Content Aspects of Advertising Images of Modern Media Advertising in Ukraine

Abstract

Research aim is to study the content aspects of visual advertising images that have been spread by media advertising in Ukraine in recent years and were created before the full-scale invasion of the russian federation. The research methodology is based on an analytical and comparative aspect and combines general scientific and special methods that provide an opportunity to consider the ″visual image″ concept through the prism of advertising design. Scientific novelty. The article examines successful Ukrainian media advertising in recent years and reveals the commitment of Ukrainian advertisers to anthropocentrism in direct and indirect manifestations. The advertising visual image is constructed from design elements, which are mostly signs-indexes and signs-symbols of the active way of Ukrainians’ lives and the spectrum of their emotional states. Conclusions. Visual images are of particular importance because they are stored in the memory much longer compared to the read advertising text. Visual communication combines color, language, writing, and images, which together create a single message, aesthetically pleasing to the recipient’s eyes, and filled with understandable and necessary information. The desired effect is achieved due to the successful synthesis of concepts of presentation of visual material (the most popular: anthropocentrism, emotional marketing, the ″problem-solution″ method, and ″comparison limits″). Techniques and means of designing the visual image of advertising at its various levels play an increasingly significant role, as they allow effective influence on recipients not by increasing the number of advertising messages, but by creating internal connections between parts of the advertising text, image, commercial, and also between individual advertising messages. We see the prospects for further scientific research in the study of static and dynamic parameters of visuality in the space of modern media.