Cultural responsibility and the use of technology in advertising campaigns

Document Type : Original Article

Author

Higher Institute of Applied Arts, October 6

Abstract

Culture in the modern era relies on audiovisual and written media, and the use of technology and social media sites to spread the culture of a nation; A culture in its general sense is that complex macro fabric of beliefs, habits, trends, values, ways of thinking and action, patterns of behavior and all that remains of innovations, innovations, or means in people's lives, and what comes to us from the past we interact with it or develop it in light of our life circumstances and experiences. The concept is material, individual, social, local, global, or the life of the individual and society. Culture is a group of behavioral patterns of people that influence the behavior of the individual present in that group and shape his personality and control his experiences and decisions that he lives among,The concept of responsibility is a general concept in life. Each stage has a responsibility linked to it. This term may have justified in a period of time, and the reality of it is validated and ratified. More than two or three decades ago, this term has taken backward in a different cultural movement. The creativity of advertising campaigns is the responsibility of the designer through competitive advantage, or the transformation of the idea into an advertising format. The research's problem is the extent to which advertising campaign designers are committed to cultural responsibility in the use of modern technology for film advertising. The importance of the research is the credibility of the designer in presenting innovative ideas through the use of modern means, and the presentation of some results: emphasize on the responsibility of the designer to create innovative ideas and the effective use of technology in advertising modern, national, or private campaigns and to emphasize on the credibility of the advertising campaigns officials for creative ways.

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References

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