Creativity and innovation in the design of public service announcements: classification and design models
Abstract
In the study, we analyzed the relationship between creativity and innovation in the design of public service announcements. Their synthesis became the basis for the creation of dynamic visual communications that changed the perception of social message. Using widely known examples of public service announcements, we rethought the content and project features of such phenomenon as public service announcement from a design point of view. We consider innovative public service announcement as a set of dynamic processes which are based on different types of interactions. Therefore, we put a focus on the integration of visual communications with the environment and, moreover, with a human being as an integral part of the information message. The study resulted in the classification of innovations in modern social advertising, which is based on creative experiments related to composition, human sensory sensations, communication and environmental technology. It has been proven that the creation of creative artistic images is based on universal design models, formed as a result of the synthesis of design thinking and innovation and, therefore, they are suitable for solving a wide range of social problems. The study substantiates the system of strategic goals for the development of innovative public service announcements which are aimed at sustainable development of society.
Keyword : creativity, design thinking, dynamic visual communication, innovations, integral designing, public service announcement, sustainable development
How to Cite
Skliarenko, N., Gryshchenko, I., Kolosnichenko, O., Ostapenko, N., & Kolosnichenko, M. (2023). Creativity and innovation in the design of public service announcements: classification and design models . Creativity Studies, 16(1), 225–240. https://doi.org/10.3846/cs.2023.16441
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
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Biraghi, S., Gambetti, R. C., & Graffigna, G. (2015). An ecological definition of ambient communication: A discursive conceptualization. Journal of Marketing Communications, 21(1), 5–19. https://doi.org/10.1080/13527266.2014.970822
Brown, A. (2017). The future of smart billboards. Digital billboards: What’s new? Combine them with big data and personalization and you’re looking at the future. US Campaign. https://www.campaignlive.com/article/future-smart-billboards/1422247
Ceschin, F., & Gaziulusoy, İ. (2020). Routledge focus on environment and sustainability. Design for sustainability: A multi-level framework from products to socio-technical systems. Routledge. https://doi.org/10.4324/9780429456510
Chang, H., Zhang, L., & Xie, G.-X. (2015). Message framing in green advertising: The effect of construal level and consumer environmental concern. International Journal of Advertising: The Review of Marketing Communications, 34(1), 158–176. https://doi.org/10.1080/02650487.2014.994731
Chick, A. (2012). Design for social innovation: Emerging principles and approaches. Iridescent, 2(1), 78–90. https://doi.org/10.1080/19235003.2012.11428505
CLIO: Fashion & Beauty. (2015). Shokubutsu HANA: Water billboard. https://clios.com/fashion-beauty/winner/out-of-home/shokubutsu-hana/water-billboard-2117
Dahlen, M. (2021). It’s time for TGA: Truly good advertising. Journal of Current Issues and Research in Advertising, 42(2), 123–131. https://doi.org/10.1080/10641734.2020.1780999
Docherty, C. (2017). Perspectives on design thinking for social innovation. The Design Journal: An International Journal for All Aspects of Design, 20(6), 719–724. https://doi.org/10.1080/14606925.2017.1372005
Goodwill, B. (2019). Public service advertising – background and future. PSA Bibliography. https://web.archive.org/web/20190527222021/http://www.psaresearch.com/bib9830.html
Gusti, G., & Decis, A. (2008). Mi papá estuvo en la selva. Pequeño Editor.
Hutter, K. (2015). Unusual location and unexpected execution in advertising: A content analysis and test of effectiveness in ambient advertisements. Journal of Marketing Communications, 21(1), 33–47. https://doi.org/10.1080/13527266.2014.970823
Keene, J. R., & Lang, A. (2016). Dynamic motivated processing of emotional trajectories in public service announcements. Communication Monographs, 83(4), 468–485. https://doi.org/10.1080/03637751.2016.1198040
Koeck, R., & Warnaby, G. (2014). Outdoor advertising in urban context: Spatiality, temporality and individuality. Journal of Marketing Management, 30(13–14), 1402–1422. https://doi.org/10.1080/0267257X.2014.909869
Kolosnichenko, M. V., Yezhova, O. V., Pashkevich, K. L., Kolosnichenko, O. V., & Ostapenko, N. V. (2021). The use of modern digital technologies in the design and technology VET in Ukraine. Journal of Technical Education and Training, 13(4), 56–64. https://doi.org/10.30880/jtet.2021.13.04.005
Levinson, J. C., & Lautenslager, A. (2009). Guerrilla marketing in 30 days. Entrepreneur Press.
Ozer, S., Oyman, M., & Can Ugurhan, Y. Z. (2020). The surprise effect of ambient ad on the path leading to purchase: Testing the role of attitude toward the brand. Journal of Marketing Communications, 26(6), 615–635. https://doi.org/10.1080/13527266.2018.1555544
Pryshchenko, S. V. (2019). Creative technologies in advertising design. Creativity Studies, 12(1), 146–165. https://doi.org/10.3846/cs.2019.8403
Rabadjieva, M., & Butzin, A. (2020). Emergence and diffusion of social innovation through practice fields. European Planning Studies, 28(5), 925–940. https://doi.org/10.1080/09654313.2019.1577362
Sar, S., & Anghelcev, G. (2015). Congruity between mood and message regulatory focus enhances the effectiveness of anti drinking and driving advertisements: A global versus local processing explanation. International Journal of Advertising: The Review of Marketing Communications, 34(3), 421–446. https://doi.org/10.1080/02650487.2014.996198
Searles, K. (2010). Feeling good and doing good for the environment: The use of emotional appeals in pro-environmental public service announcements. Applied Environmental Education and Communication, 9(3), 173–184. https://doi.org/10.1080/1533015X.2010.510025
Schartinger, D., Rehfeld, D., Weber, M., & Rhomberg, W. (2020). Green social innovation – towards a typology. European Planning Studies, 28(5), 1026–1045. https://doi.org/10.1080/09654313.2019.1677564
Skalski, P., Tamborini, R., Glazer, E., & Smith, S. (2009). Effects of humor on presence and recall of persuasive messages. Communication Quarterly, 57(2), 136–153. https://doi.org/10.1080/01463370902881619
Skliarenko, N. V., Didukh, A. S., Rainysh, V. V., Kolosnichenko, O. V., & Chuprina, N. V. (2021). From waste to usefulness: Packaging design as a by-product. International Journal of Design and Nature and Ecodynamics, 16(5), 487–494. https://doi.org/10.18280/ijdne.160502
Skorupa, P. (2014). Shocking contents in social and commercial advertising. Creativity Studies, 7(2), 69–81. https://doi.org/10.3846/23450479.2014.997317
Sorrentino, M. (2020). How ambient advertising is uniquely placed to make audiences think. Westminster Papers in Communication and Culture, 15(2), 95–111. https://doi.org/10.16997/wpcc.346
Taura, T., & Nagai, Y. (2017). Creativity in innovation design: The roles of intuition, synthesis, and hypothesis. International Journal of Design Creativity and Innovation, 5(3–4), 131–148. https://doi.org/10.1080/21650349.2017.1313132
Treise, D., & Weigold, M. F. (2001). AIDS public service announcements. Health Marketing Quarterly, 18(3–4), 39–61. https://doi.org/10.1300/J026v18n03_05
Tungate, M. (2007). Adland: A global history of advertising. Kogan Page.
Valentine, L., Kroll, Th., Bruce, F., Lim, Ch., & Mountain, R. (2017). Design thinking for social innovation in health care. The Design Journal: An International Journal for All Aspects of Design, 20(6), 755–774. https://doi.org/10.1080/14606925.2017.1372926
Vorobchuk, M., & Skliarenko, N. (2022). Artistic language of coded information: The principles of visual communication signals design. New Design Ideas, 6(1), 40–50.
YouTube. (2015a). A hair-raising message. https://www.youtube.com/watch?v=064ipuBiWDg
YouTube. (2015b). Look at Me: Women’s aid interactive Billboard. https://www.youtube.com/watch?v=wEybVOerb9Q
YouTube. (2015c). Tree – book – tree (Work winner in Cannes 2015). https://www.youtube.com/watch?v=xgy2a9tFSPU
YouTube. (2013a). Anar foundation “Only for Children”. https://www.youtube.com/watch?v=6zoCDyQSH0o
YouTube. (2013b). Mit 2€ Viel Bewegen – Das interaktive CLP von MISEREOR. https://www.youtube.com/watch?v=P2xMYboiJ4A
YouTube. (2013c). WWF – Coca-Cola Arctic home campaign – augmented reality | WWF. https://www.youtube.com/watch?v=h2Jg8ryVk1k
YouTube. (2010). Banrock station wines: Launch the world’s first ad with live bees. https://www.youtube.com/watch?v=cm-I1IQ0L2U
YouTube. (2009). Bleeding Billboard. https://www.youtube.com/watch?v=FlSyieFqql4
YouTube. (2012). Ice books with visiting artist Basia Irland. https://www.youtube.com/watch?v=G56UXbHpnsc
YouTube. (2021). Pavegen | Floor tiles that generate electricity from footsteps. https://www.youtube.com/watch?v=CQ50llyG8-8
YouTube. (2011a). Shikun & Binui Solaria – Luz Solar. https://www.youtube.com/watch?v=TvQmPegVaL8
YouTube. (2011b). The footprint poster (Anti bear farming campaign). https://www.youtube.com/watch?v=0f-W4qawJRk
YouTube. (2017). UTEC Billboard that produces drinking water from air humidity. https://www.youtube.com/watch?v=lXE5zoftilA