A strategic analysis of the best television commercials ever produced (worldwide)
1998; Routledge; Volume: 24; Issue: 2 Linguagem: Inglês
10.1080/02500169808537886
ISSN1753-5379
AutoresJohan C Ysse, Robert L. Gustafson,
Tópico(s)Digital Marketing and Social Media
ResumoABSTRACT This study employs a typology developed by Laskey, Fox and Crask (1995) to analyse the strategic message design of a television commercial reel compiled by the Leo Burnett advertising agency and titled, ‘The 100 best commercials ever made from around the world’. Given the impact and expense of television advertising, understanding and predicting commercial effectiveness is vitally important to academics and practitioners alike. While previous studies were largely concerned with the investigation of creative executional elements, this study focuses solely on the strategy behind the message design of each commercial.
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