Please use this identifier to cite or link to this item:
http://repository.hneu.edu.ua/handle/123456789/26472
Title: | Tools for ensuring creativity of advertising content |
Authors: | Lysytsia N. M. Byelikova Y. V. |
Keywords: | creativity tools advertising creative economy consumer behaviour |
Issue Date: | 2021 |
Citation: | Lysytsia N. M. Tools for ensuring creativity of advertising content / N. M. Lysytsia, Y. V. Byelikova // Трансформація соціальних інститутів в інформаційному суспільстві: IV Конгрес Соціологічної асоціації України. Харків 28-29 жовтня 2021 р. : тези допов. – Харків, 2021. ‒ С. 275-276. |
Abstract: | The tools for ensuring the creativity of advertising content were considered and illustrated by Ukrainian and foreign advertising practices. The peculiarities of advertising creativity may include: 1) adaptation to the needs of consumers, namely: conformity with consumer values; 2) heterogeneity: the type of creativity may differ depending on the stage of the product life cycle and advertising message; 3) focus on ethical norms, as the line between creativity and images, discrimination can be sensitive; 4) emotionality of the perception – emotions are a key factor in the communicative effectiveness of the advertising message. |
URI: | http://repository.hneu.edu.ua/handle/123456789/26472 |
Appears in Collections: | Статті (БЖЦМ) |
Files in This Item:
File | Description | Size | Format | |
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Theses_IV_Congress_SAU-pages-1-2,275-276.pdf | 670,36 kB | Adobe PDF | View/Open |
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