The Art of Optical Illusion (OP ART) and its Use in Real Estate Marketing Ads: An Analytical Study

Document Type : Original Article

Authors

1 Professor of Public Relations and Advertising, Faculty of Media and Communication Technology, South Valley University, Qena.

2 Teacher of Public Relations and Advertising, Faculty of Media and Communication Technology, South Valley University, Qena.

Abstract

      The study seeks to identify the art of optical deception and its use in real estate marketing advertisements. This study belongs to descriptive studies. It relied on the sample survey method. The study sample consisted of five advertisements for five real estate companies. The sample was chosen deliberately, The study concluded that real estate marketing ads use many optical illusions to attract the attention of the recipient through artistic treatment and focus on the beauty and overlapping of colors and focus on psychological comfort in the design. The designer also uses the trick of focused lighting on the real estate unit; To clarify and highlight the beauty of the property, the tricks related to the image space were also used, as the design relied on the positive void, which is the generation vacuum from the distribution of graphic elements in the workspace. The use of many images, symbols, colors, and words that serve the design and attract the viewer, as well as the use of optical illusions related to shapes through a stereoscopic shape in 3D technology to show depth, realism, and effectiveness, as well as the use of circular and rectangular shapes to deepen the optical illusion; Where the use of the circle in the middle of the design space indicates eternity, as in all cultures it refers to the sun and the moon, as well as to perfection and security, while the connotation of the rectangle indicates solidity, security, and tranquility.

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Main Subjects

References

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