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Advertising creativity and its impact on advertising persuasion process

Author: Răilean Nicolae
Degree:doctor of economics
Speciality: 08.00.06 - Marketing; Logistics
Scientific adviser: Grigore Belostecinic
doctor habilitat, professor, Academy of Economic Studies of Moldova
Institution: Academy of Economic Studies of Moldova


The thesis was presented on the 25 November, 2011
Approved by NCAA on the 22 December, 2011


Adobe PDF document0.32 Mb / in romanian


advertising, publicity, persuasion, creative advertising, persuasive message, creative execution, creative strategy


Thesis structure: Introduction, three chapters, general conclusions and recommendations, bibliography of 387 titles, 150 pages of basic text, 9 annexes, 10 figures, 14 tables. The results are published in 18 scientific works.

Field of study: Economics, Marketing.

The main purpose of the investigations is to establish theoretical and practical foundations of the relationship between creative advertising and persuasive advertising, as well as build a strategy for elaboration of creative advertising messages and identify the degree of Moldovan advertising creativity. More than that, this research has an additional aim, to specify circumscribing and conceptual delimitations of the word "advertising". The research tasks are focused on generalization of the main theoretical approaches (paradigms) of advertising persuasion, identifying the nature of influence of advertising creativity on persuasion, developing a strategy to create persuasive messages, identifying features and level of creativity of European and Moldovan television advertising.

Scientific novelty and originality. For the first time was created a scientific and theoretical basis for explaining and modeling the advertising persuasion process and identification of moderating variables of this process, which is accomplished by: modeling the interaction between creative advertising and advertising persuasion, assessing the nature of influence of advertising creativity on persuasion, developing of a strategy (CREATIE) to create persuasive messages.

Important scientific problem on which is focused this thesis is to research the correlation between the creativity of advertising and its effects on advertising persuasion process. There is a distinction between the dimensions of the concept of “creative advertising” depending on the different areas of research. In this thesis, we will focus or attention exclusively on, creative product, specially the message or advertising campaign and thus, its influence on persuasion.

Theoretical significance. Were scientifically argued the ways of influence of creative advertising messages on the process of persuasion and conceptual delimitations of advertising. It was developed a model (RECADA) which allows explaining the process of change in attitudes of an individual as a result of his exposure to the action of the advertising message.

Practical value of the work. Theoretical benchmark and research results can be applied in the process of the creation of advertising messages, which will help improve the quality of advertising campaigns in our country. In addition, application of the results of the investigation will enable the correct use of the words “advertising” and “publicity”, will contribute to the adjustment of terms and concepts to the international standards and staff training in the advertising field. The results are implemented in two advertising companies and will be proposed to other specialized agencies.