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.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Theoretical Background
- Method
- Data
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This study aims to bridge the gap between theoretical understanding and practical application of creative advertising, focusing on current trends. It examines the characteristics of creative advertising by analyzing award-winning video clips from The Art Directors Club of New York's 2015 competition.
- Defining creativity in advertising.
- Applying the "Four-dimensional model of advertising creativity".
- Identifying trends in applied characteristics of successful advertising.
- Analyzing the relationship between creativity and effectiveness in advertising.
- Examining the role of novelty, affect, utility, and humor in creative advertising.
Zusammenfassung der Kapitel (Chapter Summaries)
Introduction: This chapter introduces the competitive nature of the advertising world and the increasing need for creative approaches to stand out. It highlights the gap between theoretical models of creativity and the practical application in the industry, emphasizing the subjective nature of evaluating creative advertising and the study's aim to combine theory and practice to define and assess creativity in contemporary advertising, drawing a parallel to the work of a creative director like Don Draper. The chapter sets the stage by posing the question: What are the latest trends in creative advertising concepts?
Theoretical Background: This section explores various perspectives on creativity in advertising, highlighting the tension between originality and effectiveness. It reviews existing models and typologies of advertising creativity, including the significance of novelty, meaningfulness, and connectedness. The chapter focuses on the "Four-dimensional model of advertising creativity" (Stuhlfaut & Yoo, 2013), which proposes four key factors: novelty, affective, utility, and humor. It discusses the model's development and its limitations in fully capturing the complexities of real-world creative advertising, emphasizing the need for further investigation into applied characteristics.
Method: This chapter details the methodology employed in the study. It outlines a two-part approach: Part 1 uses the "Four-dimensional model of advertising creativity" to analyze the main characteristics of creative advertising. Part 2 utilizes Mayring's qualitative content analysis (2000) to identify additional applied features and current trends in successful advertising. The selection of award-winning videos from the ADC 94th Annual Awards ensures the use of high-quality, professionally recognized materials for analysis. This rigorous approach strengthens the study's validity and relevance.
Data: This chapter describes the data source used in the study – the winning entries from "ADC 94th Annual Awards" held in 2015. The selection of these award-winning videos from The Art Directors Club of New York ensures a high level of professional quality and relevance, providing a strong basis for analyzing contemporary trends in creative advertising. The chapter emphasizes the significance of using professionally recognized materials to draw practical, relevant conclusions about current trends in the field.
Schlüsselwörter (Keywords)
Advertisement, creative concept, four-dimensional model of advertising creativity, The Art Directors Club of New York, advertising trends, qualitative content analysis, novelty, affective, utility, humor.
Frequently Asked Questions: Comprehensive Language Preview of Creative Advertising Analysis
What is the overall topic of this study?
This study analyzes the characteristics of creative advertising by examining award-winning video clips from The Art Directors Club of New York's 2015 competition. It aims to bridge the gap between theoretical understanding and practical application of creative advertising, focusing on current trends.
What are the main objectives of the study?
The study's objectives include defining creativity in advertising, applying the "Four-dimensional model of advertising creativity," identifying trends in applied characteristics of successful advertising, analyzing the relationship between creativity and effectiveness, and examining the role of novelty, affect, utility, and humor in creative advertising.
What theoretical framework is used in this study?
The study primarily utilizes the "Four-dimensional model of advertising creativity" (Stuhlfaut & Yoo, 2013), which focuses on novelty, affective elements, utility, and humor. It also considers other perspectives on creativity in advertising, acknowledging the tension between originality and effectiveness.
What methodology is employed in the study?
The study uses a two-part approach. Part 1 analyzes the main characteristics of creative advertising using the four-dimensional model. Part 2 employs Mayring's qualitative content analysis (2000) to identify additional applied features and current trends. The data consists of award-winning videos from the ADC 94th Annual Awards (2015).
What data source is used for the analysis?
The data source is the winning entries from The Art Directors Club of New York's 94th Annual Awards held in 2015. This ensures the use of high-quality, professionally recognized materials for analysis.
What are the key findings or themes explored in the study?
The study explores the characteristics of creative advertising, focusing on how theoretical models of creativity translate into practice. It identifies current trends in successful advertising and analyzes the interplay between creativity, novelty, affect, utility, and humor in achieving effectiveness.
What are the key chapters covered in this preview?
The preview includes summaries of the Introduction, Theoretical Background, Method, and Data chapters. It also provides a table of contents and a list of keywords.
What are the key words associated with this study?
Key words include: Advertisement, creative concept, four-dimensional model of advertising creativity, The Art Directors Club of New York, advertising trends, qualitative content analysis, novelty, affective, utility, humor.
What is the significance of using award-winning advertisements as data?
Using award-winning advertisements from a prestigious organization like The Art Directors Club of New York ensures that the analysis is based on high-quality, professionally recognized examples, leading to more valid and relevant conclusions about current trends in creative advertising.
How does this study relate to the work of a creative director?
The study aims to bridge the gap between theory and practice in creative advertising, similar to the challenges faced by a creative director like Don Draper in balancing innovative ideas with the demands of effective advertising campaigns. It attempts to define and assess creativity in a practical, real-world context.
- Citation du texte
- Ekaterina Valeeva (Auteur), 2016, Trends in creative concepts of advertising, Munich, GRIN Verlag, https://www.grin.com/document/463246
