Abstract
We live in a time that demands more creativity in all spheres of life and business, so creativity is imperative and necessity of the twenty-first century. In this chapter, the author argues the thesis according to which the advertisements and branding directed “not more only on product/service, but also in the wider context of the identity of an institution, company, brand or product, or even further—to its very existence and transformation in time.” (Golub, in Exhibition by Boris Ljubičić: The singularity of plural—Symbol, sign, logo, brand, 2018) The author in this chapter explores the questions: What is the point of transforming creative forms of advertising versus traditional ones? What are some new ways of celebrity endorsement in advertising? What are the specifics of creative advertising in the areas of: products/services—corporate identity—creating the logo of the brand? Do advertisements nudge consumers to a positive experience? Are creative experiments better than traditional ones? (creativity vs. traditional) Do they impress upon the brain differently? Through a qualitative analysis of some mostly award-winning, internationally relevant design projects in creative advertising, the author presents (new) conceptualizations of these projects, but also explores the emotions that these innovative/experimental forms of advertising seek to produce.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Notes
- 1.
Noble, Ann C., Sensory study of the effect of flourescent light on a sparkling wine and its base wine, American Journal of Enology and Viticulture, Vol. 40, No. 4, 1989.
References
Art Deco. (2011). Documentary film, director and screenwriter Sirotić, G., production by HRT (Croatian Radio Television).
Bakucs, Z. L., Ferto, I., & Szabo, G. (2010). Institutions in transition—Challenges for new modes of governance (pp. 3–5). Germany: IAMO Forum.
Bergkvist, L., & Qiang Zhou, K. (2016). Celebrity endorsements: A literature review and research agenda. International Journal of Advertising, 35(4), 642–663. https://doi.org/10.1080/02650487.2015.1137537.
Bruketa&Žinić&Grey d.o.o., offical website: https://bruketa-zinic.com. Accessed February 3, 2020.
Chabrol, J. B., & Furrer, O. (chair). (2014–2015). Marketing de guérilla: Analyse et recherche sur un sujet souvent utilisé mais peu délimité, Travail de Bachelor. Université de Fribourg, Chaire de Marketing.
Chung, C., & Austria, K. (2010). Social media gratification and attitude toward social media marketing messages: A study of the effect of social media marketing messages on online shopping value. In Proceedings of the Northeast Business & Economics Association (pp. 581–586).
Convinceandconvert.com. https://www.convinceandconvert.com/digital-marketing/influence-marketing-differs-from-celebrity-endorsement/. Accessed February 3, 2020.
Dibb, S., Simkin, L., Pride, W. M., & Ferrell, O. C. (1995). Marketing—europsko izdanje. Zagreb: MATE d.o.o.
Drell, L. (2011). Inbound marketing vs. outbound marketing (INFOGRAPHIC) October 30, 2011, Mashable (online). https://mashable.com/2011/10/30/inbound-outbound-marketing/?europe=true. Accessed February 1, 2020.
Exhibition. On the power of creativity (images). In M. Golub, & K. Milićević Mijošek, (Eds.) organized by HDD (CDA) & MSU Istre (MCA of Istria), in collaboration with Studio Sonda.
Glas Istre: Web stranica. https://www.glasistre.hr/kultura/u-muzeju-suvremene-umjetnosti-istre-o-moci-kreativnosti-studija-sonda-od-petka-u-puli-597609. Accessed February 3, 2020.
Golub, M. (2018). In Exhibition by Boris Ljubičić: The singularity of plural—Symbol, sign, logo, brand. https://www.media-marketing.com/en/news/exhibition-by-boris-ljubicic-the-singularity-of-plural-symbol-sign-logo-brand/. Accessed February 3, 2020.
Henrich, J., Boyd, R., Bowles, S., Camerer, C., Fehr, E., Gintis, H. & McElreath, R. (2001). In search of homo economicus: Behavioral experiments in 15 small-scale societies. The American Economic Review, 91(2), 73–78. Available in: https://www.umass.edu/preferen/gintis/Anthro%20AER%202001.pdf. Accessed April 17, 2020.
Huang, E. (2008). Use and gratification in e-consumers. Internet Research, 18(4), 405–426. https://doi.org/10.1108/10662240810897817.
Hrastovčak, T. (2015) Top 5: Poznati i slavni u reklamama. https://planb.hr/top-5-poznati-i-slavni-u-reklamama/. Accessed April 17 2020.
In P. Grubić (Ed.), Jedna hrvatska priča—Una storia croata—The one Croatian story. (2019). Rovinj: Adris grupa d. d. & Bruketa&Žinić&Grey d.o.o.
Johnston Laing, E. (2004). Selling happiness: Calendar posters and visual culture in early-Twentieth-Century Shanghai. Honolulu and USA: University of Hawaii Press.
Kapferer, J. N. (1992). Strategic brand management: New approaches to creating and evaluating brand equity. Kogan Page.
Krajnović, A., Sikirić, D., & Jašić, D. (2012). Neuromarketing and customers’ Free Will. In D. Gomezelj Omerznel, B. Nastav, & S. Sedmak, (Eds.), MIC 2012: Managing Transformation with Creativity; Proceedings of the 13th International Conference, Budapest, 22–24 November 2012 (pp. 1143–1163). Koper: University of Primorska, Faculty of Management, Koper; Budapest: Corvinus University of Budapest.
Krajnović, A., Sikirić, D., & Bosna, J. (2018). Digital marketing and behaviorial economics. CroDiM—International Journal of Marketing Science—The International Scientific and Professional Journal, 1(1), 33–46.
Krajnović, A., Sikirić, D., & Hordov, M. (2019). Digitalni marketing—nova era tržišne komunikacije. Zadar: University of Zadar.
Kotler, P., Wong, V., Saunders, J., & Armstrong, G. (2006). Fundamentals of marketing—4th (European). Zagreb: MATE d.o.o.
Kotler, P. & Keller, K. L. (2008), Upravljanje marketingom, dvanaesto izdanje, Zagreb: MATE d.o.o.
Lee, M., Kim, Y., & Lee, H. (2013). Adventure versus gratification: Emotional shopping in online auctions. European Journal of Marketing, 47(1/2), 49–70. https://doi.org/10.1108/03090561311285457.
Medianews4u.com. https://www.medianews4u.com/impact-of-celebrity-endorsement-on-brands-marketing-campaigns/. Accessed February 3, 2020.
Mrduljaš, M. (2019). Jedna hrvatska priča. In P. Grubić, (Ed.), Jedna hrvatska priča—Una storia croata—The One Croatian story. Rovinj: Adris grupa d.d. & Bruketa&Žinić&Grey d.o.o.
Navas-Loro, M., Rodríguez-Doncel, V., Santana-Perez, I., & Sánchez, A. (2017). Spanish Corpus for sentiment analysis towards brands. In A. Karpov, R. Potapova, & I. Mporas (Eds.), Speech and computer. SPECOM 2017. Lecture Notes in Computer Science, vol. 10458. Cham: Springer
O'Donohoe, S. (1994). Advertising uses and gratifications. European Journal of Marketing, 28(8–9), 52–75(24). https://doi.org/10.1108/03090569410145706.
O’Donoghue, T., & Rabin, M. (2000). The economics of immediate gratification. Journal Behaviorial Decision Making, 13, 233–250. https://doi.org/10.1002/(SICI)1099-0771(200004/06)13:2%3c233::AID-BDM325%3e3.0.CO;2-U.
Palmgreen, P., & Rayburn, J. D., II. (1985). A comparison of gratification models of media satisfaction. Communication Monographs, 52(4), 334–346. https://doi.org/10.1080/03637758509376116.
Pavlović, S. (2019). Korištenje slavnih osoba u oglašavanju i njihova uloga u stvaranju lojalnosti marki, Master's thesis / Diplomski rad, University North, Varaždin, Hrvatska / Croatia
Rifkin, J. (2005). Doba pristupa—Nova kultura hiperkapitalizma u kojoj je cijeli život iskustvo za koje se plaća. Zagreb: Bulaja.
Studio Sonda (2020) https://sonda.hr Accessed April 17, 2020.
Schull. (2008). Decision and preference in Neuromarketing. Neuroscience and Society. http://ocw.mit.edu/courses/science-technology-and-society/sts-010-neuroscience-andsociety-spring-2010/assignments/MITSTS_010S10_paper4_js2.pdf. Accessed February 2, 2020.
Sheth, J., & Parvatiyar, A. (1995). The evolution of relationship marketing. International Business Review.
Sikirić, D. (2011). Neuromarketing i slobodna volja potrošača. Final paper, Zadar: University of Zadar.
Stroe, M. A., & Iliescu, E. M. (2014). Interdisciplinary perspectives on individual consumption decision, challenges of the knowledge society. In Economics (pp. 579–585). Bucharest: Titulescu University Editorial House. Available online: https://search.proquest.com/openview/4ccf534feba015f0e887fe1151399844/1?pq-origsite=gscholar&cbl=2036059. Accessed February 01, 2020.
Swaim, W.R., (2013). Peter Drucker on Sales and Marketing https://www.processexcellencenetwork.com/innovation/columns/peter-drucker-on-sales-and-marketing#:~:text=Drucker%20on%20Selling%20and%20Marketing&text=In%20Management%20(1973)%2C%20he,fits%20him%20and%20sells%20itself.%22. Accessed April 17 2020.
Teck, H., Lim, N., & Camerer, F. (2006). Modeling the psychology of consumer and firm behavior with behavioral economics. Journal of Marketing Research, 43(3), 307331.
Xueming, L. (2002). Uses and gratifications theory and E-consumer behaviors. Journal of Interactive Advertising, 2(2), 34–41. https://doi.org/10.1080/15252019.2002.10722060.
Wieckowski, A. G. (2019). When neuromarketing crosses the line, January 23, 2019. Harvard Business Review (online). https://hbr.org/2019/01/when-neuromarketing-crosses-the-line. Accessed February 1, 2020.
Wilson, R., Gaines, J., & Hill, R. (2008). Neuromarketing and consumer Free Will. The Journal of Consumer Affairs, 42(3), 389–410.
Zaušková, A., Grib, L., Hliboký, M., & Kyselica, P. (2016). Innovative use of marketing communication tools in promoting pilgrimage sites. European Journal of Science and Theology, 12(1), 223–230.
Acknowledgements
The author gratefully acknowledges for the kind permission to: “Adris Grupa d.d.” Rovinj—Croatia, “Bruketa&Žinić&Grey d.o.o.” Zagreb—Croatia, Muzej suvremene umjetnosti Istre/Museum of Contemporary Art of lstria, Pula—Croatia, “Studio Sonda” Vižinada—Croatia
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2021 The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.
About this chapter
Cite this chapter
Krajnović, A. (2021). Advertising: A New Visual World (Re-Conceptualization of Advertising Through Creative Design). In: Dutta, T., Mandal, M.K. (eds) Consumer Happiness: Multiple Perspectives. Studies in Rhythm Engineering. Springer, Singapore. https://doi.org/10.1007/978-981-33-6374-8_8
Download citation
DOI: https://doi.org/10.1007/978-981-33-6374-8_8
Published:
Publisher Name: Springer, Singapore
Print ISBN: 978-981-33-6373-1
Online ISBN: 978-981-33-6374-8
eBook Packages: EngineeringEngineering (R0)