Knip/Plak – Het reclameblok duurt even lang als mijn buikspier-oefeningen, …
Verslag van een onderzoek
Anneke Rombaut
LUCA School of Arts Gent, 2021
€39,00
What exactly is the conclusion of this paper? That there are other ways to communicate with the consumer? And that the arts could be one such way? Or is it rather a feeling: a feeling that the tide now needs to be turned, Anneke Rombaut wonders: “The book aims to make you think about a different way of advertising: no longer ‘advertising’, but from a cultural perspective. references and from attitude.And especially from the person of the creative himself, with his interests, his view on the evolutions and/in the world.If he can create more from his own interests and knowledge, he will also derive more joy from his work.” A commercial break lasts just as long as an abs workout. It sounds disturbing to say the least.
More often than not, the viewer finds the commercials during those breaks boring, irrelevant, uninteresting and therefore often seeks an activity other than watching commercials.
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Recent advances in technology have made more data available than ever before.
The creative industry now has access to a ton of consumer data, leading to advertising that is increasingly based on data and analytics, rather than experience, emotion and intuition.
How can creatives deal with the ongoing fundamental changes in the advertising world?
Does advertising need a refresh of the ways of creativity and a reset of the operating system?
Advertising influences consumers and their behaviour, but also empowers them.
Nowadays, advertising itself has the power to shape ambitions and reinforce values.
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This research project looks for ways to enhance and cultivate the intuitive abilities and imagination of advertisers and build creative resilience in challenging times.
Can we learn from the eloquence of other domains to make both the advertiser’s input and output more relevant to brands and people? IN DUTCH!
ISBN: 9789076101163
