Effects of Using visual metaphors in designing branded giveaways as non-traditional advertising media “An Analytical Study at Advertising department, Faculty of applied arts, Helwan university”
Gaber, D. (2025). Effects of Using visual metaphors in designing branded giveaways as non-traditional advertising media “An Analytical Study at Advertising department, Faculty of applied arts, Helwan university”. EKB Journal Management System, 15(2), 531-549. doi: 10.21608/idj.2024.337892.1223
Dalia Mohsen Gaber. "Effects of Using visual metaphors in designing branded giveaways as non-traditional advertising media “An Analytical Study at Advertising department, Faculty of applied arts, Helwan university”". EKB Journal Management System, 15, 2, 2025, 531-549. doi: 10.21608/idj.2024.337892.1223
Gaber, D. (2025). 'Effects of Using visual metaphors in designing branded giveaways as non-traditional advertising media “An Analytical Study at Advertising department, Faculty of applied arts, Helwan university”', EKB Journal Management System, 15(2), pp. 531-549. doi: 10.21608/idj.2024.337892.1223
Gaber, D. Effects of Using visual metaphors in designing branded giveaways as non-traditional advertising media “An Analytical Study at Advertising department, Faculty of applied arts, Helwan university”. EKB Journal Management System, 2025; 15(2): 531-549. doi: 10.21608/idj.2024.337892.1223

Effects of Using visual metaphors in designing branded giveaways as non-traditional advertising media “An Analytical Study at Advertising department, Faculty of applied arts, Helwan university”

International Design Journal
Article 40, Volume 15, Issue 2 - Serial Number 66, March and April 2025, Page 531-549  XML PDF (1.07 MB)
Document Type: Original Article
DOI: 10.21608/idj.2024.337892.1223
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Author
Dalia Mohsen Gaber email
Faculty of applied arts, helwan university
Abstract
The advertising crowd and the intensity of the competition is one of the most important reasons for moving towards non-stereotyped advertising means in order to attract the audience attention and leave a positive impression for brands. Creative branded giveaway can be considered one of the non-traditional advertising media that can stay a long time with the target audience while using it and can be a good reminder to keep the brand in their minds with good impressions because of the good design and the concept of it which is related to the brand promise.
This research focus on studying how to design branded giveaways with applying visual metaphours in new 3d ideas that can be new creative media with 3rd-grade students, At the Advertising Department, Faculty of Applied Arts, Helwan University, designing creative advertising media Course for the Academic Year 2021/2022 and 2022/2023.. Visual metaphors are smart tool and artistic rhetorical techniques that convey multiple messages and meanings. They appear to encourage users to experience and elaborate their meaning, which results in positive attitudes toward the advertisement idea and the brand. In addition to their influence on persuasion, visual metaphors have the remarkable power to boost designer creativity. They are useful tools for developing innovative branded giveaway concepts.
The consequence is visual metaphors can be a useful tool when designing inventive branded giveaways to capture audiences' attention and enhance the ability to keep brands in their minds.
Keywords
visual metaphor; branded giveaways; non-traditional advertising media
Supplementary Files
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