EXPRESS: The Impact of Advertising Creative Strategy on Advertising Elasticity

This study provides a comprehensive assessment of the impact of Advertising Creative Strategy (ACS) on advertising elasticity, founded on an integrative framework which distinguishes between the Function (content) and the Form (execution) of an advertising creative. Function is evaluated using a three-dimensional representation of content (Experience, Affect, Cognition), whereas the representation of Form accounts for both executional elements and the use of creative templates. The distinction between Function and Form allows for the investigation of potential synergies between content and execution, previously unaccounted for in the literature. The ACS framework also facilitates the calculation of composite metrics that capture holistic aspects of the creative strategy, such as Focus, or the extent of the emphasis on a specific content dimension, and Variation i.e., changes in content and execution over time. The empirical application focuses on a Dynamic Linear Model analysis of 2251 television advertising creatives from 91 brands in 16 consumer packaged goods categories. The findings suggest that in terms of Function, experiential content has the biggest effect on elasticity, followed by cognitive and affective content. Function and Form produce synergies that can be leveraged by advertisers to increase returns. Finally, Focus, Variation and the use of templates increase advertising elasticity.

Urdu Travelogues and Fiction

As it is believed that all the genres are somehow connected because they all belong to the same entity; man’s imagination which is the birthplace of all the artful & thoughtful ideas ever emerged in human history. This research paper encompasses the whole tradition of travelogues in Urdu literature and figures the elements of fiction in the very genre. The researcher suggests that the travelogue is the mother of all genres and the same core belief is what lays base on the thought-expedition while writing the paper. This is quite evident that travelogue-writer focuses on the facts and the actual details of every journey and utilize them while working on his draft and the same is the very creative strategy for writing fiction, that the fiction writers also get to the actual situations from the society, analyze objectively and then utilize them masterfully for the fictional sequence of the happenings in the story i.e. plot. This research paper helps the readers to envision the creative going on processes regarding fiction writing & travelogue writing both, understand them to an extensive extent and find the similarities which seemingly reflect the other like organic twins. In this regard, it is considered that the genres of travelogue & novel, both explained with meaningful examples and no ambiguity remains.

Creative Learning Strategies at SD Muhammadiyah Labschool during the Covid-19 Pandemic

This study discusses creative learning strategies at SD Muhammadiyah 1 Candi Labschool UMSIDA which have changed, namely by using an online or online system. This study aims to determine the creative strategies used by Muhammadiyah elementary school teachers in the midst of the Covid-19 pandemic situation. The method used by the author is a descriptive qualitative research method to explore information related to the issues raised. The results of this study indicate that SD Muhammadiyah 1 Candi Labschool UMSIDA developed a new learning strategy as a solution in dealing with the covid-19 pandemic, namely by conducting online learning using the Zoom application, Google Meet, Microsoft Team, WhatsApp. While the teacher's own creative strategy uses a personalized method strategy, which uses a discussion system and play while learning strategies, so students play while learning so that students can be motivated in learning. So teaching and learning activities at SD Muhammadiyah 1 Candi Labschool UMSIDA can run well.

Exploring and Researching Ideological and Political Education of College Students’ Psychological Quality for the Development of Artificial Intelligence

Students must integrate into the development of ethnic education and accept applicable norms and policies, values, and processes so that academics can continue to develop in a good direction for exploring and researching intellectual Ideological and Political Learning (IPL). The creation of a data system for the administration of IPL for university students can boost knowledge and the quality of maintenance of IPL. Therefore, this paper suggests artificial intelligence-based Ideological and Political Learning (AI-IPL) of college students depending on the psychological quality measurements. The AI-IPL method is used for the ideological and political development of the college students to encourage the students both mentally and physically. The AI-IPL method creates the differences in opinion between some of the students, which define the IPL of the eventual tendency towards creative strategy and psychological education method. The thought created by students’ experience must be evaluated for the requirements of learning and the experience of developing high-quality talent by the measure of political growth through innovating intellectual and political learning.

O JOGO DRAMÁTICO EM SUPERVISÃO: DO DESENVOLVIMENTO DO PAPEL DO PSICOTERAPEUTA AO PROCESSO PSICOTERAPÊUTICO DO PACIENTE

From the relationship with the patient emerge feelings, doubts, fantasies, and fears that eventually escape from the inner world of a therapist. These are obstacles that often reflect blockages and fears, which also limit the release of the patient’s spontaneity. The article discusses the supervision with psychodramatic techniques as an element in the training and development of the therapist’s role, reporting a case study in the psychotherapeutic scope. Its objective is to highlight the dramatic game as a possibility of recognizing personal aspects of the supervisee that interfere in the psychotherapeutic process and the spontaneous-creative strategy of his interventions, integrating knowledge to the experiential dimension. The study concluded that the supervisee felt professionally safer, also recognizing the significant importance of the supervisor in this process.

PERANCANGAN IDENTITAS VISUAL UNTUK RE-BRANDING RAJA TRAVEL MENJADI WHY TRIP TOUR AND TRAVEL DESIGNING VISUAL IDENTITY FOR THE RE-BRANDING OF RAJA TRAVEL INTO WHY TRIP TOUR AND TRAVEL

<pre><strong><em>Abstract</em></strong><strong><em> </em></strong></pre><p>Why Trip Tour and Travel <em>is a company which engaged in tour and travel service provider, as an old company which engaged in tour and travel service provider bussines sector, it needs an effort to create image and strong identity, so that company’s identity can increase. Thus, rebranding is needed as an effort of increasing company’s identity through some media, for example logo, website, social media, mobile apps which finally it creates a GSM ( Graphic standard manual) this planning aims to rebranding </em>Why Trip Tour and Travel <em>will show more fresh visual. In this rebranding is needed some steps to recieve appropriate result. First step is interviewing and observation, collecting data, creative strategy from </em>Why Trip Tour and Travel <em>and next step is processing design planning. Through all of steps, it will recieve key word as rebranding reference, is safe trip. The result of this final project is a logo, website, soscial media, and mobile apps which create a GSM ( Graphics </em><em>S</em><em>tandard </em><em>M</em><em>anual) , it will be propposed to ownrer of </em>Why Trip Tour and Travel <em>company.</em></p><p><strong><em>Key word</em></strong><em>: Rebranding, why trip tour and travel, Company’s identity</em></p><pre> </pre><p><strong>Abstrak </strong></p><p>Why Trip Tour and Travel adalah perusahaan yang bergerak di bidang penyedia layanan jasa tour dan perjalanan. Sebagai perusahaan yang cukup lama brgerak di sector bisnis penyedia layanan jasa tour dan perjalanan, perlu adanya upaya membangun citra serta identitas yang kuat sehingga mampu meningkatkan identitas perusahaan. Maka dari itu, diperlukan upaya rebranding sebagai upaya peningkatan identitas perusahaan melalui beberapa media berupa pembuatan logo, website, sosial media, mobile apps yang akhirnya nanti membentuk sebuah GSM (Graphic Standart Manual). perancangan ini bertujuan untuk me-rebranding Why Trip Tour and Travel yang mana akan menampilkan visual yang lebih segar dari sebelumnya. Dalam rebranding ini diperlukan beberapa tahapan untuk mendapatkan hasil yang sesuai, yakni diawali dengan wawancara serta observasi, pengumpulan data, strategi keratif dari pihak Why Trip Tour and Travel, dan kemudian dilanjutkan dengan proses perancangan desain. Dari tahapan tersebut nantinya didapatkan kata kunci sebagai acuan rebranding, yaitu Safe Trip. Hasil dari laporan tugas akhir ini berupa logo, website, sosial media, mobile apps yang akhirnya nanti membentuk sebuah GSM (Graphic Standart Manual). yang akan diajukan kepada pemilik perusahaan Why Trip Tour and Tavel.</p><p><strong>Kata kunci: </strong>Rebranding, Why Trip Tour and Travel, Identitas Perusahaan</p>

PERANCANGAN REBRANDING EVENT THE ELITE SHOWCASE 2021 PLANNING OF “THE ELITE SHOWCASE 2021” EVENT’S REBRANDING

<p><strong><em>Abstract</em></strong><em></em></p><p><em>This study discusses an organizer of a car modification exhibition, namely The Elite Production. This event organizer always tries to be a barometer of car modification in Indonesia which is held at ICE BSD, South Tangerang City. Although The Elite Production with its event has been running since 2015, this event organizer is still unable to compete with its competitors. The defeat of the competition was because The Elite Production lost in terms of branding. To be able to compete and beat its competitors, The Elite Showcase 2021 must carry out rebranding as a creative strategy to raise The Elite Showcase 2021 brand in the face of competitors. The method chosen for re-branding is to use “Design Thinking”. The stages in carrying out the design thinking method are empathize, define, ideaty, and test. Before the new branding is inaugurated, it must first go through several trials to the public, starting from several prototypes, until finally becoming a visual identity of The Elite Production 2021, which is ready to compete with its competitors in the car modification exhibition event.</em></p><p><strong><em>Keywords</em></strong><em>: event organizer, exhibition, car modification, design thinking</em></p><p> </p><p> </p><p><strong>Abstrak</strong></p><p>Penelitian ini membahas tentang sebuah penyelenggara pameran modifikasi mobil, yaitu The Elite Production. <em>Event Organizer </em>ini selalu berusaha menjadi barometer modifikasi mobil di Indonesia yang diadakan di ICE BSD, Kota Tangerang Selatan. Walaupun The Elite Production dengan <em>event</em>nya sudah dijalankan sejak tahun 2015, tetapi <em>event organizer </em>ini masih kalah bersaing dengan para kompetitornya. Kekalahan persaingan tersebut karena The Elite Production kalah dari segi <em>branding</em>. Untuk dapat bersaing dan mengalahkan para kompetitornya, The Elite Showcase 2021 harus melakukan <em>r</em><em>ebranding </em>sebagai strategi kreatif untuk menaikkan <em>brand </em>The Elite Showcase 2021 dalam menghadapi kompetitor. Metode yang dipilih untuk melakukan <em>r</em><em>e-branding </em>adalah dengan menggunakan “Design Thinking”. Tahapan dalam menjalankan metode <em>design thinkin</em>g adalah <em>emphatize, define, ideaty, </em>dan <em>test</em>. Sebelum <em>branding </em>baru diresmikan, harus terlebih dahulu melalui beberapa uji coba ke publik, mulai dari beberapa <em>prototype</em>, sampai akhirnya menjadi sebuah identitas visual dari The Elite Production 2021, yang siap bersaing dengan para kompetitornya dalam ajang pameran modifikasi mobil.</p><p><strong>Kata kunci</strong>: <em>event organizer</em>, pameran, modifikasi mobil, <em>design thinking</em></p>

How advertising got ‘woke’: The institutional role of advertising in the emergence of gender progressive market logics and practices

The use of gender stereotypes has long been a common creative strategy used by practitioners in advertising portrayals, leading to concern over the individual and societal effects of such representations of women. However, a recent decline in this institutionalized practice has provided the stimulus for our research. As such, we explore the influences that have led to meso-level market actors working in advertising and marketing actively avoiding the use of gender stereotypes of women in advertising depictions. We consider the role of advertising in a dynamic market system and the influences upon advertising practitioners leading to the emergence of gender progressive market logics. Linking the experiences of an expert sample of advertising professionals with the extant literature, our study broadens understanding of the central role of advertising in shaping markets. While previous research has examined the impact of advertising on society and cultural meaning, we highlight the recursive nature of this interaction. We find that emergent gender progressive logics have been dependent upon support in public discourses, shifts in professionals’ moral conscience, voiced consumer opinion and the market success of trailblazing, gender progressive advertising campaigns. We advance empirical analysis of market system influences that have led to more socially responsible advertising practices. This study has important implications for understanding advertising’s potential to address institutional problems in society.

V.S. Solovyov’s “Sunday Letters”: Aspects of the Author’s Dialogue with the Reader

The article is devoted to the analysis of V.S. Solovyov's “Sunday Letters”. Aspects of the author's dialogue with the reader within the framework of this publicist cycle are considered. The relevance of the topic is based on the importance of this work for understanding the writer’s last work, “Three Conversations” and the general direction of the development of his publicist writing. The “Sunday Letters” have relatively recently come to the attention of Solovyov scholars and remain little studied. On the basis of the main premises of M.M. Bakhtin’s concept of speech genres, the article examines the works included in the Solovyov cycle from a communicative perspective, highlighting several perspectives: author – addressee, author – text, addressee – text. This approach is new for Solovyov studies and productive due to the combination of literary and linguistic methods of scientific research. As a result, the general scheme of the way Solovyov the publicist constructs a communicative act with the reader established and some features of his dialogue with the audience are characterized. The article concludes that 1) Solovyov's main goal in publishing “Sunday Letters” was to organize a regular and direct dialogue with the Russian reading public on a wide range of social, political, philosophical, religious and moral issues (reflecting the influence of the tradition of F.M. Dostoevsky’s “Writer’s Diary”); 2) the author of the cycle primarily implemented an educational and prophetic creative strategy; 3) during 1897–1898 Solovyov distinguished between various sections of the reading public, corrected his position regarding the addressee; 4) the choice of the genre form of the work (letter-sermon) was not accidental, it was justified by the nature of the speech situation, participants of dialogue, specifics of communication sphere, subject of speech and determined the uniqueness of his style; 5) the style of the Solovyov cycle is characterized by heterogeneity, unevenness, excitement. These conclusions clarify the specifics of the author's position in the works of Solovyov the publicist, the character of his implementation of creative strategies.