فن الخداع البصري (OP ART) وتوظيفه في إعلانات التسويق العقاري: دراسة تحليلية

نوع المستند : المقالة الأصلية

المؤلفون

1 کلية الإعلام وتکنولوجيا الاتصال جامعة جنوب الوادى

2 قسم العلاقات العامة والإعلان، کلية الإعلام وتکنولوجيا الاتصال، جامعة جنوب الوادي، قنا، مصر.

المستخلص

     تسعى الدراسة إلى التعرف على فن الخداع البصري وتوظيفه في إعلانات التسويق العقاري، وتنتمي هذه الدراسة إلى الدراسات الوصفية، وقد اعتمدت على منهج المسح بالعينة، وتمثلت عينة الدراسة في خمسة إعلانات لخمس شرکات عقارية، وقد تم اختيار العينة بطريقة عمدية، وتوصلت الدراسة إلى أن إعلانات التسويق العقاري تستخدم العديد من فنون الخداع البصري لجذب اهتمام المتلقي؛ من خلال المعالجة الفنية والترکيز على جمال الألوان وتداخلها، والترکيز على الراحة النفسية في التصميم، کما يستخدم المصمم خدعة الإضاءة المرکزة على الوحدة العقارية؛ لتوضيح وإبراز جمال العقار، کما تم استخدام الخدع المتعلقة بفضاء الصورة؛ حيث اعتمد التصميم على الفراغ الإيجابي وهو فراغ التولد من توزيع العناصر الجرافيکية في مساحة العمل، فقد استخدم العديد من الصور والرموز والألوان والکلمات التي تخدم التصميم وتجذب المشاهد، کما تماستخدام الخدع البصرية المتعلقة بالأشکال من خلال شکل مجسم بتقنية  3D لإظهار العمق والواقعية والفاعلية، کما تم استخدام الأشکال الدائرية والمستطيلة في تعميق الخداع البصري؛ حيث يشير استخدام الدائرة في منتصف المساحة التصميمية إلى الأبدية، فهي في کل الثقافات تشير إلى الشمس والقمر، وکذلک توحي إلى الکمال والأمان، أما دلالة المستطيل يشير إلى الصلابة والأمان والسکينة.
 
 

الكلمات الرئيسية

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