What makes an ad enjoyable? Analysing advertising appeals as viewed by Portuguese consumers

Nowadays, consumers are faced with a variety of media that convey myriad advertising messages, which struggle amidst a highly competitive environment, with a view to drawing the viewers’ attention, raising awareness, creating interest and inspiring desire and, ultimately, leading to the purchase of the product/service at stake. For this, advertising professionals deliberately intertwine their selling arguments with emotionally-charged creative concepts. It is the aim of this study to analyse the impact of the main creative appeals and to identify groups of consumers based on their attitudes towards them. We have undertaken a quantitative study, by means of a survey administered to a convenience sample with a list of creative appeals, which had to be classified by the respondents according to their attitudes. Globally speaking, the preferred appeals were humour, music and animation. Nonetheless, it was possible to divide the respondents into three groups. ‘Advertising fans’, the ‘rationally-minded’ and the ‘emotionally-minded’. This study presents some limitations, especially as to the sample used. Apart from the reduced number of respondents and lack of more widespread geographic reach, some academic qualifications were underrepresented. The results of this study offer some avenues to be explored by marketing and advertising professionals when it comes to deciding on the best creative approach to select for their advertising campaigns. Besides, this study paves the way to the development of future research on the issue of advertising appeals and its relationship with the psychographic characteristics of consumers.

Detailing for a research centre in Antarctica: An experiment to force students to be creative instead of copying standard solutions

In order to equip architecture students with ambitious detail designing ability, related courses of the architecture programs should deal with subjects which are rather rare and unusual for real life practices in order to prevent students copying standard details. In 2015 an innovative project brief has been given to architecture students of Istanbul Technical University. The scenario given in the brief is to design a research station for the first group of Turkish scientist, to be built in one of the coldest and most arid regions on earth; the Antarctica. The performance requirements given in the brief were determined to prevent the students from copying details from any kind of resources as the total number of details generated in real life for those conditions are very limited and specific. The method used has demonstrated a great success and creative detail solutions were generated by the students. In the paper, the innovative coursework brief for bettering the detail design ability of architecture students is explained and the output of the studio is presented.