Hostile visual metaphors in poster design

Abstract

Given the importance of visual metaphors in conveying a visual message to the recipient, and their effective role in the success of design, they influence the design concept and contribute to enhancing the content of the communicative message to build a new form The current research problem was defined by asking the following question: What are The research objective included (a study of hostile visual metaphors in poster design); and the second chapter dealt with the theoretical framework, including two sections: the first (the concept of visual metaphors in design) and the second (the poster and its role in the communication process).hostile visual metaphors in poster design? Key indicators were extracted based on the theoretical framework, which helped the researcher deduce the analysis axes for the models. In the third chapter, the descriptive analytical method was adopted to analyze the sample of (3) advertising poster designs published on the (Ads of the world) website for the year 2022, for the research population of (34) designs. That is, with a percentage (%30), a set of results was reached and discussed in Chapter Four, the most important of which is (to achieve the goal of designing an advertising poster, the design must contain the functional aspect, as well as the aesthetic aspect, given its importance in conveying information and showing its communicative value. The designer must consider the aesthetic and functional aspects together).