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Abstract


THE IMPACT ON CONSUMERS’ MOTIVATION FOR ADVERTISEMENTS OF CREATIVE TEMPLATES AS A WAY OF EXPRESSION: A FIELD SURVEY ON STUDENTS AT FACULTY OF COMMUNICATION

Creativity is the ability to come in an arousing curiosity or challenging way to gain attention and to show interest about any message. Advertisements can be perfectly safe and effective without being creative, but such advertisements are easily imitated and will eventually lead to audience apathy. In an era competition and message clutter are experienced potently, advertising creativity has profoundly come an important position in order to differentiate and remain consumer’s mind. From this point forth, it has been aimed to do research on how creative templates, as a way of expression in the advertising, are playing a role on consumer’s way of perception. In this study, the main purpose of the research is to identify the communication effects on motivations of consumers exposed to an advertisement including creative template. While dealing the problematic of this research, the survey has been applied to 179 students, on the scale of Faculty of Communication at Uskudar University, with the simple random sampling method through the face-to-face questionnaire. During the questionnaire, two print ads, one of which is creative and the other is not, shown to the participants on the basis of same questions. With regard to the result of the study, the ad including creative template is concluded to be more effective compared to the ad not including creative template in terms of raising awareness, knowledge, liking/fun and acceptance. It has also been proved that the ad including creative template is perceived to be more different, unique and extraordinary compared to the ad not including creative template.



Keywords
Creativity, creative templates, advertising creativity, consumer motivation



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