Media Design: the Research of Terminology Base and Visual Stylistics

Technological changes of the late 20th and early 21st century dramatically influenced development global communication space – all channels are rapidly changing to a digital format. The topicality article lies in growing role visual communications various formats computer technologies modern society. There is an active movement toward presentations world’s cultural artistic heritage, multimedia art museums, virtual exhibitions, tours appearing, which also require advertising. Main objective this study conduct comparative analysis existing terminology stylistics media. Methods. research methodology based on multimodal approach. A number scientific methods were used achieve set goal: system-structural, historical, comparative. novelty work consists expanding deepening ideas about media as component design activity. authors emphasize that fundamentally new type multi has acquired its own meanings, meanings images. Modern advertising appeals should have clear communicative structure, aesthetic level stimulate intellectual activity consumer. It proposed define colour graphics basic means design, dimensions (parameters) cultural-aesthetic ones. Colour semantics regional imagery distinguished provide evaluation objects ethnic style. Postmodernism typological features: use any ready forms from utility, widespread photography special effects, deliberate violation commensurable quantities elements, borrowing other types art, remake, interpretation, combination, fragmentation, epatage, installation, collageness replicability projects. Conclusions. results our stylistic aspects resources presented. been proven not constant, but rather dynamic process aimed at enhancing effectiveness those ideas, products, services, companies, or individuals being promoted. Media defined info space, innovative stage designing for world, qualitatively development. In summary, we note materials allow continuation expansion order prepare course lectures Masters specialties "Design", "Management sociocultural activities", "Advertising PR", "Tourism", etc.