Using mise-en-scene in the Kinetic Formation of Commercial advertising

Abstract

 The research is entitled (Employing mise-en-scene in the kinetic formation of commercial advertising). This study is concerned with the kinetic formation of elements in the structure of commercial advertising design. The design process and the structure of the printed product are subject to a number of kinetic formations to form the image of, and whether these formations are intellectual or technical, direct or indirect, they overlap to produce a comprehensive system for the design structure of the commercial advertisement.. Therefore, the research included four chapters. In the first chapter, the researcher reviewed the research problem with the following question: How to employ mise-en-scene in the process of kinetic formation of commercial advertising? Its importance, objectives, limits, and definition of its terms that were mentioned in the title of the research. In the second chapter, she reviewed the theoretical framework, which included:

The first section - mise-en-scene as a concept

The second section - kinetic formation in advertising.

The researcher reached, through the theoretical framework, to develop indicators as a scientific material that she benefited from in her procedures and research method in analyzing the content of the samples and discussing them. As for the third chapter, the researcher chose the current research community with commercial advertisements for McDonald's during a period of time for the year (2019-2023), amounting to (56) sixty-five advertisements, and relied on choosing the research sample in an intentional manner, amounting to (4) four selected advertising models. The research also contained a chapter on the results, recommendations and suggestions.