The topic of this paper is the influence of photography and visual communication on the formation of an audience’s attitude towards promotional campaigns. The aim of the research is to find out if visual communication of promotional campaigns has an impact on the process of an audience forming an attitude about such campaigns. If there is an impact, this paper will analyze the extent of it and the reasons behind it. The analysis of the impact took into consideration the age, gender, education level, and other characteristics of the subjects. The research was conducted using the survey method, through a survey questionnaire, and the method of data collection was quantitative. The first half of the paper is the theoretical basis of the topic itself. In addition to the definition of marketing and public relations, a clear differentiation was made between the two concepts. Different types of promotional campaigns are presented and the very concept of promotion or advertising is defined. Through a historical cross-section from early history, that is, from ancient times until today, visual communication in the context of advertising has been analyzed. Thus, a cross-section of numerous inventions throughout history is given such as the invention of printing press, the discovery of radio waves and television, the discovery of cameras and photography, and the emergence of film as crucial channels of visual communication. The aforementioned historical cross-section shows the importance of visual communication for sales purposes. The research itself was conducted using the survey questionnaire method, and it will determine the scale and perception of the impact of visual communication on ad consumers, as well as their attitudes about campaigns, and ultimately their perception of the brand itself. Through case studies of three promotional campaigns, this paper analyzes the general public’s perception of visual communication as well as its importance in the context of promotional campaigns. Two positive and one negative example of visual communication were used to collect the audience’s attitudes and to analyze the significance of visual content in the formation of an overall opinion on promotional campaigns.