Employing emojis in advertising to enhance the advertising message

Articles in Press

Document Type : scientific articles

Authors

1 Teacher assistant at Higher Institute of Applied Arts - 6 October City

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

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

Abstract

By studying the advertising message and its various types, through which an advertiser can address the recipient in an appropriate manner to clarify the message, make it impactful and effective, and capture the recipient's attention, which are the goals of the advertising message. Additionally, by examining the factors influencing the perception of the advertising message, the advertiser will be able to utilize the recipient's needs and influence them to respond to the advertising message. This can be achieved through methods such as persuasive appeals that target the recipient's psychology or mind to prompt a purchasing decision. Expressive symbols play a role in making the design simpler, reaching the recipient, and creating an emotional impact. They possess strong visual power that easily attracts the recipient to the advertisement. The research problem arises from the question: How can Emojis be employed in advertising design to enhance the advertising message? The research hypothesizes that the use of Emojis in advertising enhances the advertising message presented to the recipient. The research adopts a descriptive methodology followed by an analytical study through the description and analysis of a selected group of diverse advertisements that use Emojis to enhance the advertising message. Finally, the results of the research.

Keywords

Journal of Heritage and Design

Articles in Press, Accepted Manuscript
Available Online from 13 November 2024

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