Functional Exchange in Promotional Design

Abstract

Functional exchange in promotional design is characterized by a unique approach to functional support for product benefit. This is reflected in the image that the designer presents in the promotional advertisement, as it relies on psychological and emotional functions that are reflected in the design and benefit from it. The research titled "Functional Exchange in Promotional Design" is divided into four chapters. The first chapter presents the research problem, which focused on functional exchange and the diverse vocabulary between structure and processes and its use in promotional advertising. There is a weakness in the functional, performance and aesthetic design of promotional advertising for these advertising spaces and the mutual influence between the product, drawings and processes that enhance the function with the recipient. In addition to the importance of the research and the need for it and the goal that was determined to identify the functional exchange in the design of promotional advertising, reaching the limits of the research and the terms of the research and how the functional exchange was carried out in the design of the promotional advertisement. The second chapter included the theoretical framework and previous studies, as it included two topics: the first topic dealt with the reciprocal function, a conceptual approach and types of function, and the second topic dealt with the formal structure of the advertisement and the design processes that achieve functional exchange, reaching the indicators that resulted from the theoretical framework and previous studies and their discussion. The third chapter included the research methodology, while the fourth chapter included the research results and their discussion.