ElAr :: Перегляд за автором "Chebotarova, I. B."

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Personalization in printing: how marketing approaches are changing
(ТОВ «Видавництво Ліра-К», 2025) Chebotarova, I. B.; Cherkashyna, H. I.
This paper explores the impact of personalization on the printing industry and the evolving approaches to marketing communication. The study examines Variable Data Printing (VDP) technology as the foundation of personalized printing, enabling the creation of unique materials tailored to each consumer. Practical examples of such solutions in advertising, packaging, and publishing are analyzed. The advantages of a personalized approach in increasing the effectiveness of advertising campaigns and fostering emotional connections with the audience are identified.
Visual features of advertising design across cultures: adaptation within the context of globalization
(ТОВ «Видавництво Ліра-К», 2025) Chebotarova, I. B.; Katrechko, D. O.
This paper explores the role of visual code as a carrier of values and meanings in intercultural communication. Particular attention is given to the specific visual presentation of advertising materials in the USA, Japan, and Ukraine as culturally diverse countries. The study examines typographic features, color schemes, composition, and narrative strategies shaped by the sociocultural environment. The importance of adapting visual content to the local context is defined as a prerequisite for effective brand-audience interaction in a globalized market.