O KONSTRUOWANIU WIZUALNOŚCI JAKO INTEGRALNYM ELEMENCIE POLSKIEJ REKLAMY PRASOWEJ

In the article the author adresses the issue of visuality of press advertisement by adhering tosuch elements as logotype, colour palette, photography and typeface. The author argues that allthose elements should cooperate and guarantee the achievement of a desired effect, including theaesthetic one. In the author’s judgement, the message sent by the advertisement is more powerfulwhen its creators use their knowledge of the psychology of perception. It turns out that in today’spress advertisements two techniques (recommendation and demonstration) are most commonlyused alongside simple advertising patterns. The colour palette is quite limited and the designershighlight the contrasting combinations, which may be come as a result of the authors’ reliance onthe proven solutions. When it comes to the language of the advertisements, neologisms occur rarelyas the audience answers better to clichés.