What is creativity? And are people working in marketing really creative when they do their best to create an advertisement that lures the consumer to spend their money on a certain product?
The present study clarifies what should be taken into consideration when talking about creativity in the area of advertisement. How can it be evaluated? Which specific features are typical for creative advertising today?
To answer these questions, a study was carried out with the aim to determine trends in creative concepts of advertisement. It was divided in two parts. The first part included defining main characteristics according to the Four-dimensional model of advertising creativity developed by Stuhlfaut and Yoo. The second part studied additional characteristics, which identified more applied features of successful advertising today.
Table of Contents
Introduction
Theoretical background
Method
Data
Procedure
Results
Main characteristics
Additional characteristics
General style
Music
Specific features
Industry affiliation
Discussion
Research Objectives and Key Themes
The primary objective of this study is to bridge the gap between theoretical models of advertising creativity and its applied, real-world manifestations. By analyzing award-winning advertising videos, the research aims to identify current trends in creative concepts and determine which specific features characterize successful, high-impact advertising in today’s market.
- Application of the "Four-dimensional model of advertising creativity" to contemporary video content.
- Identification of applied creative features such as genre, music usage, and thematic elements.
- Examination of industry affiliations among highly creative advertising campaigns.
- Evaluation of the correlation between creative factors and industry recognition.
Excerpt from the Book
Theoretical background
What does it mean being creative? If a child will ask this question, after receiving an answer he at least will be confused. Literature provides us with numerous opinions, striving with each other for importance. That gives us a vague definition and freedom for imagination at the same time.
Creativity in advertising is not an exception. It should be innovative and original (Fletcher, 1990). However, the main task of advertising lays in business field – if it does not push sales, it is useless and simply can take its place on a shelf. That brings us to idea, that effectiveness is very important component (Percy & Rossiter, 1997 as cited in El-Murad & West, 2004). Is it needed to be creative to be effective? There are further opinions that being different and unusual (Milgram, 1990), appropriate (Amabile, 1996; Sternbegr & Lubart 1999 as cited in Stuhlfaut & Yoo, 2013), well-planned and based on the goal of the client and research (Bell, 1992) means to be creative in advertising. Different approach is observed in France, where creative advertisement should not be characterized with above mentioned qualities, but raise feelings of love and desire (Taylor, Hoy & Hayley, 1996). Despite the contradictory definitions,
Summary of Chapters
Introduction: Provides the context of the highly competitive advertising landscape and outlines the motivation to evaluate creative advertising through scientific theories.
Theoretical background: Discusses various academic definitions of creativity and introduces the "Four-dimensional model of advertising creativity" as a framework for the study.
Method: Details the two-part research approach, including the selection of "ADC 94th Annual Awards" winners as the data sample and the use of qualitative content analysis.
Results: Presents the empirical findings, covering the four main creative factors, genre distribution, music usage, and thematic features found in the analyzed advertisements.
Discussion: Addresses the study's limitations regarding subjective interpretation and suggests future research directions, such as cross-era comparisons and expanding data sources.
Keywords
advertisement, creative concept, four-dimensional model, advertising creativity, The Art Directors Club, novelty, affective, utility, humorous, video advertising, trends, qualitative analysis, consumer perception, marketing communication, industry affiliation.
Frequently Asked Questions
What is the core focus of this research?
The research examines the latest trends in creative advertising concepts by analyzing award-winning video clips to bridge the gap between abstract theory and practical application.
What are the central thematic fields?
The study focuses on creative factors (novelty, utility, etc.), video production styles, musical influence, and the industry sectors of the successful advertisements.
What is the primary research goal?
The primary goal is to determine how advertising creativity is defined and evaluated in practice, specifically through the lens of recent industry-recognized awards.
Which scientific method is employed?
The study utilizes the "Four-dimensional model of advertising creativity" and Philipp Mayring’s qualitative content analysis to evaluate the dataset.
What topics are covered in the main section?
The main section covers the analysis of creative factors, stylistic genres, the role of background music, specific thematic features, and the industry distribution of winners.
What keywords characterize the study?
Key terms include advertisement, creative concept, four-dimensional model, advertising creativity, and The Art Directors Club.
Why was the "ADC 94th Annual Awards" chosen as the data source?
The contest was selected because it represents high-standard, professional work recognized by global experts, ensuring the data's relevance to current industry trends.
How does music influence the creative concepts analyzed?
The study found that music is an essential element, with most winners using background music to manipulate mood and emotional response, while others utilize licensed songs for added value.
- Quote paper
- Ekaterina Valeeva (Author), 2016, Trends in creative concepts of advertising, Munich, GRIN Verlag, https://www.hausarbeiten.de/document/463246
