The Future of Advertising
II. CONTENT PAGE
page
I. Cover 12
II. Content 13
III. Abstract 14 IV.i Research question 15
IV.ii Methodology - primary 16 - secondary 16 V. Introduction 17
V. i The Basement: Advertisings ' Childhood 18
V. ii The Status Quo: Advertisings ' Teenage Years 19 21
V. iii The Future: Adulthood of Advertising 22 23 V. iv Conclusion: Advertisings ' Death and Rebirth 24 VII. Bibliography 25
III.
ABSTRACT
The investigation is concerned with the role of advertising in the future. Advertisings ' history goes back to ancient times and altered through the centuries enormously. Currently, the advertising industry worldwide is bigger and multifarious than ever. After reading sarcastic fictionist books such as "19.99" by Frederic Beigbeder and non-fiction books by David Ogilvy, the "father of modern advertising agencies" or by Oliviero Toscani about his controversial campaigns for United Colors of Benetton and going through a lot of internships in the advertising business myself, I fell in love with the profession of a creative director. Every passionate creative director should be up to date with new trends, ideas, concepts in advertising. However the advertising business itself happens so rapidly, that it is almost impossible to remain relevant. A lot has been said or written about upcoming campaigns, changes or studies, but there is no explicit summary, analysis and forecast about the future of advertising. Hence the need for this research paper.
IV.i
RESEARCH QUESTION
Communication itself has been defined as a "transactional process between two or more parties whereby meaning is exchanged through the intentional use of symbols" . Communications is an ever-changing field - new theories, new techniques, cultural changes, technological advances all combine to create a dynamic environment. The objective of the research will be to prove or disprove the thesis that classic advertising is transforming more and more
page
I. Cover 12
II. Content 13
III. Abstract 14 IV.i Research question 15
IV.ii Methodology - primary 16 - secondary 16 V. Introduction 17
V. i The Basement: Advertisings ' Childhood 18
V. ii The Status Quo: Advertisings ' Teenage Years 19 21
V. iii The Future: Adulthood of Advertising 22 23 V. iv Conclusion: Advertisings ' Death and Rebirth 24 VII. Bibliography 25
III.
ABSTRACT
The investigation is concerned with the role of advertising in the future. Advertisings ' history goes back to ancient times and altered through the centuries enormously. Currently, the advertising industry worldwide is bigger and multifarious than ever. After reading sarcastic fictionist books such as "19.99" by Frederic Beigbeder and non-fiction books by David Ogilvy, the "father of modern advertising agencies" or by Oliviero Toscani about his controversial campaigns for United Colors of Benetton and going through a lot of internships in the advertising business myself, I fell in love with the profession of a creative director. Every passionate creative director should be up to date with new trends, ideas, concepts in advertising. However the advertising business itself happens so rapidly, that it is almost impossible to remain relevant. A lot has been said or written about upcoming campaigns, changes or studies, but there is no explicit summary, analysis and forecast about the future of advertising. Hence the need for this research paper.
IV.i
RESEARCH QUESTION
Communication itself has been defined as a "transactional process between two or more parties whereby meaning is exchanged through the intentional use of symbols" . Communications is an ever-changing field - new theories, new techniques, cultural changes, technological advances all combine to create a dynamic environment. The objective of the research will be to prove or disprove the thesis that classic advertising is transforming more and more
Bibliography: 1. Armstrong, Gary. Principles of Marketing. New Jersey: Pearson Prentice Hall, 2005 2. Blythe, Jim 3. Bove, Courtland. Advertising Excellence. New York: McGraw-Hill, 1995 4. Cappo, Joe