توظيف الرسوم المتحركة في الإعلان التسويقي في أوروبا وأمريكا في القرن العشرين

الموضوعات

فن

الملخص

روابط وملفات

التعريف والنوع

رقم الوثيقة

0635ac80-3500-4bff-a07e-a280699adc80

رقم العقد

0

نوع الوسائط

Crawler

نوع المحتوى

الرسائل العلمية

صيغة المصدر

رسائل ماجيستير

نوع الملف

pdf text

أسماء الملفات

1964037_1.pdf

بيانات النشر

ترجمة العنوان

Utilizing Animation in Advertising and Marketing in Europe and America in the 20th century

ألقاب المؤلفين

[{"name_ar":"احمد يازجي","title_ar":"اشراف","title_en":"Supervision"},{"name_ar":"رشا احسان بوسعد","title_ar":"اعداد","title_en":"Preparation"}]

اللغة

Arabic

المصدر والدورية

اسم المصدر

توظيف الرسوم المتحركة في الإعلان التسويقي في أوروبا وأمريكا في القرن العشرين

المحتوى والصفحات

عدد الصفحات

0

ترجمة الملخص

There has been an increase in the number of studies on animated cartoons as an art and industry that emerged and spread in the . These studies could cover most aspects of that art or industry if we may say so, and hence they were rich in studying the historical origin, techniques and sample analysis. However, most of these studies, especially those conducted in animated cartoons as an advertising and promotional material, whereas studies performed by well-established universities demonstrated the effect of cartoon adverts on the different sectors of society and the feasibility of their use in this context.Since the specialty of our Department of Visual Communication of the of Fine Arts is media, the student elected to study this aspect of -mated cartoons and the commonalities with visual communication and me-dia in specific, and therefore the research was entitled (Using Animated experience com-pared to that of our Arab region, the research spatial limits included Europe and America that did not hesitate to engage in this experiment in order to find solutions of some obstacles, whether economic, marketing or of any other nature, encountered by advertising. As some of these obstacles are similar to what advertising in the Arab region is suffering from, studying them would enable us to find the solutions had we been able to model this experiment consistent with the social, cultural and marketing conditions of our societies. Hence, the research tried to cover the aspects that might make the results clear as a whole and useful if and when applied.The research included advertising, marketing and animated cartoons as well. It started by historical presentation of the different types of drawings, such as still drawings (comics, caricatures and editorials) and animated cartoons (short films and TV advertisement). Although advertising agencies were not encouraged enough to explore the role of graphs in adverts, they, on behalf of their clients, turned to use caricature in adverts due to its unexceptional potentials and capabilities, like communicating humor and irony and giving a new and unexceptional dimension to illustrations. Since the major part of the study was about animated cartoons used in advertising, advertising had 292 to be elaborated upon: definition, historical beginnings, development and theories of communication and cognition. The student also studied the persuasion and temptation policy, where those responsible for planning the advertising campaign turn to influence people using two types of temp- : mental and emotional. These two types are strongly related to the type of commodity, the means and the target audience.Characters also had a big role in marketing being used in print advertise- or as brands mascots. The design systems, the principles of graphic design and the introduction of characters into the design of adverts have been studied, where the student elaborated on the marketing strategies, the principles of advertising campaigns that would achieve the marketing tar-get aimed for and the difference between the campaign, the concept (idea) and the strategy, through giving examples and demonstrating the effect of graphic adverts on the different sectors of mass/receiving audience and how these adverts shifted from being used as a tool for promoting a product to being an independent product that is being promoted and sold as a full-specification commodity. Animated cartoons have also been used in a certain stage of war as a political propaganda with a task to guide the society in the direction desired by the authority; they enhanced the soldiers' fighting spirit whenever the govern- were getting ready for war, and eased soldiers' enthusiasm whenever the governments headed for settlement, using the animated cartoon character Snafu Soldier as a representative of the American soldier. Thus, using the of graphs to send indirect messages ensures molding could achieve a significant marketing success in terms of increased sales, widespread brand and increased product share in the market, in connection with associating the cartoon character with the product, where samples on the market have been studied, like: the practical experiment done by the student:1)Character )Character-product )Character association with the mass audience )Role of the character in building the brand's visual identity 5)The best advertising media for character )The character achieving the marketing outcome of all the different chapters of the research was a group of results, summarized in the following points:-Using new methods in advertising requires a complete marketing study for the mass audience sector. This has been confirmed by the studies conducted on booths when the use of drawings in advertising was launched.-The advertising experience showed that advertising based on the use of animated cartoons or graphic characters caused a more positive re- by receivers from the children and young sector than that by elderly receivers because the latter adopted the experimental method more than the analytical method in receiving the advertisement.-The cartoon character constituted the main holder of the group of moral or human concepts meant to be communicated to the mass the product, as it carried the product's properties and built its visual identity in the consumer mind and ensured prolonged of the brand.-The arbitrary use of graphs did not bring about positive results all the time. Therefore, they should be used within controls that ensure representation of the product by the character.-Animated cartoons have been an effective solution for the increased costs of hiring celebrities for the purpose of marketing a product. With distinct features, they replaced celebrities and introduced solutions in the benefit of advertising and marketing, especially in cases where the budget allocated for advertising is low.In conclusion, the student have made every possible effort within the avail-able conditions to cover all points of the research problem, hoping that the research will be satisfactory enough to be classified among the researches handling this aspect of the animated cartoons.

إشراف وإعداد

الإشراف

احمد يازجي

الإعداد

رشا احسان بوسعد

الاقتباسات الببليوغرافية