VISUAL INTERPRETATION OF NATIONAL IDENTITY IN ADVERTISING DESIGN OF TOURIST SERVICES
DOI:
https://doi.org/10.32782/2415-8151.2025.38.1.29Keywords:
ethnodesign, national identity, Ukrainian culture, ethnic motives, advertising design, tourist advertising, visual communication, cultural authenticity, traditional symbolism, modern design approaches, brandingAbstract
The purpose of the article is to analyze the features of the visual interpretation of national identity in the advertising design of tourist services through the use of ethnic motives. Methodology. The study is based on the principles of systematicity, historicism and objectivity. The following methods were used to achieve the set goal of the study: comparative-historical, chronological, art history, generalization and systematization, typological, modeling, project forecasting. Research results. The concept of ethnodesign as a modern direction that combines traditional elements of Ukrainian culture (ornament, embroidery, symbolism, color) with current graphic solutions is revealed. The historical development of ethnodesign is studied – from folk decorative and applied art to avantgarde searches of the early 20th century, repressions of the Soviet period, revival in the second half of the 20th century. and the formation of a new stage after Ukraine gained independence. Modern examples of advertising materials are analyzed, in particular cases of the brands “ETNODIM” and “Vogue Ukraine”, which demonstrate current approaches to rethinking cultural codes in visual communication. Scientific novelty. The practical part presents the author’s series of posters for a travel agency, built on the basis of regional ornaments of Ukrainian embroidery. It has been proven that the combination of ethnic elements with minimalist design, a restrained palette and modern typography contributes to the formation of a recognizable, authentic and emotionally expressive image of the country. The practical significance lies in the possibility of using the research results in the professional activities of designers, brand managers, marketers, and scientific and pedagogical workers of higher education institutions of the art profile.
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