AccScience Publishing / DP / Online First / DOI: 10.36922/dp.3682
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Advertising design in the era of social media and influencer marketing

Moyun Yin1 ,  Dan Jia2* ,  Xiaoxuan Li3*
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1 Department of Cultural Media and Service, Langfang Polytechnic Institute, Langfang, Hebei, China
2 Hebei Professional College of Political Science and Law, Shijiazhuang, Hebei, China
3 Xuanhua Vocational College of Science and Technology, Zhangjiakou, Hebei, China
DP 2024, 1(1), 3682 https://doi.org/10.36922/dp.3682
Submitted: 16 May 2024 | Accepted: 28 June 2024 | Published: 28 August 2024
© 2024 by the Author(s). This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution -Noncommercial 4.0 International License (CC-by the license) ( https://creativecommons.org/licenses/by-nc/4.0/ )
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Abstract

The current paper aims to review the potential relationships between the design of advertisements and the increased use of social media and influencer marketing. It consolidates data on esthetic design elements such as text, color, and images that capture consumers’ attention and the varying perspectives regarding whether an obsession with style undermines the credibility and essence of brands. This paper reviews the development process of advertisement design and identifies some factors impacting their effectiveness in traditional and new media. One evident theme is the proponents’ tension between creativity on the one hand and the minimization of concerns on the other when advertising through social media platforms and inspired promotions that offer individualized engagement. Advertisements, especially those concerning beauty standards, are also discussed in relation to the impact of body image perceptions. This review focuses more on responsible advertising that respects customers’ diverse body types, with an emphasis on value over pretty faces. The theoretical rationale and understanding advance current literature and discussions on providing responsible and socially sensitive advertising initiatives capable of connecting with upscale modern consumer audiences genuinely.

Keywords
Advertising design
Social media
Consumer perceptions
Funding
None.
Conflict of interest
The authors declare that they have no competing interests.
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