علاقة البناء الافتراضي والاستعارة الشكلية في الإعلان الإلكتروني.

إبراهيم حمدان سب

Electronic advertising is characterized by characteristics that make it keep pace with the developments of the times in reaching the recipient easily and conveniently due to its use of the latest technical developments, in addition to being compatible with the directives of people’s ways of living, their way of living and their ambitions to achieve what is best, and it allows them to choose the easiest ways, and this is the most important thing they aspire to achieve. Company owners, and here this endeavor remains interconnected in the way of the advertising message within a format that achieves the functional and aesthetic goal by employing it within a virtual construction mechanism in which formal metaphor is used to form connotations and intellectual contents capable of influencing the recipient through the suggestive content of the metaphor, which depends on the juxtaposition of two contents, each of which carries a hypothetical meaning. For the content of the advertisement, as the metaphor is represented by the interconnection of two meanings, the first is for the real image, and the second is a hypothetical design construction within the formal metaphor that the designer creates in advertising works within an artistic formula that is sufficient and influential on the recipient. From this standpoint, the research problem raised by the researcher is summarized in the following two questions: - How is the hypothetical structure of the formal metaphor formed in electronic advertising? - What are the outcomes of the hypothetical construction of formal metaphor in electronic advertising and its communicative effectiveness? The importance of the research lies in that it establishes intellectual and practical starting points for the two axes of virtual construction and formal metaphor, as well as that it is considered a scientific approach in employing virtual formal metaphor in electronic advertising. The current research aims to: - Revealing the mechanisms for employing the hypothetical construction of formal metaphor in electronic advertising.

RESEARCH personnel; ADVERTISING; AMBITION; AESTHETICS; DESIGNERS

Al-Academy, 2024, Issue 113, p9

1819-5229

Academic Journal

10.35560/jcofarts1273