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Design+

REVIEW ARTICLE
Advertising design in the era of social media and

influencer marketing

3
Moyun Yin , Dan Jia *, and Xiaoxuan Li *
1
2
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

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
*Corresponding authors: image perceptions. This review focuses more on responsible advertising that respects
Dan Jia customers’ diverse body types, with an emphasis on value over pretty faces. The
(Jiadan08@163.com)
Xiaoxuan Li theoretical rationale and understanding advance current literature and discussions
(13180577530@163.com) on providing responsible and socially sensitive advertising initiatives capable of
connecting with upscale modern consumer audiences genuinely.
Citation: Yin M, Jia D, Li X.
Advertising design in the
era of social media and
influencer marketing. Design+. Keywords: Advertising design; Social media; Consumer perceptions
2024;1(1):3682.
doi: 10.36922/dp.3682
Received: May 16, 2024
1. Introduction
Accepted: June 28, 2024
Advertising effectiveness is critical to marketing success for brands trying to influence
Published Online: August 28, 2024
the target consumers’ behavior in the contemporary marketing world, where
Copyright: © 2024 Author(s). environments are saturated with various advertisements and fast-changing conditions.
This is an Open-Access article
distributed under the terms This literature review focuses on the influence of advertisement design techniques and
of the Creative Commons the newly popular advertisement platforms, social media, and influencer marketing
AttributionNoncommercial License, on consumers’ attitudes. Ad creatives should be esthetic and engaging while being
permitting all non-commercial use,
1,2
distribution, and reproduction in any honest in their communication to work as the technical representation of the brand.
medium, provided the original work However, the innovative idea that accompanies the use of social and digital platforms
is properly cited. and influencer marketing as a form of advertising is the audience’s tailored and engaging
Publisher’s Note: AccScience responses, albeit at the same time raising questions about transparency, privacy, and
Publishing remains neutral with deception. This review fits the knowledge gap of how design factors can enhance
3,4
regard to jurisdictional claims in
published maps and institutional brand familiarization and convince the customer’s purchase decision in social media
affiliations. and influencer marketing. The investigation emphasizes ethics in advertising and the

Volume 1 Issue 1 (2024) 1 doi: 10.36922/dp.3682