A sociological base of the imaginative system in commercial ads

Purpose: Commercial ads in the interdisciplinary study are considered as a product of culture in the context of actual trends of advertising design development – a specific kind of creative activity, and the contemporary design process is presented as a synthesis of sociocultural, graphic and marketing aspects in postmodern period. Methodology: The author substantiates and discloses necessary scientific methods: sociocultural, axiological, and art-aesthetics. Results and Conclusions: The issues of advertising ideas visualization have been identified, and the arsenal of visual tools in combination with computer technologies is structured. Mass specifics of Advertising are proved. A simple illustrative accompaniment of commercial information has been replaced by the emergence of new styles in the 19th–20th century, the using of creative advertising technologies and polystylism at the beginning of 21st century, and the intensification of branding and rebranding processes. The form, essence and specificity of advertising image, its symbolic significance and importance as a means of visual communication are revealed, and scientifically substantiated definition of the imaginative system of advertising graphics is proposed. Practical implications: In the framework of a specific visual-verbal model, the advertisement should have a clear communicative structure, sociocultural aspects, visual semantics, emotionality, conciseness, contrast and dynamic colour balance, originality, clarity of the image, art-aesthetics level, and stimulate the intellectual and emotional activity of consumers. Value: This research is important at the theoretical, practical and educational levels and will promote the development of advertising in Eastern Europe, and in particular in Ukraine. Some of the allegations require further research in the fields of visual arts, visual culture and visual communications in order to implement contemporary design concepts taking into account the cultural tectonics of regions