The impact of modern printing techniques on the attractiveness of advertisements

Document Type : Original Article

Authors

1 Benha University, Faculty of Applied Arts, Advertising, Printing and Publishing Department, Benha, Egypt

2 Faculty of Applied Arts, Benha University

3 National Research Centre (NRC), Textile Research and Technology Institute (TRTI), Pre-treatment and Finishing of Cellulose based Textiles Department (PFCTD), El-Behouth St. (former El-Tahrir str.), Dokki, P.O. 12622, Giza, Egypt

Abstract

This study investigates how contemporary printing methods have a transforming effect on the visual attractiveness and efficacy of advertisements in modern marketing environments. Advertisers are given fresh chances to capture viewers and improve brand messaging as technical breakthroughs keep redefining the limits of traditional printing. The study explores the effects of several advanced printing technologies, such as 3D printing, augmented reality (AR), and high-resolution digital printing, on the visual appeal, interaction, and general quality of commercials. Using a mixed-methods approach, the inquiry combines qualitative evaluations of design aspects with quantitative analysis of consumer responses. The study determines audience preferences and perceptions of advertising printed utilizing contemporary printing techniques using surveys and focus groups. Furthermore, speaking with specialists in the field and advertising professionals might yield insightful

Keywords

Journal of Textiles, Coloration and Polymer Science

Articles in Press, Accepted Manuscript
Available Online from 28 February 2024

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History

  • Receive Date: 31 December 2023
  • Revise Date: 15 February 2024
  • Accept Date: 28 February 2024

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