COLOUR IN ADVERTISING POSTER: STEREOTYPE VS. CREATIVITY (ON EXAMPLE OF RED)
Journal: Topos
Year: 2023

The visual language of colour in Advertising is represented by the logical reflection of the sociocultural state of society during definite periods. The aim is to characterize problems of Media, such as the means of visualization, the visual stamps, and the stylistics of its contemporary development. The comparative study defined the following scienti­fic methods: structural, semantic, sociocultural, art historical, and method of theoretical generalization. Colour is a component of global info s