The effective use of digital image in advertising design process

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Tezin Türü: Yüksek Lisans

Tezin Yürütüldüğü Kurum: Anadolu Üniversitesi, SOSYAL BİLİMLER ENSTİTÜSÜ, Türkiye

Tezin Onay Tarihi: 2018

Tezin Dili: İngilizce

Öğrenci: OSMAN ALFAHIM OSMAN HAMED

Danışman: Suzan Duygu Erişti

Özet:

The objective of this research is to study the effective use of digital images in the advertising design process and to find out the role played by digital images in the development of advertising especially in outdoor advertising. The rapid progress in digital technology has caused advertising professionals to transform to the digitization of the advertising industry to keep pace with technological development. Within this framework, the study was conducted by doing in-depth interviews with 7 experts from the advertising industry. The interviews were analyzed by descriptive analysis method. Participants explained how digital image impacts advertising production and what the best practices and uses of digital images in advertising production. As a result, it can be stated that the integration of digital images with advertising production has reshaped the infrastructure of advertising dramatically through its positive reflection on the advertising design process. Also, making effective use of digital images in the advertising design process can help agencies create high-quality advertisements easily, with the least cost, and in a short time.