Jordanian Designers' Perceptions of Commercial Advertisements Using Multimedia Tools

Abstract

This research investigated Jordanian designers' perspectives about using multimedia techniques in commercial advertising design. The research used a qualitative technique, conducting in-depth interviews with 10 designers and advertising professionals in Amman, Jordan, to examine their perspectives and experiences via theme analysis and the qualitative analytic software NVivo 14. The findings indicated that multimedia use in commercial advertising significantly enhances ad attractiveness and boosts audience engagement relative to conventional techniques. The research identified a disparity between the skills designers acquire in academia and the demands of the contemporary labour market, since insufficient specialised training programs and a shortage of skilled instructors in digital design hinder the industry. Designers emphasised the significance of including the human aspect and diversity in advertising, noting that advertisements that acknowledge individual variations get higher audience engagement. Additionally, new trends in assessing advertisement success have arisen, including amalgamating quantitative measures with emotional impact evaluation, signifying a progression in comprehending advertising efficacy beyond conventional statistics. In response to these results, the research advocated for improved collaboration between educational institutions and advertising firms to create training programs that align with market demands while securing the requisite financial resources for their implementation. It also advocated revising the school curriculum to include conventional graphic design with multimedia competencies and using data analytics to assess the effect of advertising in a holistic approach that provides for artistic and emotional dimensions. Ultimately, although Jordanian designers acknowledge the significance of multimedia in enhancing advertising quality, the findings underscore the necessity of addressing educational and training obstacles to empower designers to adapt to technological advancements and augment their competencies in digital advertising.