Year: 2025
Type: article
Abstract: This study set out to explore the function and reception of abstract advertising in contemporary digital environments, particularly among Gen Z consumers. Through a combination of literature review, visual case analysis, focus group interviews, and social media content analysis, the research has shown that abstraction in advertising - though often ambiguous - can powerfully engage audiences when aligned with emotion, aesthetics, and identity.
DOI: 10.54097/n0a79706
Author: Mingzi Sang
Institution: Central Academy of Fine Arts
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4415139646