CREATIVITY IN ADVERTISING: A REVIEW OF AWARD-WINNING ADVERTISEMENTS AT THE KIRMIZI AWARDS
Öz
This study aims to determine what kind of creative tactics, message strategies, headlines, body
copy and visual elements used in the award-winning ads in the Kırmızı press category of Kırmızı
Awards. The content analysis method was used in the study, and 537 printed ads awarded by
Kırmızı Awards between 2004-2018 were analyzed. This study is based on Goldenberg et al.
(2009)'s classification of creative tactics, which consists of unification, activation, metaphor,
subtraction, extreme consequence, extreme effort, absurd alternative, and inversion. As a
result of the research, it was seen that the award-winning are compatible with these tactics
and that the metaphor tactic was used the most (37.4%) in these advertisements. Again, it was
determined that the most used headline type in these advertisements was a direct benefit
(25.7%), the most used visual element was the metaphor (39.6%), and body copy was mostly
not used (48.8%). This result coincides with the literature stating that creative advertisements
should offer originality and benefit.
copy and visual elements used in the award-winning ads in the Kırmızı press category of Kırmızı
Awards. The content analysis method was used in the study, and 537 printed ads awarded by
Kırmızı Awards between 2004-2018 were analyzed. This study is based on Goldenberg et al.
(2009)'s classification of creative tactics, which consists of unification, activation, metaphor,
subtraction, extreme consequence, extreme effort, absurd alternative, and inversion. As a
result of the research, it was seen that the award-winning are compatible with these tactics
and that the metaphor tactic was used the most (37.4%) in these advertisements. Again, it was
determined that the most used headline type in these advertisements was a direct benefit
(25.7%), the most used visual element was the metaphor (39.6%), and body copy was mostly
not used (48.8%). This result coincides with the literature stating that creative advertisements
should offer originality and benefit.
Anahtar Kelimeler
Creativity, Creativity in Advertising, Kırmızı Awards, Creative Tactic
Kaynakça
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