• Dora Gabriela MORHAN Universitatea „Al. I. Cuza” Iași


brand, consumption, equity, extensions


Using innovation in advertising represents a strategic decision that brand owners and advertisers make in order to grow and even survive on a competing market. In advertising, innovation manifests through creativity, a concept we will develop in this paper, in order to understand the semiotic implications of using creativity. As it is presented in this paper, scholars consider that creativity/innovation has a positive impact on ad effectiveness, encouraging ad processing and creating the context of a semiotic interpretation. From the semiotic point of view, creativity may though imply risks of interpretation due to some identified factors.


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