The Creativity of the Verbal and Nonverbal Advertising Codes of Banks Operating in Croatia
Journal Title: In Medias Res - Year 2016, Vol 5, Issue 9
Abstract
Marketing is one of the key ways in which marketers and markets communicate, while advertisements are an integral part of our lives. In 2015 Croatia had one central bank, 27 banks, 1 savings bank, and 5 housing savings banks. Despite the numerous attempts and pressures exerted on the banks, or the Supreme Court ruling in the Swiss-franc loans case, information on the overall amount of resources spent per year by the banks in Croatia on advertising appears to be impossible to obtain. Since advertising has an impact on each and every one of us, and no individual is spared from persuasive advertising, one does need to wonder if the banks adhere to the Code of Advertising when engaging in marketing activities promoting their services. This article deals with the creativity of the verbal and non-verbal codes of ads in bank marketing due to the fact that the banking, automobile, insurance and telecommunication industries are highly competitive in terms of producing the best advertisement that will attract as many clients as possible. The first part of this article deals the theory behind advertising, i.e. the most common violation of the Code of Advertising and provides an overview of the stereotypes thus promoted. The second part deals with advertising creativity. The results of an analysis of five randomly selected advertisements of banks doing business in Croatia have been presented. The analysis involved a set of independently formed variables used to evaluate creativity in the use of verbal and non-verbal codes when designing ads and the messages contained in them.
Authors and Affiliations
Branka Barić, Antonija Jurčić
Keywords
Related Articles
- EP ID EP466860
- DOI -
- Views 66
- Downloads 0
Jacques Tati and Modern Times
During the first half of the 20th century questions about relentless modernization of life were present in cinema of the West. At least since de Montaigne one of the basic questions for thinkers was whether the Modernity...
The Influence of Gustav Freytag’s Dramatic Theory of “Well- Tailored Pieces” on the Modern Film Dramaturgy as Embodied in The Writer’s Journey by Christopher Vogler
Film is art prone to consumption of the latest technological accomplishments and we are witnessing its break into the third dimension (for example Avatar...). Film with its technology is a complete product of the second...
The Media In-between Corporate and Messianic Cultural Politics
Jurgen Habermas reminds us that the communication mind exists in its two forms... As an emancipatory communication mind, then it realizes the repair of the world and consciousness.But he can also exist as a form of his d...
Life as the Medium of the Death?
The essay discusses a dialectical constellation of life and death phenomena in relation to the medium of beingness, in the context of the existential anxiety, which is commonly imposed as a "normal" state of the average...
Media and Marketing
At the first time when the cell phone was invented, it was hard to imagine that it will influence on the the survival of traditional media, and even the survival - of television. We can say that the future of all media -...