AMBIGUITY IN COMMUNICATION OF ADFEST AWARD-WINNING’S COMMERCIAL FILMS

Abstract

        This study aims to: (1) identify the creative elements of ambiguity in award-winning ADFEST advertisements; (2) examine the design strategies that enhance communicative appeal from the perspectives of scholars and practitioners; and (3) integrate ambiguous message design and signification approaches to foster audience engagement. Drawing upon Gestalt psychology and theories of ambiguity in signification, semiotic analysis, and advertising design principles, this qualitative inquiry encompasses a textual analysis of ten ADFEST Film Lotus advertisements (2018–2022) and focus group interviews with advertising academics and industry professionals.

        1. The findings reveal that ambiguous creativity comprises two interrelated dimensions. First, verbal ambiguity entails the use of metaphorical language, alternative Interpretations, ambiguity of emotional response, ambiguity of opposition, and intentionally incomplete meanings. Second, visual ambiguity encompasses the deployment of blurred imagery, mythic allusions, pictorial metaphors, binary oppositions, and stilled body language codes.

        2. effective design strategies for communicative appeal include: (a) attenuating visual clarity to create perceptual novelty; (b) opening interpretive spaces across multiple narrative levels; (c) embedding concealed meanings to evoke shared affect; (d) employing pared-down storytelling; (e) weaving symbolic connections through pictorial metaphor; and (f) binary oppositions.

        3. Finally, the integrated framework for designing ambiguous advertising messages to enhance participatory meaning-making consists of four interlocking processes: (1) constructing multifaceted ambiguity dimensions; (2) activating audience interpretive mechanisms; (3) co-creating meaning through message–receiver interaction; and (4) realizing communicative impact by aligning brand value with audience interpretations.