Interactivity and its role in supporting human relationship between Brand recipient in advertising design

Document Type : Original Article

Authors

1 Marketing Manager at Brandatorz

2 Professor Emeritus, Advertising Department, Faculty of Applied Arts, Helwan University .Egypt

3 Professor of Design, Advertising Department, Faculty of Applied Arts, Helwan University .Egypt

Abstract

Background: With the development of communication technology, social networking platforms and changing the form of human life, human relations became more superficial and materialistic than ever before, Which led to lack of humanitarian aspect in all areas of life, and the emergence of a global trend, demanding reduction of communication hours through social media platforms.
Which led to the emergence of adverting trends trying to engage with the recipient through building a human relationship between him and the Brand; where emerged many types of interactive ads, relying on activation of human senses of the recipient in order to make human communication between him and the brand and integrate him in the advertisement message, to become an effective element in building the ad message instead of being a passive recipient.  This research deals with some of the interactive advertising trends capable of activating different human senses and thus emphasizing the human relationship between Brand and its recipient such as Human bonding sensors,Odor sensors, odor compressor, human contact sensors, odoriferous audio advertisement, advertising games, by applying the arrangement of the five senses in terms of their impact on memory as a standard to measure the strength of this relationship.
Overview and background:The research sheds light on the role of interactivity in building a strong human relationship between brand and its target audience by activating the human senses of the recipient of the advertisement. This relationship takes a human emotional orientation different from the conventional commercial form. The research aims reaching the directions of interactive advertising the most successful than others in reaching this relationship. Problem statement: The problem of research is to answer the following questions: - Are interactive ads different in terms of their ability of building a human relationship between Brand and the recipient of the advertisement?- What kind of interactive ads are most capable of building a human relationship between Brand and its target audience? Objectives: establishing an interactive advertising trend that are abler than others in activating human senses and thus achieve a human relationship between the brand and its recipients. Hypothesis & methodologies: The research uses the descriptive approach followed by an analytical study. Conclusions:The most important result of the research is finding that the advertising trend (odor compressor) is the ablest to achieve interaction between advertisement   and its recipient and is, therefore, the ablest to achieve a successful relationship between brand and its recipient by applying the order of the five senses in terms of their ability to affect memory as a standard For evaluation.  

Keywords

References

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