Document Type : Original Article
Authors
1
Faculty of Design and Creative Arts, Al-Ahram Canadian University
2
Helwan University, Faculty of Applied Arts, Advertising Department
3
Advertising dept., Faculty of Applied Arts, Helwan Un., Giza, Egypt
Abstract
There were many media, communications, information, services, and entertainment platforms, and audiences and markets were fragmented, so advertisers tended to reconsider their advertising strategies, and advertising through new media became a real competitor within the rapidly changing advertising landscape, which helped to measure the reactions of The recipient and the effective influence on his purchasing or interactive behavior towards advertising, and metaverse is one of the most important terms in the technology industry, especially in virtual versions of the Internet, and it plays an important role in the field of advertising and marketing by targeting the recipient with brand-related content and methods of enabling sales, which will redefine the concept of advertising It reshapes and sets the stage to bring unique opportunities and challenges into the advertising industry once it impacts. It goes beyond traditional branding experiences, it is more engaging and less invasive than what we experience with digital advertising today. From here, the research problem arises in asking the question to what extent can metaverse technology be applied in modern advertising design, and in this context, the aim of the research is to study creative frameworks for applying metaverse technology in the field of modern advertising design, while it is unlikely that anyone can predict with certainty what it will look like metaverse and how it will evolve over the next few decades it is clear that augmented and virtual reality along with innovations such as NFTs, cryptocurrency and digital developments will produce a more advanced "virtual world" in which some consumers spend time to seek luxury, trade, browse, etc. It is an aspect of the real world we live in.
The researcher also hypothesized that taking advantage of metaverse technology enhances the creative values of modern advertising design. Accordingly, the study followed the descriptive approach compared to the analytical study, leading to the results that confirmed the growing role of metaverse technology in the field of advertising in order to attract investment.
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