The Role of Emotional Engineering in Designing Sustainable Digital Advertising

Elsedek, Fatma Sayed Abdelaziz; El Adawy, Nagwa El Adawy; Ezzat, Nivin

doi:10.21608/jdsaa.2021.29955.1042

The Role of Emotional Engineering in Designing Sustainable Digital Advertising

Document Type : Original Article

Authors

¹ Advertising Department, Faculty of Applied Arts, 6th October University, Giza, Egypt.

² Advertising department- faculty of applied arts- helwan university- Egypt

³ Advertising department, faculty of applied arts, helwan university, Egypt

10.21608/jdsaa.2021.29955.1042

Abstract

Over time, the individual's ability to understand ads has evolved, their ability to interact with it also developed, and awareness increased in dealing with advertisements, so that the study of recipient needs became an imperative before proceeding to develop an advertising idea. Hence the importance of studying the recipient's passion and desires through the emotion al engineering ,which is based primarily on gathering the recipient’s emotional needs and setting models to predict how emotional needs relate to , by integrating it with the concept of sustainability and sustainable design in digital advertising so that it can achieve the desired goal of advertising, as the research aims to infer the importance of sustainability in the design of digital advertising and the impact of emotional engineering on it through trying to answer the question, how can emotional engineering be used to sustain the design of digital advertising. The research follows the descriptive analytical approach through analyzing models from digital ads then emphasizing the importance of the role of emotional engineering in digital advertising design. It also shows the possibility of incorporating the emotional needs of customers in the design of digital advertising that meets the satisfaction of the recipient’s desires to achieve the concept of sustainability, that the correct study of impressions and mental images to be achieved for the product or service advertised before publishing the digital advertisement by identifying the emotions to be raised, to be more effective the achievement of the goal of advertising .

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