The impact of implementing Adobe After Effects in Egyptian TV advertisements on audience purchasing intention

Authors

1 Faculty of Mass Communication, Ahram Canadian University

2 faculty of mass communication, Cairo University

3 Faculty of Mass Communication, Ahram Canadian

Abstract

This study investigates the impact of utilizing Adobe After Effects in Egyptian TV advertisements on audience purchasing intention. The study aims to explore how Adobe After Effects helps in influencing the audiences’ perception and purchasing intention after watching those ads that utilized Adobe After Effects. The research utilized focus group discussions as a method of analysis and data collection. The sample included students from Ahram Canadian University. the focus group discussion aimed to examine the impact of Adobe After Effects on the audience's perception of advertisements. It assessed the visual quality, effectiveness of visual effects, and the audiences’ perceptions of authenticity. The results affirmed that advertisements created with Adobe After Effects have a positive impact on the audience's purchasing intention, as they perceive the visual effects as realistic and engaging. Overall, this study highlights the significant impact of Adobe After Effects in Egyptian TV advertisements. It contributes to the understanding of how Adobe After Effects used on these ads influences the audience's purchasing intention.

Keywords

References

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