"The Role of Modern Technology in Stimulating Artistic and Aesthetic Values in the Design and Production of Outdoor Advertising"
As technology vastly developed in all life activities and all fields of production are competing, companies and institutions sensed the extreme importance of advertising and its effective power. Technology advances in production lead to high productivity that imposed the necessity of increasing sales and activating markets to rid itself of excess production. Quality and originality can no longer guarantee products' distribution as more blended factors came into play, here appears the importance of advertising as a medium that provides for both, products' and consumers' needs, if well utilized.
With the enormous development in advertising, researches are a necessity to study advertisements effect on the audiences' psychology because advertising is persuasive and informational and is designed to influence the purchasing behavior and/or thought patterns of the audience. As advertisements supplies its audience with reasons based on the environment, its customs and traditions to gain attractiveness and acceptance.
Advertisers invest in the results of researches that study artistic values and their impact on perception. Designing an advertisement and directing it, in addition to its size, place of broadcasting, and the factors of motion, all affect its ability to attract audience.
With the increase of its importance, advertisements should be a lively art enabling its producers to develop their styles and designs. This helped new and sophisticated methods to appear; instead of the traditional neon light advertisements with on/off motion controlling switches. New flexible materials and plastic substitutions have been introduced to the market. Further, advanced technology and computers interfered to add more accuracy, design, color and durability to advertisements. The results are larger ads, mass production, tri-vision ads within a limited area, and large screens that includes hundreds of small computer controlled lights to provide real movement within the advertisements instead of changing the whole design. Moreover, modern colors are chemically treated to be brighter and clearer. Another addition to the field is computers' designing software. All these advances added to the advertisers' range of choices, ability and productivity that help achieve his goals in terms of shape and performance.
As ads are directed to the audiences' sense of art and their reasoning at the same time, its idea and presentation should be innovative, unique and appealing. Hence, an advertisement mental aim should use art as its means of communication.
Billboards and outdoor advertising are two of the ancient forms of advertising that followed loudly calling for goods 3000 years BC. Yet, outdoor advertising still exists due to its high effectiveness on audience and its versatility in shape, form, style and easy control of its size and place of demonstration. It could be near selling points, squares, crowded places and main roads. It is closely connected to people as it could be constantly represented with no interruptions and a cheap cost in comparison to other forms of advertising.
In addition, an advertisement involves creative and artistic values that encourage designers to create new techniques of blending these values in a way that grabs attention and leads to comfort and acceptance in addition to beauty and affection.
Further, outdoor advertisements contribute to the cleanliness and beauty of streets, advocates good taste, and promotes city's cultural values through adhering to architectural concepts, customs and morals of the targeted society. Advertisements that confirm to the previous factors add to its promoting function another aim of stimulating the audiences' artistic sense and appreciation to beauty.
In shadow of the huge global developments in the art of advertising, modern technologies and huge possibilities appeared to significantly contribute to it. Special computer graphics programs in addition to a great number of assisting devices promoted the art of advertising and accurate printing in much reduced time. In addition, the use of neon gas in accordance with transistors showed the advertisements' movements and enabled the control of light's power, color and duration. This increased the advertisement's ability to attract attention from afar.
Another advancement was the invention of Flexface®; the material developed specially for advertisements, colored Phenyl, plus their printers that can print over 50m (L) X 5m (B). This helped carrying out huge, beautiful, and attractive advertisements, extraordinarily large screens placed in city squares, and demonstrating the actual movement of shapes and words. Not to mention massive tridimensional advertisements such as Jeddah's huge milk can in Al'Madinah road and Engineering Square near Sari street, etc, increasing the advertisements' attraction.
All this opened new horizons to the art of advertisement, affecting its role to achieve aesthetic, psychological, and functional goals, making outdoor galleries out of cities that have new various shapes and samples of external advertisements, almost eligible to be considered modern city monuments.
The problem at hand was mainly attended to through an artistic and aesthetic foundation, handling advertisement as an art by which functional, psychological, and aesthetic goals are achievable. This is accomplished using a combination of elements such as script, color, texture, area, size, mass, space, shadow and light and both active elements of the movement and light including attractive advertisement elements such as pictures, drawings, writing, colors and layout, in addition to design basics such as composure, rhythm, suit, assurance, coordination and contrast by producing work in an exciting innovative form showing the role of modern technology and evolving materials to influence these values.
What is the role of advertisement's modern technology and its effect and reflection on aestheticism values, design, and producing external advertisements?
This question branches out as follows:
1. How can technology and formation have a more active role in the success of advertisement's message in light of technology development?
2. How efficient are external advertisements concerning profit and aestheticism?
3. What is the role of art in the development of advertisement? Is advertisement influenced by modern arts in the world?
4. How useful is modern technology to advertisement agencies?
5. What are the aspects of development of external advertisements in the early 21st century? And what are the future expectations of advertisement?
The research acquires scientific importance as an attempt to describe and analyze the art of modern external advertisements. It spotlights the mutual relation between art and science using what is new in the field of technology in artistic formation movement and advertising. It also stresses the importance of knowing the aspects of technology in developing artistic work as the base to artistic invention which accompanies the modern development. The research aims at enriching the modern knowledge of art learners and workers in the field of advertising, design, and producing visual works.
1- Pointing out artistic, aesthetic, and creative values of external advertisement and explaining its importance from different angles.
2- Discovering new styles of artistic advertisement design directed to the audiences through external advertisement.
3- Increasing artistic design's effectiveness to spread artistic taste and aesthetic sense.
4- Studying and using the modern design concepts to raise the quality of exposed advisement production.
5- Explaining modern technologies in advertisement manufacturing and their role in developing the art of external advertisement.
6- Explaining the standards of controlling the usage of formation elements and physical components of the advertisement.
The researcher uses the descriptive approach which is one of the most common research methods in researches and studies of art and education as an appropriate approach for these fields. Descriptive approach describes what exists, and explains the relation between common practices of designing and producing advertisements. Therefore, the researcher's objectives are to determine the current status of the modern technologies enriching artistic and aesthetic values of advertisements, then works to describe them and the conditions they passed, and searching accurately for descriptions to all relations including theories, design concepts, artistic value of advertisement, describing the current status of the research subject and determining their links and destination, because the researcher has no intent to control the current status or to change or substitute but only to study and analyze in his manner, therefore, the researcher will use an analytic descriptive approach. This was greatly used in art and information studies, defined as (Content Analysis) by Abidat and others in 1993, as a scientific research tool that researchers used in various research fields, especially in Media, to describe the content and form of information material in order to meet and fulfill the research's need for subjective classification, and to use this data in either describing the information material of direct communications, or discovering mental and cultural background, and the message's objective or secret content through the advertisement elements such as vocabulary, form, words, sentences, pictures, codes and concepts. Therefore, the researcher turns to the analysis process according to methodological basics and subjective standards.
The researcher depends on various tools to collect information:
(A) Library Research:
Reading books and art contributions to the role of design and production in advertisement to draw attention and deliver its message to the audience and raise the aesthetic quality in the city.
As a form of questionnaire, it aims to collect information and data orally from individuals where the researcher meets each individual and ask them questions that serve his research purposes. The interview can collect more accurate answers as it has great flexibility and extension. Therefore, the researcher used one form of open interview which is (Focused interview) by asking direct questions about posters, design, production, media campaigns and behaviors in need of treatment. The interview takes a dynamic form of speaking between researcher and researched sample individuals who are specialized in field of arts, advertisement designers, and production division in advertisement agencies due to the following reasons:
1- The limited number of the sample individuals.
2- The researcher's desire to study the phenomena at first hand and know the various conditions and other aspects that affect posters' production.
3- The researcher's need to a qualitative description for the posters or study subjects.
4- To obtain information, there should be a good relation between individuals and researcher so that they will be able to provide as much information as possible.
The researcher needs to pass the observation process with it is general concept to analyze and examine advertisements as study subjects.
The researcher uses observation as a tool to acquire information and data without any intervention to guarantee accuracy. Therefore, the researcher turns to direct, systematic, structured observations of special aspects in the sample, as this is a purposive observation to record special data for the analysis of posters.
This tool is characterized as follows:
1- It provides information about the subject and its final natural status
2- It provides typical accurate information.
3- It suits the limited sample which is agreeable with the research purposes.
(A) Objective Limits:
The research concentrates basically on outdoor advertising such as:
* The wall boards put on top or near commercial centers.
* Boards on fronts and surfaces of buildings and inside the play grounds
* Boards on city roads, bridges and highway roads.
(B) Site Limits:
The research is limited to Grate London because it is the biggest commercial center and the advertisement capital of Britain.
(C) Time limits:
The research is limited to the technological development in the field of advertising since 2000 AD until the time of the research.
Research's key terms:
* Outdoor advertising
* Advertisement Communication
* Artistic value
* Aesthetic values
* Creative value