THE COLOUR SYNERGETICS IN ADVERTISING COMMUNICATIONS OF THE POSTMODERN PERIOD

Abstract

Purpose of the research. The purpose of the Study of Сolour in Advertising is to systematize the visual means of advertising communications and to define their functional and stylistic specificity within the Post-modernism. Methodology of the research is based on socio-cultural, axiological and comparative approaches to the analysis of visual Colour language on the example of Advertising graphics. Scientific originality. The author examines the Adver-tising industry not from the standpoint of economics, marketing or management, but in terms of its artistic level in the conditions of the global crisis of consumerism at the end of XX – beginning XXI century. Besides, the article defines the determination of stylistic trends and aesthetic problems of modern advertising in socio-cultural area. It pays special atten-tion to the significant deficiencies of advertising graphics in the context of popular culture: the advantage of stereotype, primitiveness, vulgarity and the actual lack of national imagery. Nowadays popart, kitsch and eclecticism dominate in advertising environment. The comparative analysis of forming factors in advertising has discovered that the visual range does not perform illustrative and decorative functions anymore, but becomes a cumulative visual-verbal model, the lan-guage of which relies on the methods and means of art in the postmodern period. The research examines the functions of colour in advertisements as phasing of perception (expressive, physiological, emotional, informative and positive-aesthetic). Conclusion. The synergetic possibilities of colour in advertisment design are revealed in the process of using creative technologies and finding original solutions to visualization of advertising ideas. Colour combinations in advertis-ing should be focused on the target audience and adjusted to the regional ethnic and cultural traditions. Advertising products for mass market should have the aesthetic level and perform cultural and educational functions.