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Why Good Marketing Can Be Turned Into Art: A Conceptual Analysis
Abstract
The art world is getting wider and more subjective. As for the link with advertising, since its inception in the first half of the twentieth century, these have evolved hand in hand. It has not been until relatively recently when this link appeared as connected to marketing via creativity. Through multiple strategies, marketing manages to give a current approach to advertising through new associations between ideas and concepts. In this research the evolution of the three disciplines is set from definition. With a content analysis of several advertising pieces awarded with industry recognition and with a description of the creative attributes that make an advertising piece a work of art. The results of this research allow us to determine what are the creative attributes of branded content that have remained almost unchanged in recent years; from this, a model can be proposed that defines the most representative creative pattern of these tactics, since they offer entertaining content with varying degrees of emotional appeal based on experiential and functionally promoted media.
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