The role of CGI technology in visual communication and advertising strategies: The example of Apple and Samsung

Vsual communcaton plays a fundamental role n connectng brands wth ther target audences n the dgtal age. In ths context, Computer-Generated Imagery (CGI) technology has become a remarkable tool n advertsng, both aesthetcally and functonally. The creatve vsualzaton capabltes offered by CGI provde sgnfcant advantages to brands, partcularly n terms of d fferentaton and engagement on soc al med a platforms. Ths thess examnes the CGI-based reel content shared by Apple and Samsung on Instagram. The analyss focused on vsual communcaton prncples, focusng on color use, color relatonshps, smplc ty, shape, and composton as key nd cators. The contents were evaluated usng a purposve samplng method and the strateg c preferences of the brands were revealed based on each nd cator. The fndngs reveal sgnfcant dfferences n Apple and Samsung's approaches to CGI technology. Samsung uses CGI more frequently, w th rcher color and v suals, n lne w th ts broad product range and technology-focused commun caton language. Apple, on the other hand, employs CGI more selectvely and n a more lmted manner, pursung a smple, mnmal, and product-centrc vsual strategy. An examnaton of the two brands' reels content reveals that Apple's few reels featurng CGI technology ach eved sgnfcantly hgher vewng rates than Samsung's posts featurng extensve CGI use. For example, a CGI-based reel shared by Apple n 2024 garnered approxmately 20.9 mllon vews, whle Samsung's CGI-based content generally remaned between 100,000 and 900,000 vews. Ths demonstrates that the frequency of CGI use s not the sole determnant of engagement success; the brand's vsual language, content strategy, and brand percepton also play a sgn fcant role n aud ence engagement. CGI content not only determ nes engagement rates through ts numercal densty, but also through ts content qualty, color harmony, and v sual h erarchy. In concluson, th s research hghlghts CGI technology as an advertsng tool for both brands, but ts use s drectly lnked to the brands' corporate denttes and communcaton modules. CGI s not merely a vsual producton faclty; t s also a communcaton element that strengthens dgtal brand narratves through ndcators such as color, shape, and smplcty.