The Role of Motion Graphics in Business Advertising and Client Communication

Motion graphics—animated visual content that combines graphic design, animation, typography, and sound—have become central to contemporary business advertising and client communication. This paper examines the role of motion graphics in shaping persuasive messages, enhancing brand identity, improving information comprehension, and fostering client engagement. Drawing on multimodal discourse theory, dual-coding and multimedia learning theories, semiotics, and advertising theory, the study synthesises extant literature and proposes a qualitative research methodology to empirically investigate how organisations use motion graphics in advertising and interpersonal client communication. The paper presents a theoretical framework, a detailed qualitative research design (including sampling, data collection instruments, and analysis strategy), expected findings based on prior scholarship, managerial and ethical implications, limitations, and directions for future research. Keywords: motion graphics, advertising, client communication, multimodality, multimedia learning, qualitative methodology, semiotics