Advertising Multimedia Technology For Marketing Cultural Events In Egypt.

Anwar, Wafaa; Mahmoud, Salwa; Mostafa Abutabl, Mona; Atef, Lina

doi:10.21608/mjaf.2023.219080.3130

Advertising Multimedia Technology For Marketing Cultural Events In Egypt.

Document Type : Original Article

Authors

¹ The Faculty of Applied Arts, October 6 University.

² Advertising Department, Faculty of Applied Arts, Helwan University,

³ Dean of Faculty of Applied Arts, October 6 University.

⁴ Advertising Department, Faculty of Applied Arts, Helwan University.

10.21608/mjaf.2023.219080.3130

Abstract

Cultural industries are considered the most prominent contributions of the culture pillar of the country's strategy for sustainable development, "Egypt's Vision 2030". They constitute a source of soft power for Egypt at the regional and international levels and add value to its civilized status in the future. UNESCO has indicated the importance of protecting those industries that preserve identity and promote their content and cultural load and their role in achieving the development that the state seeks at the local and global levels. One of its prominent classifications is cultural events - as conferences, festivals and various events - as it stores specific cultural content through which it reflects the culture of the host country and its traditions and what distinguishes it from the cultural and artistic heritage that expresses the succession of artistic generations. It is also similar to other industries in its need to be advertised and promoted. It has become possible to relate the term marketing to the fields of culture, creativity, and the production of cultural events, and not to limit it to commercial goods and services.

This research follows the descriptive approach in dealing with the marketing of cultural events as one of the tools to enhance the soft power that has global influence through attraction and persuasion. This needs a modern advertising medium that keeps pace with the technological development of the era through which the world is addressed. The social responsibility role of the advertising designer comes in creativity and innovation to support the state's plan towards achieving sustainable development. Then, the analytical study - a case study - of the "UN Climate Change Conference (COP 27)" event, which has a global resonance, monitoring how it benefits from marketing strategies and advertising multimedia. The research reached several results, most notably that marketing cultural events at the global level through effective advertising media is an ideal tool for the country's soft power that helps to spread its values, culture and tourist attractions that are able to attract and persuade public audience from all countries of the world.

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