Employing Semantic and Symbolic Values in Animated Advertising.

Document Type : Original Article

Authors

1 Faculty of Applied Arts Helwan University

2 Faculty of Applied Arts- Helwan University - Egypt

3 Faculty of Applied Arts - Helwan University

Abstract

The field of animation has captured the imagination of designers and viewers in the 21st century, with movement becoming a major part of our contemporary visual landscape. With the integrated technologies of various visual media such as television and the Internet, animation has presented a set of unique and creative challenges that combine the language of graphic design, The problem with the research is that we are exposed to hundreds or even thousands of visual messages every day. These messages constantly try to convince us to feel confident and convinced about the service or purchase, but some or many of them lack the ability to process all of this loaded information in a conscious way. Especially in the presence of a state of advertising saturation and intense competition from advertisers in modern advertising media, which has made them more crowded and caused the content and idea of the advertising message to be lost and similar. The researcher also assumes that employing semantic and symbolic values in advertising with animation works to deliver the message effectively.

Therefore, the goal of the research was to study the feasibility of implementing a variety of advertising ideas based on employing semantic and symbolic values in animated advertising, which are able to attract attention, increase the recipient’s memory and response process, and give him confidence in dealing with ambiguity and complexity. It also develops the recipient's observation ability, creates interaction between the recipient and the design elements of the advertisement through his attempt to decipher codes, symbols, and formal and color connotations in the design, and develops the recipient's creative thinking. As well as studying the technical and scientific foundations and standards to achieve the best results and determining the points that the designer must follow when using semantic and symbolic values in animated advertising. One of the most important findings reached by the researcher is that employing semantic and symbolic values in animation advertisements works to deliver the advertising message effectively, as there is a relationship between the use of semantic and symbolic values in the advertising idea of animation advertisements in a scientifically studied manner, which has a positive impact on the recipient, emotionally and culturally And cognitively.

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