Abstract
This research analyses interaction of graphic design, advertising and visual communication strategies between Middle East and Europe. Economic, political, and globalization processes from the Middle East have migrated into Europe by way of Muslim immigrants and asylum seekers, while social and cultural integration of minorities has been a primary focus of Western 21st century culture. This research provides an analysis of the ethics and values of visual communication strategies in advertisement design in Europe based on Western and Islamic cultures, taking into consideration the principles and ethics used to communicate with Islamic audiences. Emphasis was placed on advertising design and the differences among the design ethics of various communities to determine how values and design ethics have caused visual communication and advertising to fail between the east and west. The impact that such failures have on theoretical and practical artistic research and visual communication and advertising strategies are also explored to discuss how the shifting functions of artistic practices in graphic design and theoretical research form the basis of successful visual communication. In this way, a potential strategy-building system incorporating the design ethics of the western world and Middle East is proposed.
Keywords
advertising, visual communication, western/islamic culture, globalization
DOI
https://doi.org/10.21606/drs.2017.241
Citation
Loza, I. (2018) The Ethics and Values of Visual Communication Strategies in European Advertisements in 21st Century Western and Islamic Culture, in Storni, C., Leahy, K., McMahon, M., Lloyd, P. and Bohemia, E. (eds.), Design as a catalyst for change - DRS International Conference 2018, 25-28 June, Limerick, Ireland. https://doi.org/10.21606/drs.2017.241
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
The Ethics and Values of Visual Communication Strategies in European Advertisements in 21st Century Western and Islamic Culture
This research analyses interaction of graphic design, advertising and visual communication strategies between Middle East and Europe. Economic, political, and globalization processes from the Middle East have migrated into Europe by way of Muslim immigrants and asylum seekers, while social and cultural integration of minorities has been a primary focus of Western 21st century culture. This research provides an analysis of the ethics and values of visual communication strategies in advertisement design in Europe based on Western and Islamic cultures, taking into consideration the principles and ethics used to communicate with Islamic audiences. Emphasis was placed on advertising design and the differences among the design ethics of various communities to determine how values and design ethics have caused visual communication and advertising to fail between the east and west. The impact that such failures have on theoretical and practical artistic research and visual communication and advertising strategies are also explored to discuss how the shifting functions of artistic practices in graphic design and theoretical research form the basis of successful visual communication. In this way, a potential strategy-building system incorporating the design ethics of the western world and Middle East is proposed.