The Effectiveness of the Dominance Element in Advertisement

Section: Article
Issue
Vol. 3 No. 3 (2026): Volume 3 Issue 3
Article History
Received: 28-06-2026
Revised: 04-08-2026
Accepted: 18-08-2026
Published: 30-09-2026
Pages
139-154

Abstract

This research aims to reveal the effectiveness of the dominance element in advertising. The importance of this study lies in clarifying the role of dominance in achieving visual attraction for the recipient and highlighting its contribution to enhancing the communicative function of advertising.


   The research problem is represented by the following questions: What is the effectiveness of employing dominance in organizing modern advertising designs? What role does it play in achieving visual attraction and enhancing the communicative function?


  The study adopted the descriptive-analytical methodology as it is appropriate for the procedures of the study and the analysis of the research sample.


The findings revealed that dominance significantly contributes to attracting the recipient’s attention toward the primary element within the advertisement. The results also indicated that dominance enhances the communicative function of advertising through organizing the relationship between form and content. Furthermore, the findings demonstrated that the success of an advertisement largely depends on the designer’s ability to identify and emphasize the dominant element within the design.


   The recommendations emphasized the necessity for designers to pay greater attention to the clear application of the principle of dominance in advertisements, to enhance the use of color and size contrast in order to achieve effective visual dominance, and to focus on the relationship between dominance and the communicative function in advertising design.

Keywords:

Advertisement , Visual Attraction, Dominance, Communicative Function.

References

  1. Abd Al-Aziz, Sami Abd, & Al-'Alam, Safwat. (2004). Muqaddimah fi Al-I'lan. Arab House for Publishing and Distribution.
  2. Abd Al-Aziz, Sami Abd, et al. (2002). Fann Al-I'lan. Cairo University Open Education Center.
  3. Abd Al-Bari, Muhammad Salih. (2013). Tasmim Al-I'lan (Al-Usus Al-Fanniyyah wa Al-Jamaliyyah). Dar Al-Yazuri Al-'Ilmiyyah for Publishing and Distribution.
  4. Abu Al-Aynayn, Muhammad Abd Al-Ghani. (2010). Usus al-Tasmim. Dar Al-Masirah for Publishing and Distribution.
  5. Abu Al-Aynayn, Muhammad Abd Al-Ghani. (2010). Usus al-Tasmim. Dar Al-Masirah for Publishing and Distribution.
  6. Abu Dibsah, Fidaa Hussein, & Ghaith, Khulood Badr. (2012a). Al-Tasmim (Usus wa Mabadi'). Dar Al-I'sar Al-'Ilmi for Publishing and Distribution.
  7. Abu Dibsah, Fidaa Hussein, & Ghaith, Khulood Badr. (2012a). Al-Tasmim (Usus wa Mabadi'). Dar Al-I'sar Al-'Ilmi for Publishing and Distribution.
  8. Abu Dibsah, Fidaa Hussein, & Ghaith, Khulood Badr. (2012b). Tasmim al-I'lan wa al-Tarwij al-Iliktruni. Arab Society Library for Publishing and Distribution.
  9. Abu Dibsah, Fidaa Hussein, & Ghaith, Khulood Badr. (2012b). Tasmim al-I'lan wa al-Tarwij al-Iliktruni. Arab Society Library for Publishing and Distribution.
  10. Abu Hamdan, Muhammad. (2012). Mabadi' al-Tasmim al-Grafiki wa al-I'lan. Dar Al-Masirah.
  11. Abu Hamdan, Muhammad. (2012). Mabadi' al-Tasmim al-Grafiki wa al-I'lan. Dar Al-Masirah.
  12. Al-'Allaq, Bashir. (2010). Asasiyyat wa Tatbiqat Al-Tarwij Al-Iliktruni wa Al-Taqlidi (Madkhal Mutakamil). Dar Al-Yazuri Al-'Ilmiyyah for Publishing and Distribution.
  13. Al-'Amiri, Fatimah Hussein. (2016). Al-Tasmim Al-I'lani Al-Mu'asir (Mafahim – Tatbiqat). Dar Al-Safa.
  14. Al-Faris, Majdi. (2020). Sikulujiyyat Al-I'lan. Syrian Virtual University Publications.
  15. Al-Ghabban, Basim Qasim, et al. (2017). Wasa'il Al-Ittisal wa Fann Al-Tasmim. Maktabat Al-Fath.
  16. Al-Husayni, Muhammad Ali. (2010). Mabadi' Al-Tasmim Al-Grafiki. Dar Al-Kutub Al-'Ilmiyyah.
  17. Al-Husayni, Muhammad Ali. (2010). Mabadi' Al-Tasmim Al-Grafiki. Dar Al-Kutub Al-'Ilmiyyah.
  18. Al-Iliktruniyyah. Dar Wael for Printing, Publishing and Distribution.
  19. Al-Jumaili, Saddam. (1439 AH). Infitah Al-Nass Al-Basari (Dirasah fi Tadawul Al-Funun Al-Tashkiliyyah). Dar Al-Faisal.
  20. Al-Jumaili, Saddam. (1439 AH). Infitah Al-Nass Al-Basari (Dirasah fi Tadawul Al-Funun Al-Tashkiliyyah). Dar Al-Faisal.
  21. Al-Musawi, Karim Masht. (2011). Afaq Al-I'lan. Dar Al-Basa'ir for Printing, Publishing, Distribution and Media.
  22. Al-Rifa'i, Muhammad Khalil. (2020). Al-I'lan (Mabadi' wa Idarah). Syrian Virtual University Publications.
  23. Al-Rifa'i, Muhammad Khalil. (2020). Al-I'lan (Mabadi' wa Idarah). Syrian Virtual University Publications.
  24. Al-Sa'di, Muna As'ad Abd Al-Razzaq. (2006). Fa'iliyyat Al-Mubalaghah Al-Shakliyyah wa 'Alaqatuha bi Al-Madmun Al-Fikri lil-Mulsaq Al-Sinama'i [Unpublished Master's Thesis]. College of Fine Arts, University of Baghdad.
  25. Al-Sa'di, Muna As'ad Abd Al-Razzaq. (2006). Fa'iliyyat Al-Mubalaghah Al-Shakliyyah wa 'Alaqatuha bi Al-Madmun Al-Fikri lil-Mulsaq Al-Sinama'i [Unpublished Master's Thesis]. College of Fine Arts, University of Baghdad.
  26. Al-Saqr, Iyad. (2003). Manhaj Al-Tasmim wa Asasiyyatuh. Dar Al-Jawharah for Publishing and Distribution.
  27. Al-Shammari, Ahmad Jasim. (2014). Asasiyyat Al-Ittisal Al-Basari fi Al-Tasmim Al-I'lani. Dar Al-Rafidain.
  28. Ibn Faris, Ahmad. (1979). Mu'jam Maqayis al-Lughah (Abd Al-Salam Harun, Ed.). Dar Al-Fikr for Printing, Publishing and Distribution.
  29. Ibn Faris, Ahmad. (1979). Mu'jam Maqayis al-Lughah (Abd Al-Salam Harun, Ed.). Dar Al-Fikr for Printing, Publishing and Distribution.
  30. Ibn Manzur, Jamal Al-Din Muhammad. (2009). Lisan Al-Arab. Dar Sadir.
  31. Ibn Manzur, Jamal Al-Din Muhammad. (2009). Lisan Al-Arab. Dar Sadir.
  32. Jirjis, Akram. (2013). Al-Ikhtizal fi Al-Tasmim Al-Grafiki. Dar Fada'at for Publishing and Distribution.
  33. Jirjis, Akram. (2013). Al-Ikhtizal fi Al-Tasmim Al-Grafiki. Dar Fada'at for Publishing and Distribution.
  34. Luqman, Ahmad. (2010). Usus Al-Tasmim Al-Grafiki wa Al-I'lan. Dar Al-Kutub Al-'Ilmiyyah.
  35. Mu'rawi, Umaymah. (2020). Tasmim Al-I'lan. Syrian Virtual University Publications.
  36. Musa, Intisar Rasmi. (2004). Tasmim wa Ikhraj Al-Suhuf wa Al-Majallat wa Al-I'lanat Al-Iliktruniyyah. Dar Wael for Printing, Publishing and Distribution.
  37. Myers, Bernard. (1994). Al-Funun Al-Tashkiliyyah Kayfa Natadhawwaquha (Translated by Saad Al-Mansouri). Egyptian Renaissance Library.
  38. Riyad, Abd Al-Fattah. (1974). Al-Takwin fi Al-Funun Al-Tashkiliyyah. Dar Al-Nahdah Al-'Arabiyyah.

Author

Bidaa Noori

Identifiers

DOI: 10.33899/frj.v3i3.64050

Download this PDF file
PDF (Arabic)

Statistics

How to Cite

The Effectiveness of the Dominance Element in Advertisement. (2026). Fnon Al-Rafidayn Journal, 3(3), 139-154. https://doi.org/10.33899/frj.v3i3.64050
Copyright and Licensing
Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite

The Effectiveness of the Dominance Element in Advertisement. (2026). Fnon Al-Rafidayn Journal, 3(3), 139-154. https://doi.org/10.33899/frj.v3i3.64050