The Symbolism of Colors in Advertisements: a Modern Approach

The work is dedicated to the relationship between the color combinations used in advertising visual communication and the color associations of the advertising audience. The work reveals the concept of color, the nature of this phenomenon and the impact of color on people. The author analyzes the scientific literature on this issue, paying special attention to the work of M. Luscher, who studied the influence of color on the emotional state of a person. A significant place in the work takes the consideration of color symbolism in different cultures all over the world, both in past and in the present times. The paper studies the practice of using color in the advertising industry, as well as a number of theoretical works on this topic. The practical part of the work consists of a case study, which examines examples of the usage of color in the advertising visual communication of brands. Also in the empirical part, there is a sociological survey, which helps the author to reveal whether the color decisions used by advertisers in advertising of certain groups of goods and services, matches with the color preferences of the audience for these groups. Respondents of this study were more than 500 Russians. In conclusion, the results of the study are presented, as well as practical recommendations regarding the usage of colors in visual advertising communication in the Russian market. The graduation work is outlined on 60 pages of the main text. The application with visual materials takes 7 pages. The list of literature consists of 68 sources, among them 7 are English-speaking.