Transformative formulations of written texts in contemporary advertising design

Abstract

Research Summary

       The current research is concerned with studying the transformative formulations of the written texts by revealing what these formulations are and how to address them in the design of contemporary advertising according to the transformations that occur in it that give it a way out from the space of familiarity to the space of innovation and novelty, and then adapting it to express specific visions and meanings, thus achieving high visual attraction. This prompted the researcher to define the research problem with the following question:

- What are the transformative formulations achieved by written texts in the design of contemporary advertising?

The second chapter (theoretical framework) was built with three main sections. The first section dealt with it as a prelude to the concept of modification. The second section was devoted to the study of modification in written texts, while the third section was concerned with providing a concept for the research that combined everything that was presented in the first and second sections and how designers dealt with the concept. Modification, in addition to its overlap and overlap with some other design processes, in order to reach a new formulation resulting from it or achieving it, such as switching in letter structures, deletion, and repetition. The researcher's study community of contemporary advertising designs, which included in its construction some The transformative formulations of the written texts, in order to then determine the original community of the study based on the research methodology in order to reach some results.

1- The transformative formulation of the written text came according to the mechanism of changing the customary contexts with a design behavior by withdrawing the written text from its familiarity while maintaining its original form based on it.

2- The transformative formulation of the written text came as a main headline for the advertisement, which the designer obeyed, without paying attention to other secondary headlines that condemn it to modification, and this achieved visual tension, and the advertisement designer was satisfied with it as a means to communicate his design idea As for the conclusions, they came

1- The phenomenon of modification revealed the dialectic of the dialogue between the designer who searches for the essence of the elements and the parts of his artistic work as an aesthetic product on the basis of which he employed the contrast between opposite binaries such as deletion, addition, reduction and intensification to obtain a diverse achievement that was assisted by the modified written texts with their flexibility and responsiveness to achieve this.

2- The modification achieved a predicate concept for the written text, supporting the formal and technical transformation in its typology (the text), thus reinforcing the realization of the design idea of ​​the advertisement and its missionary content.

Finally, the research came with a recommendation from the researcher that it is necessary to adopt the concept of modification and its formulations as a basis for written texts and on a large scale in the fields of graphic design and advertising art.

In addition to the researcher's suggestions, studying the concept of modification of the design elements that the research did not address, and following up the methods of dealing with them and the results achieved from them. The conclusion of our study held a list of the sources that were adopted in the text.