Play Philosophy as a Direction in Advertising Design

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.