Implement CGI Technology in Advertising Design and its Role in Achieving the Competitive Advantage of Institutions: An Analytical Study
, Vol.9
, The Special Issue (32th): Public Relations & Decision Making
PP:12
Authors:
Dr. Shimaa Abdelaty Saeed Saber-Assistant Professor of Public Relations & Advertising,Public Relations & Advertising Department,Faculty of Media & Communication Technology,South Valley University
Dr. Enas Hassan Abd El-Aziz Mahfouz-Assistant Professor of Public Relations & Advertising,Public Relations & Advertising Department,Faculty of Media & Communication Technology,South Valley University
Abstract:
This study focused on identifying how to employ CGI technology, which leads to achieve a competitive success for institutions. The study relied on the analytical descriptive approach by analyzing (10) Egyptian advertisements using CGI technology from (2013 to 2020).
The results of the study concluded that this type of advertisements achieved a high viewership rate of the audience and helped to know their reactions, and this is because it helped produce realistic images that transferred the audience from tangible reality to worlds of 3D digital images.
In addition, the study sample companies succeeded in achieving a competitive advantage when compared with other competing companies.
The study shows that it has become imperative for organizations to innovate and create new methods that enable them to achieve their goals and achieve competitive excellence, including advertising design.
Key Words:
CGI Technology - Advertising Design - Competitive Advantage.
Research Language:
Arabic
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