Abstract:
In the current world, advertisements are one of the main strategies of propaganda used in
marketing. Even though the main purpose of advertisements is marketing, when we pay
attention to the advertisements in the modern world, it is significant that they are very high in
creativity. It could be identified that when communicating the environmental issues,
advertisements are acting as educational notices. These advertisements which educate the
society can be perceived as an instance where advertisements are working in terms of
instilling good values in society apart from marketing.
In this study, the main objective is to outline the nature of the qualities of the creative
communication used in the advertisements in the communication of environmental issues. In
this regard, Research problem of this study is to focus only on the impact of the qualities of
creative communication in advertisements regarding the acknowledgement of the society on
the destruction of animals.
The main method of this study is content analysis. Content analysis of this research was
conducted based on 3 printed advertisements produced by ―Scollz & Friend‖ advertising
agency situated in Berlin in Germany, 3 printed advertisements produced by ―Ogilvy‖
advertising agency in China and 2 printed advertisements produced by ―Stick‖ advertising
agency in South Africa. In addition, gathering information was done based on a questionnaire
with the participation of 50 data contributors for the sample method. The main conclusion of
the study was that there is a huge impact of the qualities of the creative communication used
in the advertisements in educating the society on the environmental issues.
