Ad Campaigns…Colors of Attraction – ARAB TIMES





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Print election advertisements in decline in Kuwait

KUWAIT CITY, September 24: Choosing the right colors for any advertisement makes all the difference between scaring off customers and/or bringing them into your store, restaurant or even election campaign. In Kuwait’s National Assembly elections in 2022, parliamentary hopefuls choose their campaign designs and slogans, but they’ve focused their attention on choosing the most eye-catching formation to say they’re here and ready to serve the people. In an interview with the Kuwait News Agency (KUNA), art critic professor Dr. Reham Al-Rughaib said roads in Kuwait and various media platforms were overrun with election campaigns using an assortment of colors with varying degrees of alleged attractiveness.

A large number of male and female voters flocked to a number of electoral seats

Some candidates use certain colors to display their political and ideological alignments, she said, revealing that she noticed blue was mostly used by male candidates to evoke feelings of calm and tranquility. If a candidate uses the color red, he mostly emits feelings of courage and confrontation, which some like about MPs, Dr Al-Rugaib said. Orange says the person is trying to be creative, yellow reflects happiness, gray represents an unbiased view, white is reflected on the dishdasha (traditional clothing worn by men) that most applicants wear, and black is usually used for fonts, she said. For her part, psychology consultant and color therapist Suhair Al-Mufidi said colors play a vital role in attracting votes because of their scientific and psychological impact on human beings. People usually choose warm colors such as orange, red and yellow to attract attention, while cool colors are used to radiate calm and peace, Al-Mufidi added.

Combination
Those who use a combination of black and gold in their campaigns mean that they live by being authoritarian and prestigious in the case of black and silver, the candidates displayed authoritarian tendencies and a social nature, a- she added. Dr. Saleh Al-Saeedi, a professor of psychology at Kuwait University (KU), also said that choosing the right color was important to show where the candidates came from and what they were ready to do for them. reach parliament. Dr Al-Saeedi said the color orange, for example, was mainly used to display affiliation to certain groups or blocs, adding that some candidates would choose colors to calm people down and try to trust their abilities.

On the commercial front, advertising company partner Abdullah Al-Fadhli said most candidates in this year’s elections preferred to choose the colors of the Kuwaiti flag in their advertisements. Blue was the most popular color, while red and orange have an equal presence on various billboards and social media ads, he added. Al-Fahdli’s colleague at the same company and head of marketing, Abbas Mandani, noticed that most candidates did not deviate when using colors for their campaigns. Mandani that far beyond the choice of color to use in advertising, there is an overwhelming sense of change on the horizon when it comes to this election.

Meanwhile, print election advertisements appeared to be on the decline, especially during the current campaign for the 2022 National Assembly elections in Kuwait on September 29. computers. This apparent decline of print media was not born recently, it coincided with the huge leap in technology seen in our modern age. Speaking to KUNA on the matter, the editor of Al-Anbaa news daily, Mohammad Al-Husseini, said that election campaigns in recent years have seen a decline in advertising using the print medium, noting that around 85% of advertisements in newspapers these days look to social media platforms for praise.

Targets
Print media typically target petitioners, business leaders and likely government employees, Al-Husseini added. The high cost of advertising in print media also appears to be a culprit for the decline, he said. Meanwhile, Abdullah Al-Ulaiyan – editor of Al-Nukhba online news – said print media has not completely disappeared from the scene, revealing that a large part of the public still read print newspapers. Some preferred to read the daily via PDF format, Al-Ulaiyan noted, adding that newspapers these days are also venturing into platforms such as YouTube, WhatsApp and others to deliver their content to the masses. He indicated that the whole idea of ​​killing print media was far-fetched, saying that digital media could not undo its print counterpart and vice versa.

Traditional media like radio, television and newspapers could expand their reach and have a digital arm to continue being relevant nowadays, Al-Ulaiyan added. For his part, media professor at Kuwait University (KU), Dr. Mohammad Al-Otaibi, said the decline in election advertising in the print media was not something recent, the advent and the proliferation of social media had played a crucial role in this regard. Social media and the digital platform have a wide and extensive reach, attracting thousands if not millions of audiences, he noted, indicating that candidates in these elections had paid attention to the power of digital media to attract voters and convince them to give them their vote. Despite the massive reach of digital media platforms, Kuwaitis still prefer to visit candidates’ headquarters to see what they have to offer in the 2022 National Assembly elections. Eligible voters seem to be obsessed with the idea that they need to see the candidates in person before deciding to vote on September 29. (Report by Sahad Kamal, Nasser Al-Otaibi and Nasser Al-Shalabi – KUNA)





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