Creative Elements of Advertising Using Cinemagraphs on Social Media Platforms

Abstract

        The purpose of the research was to study the creative elements of social media advertising in cinemagraph. The concepts and theories included 1) the concept of cinemagraph, 2) the philosophy of communication aesthetics, 3) the theory of technology determinism, and 4) the concept of perception; all were used as a guideline for the data analysis. Twelve pieces of social media advertising were chosen, and Repertory Grid was employed as a research instrument.

        The findings revealed that the effective use of creative elements of social media advertising in cinemagraph was as follows: 1) Movement as a parallel narrative between still and moving image based on the dimension of time and space, 2) Life as a narrative through Symbiotic Relationship between the concrete of still and the abstract meaning of movement, 3) the use of Minimalism element, 4) the aesthetic of Lighting and movement power, 5) the integration of the color psychology and the symbolic colors to convey the mood of the product, and 6) the persuasion through emotional content.