The Contributions of the Digital Visual Metaphor in Designing Public Relations Advertisements: An Analytical Study on a Sample of Libyan Advertising Agencies

Abstract

This study aims to analyze and evaluate the contributions of digital visual metaphors in designing public relations and advertising messages in Libya, focusing on their effectiveness in enhancing visual communication, professional performance, and developmental outcomes in the advertising sector. The research adopted an analytical study of a sample of advertising and public relations agencies in Tripoli and Benghazi, using descriptive and analytical methods to classify digital visual metaphor patterns and assess their impact on audience engagement, appeal, and influence. Findings indicate that innovative use of digital visual metaphors significantly enhances communication effectiveness and strengthens brand image, highlighting the role of local culture and digital technologies in advertising message design.