The Formal Image of Poverty and the Poor People in the Design of the State Advertisement to Combat Poverty in Egypt

The research aims to identify the image of poverty and the poor in ads design, to come up with recommendations that contribute to enhancing the role of the state combats poverty ads in order to reduce poverty rates, by framing a mental image of poverty and the poor in ads design in a way that stimulates improving the quality of life without insulting the poor. Problem of the research lies in identifying the visual frames used in advertisements design to express poverty and the poor, the effect of the misery image versus happiness and work to achieve sustainable development, where the researcher assumes that the negative image of poverty and the poor people in anti-poverty advertisements entrench the mental image of this lifestyle and stands in the way of achieveing goals of these ads, as for the positive image of what can be achieved in the lives of the poor is a strong incentive to help them overcome poverty. That the research relied on the descriptive analytical approach to determine the appropriate formal and mental image to display poverty and the poor in advertising design. That it was found that the state advertisements to combat poverty adopting in it’s design to highlight happiness through joyful scenes and work either happiness for what has been accomplished or encouragement for work and success. Therefore the ads which highlighted the poor in a good situation is more acceptable and preserves their dignity than ads which represent the poor in a position of humiliation.