Play Philosophy as a Direction in Advertising Design | ||||
| International Design Journal | ||||
| Article 22, Volume 9, Issue 2 - Serial Number 30, April 2019, Page 263-278 PDF (1003.61 K) | ||||
| Document Type: Original Article | ||||
| DOI: 10.21608/idj.2019.83577 | ||||
 View on SCiNiTO | ||||
| Authors | ||||
| Marwa Ibrahim Saeed Al-Faramawi1; Mai Ali Nada2; Abeer Hassan Abdo3 | ||||
| 1Assistant Lecturer, Higher Institute of Applied Arts, 6th of October | ||||
| 2Assistant Professor, Department of Advertising, Faculty of Applied Arts, Helwan University | ||||
| 3Professor of Design, Department of Advertising, Faculty of Applied Arts, Helwan University | ||||
| Abstract | ||||
| The phenomenon of playing played a role in the thinking of a number of scientists and researchers throughout the ages, and with the development of human societies, human attention to the phenomenon of play as a phenomenon of psychological and social and educational, and the history of human science shows that modern societies looked at the play looks very different from ancient societies. The theories of play have been applied and applied in various fields of science and the arts, such as economics, education, behavioral and skills development, medicine and psychotherapy. As for the field of art and applied design, there has been a doctrine supporting the importance of play and its role in the creative process, which sees art in its origin as play, and here lies the importance of research in guiding design thought in advertising to the importance of play, fun and pleasure in the design of advertising messages, During a new visual vision, namely "Play Signals" and how they affect the interaction between the advertisement and the audience received.Results: the play philosophy of the creative designer provides a way of thinking that enables him to create unlimited design solutions outside the expected, and aims to achieve some positive communication between the recipient and the advertisement. The play philosophy is designed to design the majority of the advertising message (profitability - non-profit), to promote the concept of social marketing emotional in relation to the non-profit message, in addition to create a positive correlation with the brand in the case of messages profitability.Play signals is a visual vision to apply the concept and philosophy of play in the design of advertising as a form of mass communication, especially with regard to communication situations hopeless. Play signals are visual elements emotionally exciting, achieve what is known as indirect emotional contact. Play signals are to employ the expressive values of the free and automatic arts, and to employ the types, tools and elements of the game in the design of advertising.Check the play in the design of the Declaration of what is known as the principle of "design fun" which the recipient feels a certain amount of emotional pleasure, and mental during the exposure of the advertisement, even in the case of critical or painful messages. | ||||
| Keywords | ||||
| Theories of Play; Playing Signals; Emotional Design; Mind Pleasure | ||||
| References | ||||
|
1- أحمد بخیت، سید- تصنیف الفنون العربیة والإسلامیة- المعهد العالى للفکر الإسلامى – القاهرة – مصر – 2012 2- النبوى، محمد- مقال "المدرسة البنائیة"- 20دیسمبر 2012 3- رید، هربرت – التربیة عن طریق الفن –ترجمة عبد العزیز توفیق – الهیئة المصریة العامة للکتاب –1996 4- عباس الخفاف، إیمان- "اللعب إستراتیجیات تعلیم حدیثة" - دار المناهج –القاهرة-2010 5- عبد الرحمن إبراهیم، إلهام– إدارة المعرفة باستخدام الرسائل اللاشعوریة فى تصمیم الإعلان التفاعلى – دکتوراه – قسم الإعلان-کلیة الفنون التطبیقیة –جامعة حلوان -2013 6- عبد الله بن حمد السهلى –أسالیب مواجهة الضغوط النفسیة لدى الشباب من المترددین على مستشفى الطب النفسى – دکتوراه – علم النفس تخصص الإرشاد النفسى –کلیة التربیة – جامعة أم القرى – المملکة العربیة السعودیة –2011 7- میلر، سوزان –" سیکولوجیة اللعب"- ترجمة حسن عیسى – مراجعة محمد عماد الدین أسماعیل – سلسلة عالم المعرفة – الکویت 1990 8- مصطفى، عبیرحسن عبده- آلیات التفکیر ودورها فى بناء الأفکار الإعلانیة – بحث منشور- مجلة العمارة والفنون- المجلد 23/ ع 4- الصفحات ( 27-41)-2011 9- موثقى، هایدة- "علم نفس اللعب"- دار الهادى-بیروت لبنان-ط1-2004 10- نبیل حاجى نایف – لعبة المعرفة من أنت ؟ ماذا ترید ؟ وماذا یجب أن تفعل ؟ - مرکز الشرق للدراسات الحضاریة والإستراتیجیة – المملکة المتحدة – لندن .2011 11- هیث، روبرت- إغواء العقل الباطن" سیکولوجیة التأثیر العاطفى فى الدعایة والإعلان"– ترجمة محمد عثمان –مؤسسة هنداوى للتعلیم والثقافة-ط1-2016 12- 12- Charles S. Gulas, Marc G. Weinberger-Humor in advertising (Comprehensive Analysis) - Armonk, New York: M.E. Sharpe.2006
13- 13-Elkind, David- “The Power of Play”-American Journal of Play- v1 n1 2008. P (1-6).
14- 14- Hoffjann, Olaf –“The role of play in strategic Communication”- Ostfalia University of Applied Sciences, Germany- Public Relations Inquiry, Vol. 7(1). – 2018. P (83 –101)
15- 15- Khuong, Mai.N- “The Effects of Emotional Marketing on Consumer Product Perception, Brand Awareness and Purchase Decision”-Article. Journal of Economics, Business and Management, Vol. 3, No. 5, May 2015.P (524-530)
16- 16- Martin, Rod -The Psychology of Humor: An Integrative Approach -Elsevier Academic Press publications- Oxford, London- UK -2007
17- 17- Nilsson, Monica- “Vygotsky’s theories of play, imagination and Creativity in current practice: Gunilla Lindqvist's”. Creative pedagogy of play” in U. S. kindergartens and Swedish Reggio-Emilia inspired preschools- PERSPECTIVA, Florianópolis, v. 32, n. 3, 2014. P. (919 – 950)
21- www.Christophnieman.com
| ||||
|
Statistics Article View: 389 PDF Download: 303 |
||||
