Visual communication has become a central component of contemporary advertising, particularly in campaigns targeting young consumers who are highly responsive to visual stimuli. This study examines the impact of illustrative styles on audience engagement and purchase intention within advertising campaigns, with a specific focus on young consumers aged 18–30 years. Using a quantitative research design based on secondary data analysis, the study analyzes responses from a sample of 300 young consumers exposed to advertisements employing different illustrative styles, including cartoon or stylized illustrations, semi-realistic or artistic illustrations, flat or vector illustrations, and photo-based advertisements. Independent-samples t-tests and one-way ANOVA were employed to examine differences in audience engagement and purchase intention across advertising formats. The results reveal that illustrated advertisements generate significantly higher engagement and purchase intention than photo-based advertisements. Moreover, the findings indicate meaningful variation across illustrative styles, with cartoon or stylized illustrations emerging as the most effective in eliciting favorable consumer responses, followed by semi-realistic or artistic illustrations. Flat or vector illustrations and photo-based advertisements show comparatively weaker performance. The study contributes to consumer research by demonstrating that illustrative styles are not a homogeneous category and that the effectiveness of illustration depends on its expressive qualities. By empirically distinguishing between illustrative formats, the research offers valuable insight into how visual execution influences consumer responses in youth-oriented advertising contexts. The findings hold practical relevance for advertisers and brand managers seeking to enhance engagement and persuasion among young consumers through strategic visual design choices.