IMAGES OF KYIV IN ADVERTISING PRODUCTS AS A MEANS OF PROMOTING THE CITY

Abstract

The article highlights the peculiarities of using images of Kyiv's urban space in advertising design. The main historical periods of the development of advertising products in the capital are identified. The purpose of this publication is to systematise and summarise information on the use of images of the city of Kyiv in advertising products. The article uses the following research methods: comparative (when comparing different images of Kyiv), typological and descriptive methods (when analysing the role of Kyiv's images in the city's promotion), generalisation (to summarise the interim and final results of the study, to formulate conclusions), and an integrated approach (which allowed subordinating all elements of the content and form of the proposed article to the purpose and objectives of the study). The results of the study can be used in the preparation of educational materials on the history of Kyiv advertising and in the practice of designing advertising objects.