Trends in creative concepts of advertising

Seminar paper from the year 2016 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1.7, Rhine-Waal University of Applied Sciences (Communication and Environment), language: English, abstract: 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.