Work

Advertising Innovation Amid Systemic Disruption

Year: 2025

Type: article

Abstract: The article examines how advertising adapts its creative strategies in response to prolonged geopolitical disruption. Examining 50 audiovisual campaigns from Ukraine and selected European countries (2014–2025), the study applies critical discourse analysis, visual semiotics, and archetypal-narrative analysis to trace symbolic and emotional transformations. Unlike existing works focused on short-term crises, this research shows how creativity becomes a long-term infrastructure for cultural expression, national mobilisation, and adaptive brand positioning. A seven-dimensional framework for decoding strategic creativity under communicative duress is proposed.

Source: Zenodo (CERN European Organization for Nuclear Research)

DOI: 10.5281/zenodo.16880740

Author: Katsiuba S.

Language: English

Topic: Advertising and Communication Studies

Subfield: Communication

Field: Social Sciences

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W6950072103

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