Using "DEEPFAKE" Technology as an Application of Artificial Intelligence in Photography for Evoking Nostalgia in Advertising | ||||
| Journal of Design Sciences and Applied Arts | ||||
| Article 32, Volume 5, Issue 2, June 2024, Page 404-418 PDF (2.28 MB) | ||||
| Document Type: Original Article | ||||
| DOI: 10.21608/jdsaa.2024.219965.1360 | ||||
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| Author | ||||
Esraa Kasem  
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| Advertising Department, Faculty of Applied Arts, Benha University, Benha, Egypt | ||||
| Abstract | ||||
| The advent of artificial intelligence (AI) in a technology-driven era has significantly altered our perception of the world, particularly in the field of photo processing. The use of AI in photography presents numerous advantages. The contemporary advertising landscape is witnessing notable advancements in strategies aimed at capturing diverse audiences for a range of products and services. Amidst intense competition, a recent trend has emerged wherein nostalgia has infiltrated advertising campaigns. This phenomenon of nostalgia ads has become a significant tool, necessitating comprehensive investigation into their seamless and efficient implementation. The approval of this strategy by the audience has prompted many companies to rely on its efficacy. Implementing these ideas often involves featuring artists from the past. The emergence of deepfake technology, a form of AI applied in photography and increasingly utilized in visual effects and cinematic productions, offers a viable means to achieve nostalgia in advertising. This AI application holds promise for marketing endeavors, as it saves time, effort, and material resources. In summary, this research highlights the multifaceted benefits of employing AI in photography to create nostalgic advertising. By leveraging deepfake technology, nostalgia can be effectively utilized as a potent marketing tool, enhancing efficiency and cost-effectiveness in the field. | ||||
| Keywords | ||||
| Artificial Intelligence; Deepfake; Photography; Nostalgia; Machine Learning | ||||
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