Creative advertising strategies on screen

the book you are reading is firstly focusing on the conceptual dimension of advertising within its historical development. Taking into consideration the remarkable cultural approach, scientific history and popularity of television as a very common and effective mass medium, linguistic and structural characteristics of TV commercials are conveyed in the second section of the book. In the third section, television advertising and production applications, storytelling techniques and television advertisement types are explained. In the fourth section, advertising and creativity concepts are examined and creative strategies used in advertising are discussed. This part includes literature based approaches along with views of industry’s big shots. In the last section, under the light of acquired knowledge, television advertisements are highlighted due to the fact that whether an ad is creative or not is far beyond it being broadcast on media. Being very important for advertisers, advertising industry and clients, creative advertising awards, in which the industry shows huge interest, are briefly elucidated.