البلاغة البصرية لإعلانات الشرکات متعددة الجنسيات عبر مواقعها الإلکترونية: دراسة تحليلية

نوع المستند : المقالة الأصلية

المؤلف

المدرس بقسم الإعلام الإلکتروني کلية الإعلام وتکنولوجيا الاتصال (جامعة جنوب الوادي)

المستخلص

هدفت هذه الدراسة إلى التعرف على کيفية توظيف الأشکال البلاغية (الاستعارة، والمجاز، والکناية، والتورية...إلخ) في إعلانات الشرکات متعددة الجنسيات. وتُعد هذه الدراسة من الدراسات الوصفية التي اعتمدت على منهج المسح لرصد وتحليل ثماني إعلانات تحليلًا بلاغيًّا تم اختيارها من أربعة مواقع إلکترونية لشرکات متعددة الجنسيات وهي ماکدونالدز ونستله، وبيتي، وشويبس، واستخدمت الدراسة التحليل الأسلوبي لتحليل الصور، والألوان، والخلفيات، والکلمات التي تمثل نصوص الإعلانات، والأفکار العامة المقدمة في الإعلانات؛ وذلک لتحقيق التأثير المرئي أو البصري على العملاء والمستهلکين من خلال إثارة اهتمامهم وجذب انتباههم إلى الإعلانات المقدمة عبر المواقع الإلکترونية للشرکات متعددة الجنسيات.
کشفت نتائج التحليل الکيفي إجادة مصممي الإعلانات في استخدام العديد من الأشکال البلاغية کالاستعارات والکناية والمجاز والتشبيه؛ بصورة تجذب أنظار متابعي الإعلانات عبر المواقع الإلکترونية من خلال مکونات الإعلان کالصور والخلفيات والألوان والأشکال والخطوط والنصوص؛ لإحداث التأثير البصري على متابعي الإعلانات، کما أجاد مصممي الإعلانات في التنوع والتناسق في استخدام الأشکال البلاغية من خلال مختلف مکونات الإعلانات. 

الكلمات الرئيسية

الموضوعات الرئيسية


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