The effect of employing creative features in TV commercials on audience understanding and recalling of content

Document Type : Original Article

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Professor, Department of Media, Faculty of Arts - Minia University

Abstract

Studies related to advertising have been concerned with the beginning of the third millennium to measure creative processes and identify the characteristics of creative and influential advertising. Developing on that, this study seeks to focus on the creative aspect of an ad, as it is a new, distinct, unconventional tool, targeting an impact on the audience. It offers a good understanding of the content of the television ad with the possibility of recalling the information given in the ad.

Therefore, this study attempts to test the effect of utilizing creative features in television advertisements on the audience's understanding and recalling of the content. These creative features can be the matric to measure the level of success and effectiveness of communication. Moreover, this research paper follows the approach of the componential theory of creativity. It also used content analysis and survey methodologies.
The results of the study confirmed the effect of creative features in audience understanding and recalling of an ad. Also, the advertisements were found to be more focused on the verbal creativity tools, playing with words and their meanings.

 

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