Advertising: A New Visual World (Re-Conceptualization of Advertising Through Creative Design)
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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.
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
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