An advertising campaign includes a series of advertisements that are presented with the aim of promoting a service or a product. One of the most important factors in designing advertising campaigns is to pay attention to the common culture in the target society in order to have the maximum impact on the audience. . Visual culture or visual culture is an aspect of culture that is expressed in the form of images and includes a wide range of analysis and interpretation that does not rely solely on the power of sight and also includes musical codes، language and sound. . This qualitative research، with a descriptive and analytical nature، studied the advertising campaigns of Snap and Tapsi platforms، which used the semiotics proposed by Pahlavan (2007) in the analysis of images. The purpose of this research is to study the visual culture in the advertising campaigns of Snap and Tapsi platforms and how the visual culture of the present era is manifested in these campaigns; Therefore، background information was prepared by referring to library and internet sources. Sampling was purposeful and analytical data was obtained through observation، description and analysis of samples. The most important findings of the research indicate that revitalizing the values and paying attention to the common culture in a society by using visual and aesthetic effects and the appropriate use of fonts in the framework of the advertising space can be a kind of empathy with the audience in different groups. Create and give a new but familiar identity to the advertising collection.