Galicyjskie tradycje muzyczne we współczesnych reklamowych utworach audiowizualnych

Галицькі музичні традиції в сучасних рекламних аудіовізуальних творах

Abstrakt

Galician musical traditions, as a national reflection of Ukrainian culture, are now found not only in classical works but also in modern audiovisual advertising works. Ukrainian television advertising began to develop actively in the 1990s. Today, television advertising is the most popular audiovisual work of our time. Television advertising is a special kind of audiovisual art that synthesizes the features of art and the media.

In today’s Ukrainian society, the rapid process of returning to national cultural values and traditions, the revival of national consciousness and dignity is underway. Promotional videos have their own specific structure, purpose and specific technical implementation, as well as certain patterns in the use of music in television advertising. Audiovisual advertising uses music of famous Galician composers of the past and present times and Lemko folk songs. It can be argued that Galician music traditions in modern audiovisual advertising work.Using music images of audiovisual advertising such as academic music, traditional Ukrainian song, popular music, and copyrighted advertising compositions, have definitely transformed video advertising into a true work of art.