Employing the Art of Optical Illusion in Digital Advertising via Social Media: An Analytical Study

Document Type : Original Article

Author

Higher Technological Institute for Media in Minya

Abstract

The study aimed to identify the use of optical illusion in digital advertising through social media advertisements. The study relied on a sample survey approach. The study sample was a deliberate sample consisting of four advertisements for four companies (We - Orange - Vodafone - Etisalat & and) during the month of Ramadan 2025 AD, relying on the content analysis tool and the theory of deception of people.
The study yielded several key findings, the most notable of which are that the advertisements included in the sample employ various forms of optical illusion to capture the recipient’s attention, pique their interest in the product or service, and subsequently influence the target audience in different ways. The focus in the advertisements included in the sample was on optical illusion through movement, the use of colors, their overlap and contrast. She found that ads that rely on visual illusions use emotional appeals more than logical appeals, which is consistent with the goal of visual illusions, which is to arouse emotion first. According to the unconscious deception model, emotional lines connect to persuasion lines in guiding rational behavior, which reflects the role of emotion as the "controller" in the decision-making process.

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References

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