelTao erovnuli gavrcelebis dros.
ratom ganicdis warumateblobas zogierTi axali
saqoneli? avRniSnoT ramdenime mizezi. Aaxali saqoneli SeiZleba
aRmoCndes metismetad progresuli imisaTvis, rom momxmarebelma
Tavi gaarTvas misi Rirsebebis Sefasebas. Uubralod, is SeiZleba
ar pasuxobdes momxmareblis interesebs da moTxovnebs. SesaZloa,
is SesTavazes bazris arasaTanado segments. Mmagram yvelaze
mTavari, albaT, is aris, rom mwarmoeblis warmodgena axali

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saqonlis gansxvavebaze aRiarebuli markebisgan, ar emTxveva
momxmareblis warmodgenas. specialistebis azriT, siaxle anu
gansxvaveba axali saqonlisa aRiarebuli markebisgan
“mniSvnelovania mxolod mwarmoeblisaTvis, da ara
momxmareblisaTvis“. Aamitom riskis Semcirebis saukeTeso
saSualeba SeiZleba gaxdes saqonlis Canafiqris Semowmeba, iqamde,
vidre is TviTon gamoCndeba bazarze, da iqamdec ki, vidre
gamoyofil iqneba asignaciebi samecniero _ kvleviTi da sacdel _
sakonstruqtoro samuSaoebisaTvis. yvelaze ukeTesia, axali
saqonlis Canafiqri Semowmdes momxmarebelze.
vinaidan, ideebs xSirad sityvebiT gadmoscemen, yvelaze
martivia axali saqonlis Canafiqri gadmocemul iqnas gancxadebis
saxiT da miyvanil iqnas momxmareblamde, romelsac sTxoven, rom
misces mas Sefaseba. magaliTad axali gaziani sasmelis idea,
romelic gamdidrebuli iqneba sakvebi danamatebiT, vitaminebis,
mikroelementebis da cilebis CaTvliT, SeiZleba waredginos
momxmarebels baraTebze dabeWdili teqstis saxiT: “saqoneli
warmoadgens axali, sakvebi danamatebiT gamdidrebul ualkoholo
sasmels. Ees gaziani sasmeli Seicavs mozrdili adamianisaTvis
minimalurad aucilebeli vitaminebis dRiuri normis 9%_s. garda
amisa sasmelis SemadgenlobaSi Sedis cilebi da mikroelementebi
dam as gamouSveben ramdenime gansxvavebuli aromatiT”.
saqonlis Canafiqris wardgena sityvieri gancxadebis saxiT
bevr adgils tovebs momxmareblis fantaziisaTvis. es SesaZloa
sasargeblo aRmoCndes, Tu Canafiqri bolomde ar aris
damuSavebuli. Mmagram anketis rac ufro meti punqtis Sevseba
uxdeba momxmarebels, miT ufro arasaimedo xdeba cdis Sedegebi.
aprobirebis ufro Sesaferisi formaa saqonlis Canafiqris
warmodgena sareklamo gancxadebis saxiT, romelSic mkafiod
iqneba naTqvami, rogor gamoiyeneba axali saqoneli, riT iqneba

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sasargeblo momxmareblisaTvis da ramdenad aRemateba igi
yvelafers, rasac konkurentebi sTavazoben. vinaidan, axali
saqoneli, bolos da bolos, sareklamo gancxadebis saSualebiT
unda iyos warmodgenili, komunikaciis es forma yvelaze ufro
Sesaferisia saqonlis Canafiqris Semowmebis dros.
SesaZloa saqonelma warmatebiT daZlios Canafiqris stadia,
magram, saboloo jamSi warumatebloba ganicados bazarze.
saqonels yovel safexurze maxeSi gabma elodeba _ konstruirebis,
damzadebis, SefuTvis, fasis gansazRvris, reklamis etapebze.
Secdomebis daSvebis SesaZlebloba mkveTrad iqneba Semcirebuli,
Tu momxmarebelze aprobireba gaxdeba saqonlis damuSavebis
RonisZiebaTa MmTeli kompleqsis ganuyofeli nawili.

saqonlis pozicionireba

garkveuli azriT, axali saqoneli saerTod ar arsebobs.

rasac ar unda warmoadgendes egreTwodebuli siaxle, momxmarebeli
maSinve Seadarebs mas ukve arsebul saqonels. axal sarecx fxvnils
SeiZleba hqondes axali marka, axali SefuTva, axali feri, axali
forma da Tavis Tavis Sesaxeb raime axals amtkicebdes, magram
diasaxlisebi swrafad mounaxaven mas adgils maTTvis ukve cnobili
markebis rigSi. isini mas aRiqvamen rogorc fxvnils, romelic erTs
hgavs da meores Zalian ar hgavs, rogorc erTis tolfas
Semcvlels da meoris arc ise Sesaferis Semcvlels, da SesaZloa
ukeTes SemTxvevaSi rogorc raimes, romelic yvela ukve arsebuls
aRemateba. am saxiT warmodgenili pozicionireba TvalsaCino
ilustracias ukeTebs wess, romelic iuwyeba, rom Secnoba aris
axlis Sefardebis procesi adre gagebulTan. Aamitom rogoric ar
unda iyos axali nivTi, is ar SeiZleba absoluturad axali iyos,

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vinaidan misi ganmarteba Cven SegviZlia mxolod imis safuZvelze,
rac ukve viciT.
Ppozicionirebas didi strategiuli mniSvneloba aqvs da mas
udgebian ramdenime sxvadasxva TvalsazrisiT. erTni Tvlian, rom
pozicirebiT dakavebuli arian mwarmoeblebi, romlebic saqonlis
formis, misi Semadgenlobis, SefuTvis zomis da fasis
manipulirebiT qmnian nakeTobas, romelic avsebs arsebuli markebis
rigSi warmoqmnil xarvezebs konkretul sasaqonlo kategoriaSi.
isini, am sityvis sruli mniSvnelobiT, gansazRvraven saqonlis
adgils maRaziis Taroze. Mmagram aseTi midgomis dros SeiZleba
mxedvelobidan gamogvrCes, rom ra adgilic ar unda miuCinos
Taroze saqonels mwarmoebelma, saboloo pozicionireba xdeba
momxmareblis cnobierebaSi. Mmwarmoeblebs SeuZliaT scadon, rom
daarwmunon momxmarebeli konkretuli nakeTobis siaxlesa da
revoluciur xasiaTSi, xolo momxmarebels SeuZlia ubralod is
aRiqvas rogorc raime odnav gaumjobesebuli an gauaresebuli im
markasTan SedarebiT, romliTac isini ukve sargebloben.

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 l i t e r a t u r a

1. Е. В. Ромат «Реклама». 2001г.

2. Кеннет Роуман, Джейн Маас «Искусство Рекламы». 2007г.

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 Sinaarsi

1. Sesavali .................................................................................................................................................. 3
2. reklamis Canasaxebi Zvel samyaroSi .................................................................... 4
3. reklama Sua saukuneebSi .................................................................................................... 10
4. Aaxali drois dasavleTevropuli da amerikuli reklama ......... 18
5. reklamis adgili marketinguli komunikaciebis sistemaSi ...... 31
6. reklama presaSi ........................................................................................................................... 37
7. satelevizio, radio, kompiuteruli reklama. gare reklama.
reklama transportze .......................................................................................................... 40
8. safirmo stili da brendi ............................................................................................... 48
9. Ffsiqologiuri motivebi reklamaSi .............................................................. 50
10. gadawyvetilebaTa miRebis meTodika ............................................................... 59

77
 ibeWdeba avtorTa mier warmodgenili saxiT

gadaeca warmoebas 01.05.2009. xelmowerilia dasabeWdad

11.05.2009. qaRaldis zoma 60X84 1/16. pirobiTi nabeWdi Tabaxi 5.
tiraJi 100 egz.

sagamomcemlo saxli `teqnikuri universiteti~, Tbilisi,

kostavas 77

Sps `saund orbiti~, Tbilisi, rusTavelis 14