How Ambient Advertising is Uniquely Placed to Make Audiences Think

Sorrentino, Miriam

doi:10.16997/wpcc.346

Cited by 1 publication

(2 citation statements)

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“…Ambient communication is today an unconventional method of messaging that uses elements of the urban environment to convey social messages and involve people in solving social problems. This exciting method of communication is creative and used as an effective tactical tool in social campaigns (Sorrentino, 2020). Its effectiveness is not achieved through economic investment, but through the use of creative energy and imagination (Levinson & Lautenslager, 2009).…”

Section: Synthesis Of Innovation and Creativity In Social Advertisingmentioning

confidence: 99%

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Creativity and Innovation in the Design of Public Service Announcements: Classification and Design Models

Skliarenko,

Gryshchenko,

Kolosnichenko

et al. 2023

Creativity Studies

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In the study, we analyzed the relationship between creativity and innovation in the design of public service announcements. Their synthesis became the basis for the creation of dynamic visual communications that changed the perception of social message. Using widely known examples of public service announcements, we rethought the content and project features of such phenomenon as public service announcement from a design point of view. We consider innovative public service announcement as a set of dynamic processes which are based on different types of interactions. Therefore, we put a focus on the integration of visual communications with the environment and, moreover, with a human being as an integral part of the information message. The study resulted in the classification of innovations in modern social advertising, which is based on creative experiments related to composition, human sensory sensations, communication and environmental technology. It has been proven that the creation of creative artistic images is based on universal design models, formed as a result of the synthesis of design thinking and innovation and, therefore, they are suitable for solving a wide range of social problems. The study substantiates the system of strategic goals for the development of innovative public service announcements which are aimed at sustainable development of society.

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Section: Synthesis Of Innovation and Creativity In Social Advertisingmentioning

confidence: 99%

“…The use of ecological innovations is accompanied by the planning of an ecological experiment. In this way, designers create a controlled natural system that functions as a design laboratory (Sorrentino, 2020) and is characterized as a media-neutral form of ambient communication (Biraghi et al, 2015).…”

Section: Experimental Basis Of Social Advertising Innovationsmentioning

confidence: 99%