Reklam tasarım sürecinde dijital görüntünün etkin kullanımı

The objective of this research is to study the effective use of the digital image in advertising design process and to find out the role played by the digital image in the development of advertising especially in outdoor advertising. The rapid progress in digital technology has caused the advertising professionals to transform to the digitization of the advertising industry in order to keep pace with the technological development. Within this framework, the study was conducted by doing in-depth interviews with 7 experts from the advertising industry. The interviews were analyzed by descriptive analysis method. Participants explained how digital image impacts advertising production and what the best practices and uses of the digital image in advertising production. As a result, it can be stated that the integration of digital image with advertising production has reshaped the infrastructure of advertising dramatically through its positive reflection in the advertising design process. Also, making effective use of the digital image in advertising design process can help agencies to create high-quality advertisements easily, with least cost and in a short time.