The optical illusion of the shadow art and its role in the design of interactive advertising

Document Type : Original Article

Authors

1 Advertising department-Faculty of Applied Arts-Helwan University-Egypt

2 Faculty of Applied Arts, Helwan University

3 Advertising Department - Faculty of Applied Arts - Helwan University

Abstract

Advertising designers use multiple ways to attract the attention of the target audience and deliver the intended advertising message, by perceptually associating the advertised product with another entity; this entity bears the characteristics of the product, the results of its use, or the damages resulting from not using this product.

Shadows in advertising represent an innovative tool that allows for advertising designers to combine two different things in an innovative and distinctive way through another entity such as the cast shadow.

The optical illusion of the shadow art is one of the design and artistic elements in which shadows play an important role in the dramatic effect of the image used in the design of the interactive advertisement. Balance and contrast in the design, which gives it embodiment and illusion of depth as well as its symbolic semantic dimensions that attract the viewer to interact with it, Interactive advertising is characterized by the ability to communicate the advertising message easily and quickly to the target audience in an accurate and direct manner, as well as its ability to spread in an era in which the means of communication have become highly developed due to the widespread and rapid spread of modern means of communication. The recipient has to interact with the advertisement regardless of his reaction.

Therefore, the advertising designer must pay attention to the advertising idea and achieve a new vision for the different design elements in a unique and creative way, and to take advantage of cultural and artistic legacies, to reach innovative solutions for the various design elements in line with the nature of the advertising message and the target audience, to reach the best means The art of expressing the advertising message and taking advantage of the technological development to obtain virtual shadows that the viewer can interact with, so that the viewer feels something that fascinates him and captures his attention and senses, Especially with the spread of modern technology in mobile phones and new interactive applications in which advertising is employed.

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Main Subjects

مجلة العمارة و الفنون و العلوم الإنسانية

Articles in Press, Accepted Manuscript
Available Online from 21 November 2022

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