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Kreativ reklam: En bra idé?
Örebro University, Department of Humanities. Örebro University. Örebro University, School of Humanities, Education and Social Sciences.
2008 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Creative advertising : A good idea? (English)
Abstract [en]

Title: Kreativ reklam. En bra idé? (Creative advertising. A good idea?)

Author: Evelina Karlsson

Tutor: Larsåke Larsson

Course: Bachelor Thesis: Media and Communication

Purpose: The purpose of this study is to, through qualitative studies inquire creative prized advertise in Sweden to see which influence creativity have on both creative director and the audience. The questions are:

* Which influence does creativity have on advertising?

* What are differences between prized advertisements and those that have not won any prizes?

* What opinion does the public have on creative advertising?

Theory and previous research: The theoretical foundation of this essay is based on American studies of creative advertising. Theories regarding the public opinion on advertise is also included in the theoretical framework.

Material and method: The method of the study is qualitative interview. Four personal interviews with creative directors and two focus-group interview have been done with students of mixed age and gender. The material consists of five creative adverts, prized during the twenty-first century in "Guldägget" ("the golden eggs"), a Swedish advertising competition.

Result: Despite of the fact that the previous studies are critical; this study shows a constructive attitude to creative advertising by making it easier and funnier to absorb. The conditions are that creativity has to be rightful proportioned and not too poetical, otherwise it can prevent the recipient from getting the message.

Keywords: Advertising agencies, Award winner, Creative ability, Audience attitude.

Place, publisher, year, edition, pages
2008. , 50 p.
Series
Örebro Studies in Media and Communication, ISSN 1651-4785
Keyword [en]
advertising, agencies, award winner, creative ability, audience attitude
Keyword [sv]
kreativitet, reklam, attityder
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:oru:diva-6208ISRN: ORU-HUS/MKV-GK-2009/0005--SEOAI: oai:DiVA.org:oru-6208DiVA: diva2:210958
Presentation
(Swedish)
Uppsok
humaniora/teologi
Supervisors
Examiners
Available from: 2009-04-08 Created: 2009-04-07 Last updated: 2009-05-18Bibliographically approved

Open Access in DiVA

fulltext(1209 kB)558 downloads
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File name FULLTEXT01.pdfFile size 1209 kBChecksum SHA-512
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Type fulltextMimetype application/pdf

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Department of HumanitiesÖrebro UniversitySchool of Humanities, Education and Social Sciences
Media and Communications

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CiteExportLink to record
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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
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