The role of the advertising image in the graphic design achievement and its effectiveness on the recipient

Abstract

The use of an image as a visual expression contributes to affirming and persuading the audience of the authenticity of the information presented to them. Advertising images hold greater importance and clarity compared to conveying the same idea through verbal communication. The role of images in engaging the recipients stems from the organization of visual elements, the relationships between these elements, and their impact on the viewer. The significance of images in advertising is evident as a fundamental element that influences consumers emotionally. Advertising primarily relies on evoking emotional responses rather than solely appealing to rational persuasion. 

This study examines the role of advertising imagees as a visual message through which designers can convey advertisements with high aesthetic value. It highlights the role of images in graphic design achievements and its effectiveness on the recipients or viewers. The researchers find that it is necessary to expose the role of advertising images by addressing the research problem and objectives. The theoretical framework presents key information on images, their importance, types, and classifications, along with techniques for using and interpreting images. Additionally, the study discusses the function of images in terms of their semiotic value and their relationship with visual culture in shaping graphic design achievements. 

The research uses descriptive-analytical methodology, gathering and integrating information into the theoretical framework and supporting it with a selection of local and international case studies for analysis in alignment with the study's theme. Finally, the researchers present conclusions and recommendations based on the findings.