Arabic typography and its role in confirming the contemporary identity in Advertising Design
Summary of Research
Arab nation rich with her typographic heritage which no one can deny beginning of calligraphy in the ancient and even some new trials, but we see Western nations interested in their designs in Latin typography for its confidence as evidence of identity.
Language is a pot of cultures, any people language is some vocabularies reflect the special meanings the of a society, when replaced with a translation or any other forms from another language, they do not reflect the same meanings even if the corresponding verbal is the same and the translation is accurate.
Arabic typography has the flexibility that can adapt according to the requirements of the age, It has not retreat in the past against any other writings and will maintain its integrity maintained in the future as in the past.
Arabic language lives by the prosperity of Arts , Sciences and the knowledge that her family create in various fields, Arabic language strengthen with the scientific, intellectual and cultural production despite the replacement and duplication of language in education and media, which leads to dependency not creativity.
Arab designer cannot move from subordination to the stage of innovation and creation, Only by his Arabic calligraphy and language inherent in his culture through ages.
Arabic calligraphy and language are the identity, past, present and future, they are a mirror reflects the culture of the nation, they are real a national fortune like mineral and natural fortune need for a special kind of attention.