Design studies for commercial advertising constitute a living tributary of culture, because they represent reality and draw the dimensions of the future in order to confirm human tendencies from the various fields of life at whose doors commercial advertising knocks . through these tendencies, mental perceptions are revealed, whether negative or positive . The art of advertising represents the innovative aspect of the design process, and depends on the extent of the success of the advertising efforts undertaken by the advertising establishment, given that innovation is the heart of advertising, and that advertising is the innovative expression of new, creative ideas.