ДИЗАЙН РЕКЛАМИ НАСТІННО-СТЕЛЬОВИХ СВІТИЛЬНИКІВ: ТРАДИЦІЇ ТА ІННОВАЦІЇ

Abstract

A theoretical study of the design of advertising materials for industrial products and goods, namely lighting fixtures, on the example of creative advertising of foreign-made wall-ceiling lamps were conducted during the investigation. The development and formation of advertising from its early inception to the present stage, main points of its development and growth, conventional traditional approaches to creating fully complicated and sophisticated compounds of advertising materials which create the single composition, the main trends in advertising, and aspects of the application of the creative component of advertising in the design of advertising materials for the Ukrainian market of lighting devices are analyzed. The state of the modern Ukrainian market of the specified branch is observed. Also different real and practical examples of outstanding advertising for product of technology-market leaders and very influential major market players, that set trends, such as Ikea and Apple, and their highly effective interaction and combination of brand influence in creating design materials for an advertising campaign were analyzed. Hypotheses concerning the graphic decision of the new concept of advertising design are created in order to provide suitable and reasonable recommendations for this branch of employment the design. Therefore the research and study of the needs of the Ukrainian consumer of lighting products was conducted, as well as the investigation of their tastes and priorities of choice. The also was an analysis of the influence of current trends in global and Ukrainian advertising on the creative design of advertising materials, and the implementation of research results in new design project for advertising wall-ceiling lamps. Suggestions have been created for a gradual change in the approach to the development of advertising materials, in order to increase its effectiveness, as well as the aim to create an advertising design for the new line of wall-ceiling lamps, that would fully meet modern principles and market conditions as well as widespread-known consumer needs.