Title

How Has Digital Media Changed the Basic Principles of Advertising?

Date of Award

5-18-2012

Document Type

Capstone Project

Disciplines

Organiz. & Prof. Communication

Degree Name

Master of Professional Studies

Department

Organiz & Prof Communication

Advisor

Lora Louise Broady

Keywords

advertising principles; marketing; Art director; Marketing director; design

Abstract

Digital media has caused profound changes in advertising design. Professionals in the advertising field have to adapt to this digital platform to successfully reach their target market. Advertising design is firmly rooted on three core principles: the need to be original, memorable, and credible. This capstone seeks to investigate these principles within the digital context and how professionals can adopt new media platforms while still keeping the core principles at the heart of their advertising. Interview results from a range of advertising professionals indicate that although digital media has changed the landscape, the core design principles remain firm and are more important than ever. A recommendation is included for an activation plan for OtterCares' 2013 campaign which emphasizes these principles.

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