تصميم الإعلان الحديث في ضوء نظرية الحتمية القيمية : رؤية من داخل قسم التربية الفنية بجامعة الملك سعود

الملخص EN

This research aims to review Value Determinism Theory in the field of communication and knowledge of the extent of their applicability in the modern advertising design where this theory originated in the field of communication and information.

To reach that goal the researcher used the analytical side of the descriptive approach.

The results shows that visual design is the real face advertising, which owns power to influence the recipients.

According to previous researches, most recent advertising designs provide negative messages which affect human behavior, and that the main objective of advertising design is to achieve the goals of advertisers without taking into account the values of society and ethics.

From that point, value determinism theory value came here as one of the important solutions, which holds the theoretical aspect of advertising design out of the moral dilemma where the theory that stands out the highest values as a basis for the whole process of communication.

For its philosophy, the theory adapts four sources: Islamic religious sources which are represented in the holy Quran and the Prophet's instructions, Arab/ Islamic intellectual, Western contemporary intellectual theories and theories of modern communication and media.

Since this theory is in the field of communication, it means the possibility to apply it in the field of advertising design, which is a modern and influential area of communication on individuals and communities.

Design art and art education colleges in universities can adopt value determinism theory to produce works in the field of advertising design according to that theory, on the grounds that the universities are the first incubators of scientific theories and considering them as one of the most important institutional key players who embrace the highest values to broadcast and activate them on the level of university community and at the level of the great national community.