“Effectiveness of sovereignty in the design of commercials"

Abstract

 Sovereignty is a vital and effective basis in design and it is one of the foundations that achieve attention of the recipient, by highlighting one of the elements, and according to the necessity required by the nature and nature of the design, it is a visual manifestation that raises attention towards an element without the other or the overall design elements and is a source of excitement centered on consideration, It makes the recipient clearly perceive that visual message. Therefore, the researcher aims to delve into the issue of the effectiveness of sovereignty in the design of commercial advertising. The research problem was determined according to the following question: What is the effectiveness of sovereignty in the design of commercial ads? The knowledge framework was based on: The first chapter dealt with the problem of research and the definition of terms and the second chapter included axes, the first: touched on the concept of sovereignty in visual arts and the second: dealt with the concept of sovereignty in design through the topographic and graphic elements As for the third chapter: it was the search procedures, which included the research community Which contains designs for commercial advertisements on tall buildings, and then models were chosen in the intentional way followed the descriptive approach in the analysis to reach the results that achieve the goal of the research, and the tool was represented by a form that specifies the axes of analysis, and analysis of the models chosen for commercial ads, and then the results mentioned by the researcher, including As follows: Sovereignty is achieved by giving importance to color and activating its role after it, an active visual attractor within the space of advertising design. Pictures and drawings have a great effect on asserting supremacy in the designs of foreign commercial advertisements.

Research problem:  The presence of the element of sovereignty in the design work is to contribute to the achievement of formal and aesthetic function and mission and to promote the unity of design, and emergence of the design work, and its control over the rest of the parts on the principle of distinctiveness and exclusivity, the designer highlights the element of sovereignty of the product in commercial advertising, and from it The eye sets out to see the rest of the parts as it relates to the dominant component of other elements. Through a survey tour to see the local outdoor advertising designs for the city of Baghdad, the researcher monitored an important indication that most ads lack the formal structural treatment represented by the principle of sovereignty, and thus the researcher finds a justification for the research problem, which is summarized as follows: What does the effectiveness of sovereignty in commercial advertising designs achieve??