Egyptian identity as a creative source of promotional advertising campaigns (Experimental study to announce the opening of the Great Egyptian Museum)

Ibrahim Abdel Rahim, Mona

doi:10.21608/mjaf.2020.46108.1920

Egyptian identity as a creative source of promotional advertising campaigns (Experimental study to announce the opening of the Great Egyptian Museum)

Document Type : Original Article

Author

mona ibrahim abdel rahim

faculty of applied arts - benha university

10.21608/mjaf.2020.46108.1920

Abstract

The term identity raises the interest of many thinkers as identity distinguishes the individual's personality over other individuals. Identity is an integrated system of physical, social, psychological, moral, and cultural data. The Egyptian identity has its own characteristics, as it is a result from the accumulation of a variety of civilizations, from the Egyptian Pharaonic civilization down to the Coptic and the Islamic civilization. Pharaonic civilization has the greatest influence in the formation of the Egyptian identity as it is one of the oldest civilizations through history. Creative thinking, with its aesthetic values, is the ability to generate innovative ideas and transform them from a mere thought into actual reality, in order to reach links to those ideas and demonstrate them through unlimited design ideas in order to emphasize the distinctive Egyptian identity .

Advertising is considered an important part of the promotional mix to introduce the public to the product or the service provided, and to create a positive image about it and about the activities it offers, The Research Paper problem lies in how to emphasize the Egyptian identity by promoting the Grand Egyptian Museum, which many around the world are looking forward to, while there are attempts of distortion and obliteration of the pharaonic civilization. The Research Paper aims to emphasize the Egyptian identity and pharaonic civilization, the most ancient civilization in the world, using creative advertising ideas to promote this huge event. Hence the research paper was interested in following the experimental approach through the presentation of several advertising experiments promoting the Grand Egyptian Museum. The research paper assumes that the creative ideas to advertise for the Grand Egyptian Museum contribute positively to the Confirmation on the Egyptian identity and its authentication.

Keywords

Main Subjects

Arts

References

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