The Role of Visual Language in Social Advertising: New Trends in the Era of Transformations

Abstract

In the modern world, where visual communication plays a key role in the perception of information, the visual language of social advertising acquires special importance. In the context of global transformations — social, cultural, technological — advertising aimed at influencing public consciousness is actively adapting to new communication formats and changes in the visual thinking of the audience. This article considers the role of visual language as an instrument of influence capable of broadcasting social messages as accessible, emotional and versatile as possible. In particular, new trends are analysed, including: the use of minimalist images, visual metaphors, as well as the inclusion of elements of inclusivity, eco-aesthetics and digital art. Special attention is paid to the dynamics of the development of visual language due to the popularity of social networks, where content should be not only aesthetically pleasing, but also able to quickly evoke an emotional reaction. In addition, the importance of cross-cultural visual literacy is emphasized as a basis for creating universal messages that are understandable in a global context. The study also touches on the issue of ethics in the visual design of social advertising, which is becoming more and more relevant in the context of information glut. Changes in the visual language of advertising are seen as a response to society’s demand for honesty, authenticity, and emotional depth. Thus, visual language becomes not only a tool for transmitting information, but also a way of forming values, motivations and behavioural models in a society that is in a constant state of change.