Glass as an effective medium is the enduring values and shared values in innovative advertising design

Document Type : Original Article

Authors

1 Lecturer, Department of Advertising, Faculty of Applied Arts, Damietta University

2 Glass department,faculty of applied arts,helwan university,cairo,Egypt

Abstract

The combination of technology and advertising in a world that is experiencing an unprecedented technological revolution, and at a high speed, can achieve the desired goal, which is to deliver the communication message effectively and successfully. Therefore, it was natural for the advertising designer to take advantage of this huge revolution to produce works of art characterized by originality and achieve functional and aesthetic values as well to spread non-stereotypical advertising ideas, which raise the recipient’s desire for knowledge and encourage him to interact with the advertisement in order to convince him of the advertised product or service, in order to achieve Advertising interaction, influence and attractiveness as well as commensurate with the recipients of the current era. It matches the recipient’s absorptive capacities and perceptions, so that there is a reciprocal relationship between the art of advertising and the needs of society on the one hand, and the world of technology with all its new data, so that glass is employed as a mediator and gives it new features that show the role played by interactive features in advertising. Thus, glass can be used to express specific connotations or suggestions that cannot be expressed in any other material, in addition to adapting the environment and employing it as one of the interactive elements when achieving transparency in the advertising glass medium, and then achieving the highest rates of attraction for the fixed visual advertisement.
Hence, the role of the research came to deal with emphasizing the importance of reaching an innovative advertising strategy that contributes to the advancement of advertising design in Egypt in order to speed up the impact and delivery of the advertising idea to the recipient by using and adapting glass (in various forms, shapes, types and techniques) to serve the advertising message to be communicated to the public effectively, palatable and attractive that leads to Stimulate the recipient's imagination and arouse his emotions.

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