Emphasizing the role of social intelligence in advertising design

Abstract

Research Summary:The human soul in its outward existence is a collective soul. Moving with the group or the group, a new type can be discovered between psychological reality and social reality, and when mentioning social truth, we must take into account the values, customs and traditions of society, and it is one of the designer's first interests when designing the advertisement, and this relationship is called social intelligence The designer for his understanding of the values ​​of the community and the commitment to the ethics of the society and keeping pace with the social standards and the psychological state of the recipient, for the designer to take into account all classes and characteristics of the society, for the designer to feel social responsibility towards the members of the intended community with interest in the emotional attachment to the group to which the individual belongs, that connection is intertwined with the concern for cohesion And the stability of the group and the emotion of the group, where the individual realizes himself during his excitement with the group and the feeling of unity with the group and understanding is awareness and perception in terms of its institutions, systems, habits, values ​​and cultural status, as well as an understanding of its history, without which its present is not understood and its future is not conceived, and the individual understands the social significance What he does, and the factors that affect the group, is that the designer depends on originality because authenticity depends mainly on social intelligence, that is, originality. To be closely related to the customs and traditions of society, and by our standards we can add value to the ideas that belong to us, and the design is done in light of the sound standards and the cultural, social and ethical values ​​of the society, and its perception of society and its observance of changing the social circumstance. Changing attitudes and behavior of the recipient and this is what is required of the advertisement designer to be aware of the psychological and social trends of the community and his consideration of social class differences, cultural differences and differences.

Keywords

• advertising
• social intelligence
• recipient