Artvertisement as orderly creativity symbolism in Singapore's outdoor advertising

Quek, G and Ling, P 2013, 'Artvertisement as orderly creativity symbolism in Singapore's outdoor advertising', in Rod Brodie (ed.) Proceedings of Australian and New Zealand Marketing Academy Conference (ANZMAC 2013), Adelaide, Australia, 1-4 December 2013, pp. 1-7.


Document type: Conference Paper
Collection: Conference Papers

Title Artvertisement as orderly creativity symbolism in Singapore's outdoor advertising
Author(s) Quek, G
Ling, P
Year 2013
Conference name ANZMAC 2013
Conference location Adelaide, Australia
Conference dates 1-4 December 2013
Proceedings title Proceedings of Australian and New Zealand Marketing Academy Conference (ANZMAC 2013)
Editor(s) Rod Brodie
Publisher The University of Auckland Business School
Place of publication Auckland, New Zealand
Start page 1
End page 7
Total pages 7
Abstract Artvertisements or art-advertisements in outdoor advertising in Singapore are products of orderly creativity. In Singapore, government agencies work with advertising agencies and media owners to produce artvertisements in outdoor advertising. With Singapore's strict management of outdoor advertising and the advertising industry's propensity to push the envelope of creativity, it becomes necessary to find out how and why artvertisements have emerged. Using a qualitative semi-structured interview approach, data were collected from 15 respondents representing government departments, advertising agencies and media owners. Findings included aesthetic banning of sky signs and freestanding billboards, controlled reintroduction of freestanding advertisements, the advertising community collaboratively pushing the envelope of creativity, and government departments conditionally meeting the creativity need of the advertising community. Thematic data analysis revealed that the theory of artvertisement as a symbol of orderly creativity in outdoor advertising explained how and why artvertisement was introduced in outdoor advertising in Singapore from the 1990s.
Subjects Marketing Communications
Keyword(s) Artvertisement
orderly creativity
outdoor advertising
ISBN 9780646563305
Versions
Version Filter Type
Access Statistics: 296 Abstract Views  -  Detailed Statistics
Created: Tue, 18 Feb 2014, 13:36:00 EST by Catalyst Administrator
© 2014 RMIT Research Repository • Powered by Fez SoftwareContact us