#Mountain view iCity in New Cairo City

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IL Monte Galala Ain ElSokhna

[realestatemagazine1]

مشروع ماونتن فيو اي سيتي القاهرة الجديدة MOUNTAIN VIEW CITY NEW CAIRO

كمبوند ماونتن فيو اي سيتي القاهرة الجديدة Mountain View City New Cairo من أهم مشروعات التجمع الخامس، حيث يقدم جميع الخدمات التي يحتاجها أي شخص يبحث عن مكانٍ راقٍ ومميز يضم جميع الخدمات الأساسية والترفيهية.

موقع كمبوند ماونتن فيو اي سيتي القاهرة الجديدة

يُعد موقع ماونتن فيو اي سيتي يبعد مسافة 15 دقيقة عن مدينتي والجامعة الأمريكية بالقرب وطريق السويس والمحاور المؤدية إلى قلب محافظة القاهرة والطريق الدائري.

مساحات وتصميم كمبوند ماونتن فيو اي سيتي 

يمتاز مشروع اي سيتي التجمع الخامس بأنه يقع على مساحة كبيرة للغاية تساوي حاولي 500 فدان كما أن مساحة الوحدات داخل المشروع تبدأ من 100 متر، وتم استغلالها بشكل منظم مع مراعاة الكثير من المساحات الخضراء التي تحيط بكامل المباني والمكاتب داخل كمبوند ماونتن فيو اي سيتي القاهرة الجديدة لتوفير الهواء النقي والبيئة الصحية.

تختلف المساحات الخاصة بـ تاون هاوس للبيع في التجمع الخامس داخل ماونتن فيو اي سيتي التجمع بحيث تتراوح مساحاتها من 100 متر وتصل الي 240 متر، بينما تتراوح مساحات فلل للبيع في التجمع الخامس من 240 متر وحتى 385 متر

خدمات مشروع ماونتن فيو اي سيتي القاهرة الجديدة 

حضانة - حديقة مركزية - بحيرة صناعية - كلوب هاوس - مركز صحي - مستشفى - مول تجاري - مرافق ترفيهية - مطاعم وكافيهات - منطقة ألعاب أطفال - منطقة ألعاب رياضية - مكتب إداري ومرافق صيانة - أسرع وصلات ألياف بصرية للإنترنت - يضم ماونتن فيو اي سيتي القاهرة الجديدة حمامات سباحة.

الشركة المطورة لمشروع  Mountain View City New Cairo

الشركة المالكة لهذا المشروع شركة ماونتن فيو للتطوير والاستثمار العقاري Mountain View Development وهي من الشركات الرائدة في مجال التطوير العقاري في مصر

ولها ثابت أعمال مميزة أبرز أعمالها:

ماونتن فيو اي سيتي اكتوبر 

ماونتن فيو تشيل اوت بارك 

ماونتن فيو 1,2,3 القاهرة الجديدة

ماونتن فيو لاجون بيتش اكتوبر 

ماونتن فيو الساحل الشمالي 

نظام السداد في ماونتن فيو اي سيتي Mountain View ICity

تبدأ من 10% مقدم -‎مع أفضل أنظمة تقسيط تصل إلى 7 سنوات

[newstartproperty]

منتجع ماونتن فيو الساحل الشمالى MOUNTAIN VIEW NORTH COAST

ماونتن فيو الساحل الشمالى هى انجاز جديدة لشركة ماونتن فيو للتطوير العقارية و هى من الشركات الرائدة و من أكبر المستثمرين فى مجال الانشاء و الاستثمار منذ عهد بعيد و تعد من اكبر شركات التطوير المعماري فى مصر والتى تعتمد على الفكر الحديث فى نظم البناء و المعمار استعان فى ذلك بمجموعه كبيره من الخبراء و المهندسين ليقوم بعمل ,تحفه فنيه .

حيث توفر لك شركة ماونتن فيو فى مشروعها الافكار العصريه فى طريقة, الانشاءات و قامت بانشاء باحدث التصميمات مستوحاه من اليونان و جمالها و قد يقدم لكم المهندس/ عمرو اسماعيل رئيس مجلس الإدارة مشروع, مميز و غير تقليدي و نلاحظ ذلك فى جميع مشروعاتها السابقه و فيه اكثر من منطقه و من ضمن اعمال شركة ماونتن فيو العقارية المعروفة و كمبوندات من أميز كمبوندات التي تقام.

موقع ماونتن فيو الساحل الشمالى

تقع قرية ماونتن فيو رأس الحكمة في منطقة رأس الحكمة وهي من أكثر المناطق المميزة في الساحل الشمالي التي يسهل الوصول إليها من أي محافظة مثل الأسكندرية والقاهرة ومرسى مطروح؛ حيث يقع على عدة طرق بارزة وحيوية، مثل طريق القاهرة الأسكندرية، وطريق وادي النطرون، وطريق الضبعة، وطريق فوكا الجديد الذي يعد أهم طريق حيوي في الساحل الشمالي، والذي يبعد عن المنتجع ما يقارب 15 كم.

يبعد 3 ساعات فقط عن القاهرة.

يبعد 200 كم عن الأسكندرية.

يبعد 90 كم عن قرية مارينا.

يبعد 50 كم عن مطار العلمين.

يبعد 15 كم عن رأس الحكمة.

نبذة عن الشركة المالكة ماونتن فيو العقارية

مشروع ماونتن فيو الساحل الشمالي Mountain View North Coast هو امتداد لسلسلة نجاح طويلة لشركة ماونتن فيو Mountain View تلك الشركة العريقة الذي يعمل بها أكثر من 1000 شخص من المهندسين والعمال والفنيين والاستشاريين الخبراء، وتمتاز جميع مشاريع الشركة بطابعها الخاص والذي تعتمد فيه على الجودة والراقي والفخامة مع تطبيق المعايير العالمية في البناء؛ لتنافس أكبر الشركات العقارية المحلية والدولية.

مشاريع شركة Mountain View السابقة مشاريع ساحلية Coastal Projects:

ماونتن فيو 1 العين السخنة Mountain View Sokhna I

ماونتن فيو 2 العين السخنة Mountain View Sokhna II

ماونتن فيو ديبلوماسيين Diplomats 4 Ras El Hikma

مشاريع القاهرة الجديدة New Cairo:

كمبوند ماونتن فيو 1 القاهرة الجديدة Mountain View I New Cairo

كمبوند ماونتن فيو 2 القاهرة الجديدة Mountain View II New Cairo

كمبوند ماونتن فيو 3 القاهرة الجديدة Mountain View III New Cairo

ماونتن فيو اي سيتي التجمع الخامس Mountain View iCity New Cairo

كمبوند ماونتن فيو هايد بارك التجمع الخامس Mountain View HydePark

كمبوند ماونتن فيو اكزيكتيف ريزيدنس قطامية Mountain View Executive Residence Katameya

كمبوند ماونتن بارك Mountain Park

كمبوند ماونتن فيو بارك ايلاند MV Park Island

مشاريع 6 اكتوبر October City:

ماونتن فيو جيزة بلاتوه Mountain View Giza Plateau

ماونتن فيو اي سيتي أكتوبر Mountain View iCity October

ماونتن فيو بارك ذا ليك MV Park The Lake

ماونتن فيو تشيل أوت بارك Mountain View Chillout Park

ماونتن فيو اكتوبر بارك Mountain View October Park

للتواصل مع مسئولي مبيعات منتجع ماونتن فيو الساحل الشمالى تواصل مع الارقام التالية:

اتصل الأن: 01146812776

تواصل معنا ع الواتساب من هنا

[islamnasaad]

Final Paper: Mountain View Advertising Campaign

Introduction

This paper investigates several aspects of advertising and associated ideologies. Ultimately, advertising is not restricted to promoting products, but also induces desire through subtle messaging procedures. In fact, people are recently exposed to all types of media in an unprecedented manner, new technologies like adding some effects and techniques to the original content result in promoting and increasing that excessive exposure.

Subtle power within image production and advertisements deliver ideologies and invisible messaging to viewers who are often unaware of these details. Such advertisements also contribute to comparing and mixing different cultures and ideologies. That power discourse is called ‘Hegemony’. The aim of this paper is to uncover and explain the ideas of hegemony and interpellation that is associated within the advertisement of the famous Egyptian real estate company “Mountain View”.

Q: What is the hidden ideology behind Mountain View’s advertisement, and how they hailed the audiences with the context of the advertisement?

Literature Review

Mountain View’s campaign for its iCity project development included a series of advertisements that promoted for luxury real estate units in New Cairo, a suburb of Cairo, Egypt.  The advertisements purported to combine the best of foreign architecture and aesthetics, in addition to large outdoor green spaces and water based sceneries. The advertisements were broadcasted during the Ramadan month in 2016 and were produced by Advantage Marketing and Advertising Agency.

The advertisement includes scenes captured in Paris and begins with two famous Egyptian actors, Ahmed Ezz and Magued El Kedwany. The actors walk the streets of Paris while the camera highlights beautiful architecture that is typically characteristic of traditional French buildings and cafes. It reveals the tough nature of the French people and then they conclude the advertisement by saying that “Mountain View is having all these beautiful buildings, restaurants, and cafes in iCity - New Cairo furthermore characterized by the presence of our nice friendly people”.

Throughout this paper, the main focus is defining and deconstructing hegemony as well as the power of hailing people towards certain products and ideologies, which is referred to as interpellation.

Hegemony in the modern definition is theoretically embedded in the Marxist sight of the financial fundamentals of a society, because most essential shapers of ideologies, values, and culture are the dominant classes. Therefore, an ideologically and economically biased perception spreads itself through the idea/concept of hegemony, in which all the society is dominated and controlled by wrong perception and logic (Altheide, 1984).

Interpellation is defined as a method that people follow to shape themselves into the situation that was demonstrated by the advertising discourse in presenting a specific product/service (Pajnik & Lesjak-Tušek, 2002). Interpellation is also related to the notions of the Marxist’s culture because the ideological state and interpellation creates the feeling of collected social appeals. In fact, an ideology exemplifies the imaginary association of persons to their actual states of existence, while interpellation or in other words ‘hailing’, concrete persons are considered as subjects (Wenner, 2013). 

Theoretical Framework 

Hegemony is the invisible power of transferring ideologies through the public; these ideologies are engaged and motivated by some people who are in control/power. As a result, invisible messages exist in our world in many practices such as dominating people with culture towards certain ideologies in economic or political viewpoints by using the power of media context. Accordingly, many scholars like Gramsci[1] proposed that people’s interest might change the private and public life to support and backup their purposive ideology.

Moreover, hegemony as a power of transferring invisible messages/ideologies forms how persons view and understand life by highlighting and forming certain habits, meanings, and values. In this regard, it is also defined as the power used throughout consent as well as coercion and it has suggested domination across ideology or discourse (Lash, 2007).

The power of ideologies might affect people in a way or another because it’s very clear that people are different in their needs, demands, and desires; dominating certain ideologies that are related to lifestyles, politics, economy, and so on are core power of using hegemony. The ruling/ dominating classes prefer to be invisible to manipulate and control the people without any appearance. Accordingly, it is very hard for some people to realize or understand the hidden ideologies and how they were formed, but they recognize that they are controlled and directed in a way or another.

Hegemony has an integral influence that can be used indirectly to achieve successful targets and messages. According to Foucault[2] power exists and appears in everything in our world, consequently the use of media the ideas can be easily spread to audience. 

Interpellation is another critical aspect related to the Marxists system that is useful to be demonstrated and analyzed. The way people are appealed and attracted to things such as ideologies, products, etc. is an essential part of opposing certain dominations of interested people, groups, and companies.

I would like to point out that as media plays a role in spreading ideologies it also plays an essential part in attracting people to certain products, services, and ideas that shape the people’s minds and life. In fact, Hall[3] mentioned that media is constructing the world for us, and that there is a method used by the media which allows the hierarchy of control and power within the culture, to be subsequently reproduced as a construction of access.

Thus, media and ownership play an important role in exposing and highlighting some ideologies or certain representations to limit diversity by constructing the notion of ‘ideological power’. In other words, media could entice people through the examination and identification of stereotypical appearances/images of stories, notions, events, themes, and the people within the media contexts (Fedorov, 2015).

Promoting certain ideologies from the dominant people or companies might focus on certain themes or effects to hail and affect the people and create bias in a way or another. Accordingly, there is a significance of control and ownership as well as direct and indirect censorship that is created by media hence limiting diversity (Miller, 2002).

Overall, the abovementioned points and reasons sufficiently clarify the need to have people’s recognition of hegemony and the role of media as a hegemonic device that establishes the interests of the elites (Orlowski, 2012). In fact, media power of representations as well as mixing societies and culture can be sometimes visible or invisible depending on the previously demonstrated techniques to maintain media power and ownership as well as leading people to certain lifestyles.

In this respect, a suitable application of the theory of hegemony appears in analyzing the invisible power that comes alongside the advertisement because it promotes the ideology of having a better future. The second theory that is also associated with this advertisement is the theory of interpellation because the main focus and outcome of that advertisement is hailing the consumers with a number of techniques and representations to buy the modern apartments and villas in iCity.

Analytical Perspective 

Mountain View’s (iCity) advertisement might be referred to as a very basic straightforward way for promoting a product specifically a real estate project, but from the analytical point of view this advertisement actually has two main theories within the content, furthermore there are many visible and invisible ideologies.

The power of selling concepts/ideas as apartments or villas is what deeply motivates some people to buy in iCity without the final project being there under-construction.  That can be clearly understood in (fig. 2), where these images are not related to currently existing units, but only they are just future plans and projections.

 As previously mentioned, the dominant classes are the ones who manage and control the ideologies, economic institutes, the political system, and the structures of society. In this respect, the dominant class will manage Mountain View and the owners of the facility are attempting to promote and sell the ideology of a city that selected the best of other prominent cities from all over the world. This subtle power was exerted by the ruling class is the definition of hegemony. 

Likewise, interpellation is the second layer this advertisement induces because it hails people by promoting beautiful buildings, chic cafes and restaurants that are not yet in existence within Egypt. The advertisement instead appeals viewers by promoting a certain lifestyle, which is clearly shown in (fig. 1) and (fig. 2). Mountain View also tempted people by casting celebrities throughout the advertisement.

These theories are clearly identified within several frames but (fig. 1) and (fig. 2) are the most emphasizing scenes in respect of the theories. In (fig. 1), the scene shows the actors looking to one of the buildings that is supposedly available in France and praising the nice architecture, whereas the associated theories are the hegemony due to the power or the ideology of convincing the audience with the greatness of the foreign architecture and where they focus on the uniqueness of the other culture’s building.

In (fig. 2), demonstrates the illusions of the city, which can technically be analyzed to uncover numerous meanings. Firstly, the hegemony of selling a future city that still remains under construction. Secondly, the interpellation of life styles, visions of luxury living and mixing the greatest features of Paris and applying similar ones in that city.

Conclusion

It is not the first advertisement to tackle the idea of hegemony because most of the real estate, banks, and insurance advertisements use hegemony as an invisible power in controlling and promoting several ideologies over different classes. This advertisement successfully proved that a hidden power could be available in promoting potential ideas that do not yet exist, to control and manipulate ideologies of the people dreaming of having a better life, the advertisement also succeeds in attracting people by using the interpellation theory.

Therefore, due to the hegemony of spreading ideologies and the interpellation of the people towards certain ideas like a luxury lifestyle that includes some particular features from other places of the world in that advertised project “iCity”.

Finally, from my own point of view the adequate utilization and application of the hegemony and interpellation theories within an advertisement is an unparalleled efficient approach to emboss a pathway for a successful and fruitful production that really conveys requested goals and messages to targeted audiences.

Frames that mentioned earlier:

Fig.  1: Ahmed Ezz and Magued El Kedwany are highlighting the advantages of the architecture of French buildings.

Fig.  2: Ahmed’s voice starts with virtual images or plans of the city that was being promoted as “iCity the first city from Mountain View that you will find royal gardens designed according to the French international theme, and elegant cafes as the ones in Paris, but with nice people... Mountain View because you deserve the best in the world”

Mountain View iCity – Architecture Advertisement Link:

https://www.youtube.com/watch?v=Kzx0tzFqejw

 Bibliography

Altheide, D. L. (1984). Media hegemony: A failure of perspective. Public Opinion Quarterly, 48(2), 476–490.

Daldal, A. (2014). Power and ideology in Michel Foucault and Antonio Gramsci: A comparative analysis. Review of History and Political Science, 2(2), 149–167.

Fedorov, A. (2015). Media Stereotypes Analysis in the Classroom at the Student Audience. European Journal of Contemporary Education, 12(2), 158–162. https://doi.org/10.13187/ejced.2015.12.158

Hall, S. (1986). "Media power and class power" from Curran, James et al, Bending reality: the state of the media, pp.5-14, London: Pluto in association with the Campaign for Press and Broadcasting Freedom.

Lash, S. (2007). Power after Hegemony: Cultural Studies in Mutation? Theory, Culture & Society, 24(3), 55–78. https://doi.org/10.1177/0263276407075956

Miller, D. (2002). Media power and class power: Overplaying ideology. Socialist Register, 38(38). Retrieved from http://www.socialistregister.com/index.php/srv/article/view/5786

Orlowski, P. (2012). Teaching About Hegemony (Vol. 17). Dordrecht: Springer Netherlands. https://doi.org/10.1007/978-94-007-1418-2

Pajnik, M., & Lesjak-Tušek, P. (2002). Observing discourses of advertising: Mobitel’s interpellation of potential consumers. Journal of Communication Inquiry, 26(3), 277–299.

Wenner, L. A. (2013). The mediasport interpellation: Gender, fanship, and consumer culture. Sociology of Sport Journal, 30(1), 83–103.

[1] Antonio Gramsci is an Italian Marxist theorist who proposed that hegemony is pertaining to the domination of thoughts and ways of life where the concept of reality is dominated and diffused through private and public extents of social life (as cited in Altheide, 1984).

[2] Michel Foucault is a French theorist who believed that power is existing everywhere, because power interactions is rooted in the culture of life (Daldal, 2014).

[3] Cultural theorist Stuart Hall mentioned that media uses its power to portray some ideologies, imply stereotyping, or discriminate certain groups or individuals according to sex, race, color, religion, domestic, or social background is an essential part of applying hegemony (Hall, 1986).

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palm hills new cairo

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iCity Mountain View

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Mountain view iCity New Cairo

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Mountain View

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سولي جولف العاصمة الجديدة

[conceptproperties]

Mountain view iCity New Cairo

Brief about Mountain View:

Mountain view iCity New Cairo  by huge real estate company It is well known that Mountain View is one of the most important companies specialized in all the development and construction of residential projects, and all the huge and luxurious tourism products.

Mountain View iCity project is an extension of a long chain of success for Mountain View Company. This large company employs more than 1,000 people including engineers, workers, technicians, and expert consultants. It works at international standards in construction to compete the largest local and international real estate companies.

Previous Projects:

Mountain view Al Sokhna

Mountain View I City 6 October

Mountain view Hyde Park

Mountain view Ras elhikma

Chill out Park

[islamnasaad]

Final Paper Draft 2: Mountain View Advertising Campaign

Introduction 

This paper highlights and tackles several issues related to the concept of advertising, it is worthwhile to focus that some advertisements are associated with many messages and ideologies, so advertising is not only restricted for promoting products only, but it surpasses that essence and induces more power by sending invisible messages. In fact, people are recently exposed to all types of media in an unprecedented manner and new technologies like adding some effects and techniques to the original content result in promoting and increasing that excessive exposure.

Power in media and image production practically advertisements do not only deliver ideologies and some invisible messages, but also contribute in comparing and mixing different cultures and ideologies; That power discourse is called ‘Hegemony’. The aim of this paper is to uncover and explain the ideas of hegemony, interpellation as well as hybridity that is associated within the advertisement of the famous Egyptian real estate company “Mountain View”.

Q1: Does Mountain View advertisement focus on certain ideologies?

Q2: How does the advertisement affect and hail the audience?

Q3: Why did Mountain View select some scenes/frames from other countries in promoting a city that is built in Egypt?

Literature Review

Mountain View’s (iCity) advertisement was one of a series of advertisements that were intended to promote for a luxury real estate city in New Cairo, all the advertisements supported the same idea of gathering locally all the nice concepts, architecture, spaces, and lagoons that other countries have in this large compound. The Advertisements were released during Ramadan 2016 by Advantage Marketing and Advertising Agency.

The advertisement that included some scenes captured in Paris, starts with the two famous actors in Egypt Ahmed Ezz and Magued El Kedwany walking in the streets highlighting the beauties of the architecture that characterizes the buildings and the variation of cafes. It reveals the tuff nature of the French people and then they conclude the advertisement by saying that Mountain View is having all these beautiful buildings, restaurants, and cafes in iCity - New Cairo furthermore characterized by the presence of our nice friendly people.

Throughout this paper, the main focus is defining and deconstructing the hegemony and the power of hailing the people towards certain products/ideologies that are created by the media in general and especially in this advertisement as well as uncovering particular representations of comparing and mixing cultures.

Hegemony in the modern definition is theoretically embedded in the Marxist sight of the financial fundamentals of a society, because most essential shapers of ideologies, values, and culture are the dominant classes. Therefore, an ideologically and economically biased perception spreads itself through the idea/concept of hegemony, in which all the society is dominated and controlled by wrong perception and logic (Altheide, 1984).

Interpellation is defined as a method that people follow to shape themselves into the situation that was demonstrated by the advertising discourse in presenting a specific product/service (Pajnik & Lesjak-Tušek, 2002). Interpellation is also related to the notions of the Marxist’s culture because the ideological state and interpellation creates the feeling of collected social appeals. In fact, an ideology exemplifies the imaginary association of persons to their actual states of existence, while interpellation or in other words “hailing”, concrete persons are considered as subjects (Wenner, 2013).

Hybridity is also one of the important theories that will critically be analyzed alongside the theories of hegemony and interpellation in this paper. Hybridity is defined as a way for multicultural ideologies that are mixed between societies, where individuals with certain ideologies and backgrounds might be exposed to other external ones (Stafford, 2000). Moreover, globalization is a result of providing hybridity, today hybridity as an ideology is widely promoted in media.

Theoretical Framework

Hegemony

Hegemony is the invisible power of transferring ideologies through the public; these ideologies are engaged and motivated by some people who are in control/power. As a result, invisible messages exist in our world in many practices such as dominating people with culture towards certain ideologies in economic or political viewpoints by using the power of media context. Accordingly, many scholars like Gramsci[1] proposed that people’s interest might change the private and public life to support and backup their purposive ideology.

Moreover, hegemony as a power of transferring invisible messages/ideologies forms how persons view and understand life by highlighting and forming certain habits, meanings, and values. In this regard, it is also defined as the power used throughout consent as well as coercion and it has suggested domination across ideology or discourse (Lash, 2007).

The power of ideologies might affect people in a way or another because it’s very clear that people are different in their needs, demands, and desires; dominating certain ideologies that are related to lifestyles, politics, economy, and so on are core power of using hegemony. The ruling/ dominating classes prefer to be invisible to manipulate and control the people without any appearance. Accordingly, it is very hard for some people to realize or understand the hidden ideologies and how they were formed, but they recognize that they are controlled and directed in a way or another.

Since hegemony is very meaningful, the way of transferring ideologies might be very important in the successfulness of dominating the culture. According to Foucault[2] power exists and appears in everything in our world, then by using media the spreading of any idea to the mass is much easier than any other tool. 

Interpellation

Interpellation is another critical aspect related to the Marxists system that is useful to be demonstrated and analyzed. The way people hailed and attracted to things such as ideologies, products, etc. is an essential part of opposing certain dominations of people, groups, or companies that have interests.

I would like to point out that as media plays a role in spreading ideologies it also plays an essential part in hailing people to certain products, services, and ideas that shape the people’s minds and life. In fact, Hall[3] mentioned that media is constructing the world for us, and that there is a method used by the media which allows the hierarchy of control and power within the culture, to be subsequently reproduced as a construction of access.

Thus, media and ownership play an important role in exposing and highlighting some ideologies or certain representations to limit diversity by constructing the notion of ‘ideological power’. In other words, media could hail the people through the examination and identification of stereotypical appearances/images of stories, notions, events, themes, and the people within the media contexts (Fedorov, 2015).

Promoting certain ideologies from the dominant people or companies might focus on certain themes or effects to hail and affect the people and create bias in a way or another. Accordingly, there is a significance of control and ownership as well as direct and indirect censorship that is created by media hence limiting diversity (Miller, 2002).

Hybridity

As globalization shapes the world now and involves in sending hidden messages as well as hailing certain people towards particular beliefs, it also implicates and forms mixing and trading over the countries/societies (Stafford, 2000). As mentioned earlier, hybridity is the way of mixing and highlighting different beliefs, backgrounds, ideas, and values among cultures. In fact, in this paper using hybridity in the advertisement alongside with hegemony and interpellation is very important because images and ideas of other places and countries as well as people’s lifestyles might be an effective ideology that grabs and hails the audience.

There are many components that hybridity uses to mix and mimic within some countries for promoting to new global products or comparing global features, because every culture and society has different features, historical places, ideas, and beliefs that make it special or unique.

Overall, the abovementioned points and reasons sufficiently clarify the need to have people’s recognition of hegemony and the role of media as a hegemonic device that establishes the interests of the elites (Orlowski, 2012). In fact, media power of representations as well as mixing societies and culture can be sometimes visible or invisible depending on the previously demonstrated techniques to maintain media power and ownership as well as hailing the people to certain lifestyles.

In this respect, a suitable application of the theory of hegemony appears in analyzing the invisible power that comes alongside the advertisement because it promotes the ideology of having a better future. The second theory that is also associated with this advertisement is the theory of interpellation because the main focus and outcome of that advertisement is hailing the consumers with a number of techniques and representations to buy the modern apartments and villas in iCity. Hybridity theory is also applicable in this advertisement where the actors are focusing on the resemblance of living in modern civilized European countries with this new city and what they apply here is mixing culture and ideologies, so the three theories prevail and can be critically analyzed within the advertisement context.

Analytical Perspective

Mountain View’s (iCity) advertisement might be referred to as a very basic straightforward way for promoting a product specifically a real estate project, but from the analytical point of view this advertisement actually has three or more theories within the content, furthermore there are many visible and invisible ideologies /messages.

The power of selling concepts/ideas as apartments or villas is what deeply motivates some people to buy in iCity without the final project being there (under-construction).  That can be clearly understood in (fig. 2), where these images are not related to actually existing units but they are just future plans and projections. 

As previously mentioned, the dominant classes are the ones who manage and control the ideologies, economic institutes, the political system, and the structures of society. In this respect, the dominant class here will be the management of Mountain View which tries to deeply promote and sell the ideology and admiration of a city that has elected the best from other cities all over the world by using the power of advertisements and that’s what is hegemony is all about.

Likewise, interpellation is the second layer that this advertisement includes because at the end this advertisement aims to hail the people by promoting beautiful buildings, chic cafes and restaurants and that is basically promoting and hailing people for a certain lifestyle and that is clearly shown in (fig. 1) and (fig. 2). Mountain View also hailed the people by the way celebrities were displayed and the funny personalization of characters they used throughout the advertisement content.

Furthermore, hybridity is the third hidden layer of this advertisement because mixing ideologies and culture as Mountain View conducted to the audience is the core of that theory and this is clear in (fig. 2). When the advertisement mentioned and demonstrated the buildings in Paris and the idea of bringing them here in Egypt, this signifies the ideology of mixing western architectures and ideologies with the eastern ones in that proposed city and accordingly implies the hybridity within.

These three theories can be very clear in several frames but (fig. 1) and (fig. 2) are the most emphasizing scenes in respect of the theories. In (fig. 1), the scene shows the actors looking to one of the buildings that is supposedly available in France and praising the nice architecture, whereas the associated theories are the hegemony due to the power or the ideology of convincing the audience with the greatness of the foreign architecture and hybridity where they focus on the uniqueness of the other culture’s building.

In (fig. 2), a demonstration of the illusions or the plans of the city, this can technically be analyzed to imply a lot of meanings; Firstly, the hegemony of selling a future city that still remains under construction. Secondly, the interpellation of life styles of luxury life. Thirdly, the hybridity which is obvious in mixing the greatest features of Paris and applying similar ones in that city.

Conclusion 

It is not the first advertisement to tackle the idea of hegemony because most of the real estate, banks, and insurance advertisements use hegemony as an invisible power in controlling and promoting several ideologies over different classes. This advertisement successfully proved that a hidden power could be available in promoting potential ideas that do not yet exist, to control and manipulate ideologies of the people dreaming of having a better life, the advertisement also succeeds in hailing the people by using the interpellation theory as well as mixing some beliefs and ideologies by applying the hybridity theory.

Therefore, due to the hegemony of spreading ideologies and the interpellation of the people towards certain ideas like a luxury life style that includes some particular features from other places of the world in that advertised project “iCity”.

Finally, from my own point of view the adequate utilization and application of the hegemony, interpellation and hybridity theories within an advertisement is an unparalleled efficient approach to emboss a pathway for a successful and fruitful production that really conveys requested goals and messages to targeted audiences.

Frames that mentioned earlier:

Fig.  1: Ahmed Ezz and Magued El Kedwany are highlighting the advantages of the architecture of French buildings.

Fig.  2: Ahmed’s voice starts with virtual images or plans of the city that was being promoted as “iCity the first city from Mountain View that you will find royal gardens designed according to the French international theme, and elegant cafes as the ones in Paris, but with nice people... Mountain View because you deserve the best in the world”

Mountain View iCity – Architecture Advertisement Link:

https://www.youtube.com/watch?v=Kzx0tzFqejw

[1] Antonio Gramsci is an Italian Marxist theorist who proposed that hegemony is pertaining to the domination of thoughts and ways of life where the concept of reality is dominated and diffused through private and public extents of social life (as cited in Altheide, 1984).

[2] Michel Foucault is a French theorist who believed that power is existing everywhere, because power interactions is rooted in the culture of life (Daldal, 2014).

[3] Cultural theorist Stuart Hall mentioned that media uses its power to portray some ideologies, imply stereotyping, or discriminate certain groups or individuals according to sex, race, color, religion, domestic, or social background is an essential part of applying hegemony (Hall, 1986).

Bibliography

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