The examination of creative strategy, appeal and archetype usages in advertising within the context of interest levels

This study examines the use of creative strategy, advertising appeal, and archetypes in television commercials within the framework of consumer involvement level. The research covers 726 advertisements from 25 sectors broadcast on national television channels in Turkey during the 2022–2023 period. Sectors were categorized into two main groups low and high involvement based on the cognitive and emotional effort consumers exert during the purchasing process. The advertisements were coded using Frazer's creative strategy typology, the rational-emotional-hedonic appeal classification, and the archetype theory of Mark and Pearson. For each advertisement, a single dominant creative strategy, appeal, and archetype was identified. The data were analyzed using content analysis methodology via the MAXQDA software. Findings indicate that positioning is the most frequently employed creative strategy in both involvement groups. In low-involvement sectors, emotional selling proposition and preemptive strategies are prominent, while in high-involvement sectors, emotional selling proposition and brand image strategies stand out. Regarding advertising appeals, low-involvement advertisements predominantly use emotional and hedonic appeals such as sincerity, humor, and enjoyment. In contrast, high-involvement advertisements commonly employ a mix of rational, emotional, and hedonic appeals including sincerity, information delivery, innocence, and enjoyment. In terms of archetypes, the "Everyman" archetype is dominant across both groups. However, in high-involvement advertisements, the "Caregiver," "Ruler," and "Creator" archetypes are more frequent, whereas in low-involvement advertisements, the "Explorer," "Hero," and "Lover" archetypes are commonly used. The findings of this research provide valuable insights into how consumer involvement levels shape the creative components of advertisements. Beyond contributing to theoretical discussions on consumer involvement in advertising and marketing literature, the study also offers practical implications for creative practices in the industry.