Exploring the creative revolution brought by digital technologies in the production of advertising messages

Koblarp Chandrasapth and Natalia Yannopoulou

Chapter 4 in Digital Globalization of Creative Industries, 2025, pp 55-71 from Edward Elgar Publishing

Abstract: The aim of this study is to explore the role of digital technologies in advertising. The use of digital technologies is entering the creative realm and featuring as the main choice. This calls for interesting and often challenging observations and discussions among creative professionals. With the use of a case study methodological approach, we examine how artificial intelligence software is changing the way advertising messages are created. For our examination, we selected the latest advertising campaign of the Belgian Federal Opera that used ChatGPT and Dall-E for its inspiration and production. Employing a rhetorical analytical technique, we reveal the intended meanings and evaluate their effectiveness towards their target audience. Our proposed findings are discussed with regard to their theoretical and practical implications for advertising and the creative industries.

Keywords: Generative AI; Rhetorical analysis; Creative industry; Advertising; Global branding; Local branding (search for similar items in EconPapers)
Date: 2025
ISBN: 9781035314768
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