Abstract in English
Good advertisement affects the receiver greatly, and attracts him, which created inside him the tendency towards the subject of the advertisement. Arabic advertisement on the internet is of a great importance, as it is considered a main representative of out artistic advertisements worldwide; as it insights the audience to purchase a product or benefit from a service or accept a new idea or follow a certain conduct. A good advertisement attracts the receiver and creates a desire to go for the subject of the advertisement, which realizes in that way the credibility of the advertising message addressed to him.
The Islamic art and the artistic values it may add would have a positive effect on the course of advertisement. Islamic are passed through many phases that led to its development and the emergence of various models. Each of these models added much to this art and brought it to perfection and superiority. Styles of Islamic decorations varied as well as those new droppings for plants, geometric ones and decorations of the vivid items and .
Thus, the aim behind researching in advertisement planning and development using the various items of Islamic art, and contributing in developing the Arab advertisement designs on internet networks, makes it so special with a unique Islamic touch.
In Chapter 1, the researcher tackled the researching problem. On viewing some advertisements on the internet, she found out that there are some negative points on dealing with the advertisement items. Thus, the importance of research for displaying the various charms of Islamic art through all different means of advertisement, and what such attempt may add to make Arabic advertisement presented online so distinct. The researcher assumed that the Islamic arts have an attribute that may transcend to universality. Moreover, using Islamic decorations may lead to presenting the Arab advertisement in a way that distinguishes it from the advertisements of various regions of the world. This chapter tackled previous studies that included Masters and PhD. thesis, with clarifying the research steps to come out to the results and recommendations.
In Chapter 2, the researcher presented some opinions about advertisement, the rise of advertisement, its development, and the reasons and factors that helped in its development and affected its success. She tackled the basics and items of advertisement designs, while clarifying the impact of the various artistic trends, as each school of art has its imprint in the advertisement design. She presented a study of the psychological and behavioral sides of the audience, and how to make benefit from the personal theories in advertisement and the consumer's conduct.
In Chapter 3, the researcher discussed the definition of the Islamic art, its rise, and phases of development. She showed the various Islamic models, starting with that of the Ummayid, Abbasi, Saljouqi Fatemi, Moroccan Spanish, Mamluki, Osmani Turkish, Indian, and at last the Toloni's models and the extinguished features of each model, followed by the features and style of the Islamic decoration with all plant and geometric elements and those of the creatures and the script decorative units. Then, she presented suggested models of Islamic decorations to make use of in her practical application.
In Chapter 4, she discussed the computer, its phases of development, its parts, and the various advertising methods as newspaper and magazines advertisements, postal advertisements, and posters. She gave a definition of the internet, regarding its beginning, development, use, and methods of advertisements online. She also compared this to the traditional methods of advertisement as newspapers, magazines, and TV, and the impact of technological development on the advertisement process, and the advantages of the internet as an advertisement media, and what it is distinguished for than the traditional media. At last, she tackles the impact of realizing the research targets, on how the advertisement looks like on the internet.
In Chapter 5, the researcher discussed the practical study for researching, where a questionnaire about a kind of advertisement experts to measure what can be achieved with developing advertisement form presented through some advertisement media, specially the internet, regarding benefiting from the Islamic arts charms in Egypt followed by a research practical application that included two parts:
First: A practical application on some students at the Faculty of Specific Education, to come up with a new advertising form.
Second: An application by making some experimental trials for some suggested advertisement designs.
Then comes the evaluation that consists of an evaluation form on the practical application from some professional experts, then a presentation of the results, where the researcher has arrived at the following results:
- The study asserted the important role played by the Islamic art in developing the advertisement form, and adding the Arab identity on the advertisements showed on the internet.
- The study asserted the importance of planning and developing the advertisement form using the items of Islamic art that carry many of the plastic and artistic values.
- The study asserted that technological development has an important role in realizing the role played by advertisement, and its impact on the receiver. Such developments offered new wider and more appropriate ports, represented in the international information networks "the Internet".
- Such study contributed in the possibility of mingling the local plastic terminology with other international ones, in order to achieve universality in the field of advertisement.
The researcher recommends the following:
- Islamic artistic heritage is considered one of the richest arts that have to be studied so carefully, in order to grasp artistic and technical bases that would elevate all fields of arts in all majors.
- Not to study artistic heritage as some concepts and factors related to time and place only, but to assert such values, and know the distinction attributes that may add to art in general, and to the field of advertisement design in particular.
- Arabic advertisements broadcast on the Internet shall be enriched by using Arabic terms that may determine the Arab identity, to have a local distinguished style that would be peer-to-peer to the universal style.
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