البنى الاجتماعية والثقافية وعلاقتهما بتصميم الإعلان

Abstract

Advertising design is considered a social activity that aims to present its topics according to foundations and relationships, subject to several transformations depending on social and cultural variables to convey ideas and information as a communicative stimulus whose goal is to influence and achieve a persuasive response. We can summarize the problem of the current research in the following question: - What are the social and cultural structures and their relationship to Advertising design? The goal of the research is determined: to explain the social and cultural structures and their relationship to advertising design. The research included three sections, the first (the concept of structure and structures), the second (the constructivism of societies), and the third (the relationship of advertising design to social and cultural structures). The descriptive analytical approach was adopted to analyze the sample of (5) five models of advertisements published on the Deviant Art website for the year 2021 for the research population of (53) fifty-three for advertisements published on the Deviant Art website for the year 2021 for the research community of (53) fifty-three designs, i.e. 10%. Then a set of results and conclusions were reached, the most important of which are the following: 1. The relationship of advertising design to social and cultural structures contributes to the manifestation of aesthetic values through the use of (metaphor, suggestion, movement, aesthetic values, dazzlement, and contrast) as it contains a tremendous ability the recipient towards the design. 2. Highlighting the structural foundations of societies by using functions (aesthetic, communication, utilitarian) within the advertising space to highlight the aesthetic and expressive side of the design and deliver information clearly to the recipient, as well as attracting attention to the direction of the advertising content and achieving influence and persuasion. after which recommendations and proposals were presented. Key words: structurer, social structures, cultural structures.