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Abstract For an academic field to remain vital, it is necessary to reflect upon its conceptual foundations and learn from adjacent disciplines. On that note, aesthetics can provide significant insights into advertising. While aesthetic elements have received attention in advertising research, no...
Abstract Content created by employing artificial intelligence (AI) algorithms, also known as synthetic content, promises to radically change the advertising and marketing landscape in the coming decades, presumably for the better. It is fundamental for advertising and marketing scholars and...
Abstract Creative media advertising is a specific type of unconventional advertising in which a regular physical object serves as a medium to carry an advertising message. To better understand the workings of this type of advertising, we conducted a meta-analysis. In this study, we explore the...
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