The Impact of Visual Design on Audience Perception in Competitive Advertising Debates

Ibrahim, Tasnem; Ali Hassan, Salwa; Algabry, Ateyat

doi:10.21608/jdsaa.2025.376639.1471

The Impact of Visual Design on Audience Perception in Competitive Advertising Debates

Document Type : Original Article

Authors

¹ Graphic Department, Higher Institute of Applied Arts 6 October, Egypt.

² Dean of the Faculty of Applied Arts, Badr University, Assiut, Egypt.

³ Applied Arts Faculty, Helwan University, Egypt.

10.21608/jdsaa.2025.376639.1471

Abstract

Advertising plays a vital role in shaping consumer behavior and influencing purchasing decisions. As a key tool in intensifying competition among producers, it contributes to changing consumption patterns through creative strategies. With the variety of products on the market and similarities in their features, competitive advertising debates help audiences compare options and choose between alternatives. These campaigns often rely on creative visual messages that make the product more memorable and enhance its presence amid traditional advertisements.
This research aims to study the impact of advertisements that blend debate and competitiveness on the audience, and to identify the factors that influence their perception of visual elements. While innovative advertisements may sometimes engage the consumer, at other times they may result in dissonance. Hence, advertisers must have a deep understanding of the target audience’s culture to ensure effective visual communication and message delivery.
Due to this shift in advertising approaches, many companies now adopt more creative methods that support the emergence of competitive debate campaigns. The research highlights the significance of this method as a powerful advertising tool that promotes differentiation, builds brand identity, and encourages innovation to achieve a sustainable competitive edge. The study also underlines the importance of visual design in enhancing the perception of advertising messages.

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