إشكالية التقابل بين المكتوب و المرئي في الإعلان التجاري الأردني

Other Title(s)

The contrariness incompatibility of the typography and visuals used in Jordanian commercial advertisement

Dissertant

أبو قورة، دينا قتيبة عبد اللطيف

Thesis advisor

الجبوري، ستار

University

Middle East University

Faculty

Faculty of Architecture and Design

Department

Department of Graphic Design

University Country

Jordan

Degree

Master

Degree Date

2020

English Abstract

There are three basic elements in Advertisement Design; the Visuals such as “photographs, shapes and drawings”, Typography “text or content” and the Aesthetic structure, they all conjoin to serve the purpose of the advertisement.

Studying these elements reveal the role played by each of them, how it is received and understood, and the ability of the advertisement to be understood clearly by targeted audience.

This master’s thesis is dedicated to expose the composition of the methods used in Jordanian Commercial advertisements ،the effectiveness, efficiency, and the aesthetical appeal’.

To do so, an analysis form was made to examine samples of total 188 commercial ads that was advertised between (2014-2019).

And results have shown the patronized relationship of the Visuals and Typography, as it is an integrated relation that shouldn’t be a competitive one, since they both complete each other.

The contrariness of the Visuals & Typography has to be present, whether in colour, shape, texture, size, direction… the contrariness creates the attraction in an advertisement, & creating relation between design elements in a systematic design space is one of the most important elements that combines contrariness & correlations to serve the purpose of an advertisement.

Main Subjects

Arts

Topics

• Islam
• Advertising
• Jordan

No. of Pages

124

Table of Contents

• APA
• MLA
• AMA

Language

Arabic

Data Type

Arab Theses

Record ID

BIM-970997