Visual Persuasion Techniques in Ambigram Art and Application in Contemporary Advertising Design | ||||
| Journal of Design Sciences and Applied Arts | ||||
| Article 16, Volume 4, Issue 1, January 2023, Page 215-229 PDF (2.07 MB) | ||||
| Document Type: Original Article | ||||
| DOI: 10.21608/jdsaa.2022.140814.1190 | ||||
 View on SCiNiTO | ||||
| Author | ||||
Haidy Abo-elgheat 
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| advertising and printing, publishing department, faculty of applied arts, benha university, cairo, egypt | ||||
| Abstract | ||||
| This research aims to explore visual persuasion techniques in ambigram art and application in advertising design to achieve the persuasive power of advertising. Where the the ampigram art is based on the image being able to reach its declared or undeclared ideological connotations to the consciousness of the recipient in a way easier than the ideology of the text, since the image addresses the different segments of society at all cultural levels. It is the most capable of convincing the objective truth or the false meanings it carries, and the reason is that the text needs the reader to understand the symbols and terminology of the text and his ability to place it in his appropriate temporal and objective context, and as for the image, it only needs to be contemplated in the manner intended by the designer. The image and how to use it to achieve its purpose. The visual persuasive power has profound implications for influencing behavior and decision-making at the subconscious level, which is what the art of the ampigram is based on, and therefore the research problem comes out of the need to find mechanisms that make use of visual persuasion techniques in the art of the ampigram on the design level and its application in messages with psychological rich visual connotations that affect changing the behavior of the recipient. The research makes use of visual persuasion techniques in the art of ampigram at the design level and their application in contemporary advertising design. | ||||
| Keywords | ||||
| Ambigram; Visual Persuasion; advertising design | ||||
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