the book you are reading is firstly focusing
on the conceptual dimension of advertising within its historical
development. Taking into consideration the remarkable cultural
approach, scientific history and popularity of television as a very
common and effective mass medium, linguistic and structural
characteristics of TV commercials are conveyed in the second
section of the book. In the third section, television advertising and
production applications, storytelling techniques and television
advertisement types are explained. In the fourth section, advertising and creativity concepts are
examined and creative strategies used in advertising are discussed.
This part includes literature based approaches along with views of
industry’s big shots.
In the last section, under the light of acquired knowledge,
television advertisements are highlighted due to the fact that
whether an ad is creative or not is far beyond it being broadcast
on media. Being very important for advertisers, advertising
industry and clients, creative advertising awards, in which the
industry shows huge interest, are briefly elucidated.