مجلة قبس للدراسات الإنسانية والاجتماعية
Volume 9, Numéro 2, Pages 1821-1837
2025-12-16
Creativity In Advertising As A Persuasive Communication Style To Attract Audience
Authors : Zeghdani Maroua .
Abstract
This study aims to explore creativity in advertising from a persuasive communicational perspective, due to its significance at various levels, since it is one of the elements that contribute to the communication message's success. Accordingly, the study focused on understanding and analyzing the role of creativity in the advertising strategy. The study also addressed the impact of creativity on the effectiveness of the persuasive communicational message concerning the recipient. In addition to mentioning various challenges that hinder achieving creativity in advertising, supported by practical examples to understand the subject under study. The research concluded that creativity is a vital tool and an effective method in achieving the highest levels of advertising success, whether related to the product or the service. However, this approach carries risks, primarily the potential for misinterpreting the message or its incompatibility with prevailing societal culture, which can lead to the failure to achieve the intended goals.
Keywords
creativity ; advertising ; persuasion ; communication ; audience
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