Visual Language in Digital Advertising: A Comparative Analysis of Luxury Automotive Brands on Social Media

Abstract

Objectives: This study investigated the role of visual language strategies used in digital video advertisements and their influence on consumers of luxury automotive brands. It focused on the visual strategies employed in Facebook video advertisements by Mercedes-Benz Jordan and BMW Jordan. Methods: The study analyzed 95 Facebook video advertisements posted between January 2022 and April 2023 using a content analysis approach. Units of analysis included advertisement duration, color schemes, typography, composition lines, and the use of rational versus emotional appeals. Results: Both brands primarily used medium-length advertisements (15–30 seconds) with rational appeals emphasizing price, quality, and durability. Mercedes-Benz Jordan favored cool color palettes and straight composition lines to convey professionalism and elegance, while BMW Jordan used warm tones to evoke energy and enthusiasm. Both brands employed natural lighting, single-font typography, and visually striking logos to project authenticity and clarity. Conclusions: The findings indicate that visual language is a critical element in shaping effective digital advertising that can enhance brand identity and audience engagement. The study recommends that luxury automotive brands further explore emerging technologies to refine their advertising strategies. Future research could examine the evolving role of such technologies in visual communication.