The effective use of holographic technology in enhancing the creative thinking of the advertising designer | ||||
| International Design Journal | ||||
| Article 19, Volume 11, Issue 2 - Serial Number 39, March and April 2021, Page 247-256 PDF (1.06 MB) | ||||
| Document Type: Original Article | ||||
| DOI: 10.21608/idj.2021.152357 | ||||
 View on SCiNiTO | ||||
| Authors | ||||
| Noha Hassan Ahmed1; Mahmoud Saleh Ahmed2 | ||||
| 1Lecturer in Department of Advertising- Faculty of Applied Art, 6 October University, Egypt | ||||
| 2Director of photography, Nile news channel, Egyptian Television | ||||
| Abstract | ||||
| Creativity and innovation represent a mixture of abilities, preparations and individual characteristics that, if a suitable environment is found, can elevate mental processes to lead to original and useful results. Creativity is one of the most important elements of advertising as it is one of the most dynamic engines in the design process to achieve a positive impression on the recipient and a major role in the effectiveness of The advertising message. Advertising innovation is not a simple process, or an innate talent or individual effort. Rather, it is an interconnected process that has basic determinants that affect and are affected by many variables and multiple skills and abilities that should be available in the advertising innovator "designer". (Sensitivity to Problems – Fluency – Flexibility- Originality). Technological development in the field of photography has helped the advertising designer solve many of the problems that he faces in design. Holographic technology is one of the technologies that enhance creative thinking, imaginative abilities and innovative skills, which in turn contribute to the development of creative values in advertising design, which would Providing the advertisement designer with the necessary knowledge and skills to contribute to providing innovative solutions to display the `advertising in a manner that attracts the attention of the recipient and affects the effectiveness of the advertising message.Holographic can be defined as "the science of producing holograms, that is, converting photographs into a three-dimensional, three-dimensional, with a depth." Lasers can ionize the air and convert it into a plasma through which the three-dimensional image can be displayed in the air without the need for another medium, which can be described as the future of holographic imaging technology in addition to the emergence of the latest holographic cameras, which is a camera “RED and Lucid Unveil 8K 3D Camera for 4V Holographic Photos”. The use of holographic technology in advertising gives companies a competitive advantage, as this technology works to attract the attention of the recipient of the advertisement, especially if it is used in a manner consistent with the nature of the advertising message.statement of the problem:The problem of research lies in: - How to use modern technology in designing advertising to achieve visual attractiveness and serve the content of the advertising message? - To what extent does the use of modern technology affect the creative thinking of the advertising designer? Significance: The importance of the research lies in considering the applications of holographic technology as one of the most important techniques that affect advertising design, which in turn works to enhance the creative thinking of the advertising designer. Objectives:: The research aims to: Shed light on holographic technology in order to benefit from it to enhance the creative thinking of the advertising designer and highlights the technology of holographic and its applications to enhance the efficiency of the innovative advertising designers thought.Methodology:Descriptive and analytical method: to verify the research hypotheses, analyze and discuss the results.Results:In this research, the opinions of the members of the research sample will be analyzed about “the effectiveness of using holographic imaging technology in enhancing the creative thinking of the advertising designer.” The two researchers analyzed the opinions of the research sample members according to the three-graded Likert scale as follows: If the answer is (agree - Agree Moderately - disagree), with weights (3 -2 -1) respectively, the "weighted average" arithmetic average is then calculated as follows: disagree: 1.66 - 1, Agree Moderately: 2.33 - 1.67, agree: 3 -2.34, Research sample: 68 individuals. The two researchers calculated the frequency, reference average and weighted percentage for each question from the questionnaire according to the research sample responses according to the three-tiered Likert sca | ||||
| Keywords | ||||
| Creativity; Creative Thinking; Advertising Innovation; holographic technology | ||||
| References | ||||
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