The hybrid media concept in visual communication design and print advertising case study

In this thesis, hybrid media concept and its role in print ad design, which is used in brand or product communication for advertising purposes is discussed. In today's communication age, considering the market conditions, differentiation by product or by service and becoming more advantageous than replacement competitors is inevitable for commercial brands. Digital revolution and the new consumption culture that appears afterwards made it almost impossible to sell replacement and surplus products unless new physiological reasons are discovered in consumer's hierarchy of needs. In this sense, designers should learn new media and new media elements both cognitively and operatively. Project's purpose, importance, method and implementation are all mentioned briefly in the introduction part. In the second part, mass communication and the historical process of its tools are analyzed. The medias that are used in mass communication and how they are related are also examined in this regard. Afterwards, the developments in computer technology are observed historically and the relationship of graphic design discipline with 20th century art movements is discussed. In the third part, hybrid media revolution, the notion and the history of it are evaluated. The brief history of advertising and the outcomes of the relationship of hybrid media with advertising are analyzed with examples. And the thesis is completed with a print ad that is designed by using hybrid media tools in the final part. This thesis aims to be a guide for Graphic Design and Visual Communication Design students to use hybrid media within the scope of advertising.