<p><strong>Title:</strong> Kreativ reklam. En bra idé? (Creative advertising. A good idea?)</p><p><strong>Author:</strong> Evelina Karlsson</p><p><strong>Tutor:</strong> Larsåke Larsson</p><p><strong>Course:</strong> Bachelor Thesis: Media and Communication</p><p><strong>Purpose:</strong> The purpose of this study is to, through qualitative studies inquire creative prized advertise in Sweden to see which influence creativity have on both creative director and the audience. The questions are:</p><p>* Which influence does creativity have on advertising?</p><p>* What are differences between prized advertisements and those that have not won any prizes?</p><p>* What opinion does the public have on creative advertising?</p><p><strong>Theory and previous research:</strong> The theoretical foundation of this essay is based on American studies of creative advertising. Theories regarding the public opinion on advertise is also included in the theoretical framework.</p><p><strong>Material and method:</strong> The method of the study is qualitative interview. Four personal interviews with creative directors and two focus-group interview have been done with students of mixed age and gender. The material consists of five creative adverts, prized during the twenty-first century in "Guldägget" ("the golden eggs"), a Swedish advertising competition.</p><p><strong>Result: </strong>Despite of the fact that the previous studies are critical; this study shows a constructive attitude to creative advertising by making it easier and funnier to absorb. The conditions are that creativity has to be rightful proportioned and not too poetical, otherwise it can prevent the recipient from getting the message.</p><p><strong>Keywords:</strong> Advertising agencies, Award winner, Creative ability, Audience attitude.</p>

Title: Kreativ reklam. En bra idé? (Creative advertising. A good idea?) Author: Evelina Karlsson Tutor: Larsåke Larsson Course: Bachelor Thesis: Media and Communication Purpose: The purpose of this study is to, through qualitative studies inquire creative prized advertise in Sweden to see which influence creativity have on both creative director and the audience. The questions are: * Which influence does creativity have on advertising? * What are differences between prized advertisements and those that have not won any prizes? * What opinion does the public have on creative advertising? Theory and previous research: The theoretical foundation of this essay is based on American studies of creative advertising. Theories regarding the public opinion on advertise is also included in the theoretical framework. Material and method: The method of the study is qualitative interview. Four personal interviews with creative directors and two focus-group interview have been done with students of mixed age and gender. The material consists of five creative adverts, prized during the twenty-first century in "Guldägget" ("the golden eggs"), a Swedish advertising competition. Result: Despite of the fact that the previous studies are critical; this study shows a constructive attitude to creative advertising by making it easier and funnier to absorb. The conditions are that creativity has to be rightful proportioned and not too poetical, otherwise it can prevent the recipient from getting the message. Keywords: Advertising agencies, Award winner, Creative ability, Audience attitude.