Applying the art of animation in audio visual advertising among specialists and practitioners in KSA

Abstract

This research aims to identify the appropriate methods and benefit from them in integrating animation into advertising by reaching findings that open the door for researchers to conduct studies soon in this field. The descriptive approach was applied to 250 participants from the research population in the Kingdom of Saudi Arabia, including specialists and academics in the media., the research findings show positive indicators, pointing to a high preference for applying animation in advertising in the media. This shows the importance of using animation in audio-visual advertising. The study also revealed the extent of applying animation in audio-visual advertising lies in many justifications, the most important of which are the possibility of moving inanimate objects, contributing to facilitating the delivery of complex ideas and achieving attractiveness in attracting the viewer's attention, besides the importance of using the human voice, music.