Abstract
This article examines the role of creative strategies in enhancing the effectiveness of advertising messages. It analyzes Charles F. Frazerʼs seven strategic approaches: generic, preemptive, unique selling proposition, brand image, positioning, resonance, and affective. Using local advertising examples, the impact of these strategies on audience perception and brand positioning is evaluated. A semiotic approach was applied to interpret the symbolic and visual elements in the messages. The findings show that strategically structured and creatively developed advertising content plays a significant role in strengthening brand success. 489
Keywords
advertising, advertising message, creative strategy, semiotic analysis, advertising communication, consumer psychology, advertising technology, brand image, audience perception
References
- Clow, Kenneth E., Baack, Donald (2002). Integrated advertising, promotion & marketing communications. New Jersey: Prentice Hall.
- Ouwersloot, Hans, Tom Duncan (2008). Integrated marketing communications. London: McGraw -Hill.
- Kenechukwu S. A, Ezekiel S. Asemah, Leo O.N. Edegoh (2013). Behind advertising: The language of persuasion. International Journal of Asian Social Science, 3(4), 951 -959.
- OʻShaughnessy, J.& OʻShaughnessy, N.J. (2004). Persuasion in advertising (1st edition) Routledge.
- Lee, M., & Johnson, C. (2005). Principles of advertising: A global perspective (2nd Edition). New York, London: Haworth.
- Frazer, Ch. F. (1983). Creative strategy: A management perspective. Journal of Advertising, 12(4), 36 -41.
- Rodgers, S., & Thorson, E. (2012). Advertising theory. Routledge communication series. New York: Routledge.
- Moriarty, S. E., Mitchell, N., & Wells, W. (2012). Advertising & IMC: Principles & practice (9th ed.). Boston: Prentice Hall.
- Taylor, Ronald E. (November/December 1999), A six -segment message strategy wheel. Journal of Advertising Research 39, 7 –17.
- Shimp, T. A., & Andrews, J. C. (2013). Advertising, promotion, and other aspects of integrated marketing communications (9th ed.). Mason Ohio: South - Western Cengage Learning.
- Apple. 24 soatgacha. Mac buni qiladi reklamasi. Ulashilgan manbaa: https://www.youtube.com/watch?v=Fwu3yFuHYeo
- Hot lanch reklamasi. Ulashilgan manbaa: https://www.youtube.com/watch?v=BCYr0HGgLME
- Humans mobil operatorining “Super VIP” tarifi reklamasi. Ulashilgan manbaa: Milliy Tv telekanali. Namoyish sanasi: 28.04.25
- “Har bir uyda sherin” reklamasi. Ulashilgan manbaa: Milliy Tv telekanali. Namoyish sanasi: 28.04.25
- Coca colaning “Kayfiyatni koʻtar” reklamasi. Ulashilgan manbaa: ZOʻR Tv telekanali. Namoyish sanasi: 29.04.25
- Enterol dorisining “Diareya keldi. Diareya ketdi” reklamasi. Ulashilgan manbaa: https://www.youtube.com/watch?v=CGVLbR4mZKU
- Anorbank reklamalari. Ulashilgan manbaa: https://www.youtube.com/watch?v=j6tFp_4tH -8