How Has Digital Media Changed the Basic Principles of Advertising?
Date of Award
Organiz. & Prof. Communication
Master of Professional Studies
Organiz & Prof Communication
Lora Louise Broady
advertising principles; marketing; Art director; Marketing director; design
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.
Syltie, Heather A., "How Has Digital Media Changed the Basic Principles of Advertising?" (2012). University College: Organizational and Professional Communications Capstones. 86.