Comparative Analysis of Western Design Principles and Visual Structure in GCC Advertising Design. Summary of the Doctoral Thesis
Authors:   ,   Rīga Stradiņš University, Eklsa Ilze 
Published: March 2024

The doctoral thesis titled “Comparative Analysis of Western Design Principles in GCC Advertising Design” explores the influence of globalization on international visual communication practices in advertising design. It investigates the reciprocal interaction between design principles and structures in the field of advertising, focusing on the impact of Western visual communication practices on advertising in the Gulf Cooperation Council region. The study contributes to our understanding of the effects of globalization on visual communication, specifically advertising design, and the role of culture in shaping advertising design. It examines the extent to which advertisers in the Gulf Cooperation Council countries adopt Western visual communication advertising design and how advertising is created or adapted to local cultural, social, and religious values. In addition, contribute the understanding of cultural appropriation and emphasize the shift of communication paradigms in advertising design within the countries of the Persian Gulf Cooperation Council. The research literature review encompasses theoretical foundations drawn from international scientific publications and books, supplemented by non-scientific industry literature that examines advertising design structure in the Gulf Cooperation Council countries. The first four chapters employ a descriptive method, establishing the theoretical framework of the thesis, while the fifth chapter employs structural analysis and artifact analysis. The methodology developed for this study aims to provide comprehensive research data on the impact of Western design principles on advertising design in the Gulf Cooperation Council countries. A mixed research method is employed, collecting and analyzing both qualitative and quantitative data. Aija Freimanes' triple design process research methodology was adopted during the writing of the doctoral thesis to define, create, and achieve the desired outcome. The empirical part of the thesis employs Raymond Williams’ method of structural analysis, analyzing the structure of advertising design, including compositional systems. This thesis research makes a valuable contribution to visual communication and design research by offering new insights into evolving design practices. The findings of this thesis hold relevance for advertising professionals, academic staff, and researchers. Furthermore, the study's results can provide valuable insights to advertisers and designers seeking to better understand and engage their audiences in the GCC region. The Doctoral Thesis was developed at Rīga Stradiņš University, Latvia Defence: at the public session of the Promotion Council of Media and Communication of Rīga Stradiņš University on 22 March 2024 at 9.00 remotely via online platform Zoom. 5.8 Media and Communications; Sub-Sector – Other Sub-Sectors of Mass Media and Communication. Keywords: communication; visual perception; visual communication strategies; advertising design; globalization.