Creative trends in Audiovisual communication and advertising
A perspective from digital transformation
DOI:
https://doi.org/10.65598/rps.5984Keywords:
advertising creativity, artificial intelligence, transmedia storytelling, audiovisual communication, digital transformationAbstract
This article analyzes emerging creative trends in audiovisual communication and advertising within the context of contemporary digital transformation. Based on a systematic review of academic literature and key industry reports from global consulting firms, and using a triangulation methodology that combines content analysis and semi-structured interviews with advertising professionals, five trends are identified: the integration of generative artificial intelligence into the creative process, the consolidation of transmedia narratives as a communication strategy, micro-content and the attention economy, the hybridization of formats, and the reconfiguration of the advertising creative's role. The results indicate a paradigm shift from linear communication models to complex media ecologies where interactivity and user participation define new parameters of creative effectiveness.
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