SYNCRETIC APPROACHES IN BUILDING UP SUCCESSFUL ADVERTISING
SYNCRETIC APPROACHES IN BUILDING UP SUCCESSFUL ADVERTISING

Summary/Abstract: The fierce competition on the market of advertising has turned into a real fight lately, with a disbalance between supply and demand that pushes creators in the field of advertising towards investigating and adopting new and sometimes unprecedented solutions to enhance the impact of their products and thus contribute to the success of the business they are working for. Such solutions comprise making full use of resources from the literary field, and, more recently, with the advance of technology, from other arts, such as film, fine arts or music, in combinations that are unique and worth analyzing. Therefore the main aim of the paper is to review such solutions of the syncretic type, to analyze the mechanisms underlying their creation and their place within the landscape of the advertising domain insofar as it can be considered a source of new forms of art. References are made to the contributions from cinematography, music and visual arts, which, together with the literary influences in the creation of a modern advertisement, can be conducive to success not only of the public, but also of the fellow creators of adverts. Conclusions point to the acceptance of the idea that advertising could be seen as a syncretic form of art in itself.

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