Vision of tourism advertising prints to confirm Egyptian identity

Abdel Rahim, Mona

doi:10.21608/mjaf.2018.20412

Vision of tourism advertising prints to confirm Egyptian identity

Document Type : Original Article

Author

Mona Abdel Rahim

Lecturer at- Department of Advertising- Applied Arts Faculty- Banha University

10.21608/mjaf.2018.20412

Abstract

Effective advertising greatly affects the recipient and draws his attention creating a desire to move towards the subject of advertising and to interact with it. Advertising has developed through the ages staring from the emergence of signs and symbols used by man, as the symbol represents a recognized visual language in all different forms of advertising, The Arabic language with its multiple lines provide a wide range that allows to make use of it in shaping an identity that distinguishes it from the Latin-character-based languages through the various types of Arabic script, aesthetics and artistic standards associated with the Arabic letter. The research aims to highlighting the Egyptian identity by using Arabic letters as a graphic approach for some of the renowned Egyptian figures. The study focused on the use of the Arabic letter and exploiting it in the ad prints of the tourist hotels to confirm the Egyptian identity. The research, therefore, adopts the analytical descriptive approach for some student design models by overlapping Arab calligraphy to form some famous Egyptian characters as well as the experimental approach in displaying models for the design of ad prints, as the prints whether they are (paper-advertising-advertisement) are of great importance to companies and tourism operators, so the problem of research lies in the great challenges that the advertising designer faces to promote an innovative tourism identity based on the Arabic calligraphy and the competition of Western markets, and the most important results of the research are how to confirm the Egyptian identity by using Arabic script characters and by utilizing them graphically for some Egyptian figures in ad prints to promote Egyptian tourism and keep up with the state's orientation for the development of tourism and what it represents as one of the most important sources of national income.

Keywords

References

1. https://ar.wikipedia.org/wiki/%D8%AA%D8%B5%D9%85%D9%8A%D9%85 (accessed 15/2/2018)
2 - Flea, on: "Manual of design and technical production" - Palestine - Al-Aqsa University - (2005)
3 - Said, Nahla Jamil - Gamal El Din, Niven Ezzat - Abdo, Abeer Hassan: "Quality Standards for Methods and Methods of Production of Printed Advertising" - Journal of Science and Arts - April Issue No. (2016)
4- Abdullah, Iyad Hussein: "The art of design (philosophy - theory - application)" - Sharjah - House of Culture and Information - Part III - (2008) - p 124
5 - Abdel Razek, Tamer Abdel Latif: "The creative energy of the formation of the Arabic letter in the design of the Declaration" - Journal of Science and Arts - July Issue III (2007) - p. 175
6. Poynor, Rick & Booth, Edward Clibborn: "Typography Now" - North Light Books: USA, 1992 - p8
7 - Qandha, Haya Ahmed: "Heritage as a cultural identity of contemporary design formulation" - Journal of Science and Arts - October Issue No. (2015) - p. 178
8-https: //en.wikipedia.org/wiki/%D8%AA%D8%B1%D8%A7%D8%AB (accessed 17/2/2018)
9- Sadiq, Marwa Ahmed: "The Glass Units Assembled as a Feature of Contemporary Egyptian Identity for Architectural Facades" - Damietta University - Faculty of Applied Arts - Journal of Applied Arts and Sciences - Volume 2 Issue No. 1 (2015)
10- Sadeq, Marwa Ahmed: "The Glass Units Assembled as a Character of Contemporary Egyptian Identity of Architectural Facades" - Damietta University - Faculty of Applied Arts - Journal of Applied Arts and Sciences - Volume 2 Issue No. 1 (2015)
11- Jaber, Sarah Mohamed Abdel Nasser: "The Egyptian Modern Declaration under the Iconic Term and its Launch on the Employment of Famous Characters" - Damietta University - Faculty of Applied Arts - Journal of Applied Arts and Sciences - Volume 2 Issue 1 (2015)
12- Jabir, Sarah Mohamed Abdel Nasser: "The Egyptian Modern Declaration under the Iconic Term and its Launch on the Employment of Famous Persons" - Damietta University - Faculty of Applied Arts - Journal of Applied Arts and Sciences - Volume 2 Issue 1 (2015)
13- Nada, Ali Ali Mohamed: "Evaluation of the mental image of Egypt in tourist posters and their suitability to support tourism" - Journal of Architecture and Arts - Issue 8 (2017) - p. 655