Creative Advertising – Narrative in Marketing Communications


In the 21st century, amidst China’s rapid economic development in a new era of digital information; “advertising” should not be a neglected term. In modern society, people suffer from information overload. A lack of advertising thinking often gives rise to key pieces of information being overlooked and designs losing their original meaning and value. Imitations of foreign advertising with a large number of references, celebrity endorsements, copied images and the aesthetic slogan have become the major problems in the domestic advertising market in China. Advertisements which blindly focus on the moment at which design is purposed for consumers to purchase the product ignore the broader possibilities inherent in shaping a unique form of advertising through narration techniques. Chinese advertising designers need to become aware of this shortfall and try to improve on it. At the same time, in the creative advertising market outside China, the use of creative design methods is not uncommon. Many advertisements utilize creative narrative techniques. This type of advertising, highlighting creative fun in sharing brand personality, is more effective in attracting target audiences than just simply displaying the product.The research proposal is based on ‘Creative Advertising – Narrative in Marketing Communications’: to investigate the use of ‘the story’ in creative advertising in the West and analyze its possible application in China. Accordingly, the background of the subject and discusses the importance of creative advertising and its necessity in marketing communication by analyzing the current situation in both China and the West.

Author Information
Wei Zhao, The University of Huddersfield, United Kingdom
Minhua Ma, The University of Staffordshire, United Kingdom
Zhifen Di, The University of Ningbo, China
Marcus Yap Chin Choi, Global Tech Sourcing UK Ltd, United Kingdom

Paper Information
Conference: ACAH2018
Stream: Arts - Visual Arts Practices

This paper is part of the ACAH2018 Conference Proceedings (View)
Full Paper
View / Download the full paper in a new tab/window

Comments & Feedback

Place a comment using your LinkedIn profile


Share on activity feed

Powered by WP LinkPress

Share this Research

Posted by James Alexander Gordon