Layout and Typesetting of Advertising Materials as The First Step to Establishing Communication With Readers

Abstract

The study is devoted to the analysis of changes that are occurring in the sphere of layout and typesetting of advertising materials. The layout stage is considered in the context of bringing the publishing product closer to the audience through the means of technical organization of the text and its design. The relevance of the research topic is due to changes occurring in the field of layout and layout of publishing products, in particular advertising publications, which are constantly developing, filling information niches that arise in the advertising and public relations market. The study aims to explore and systematize current means of reaching advertising information to the target audience in wartime, to define the differences of advertising in peacetime and wartime. There are tasks to achieve the study aim: 1) to analyse samples of the Ukrainian advertising created before and after the full-scale Russian invasion of Ukraine; 2) to identify and describe the means and tools, in particular artistic and technical means, of reaching advertising messages to the target audience; 3) to systematize results. The theoretical significance of the study results will become the basis for new scientific research. The practical results will allow to make relevant adjustments to educational materials. The study examined different types of the Ukrainian advertising, design and printing quality of advertising editions, their typology, drew conclusions about the significance of the changes studied and their impact on the Ukrainian society in the future. Printed advertising products still remain popular. The most active regions in terms of the number of advertising publications are Kyiv, Lviv, Kharkiv and Volyn. The Ukrainian advertising market in wartime conditions demonstrates the ability to work in extremely complex conditions of uncertainty, choosing value priorities, quickly reacting to events and deeply understanding needs.