النداء البصري وانعكاساته في التصميم الاعلاني
DOI:
https://doi.org/10.35560/jcofarts107/31-48الكلمات المفتاحية:
النداء البصري، التصميم الإعلانيالملخص
يعد الإعلان أداة مهمة ومؤثرة في العمليّات التّجاريّة المختلفة، كونه يمثل وسيلة اتصال تعتمد التأثير على الافراد لو المجتمع ككل، تعمل على وصل بين المنتج والمستهلك، لذلك تظهر اهمية الاعلان ببعدين الاول اقتصادي متمثل بدوره في تحقيق النموّ الاقتصاديّ للمنشأة، اما البعد الاجتماعي فيكمن في دوره بالتأثير في سلوكيات وافكار الافراد، ومن هنا تظهر لنا اهمية صياغة وتنظيم وتصميم الرسالة الاعلانية التي تلجأ لها الوكالات الاعلانية في حملاتها الدعائية هو موضوع (النداء البصري) الذي تعنى به هذه الدراسة عن طريق طرح مشكلة البحث المتمثلة بالتساؤل الآتي: ما هو دور للنداء البصري في التوجيه والتعريف ورفع مستوى الرسالة الاعلانية للمنتجات المحلية واقتناءها؟
فيما حُدد هدف البحث في كشف النداء البصري وانعكاساته في التصميم الاعلاني، واهتم الإطار النظري بمبحثين, تطرق المبحث الأول إلى خصائص النداء البصري وتشكيل الخطاب، اما المبحث الثاني فتطرق الى النداء البصري في الاعلان التجاري، وفي الفصل الثالث تم وصف وتحليل (2) نماذج بحثية، مرتكزة إلى فقرات التحليل المستنبطة من الإطار النظري، وما تمخض عنه من مؤشرات وتضمنت عرضاً للنتائج التي توصل إليها الباحث وكان منها:
- الاستناد إلى خصائص التنظيم الاعلاني من خلال تحفيز الرغبات ومحاورة العقل الباطن لاستمالته لدى المتلقي، ليكون خصيصة التشويق حاضرة وتنمي التحفيز.
- التركيز على العلامة التجارية وقيمتها اللونية في جميع العينات لبيان هوية المنتج وصفاته وخصائصه الاشهارية، مع امتلاك تلك الهوية البصرية يعد النداء البصري فيها نداءاً جذاب ومشوق ويحقق الانتباه والاثارة في جميع العينات.
فيما حُدد هدف البحث في كشف النداء البصري وانعكاساته في التصميم الاعلاني، واهتم الإطار النظري بمبحثين, تطرق المبحث الأول إلى خصائص النداء البصري وتشكيل الخطاب، اما المبحث الثاني فتطرق الى النداء البصري في الاعلان التجاري، وفي الفصل الثالث تم وصف وتحليل (2) نماذج بحثية، مرتكزة إلى فقرات التحليل المستنبطة من الإطار النظري، وما تمخض عنه من مؤشرات وتضمنت عرضاً للنتائج التي توصل إليها الباحث وكان منها:
- الاستناد إلى خصائص التنظيم الاعلاني من خلال تحفيز الرغبات ومحاورة العقل الباطن لاستمالته لدى المتلقي، ليكون خصيصة التشويق حاضرة وتنمي التحفيز.
- التركيز على العلامة التجارية وقيمتها اللونية في جميع العينات لبيان هوية المنتج وصفاته وخصائصه الاشهارية، مع إمتلاك تلك الهوية البصرية يعد النداء البصري فيها نداءاً جذاب ومشوق ويحقق الانتباه والاثارة في جميع العينات.
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