فتوحات
Volume 2, Numéro 4, Pages 45-71
2016-12-01
سيموطيقيا الصورة الدعائية بين الهوية والعالمية
الكاتب : خالد مصطفى أحمد .
الملخص
Graphic design as a cultural pot cannot be given from outside the frame of the society that it produced and directed towards it. Each society has its political, social and religious trends. the quality and number of these trends and a create its culture and from which its behavior is stemmed from. The term semiotics means the science that deals with the means and the media in which the individual gets to know the philosophical and ethical system, as well as the way of conveying knowledge. Images captured a great deal of human history starting from the cave paintings and pictured languages as Pharaonic. Since the middle of the nineteenth century we have been living in a culture of mediation and advertising images as an important document to formulate the minds and conscience. It was and still one of the unique styles that have enriched human life with its attractive forms and its distinguished semiotics that attract public and private interests of people of different races, social class, attitudes and methods and tastes. Now, our culture is based on the broad world of mediation. If the advertising image contains aesthetic and educational values, it will leave a positive impact in the cultural quantum and elevate taste of the audience. the optimal academic use of advertising images enables advertisers to communicate better with consumers and make the product more popular, and ultimately, to achieve the main objective of the advertisement. In spite of that, we must ask ourselves: is the advertising images going vanish with the invasion of multinational companies and the multiplicity of means of communication that they don’t have boundaries in searching for a larger horizontal audience of the recipients, without addressing the ideas and connotations (semiotics) that may not suit all target groups?!
الكلمات المفتاحية
سيميوطيقا - صورة - دعائية - خالد - مصطفى - هوية - عالمية
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