Graphic design as an indicator of social transformations

• Maryna Kolosnichenko Kyiv National University of Technology and Design, Kyiv, Ukraine. https://orcid.org/0000-0003-0020-3214
• Oleksandra Kolisnyk Kyiv National University of Technology and Design, Kyiv, Ukraine. https://orcid.org/0000-0002-4374-6043
• Yevhen Gula Kyiv National University of Technology and Design, Kyiv, Ukraine. https://orcid.org/0000-0002-3559-2179
• Antonina Dubrivna Kyiv National University of Technology and Design, Kyiv, Ukraine. https://orcid.org/0000-0001-8012-6946
• Tetyana Nikolayeva Kyiv National University of Technologies and Design, Kyiv, Ukraine. https://orcid.org/0000-0002-9353-9827

DOI: https://doi.org/10.46925//rdluz.38.47

Keywords: Narrative, digital environment, social change, social advertisement

Abstract

Objective: The aim of the article involved the empirical study of the correlation between the use of graphic design and the perception of social transformations in society. Methodology: Survey, testing, socio-psychological adaptation diagnostics private semantic differentiations, EPA (Evaluation - Potency - Activity) Scale were used in the research. Statistical calculations were performed through factor analysis, Mann-Whitney U test and Pearson correlation coefficient. The expert group selected 5 social advertisement items out of 40 samples. According to experts, these samples meet the criteria of professional artistic performance and include strong emotional meanings. Samples selected by the expert group were used as stimulus material. Results: There is a division of provocative advertisement and non-provocative advertisement on the basis of artistic form and nature of the information message. The data obtained testify that the design of social advertisement is an indicator of social change in society. Graphic design is able to influence the mood and shape the worldview perception of the advertising product. Graphic design help to study the respondents’ readiness for the introduction of a particular narrative into the discourse, that is for shaping public opinion.

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