Author name:
دنيا محمد عناد
Supervisor name:
خليل ابراهيم حسن الواسطي
Abstract:
تعنى هذه الدراسة اهمية لايجاد صلة مبدئية نظرية في بناء النظام الكامن وما يتضمنه من مبادئ ومفاهيم فكرية وفلسفية من خلال الافكار والاساليب الاخراجية التي تتعلق بالتطبيق العملي لتحقيق النظام الكامن في فعل التصميم ادراكيا الذي يؤدي الى وحدة الفعل التصميمي م | To deal with the significance of this study ,is theoretical ignition ,to the construction of the concealed System, and what consists of principles and philosophical and intellectual concepts, through ideas and directional methods ,which related to the practical application ,in order to achieve the concealed System, in the act of design ,that perceived cognitively, This leads to the unity of the act of design objectively and functionally. To increase the leverage of influence on the audience side, in that it supply the cultural side with a recent and development study, for the design of commercial advertisement. To the lack of a study, dealing with a subject of the concealed system in the act of design, including an act worthy of its importance ,in the process of design ,and its technical construction ,which meets, the requirements of the designing process ,influence and delivery, So this study is tagged under the title " The Essence of concealed System, in the design act, of the commercial advertisement" through four chapters. The first chapters included, the focused on research and the need for it. This focused on the question ,of what is the concealed System in design? And what is ,their impact in the act of design?Hence ,the importance of research comes with in some specific justifications : - 1 - It contributes to highlight the directorial methods, with the concealed systems in the act of design.2 - IT contributes to the development of visions and the skilled capabilities of workers, in the design commercial advertisement.The objects of study are represented by. revealing the concealed systems ,in the structure of designing the commercial advertisement, and laying down the essential foundations to the act of the concealed systems, according to the following : - 1 - The confirming on the fulfillment of the concealed system in the act design , through achieving an expressive unity, to establish the unity of the designing act , through consistency of the apparent formal elements , with the content of the concealed idea , at the heart of the direct sensory perception , this leads to the achievement of a high communicative value , used as an instrument , producing the concealed meaning , through excitement , and attracting attention , towards the product by the act of the concealed expressive forces.2 - The confirming on the expressive forces , to the concealed system , in the act of design , through modulation , and changing in the design elements , by adopting the mechanism of deletion and addition.3 - Achieving the presence of the concealed designing systems , by the act of the formal distinction , through the apparent designing systems , in a way that relies on the objective expression about designing idea. In addition to present an applicable proposal to the concealed influenced systems , in the act of design. The research limitations were represented by the printed commercial advertisement , in the foreign and Arab magazines , that released by the following states : Syria - Lebanon - Saudi Arabia - The United Arab Emirates the united states of Ameriea , for the periods from the year 2004 - 2009. As well as determining the terms , which contained in the study title. The second part came to cover the theoretical framework , and the previous studies , which found by the "female" researcher. They are adjacent studies to the current study , in the field of graphic design , approaching the subject of research , without being involved in it. The previous studies had been agreed with the current study , in terms of addressing the subject of system , and the formal systems , which differed in terms of meaning , the content and the target. In regard to the theoretical framework , that included four fields of investigation. The first part focuses on what is the concealed system , in the act of graphic design. And according to the second part , which has been focused on the "Concealed forces in the design" and the third part included "The structure of the commercial advertisement design " The fourth part contains "The methods of the commercial advertisement design " along came the theoretical framework in several indicators. Then the third part has been allocated for research procedures , in that the "female " researcher followed the desecriptive approach , as a method of analyzing the content , for the purpose of monitoring phenomena - Since the unity of analysis has been specified , for it's being carry out the integrated communicative ideas , that can be drawn from it ideas by analysis. And thus it formed "20 " units , as samples , and in proportion to 20 % of the research community. These were selected in a non - intentional potential way to be close to the average of the phenomenon , which are being searched , and for the following reasons : 1 - The availability of the objective reasons for each advertisement.2 - The quality of the print , and the particularity of its intellectual arguments."The female" researcher has come through a number of results and scientific conclusions , that has achieved the plotted targets of the study , and some of the results are : 1 - the concealed systems contained several techniques in the act of design , like the formal lending techniques , the formal referral , and the integration between the positive and the negative picture , the element of surprise and amazement in the expression , and the style of technical processing , which could be used to help in achieving the concealed systems.2 - The impact of the concealed systems on the designing act , is associative , that comes through the connection of the main idea with the advertisement content , as a result to the correlation of the implicit expression forces with the semantic suggestive , which broadcasting the form , to achieve the unity of the designing act , to stimulate the drawing of attention.3 - To achieve the concealing system it produced as a result that each designingly space , has it's special system , through a combination of an unusual , innovative forces , to be as incentives for working on directed eye movement, with in the limits of the designing surrounding.4 - The system has multi - forms in the advertisingly design - there is nothing prevent it ,from containing more than one optical system , in order to achieve it's communicative function.5 - There are two types of designing systems , in terms of interaction with the surrounding environment , that is the closed system and the open system.6 - It is expresses on the characteristics of the concealed system , through the idea as an average relation between the two systems "This notion should reflect the characteristics of the concealed systems". This should reflect the characteristics of the concealed system in shape , and the ability to evolve , the self - control or flexibility - this system affect in the design through the expression of implicit and it's developmental abilities. It is a sensible , intangible thing , that cannot deny the existence or determine it's presence. It finds out in a set of relations , that are governed by fixed laws. It is the essence , that cannot be change , is governed by the rules that are subject to change , in order to achieve different appearance methods for the concealed system , which cannot be absorbed by stereotypes.7 - The ingredients of the concealed system are (intellectual and physical) , and through which the integration is being achieved the creative element in the act of design. 8 - To understand the concealed system needs to be aware of the fact, that the biggest innovation system is the highest rank.9 - The act of design includes many concurrent transitions, which are the use of different integrated plans, interacting and overlapping with each other.10 - The expressive system are considered in the case of constant change, we respond only to a limited group of shapes and meanings, and thus to particular relations with each other (and to adopt the forms systems, and the meanings to some extent each other) as the structural analysis leads us from the surface level of research to a deeper level, meaning, that live on the borders of this level.11 - The forces can be seen as expressive powers, and include its manifestation, different areas of life, some of it, including the apparent and the other is the concealed, which reflects the self - aware human being, and is a strong trend everywhere. It is a process governed by cognitive mind, and the sense at the same time. And then the search introduced recommendations, proposals, and practical application, in the attic light of the finding results, and the conclusions
