Writing is the language of communication, and there is beauty in the language and beauty in the way it is presented,Advertising design is bigger than its aesthetic elements, but the aesthetic elements in it are what the audience remembers, and using the art of Arabic typography and merging it with foreign letters is one of the arts of advertising creativity as creativity is placing two things that are not related to each other, to produce something new, i.e. linking Arabic letters with foreign letters It makes advertising more enjoyable and beautiful, as it is the art of establishing new and meaningful relationships and connections between forms of no relationship between them, so production is a new thing, it is the art that abounds with several elements that have a role in expressing conscience, one of these elements is overlapping and decoration, this decoration that attracts awareness N or attracts the heart so badly,Satisfied with the desire of the recipient’s desires for advertising, the element of the letter component of the word and its good choice to fit the design, is due to the artist, the designer himself by virtue of his dependence on the language of shapes as a tool to express his conscience, . New with innovative solutions play a key role in attracting the target audience to design. The study attempts develop the aesthetic experience in creating new designs using the merging of Arabic letters with foreign letters, so the reasons for choosing the research come to the fact that no matter how diverse civilizations and different methods of writing. Arabic writing and arts of Arabic calligraphy remain the focus of attention of researchers, thinkers and artists throughout the ages, as well as Innovative creative designs with a strong visual language in design can be used to exploit the flexibility and vitality of foreign letters and combine them with the originality and weight of Arabic letters. The research problem comes to try to answer the following questions: Can the advertising designer benefit from the art of typography in producing new and influential advertising designs? Can aesthetic values be derived from studying the spaces resulting from the flexibility of the movement of the lines used as visual support elements in the design? While the importance is summarized Search in devising new artistic forms from studying the aesthetic dimensions of merging Arabic letters with pleural characters and benefiting from their diversity and flexibility in producing new adv.ertising designs, and taking advantage of the spaces resulting from the movement of fonts in creating new designs in advertising, as the research aims to New artistic results will be extracted from the practical experience of studying the aesthetic values of the art of typography and adapting it to forming the space that exists within the advertising formation, and producing new and unfamiliar ideas, responses, solutions, and images in the advertising design using the art of typography. It is also assumed that the relationship between Arabic and foreign letters is a relationship between the flexibility of the font and space and what is around it, and it is the relationship that makes for everyone a new model in which the beauty and flexibility of letters overlap, and the genius of emptiness. The research adopts the practical, applied approach, which is based on the study of scientific results resulting from the practical side that the researcher will do, where she will work to organize and analyze it to extract technical forms, and then employ them in advertising design.
Al-Rifai, Nevin Mohamed Ahmed
"New design ideas in advertising using the aesthetic values resulting from the integration art of Arabic and foreign typography,"
International Design Journal: Vol. 10
, Article 70.
Available at: https://digitalcommons.aaru.edu.jo/faa-design/vol10/iss3/70