Journal of
Media and Communication Studies

  • Abbreviation: J. Media Commun. Stud.
  • Language: English
  • ISSN: 2141-2545
  • DOI: 10.5897/JMCS
  • Start Year: 2009
  • Published Articles: 183

Full Length Research Paper

Assessing the market for motion graphics in Jeddah, Saudi Arabia

Rae Maerkle
  • Rae Maerkle
  • Dar Al Hekma University, Saudi Arabia.
  • Google Scholar
Afsina Abbasi
  • Afsina Abbasi
  • Dar Al Hekma University, Saudi Arabia.
  • Google Scholar


  •  Received: 06 October 2016
  •  Accepted: 07 April 2017
  •  Published: 31 August 2017

Abstract

Motion graphics, as a field, has been developed and utilized most in Western broadcast television markets.  As an attention-grabbing device, and as a means to communicate information, it appears in all aspects and modes. The Western markets value these techniques, and how they support the promotion of products and the understanding of complex, multi-layered information in relativity short amounts of time. This research demonstrates a deficiency in the utilization of these techniques in the Middle Eastern market, especially in Jeddah, Saudi Arabia, through a content analysis of television commercials and public service announcements created and aimed at the region and through interviews with well-known advertising firms and how the Jeddawi audience responds positively to, and would benefit from more application of motion graphics in local television commercials and public service announcements based on audience testing.  This translates to the logical need to broaden the Jeddawi advertising production firms’ repertoires to include more motion graphics in local advertisements and television spots, and hence, to open up their ranks for more design professionals knowledgeable in this field.  This research only identifies the gap in the market. 

Key words: Motion graphics, graphic design, Saudi Arabia, Jeddah, employment, market demand.